E&P Advertising Briefs

Posted Tuesday, December 4, 2001 12:00 am

By: Lucia Moses E-tailers Turn To Newspapers For Advertising

Internet-based companies are turning to newspapers to drive holiday sales in what is expected to be a slow shopping season.

Auctioneer eBay planned to put 23 million color inserts inside 55 Sunday papers last weekend, according to news reports, and both Amazon.com and Yahoo! had inserts in Sunday papers Nov. 25.

Kmart Softens Cut Of Newspaper Inserts

Kmart may leave a little more under the tree for newspapers this year.

The Troy, Mich.-based retailer, which spent $171 million in newspapers last year, making it the medium's eighth-biggest brand advertiser, plans to put back some of the newspaper insert pages it had planned to cut in the next two months. Instead of scaling back pages by 40% in December and January, Kmart will cut pages 20% and 30%, respectively.

The retailer said Sunday sales suffered after it shifted dollars from inserts to broadcast this year.

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