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Department Store Ad Spending: Assessing the Shift
Borrell Associates Inc, May 2004, Pages: 30
Once the anchor for daily newspapers, department stores have begun shifting their ad spending from print to electronic media -- TV, radio and the Internet. In the past four years, newspapers have lost nearly $2 billion in annual revenues. This is the second largest category loss for newspapers, behind the $5 billion implosion in recruitment advertising that occurred from 2000-2003. With the aid of data from Scarborough Research, Borell Associates track this latest advertising trend to show just how deep the problem runs, what's causing it, and where department store advertisers are shifting their spending.
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