Magazine article Editor & Publisher

Sears Will Bulk Up Pre-Prints in Fall

Magazine article Editor & Publisher

Sears Will Bulk Up Pre-Prints in Fall

Article excerpt

Chicago Newspapers will be bulging this fall with new and heavier Sears, Roebuck and Co. inserts, the Hoffman Estates, Ill.-based retailing giant says.

Sears is replacing its aging "Softer side of Sears" branding campaign with an undisclosed new theme and advertising that will focus far more on price and products, says Bill Block, its manager of newspaper media.

"Pre-print activity is going to be up. The frequency will be at a higher level than I've ever seen it in the years I've been at Sears," Block says. "On the negative side, from your point of view, some of the expenses for the new pre-prints will come from ROP [run of press]."

Block disclosed Sears' plans in roundtable discussions with newspaper executives during the Newspaper Association of America's Marketing Conference here July 20. He wouldn't comment on how much the retailer plans to spend on pre-prints or take away from ROP.

Sears, the fifth-biggest brand advertiser in newspapers in the United States, has increased its newspaper ad spending in the past two years, according to the recent E&P/CMR report gathered by Competitive Media Reporting. …

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