JC Penney Looks to Newspapers in Revamped Marketing Push

By: Natalie Zmuda | Ad Age

In the wake of bleak second-quarter results, JC Penney says it is shifting its marketing from brand building to business building.

During a meeting with analysts to discuss second-quarter results, CEO Ron Johnson detailed the marketing shifts that have taken place since its chief marketer and merchandiser, President Michael Francis, abruptly departed after just eight months. JC Penney “went dark” in mid-June — the same time Mr. Francis departed — turning off TV ads, canceling the July catalog that was already printed and scrapping July newspaper inserts, Mr. Johnson said.

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