Dailies Worried About Holiday Advertising

october 10, 2003  06:45 am
Tepid shopper interest last year forced retailers to cut their year-end forecasts and resort to heavy promotions to move merchandise. This helped newspapers eke out a 3.8% gain in Q4 retail advertising, on a par with the industry's 1999 spending level. Is another promotion-heavy season newspapers' best hope? "I think we'll see promotions again this year," says Kathleen Brookbanks, managing director of media planning and buying firm OMD Midwest in Chicago, which places ads for retailers like Dell Inc. and J.C. Penney Co. Inc. "When they're depending on taking business from others, they go back to what works for them, and newspapers will do well."