Magazine article Editor & Publisher

Featuring Full-Page Ads in 228 Dailies

Magazine article Editor & Publisher

Featuring Full-Page Ads in 228 Dailies

Article excerpt

Talbots' big buy bolsters brand

Talbots, the Hingham, Mass.-based retail chain, made its biggest newspaper buy ever with an Oct. 27 branding campaign of full-page, color ads in 228 dailies. In addition, the group plans to announce a Dec. 26 clearance sale with ads in at least 50 dailies.

Talbots, whose 678 stores in 46 states specialize in women's apparel, shoes, and accessories, has been increasing newspaper advertising as part of an expanded multimedia branding campaign and a strategy for opening several hundred more stores over the next several years.

The branding ad also will appear in USA Today on both Oct. 27 and Nov. 7, Election Day. The ad shows a mother at a polling booth with her daughter, and says: "Clothes designed for models ... Role Models."

Talbots' branding campaign includes newspapers because "they are very well-read by our customers," mostly women 35 to 55, said spokeswoman Marjorie Myers.

Talbots traditionally has used newspaper ads for sales promotions. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.