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Send a Letter to the Editor Share: Macy's is spending millions on local advertisements that don't target local consumers.
Presidents come and go on the Washington Post’s front page. All political columnists—even David Broder—will retire in time. But there’s one mainstay of the area’s leading daily newspaper that will likely outlast them all: the Macy’s advertisement.
Yes, the Macy’s advertisement. Your eyes have glazed over hundreds of them. The images are forgettable: shimmering perfume bottles, $19.99 glassware, toothy blondes modeling coats or sweaters or gloves or hats. Are those models really dressed? Or are the sales items just digitally superimposed on the same girl? It’s a modern mystery.
The cost of a full-page advertisement in the front section runs deep in the five digits. But while most advertisers make an effort to tailor their ads to local markets, big-spender Macy’s misses the boat. With hundreds of words in fine print, and no specialized local listings, how effective are those full-pagers? Check out what Macy’s is really sharing with Washington, D.C.-area consumers, through the lens of an ad that ran in the Post on Dec. 22.
Comment by GC Jan. 17, 2008, at 1:50 pm
I swear every since Macy's bought Hechts, it has been a downhill situation. I thought it was just me, but I've overheard many people complain while actually in the store, just as I have. Even the employees complain! They mark-up a $15 T-Shirt to $35, and so on and so on, but the quality is way less than what Hecht's and Macy's customers have seen in the past. You'd think that a Macy's takeover would mean more quality brands for a lil bit more $, not the case! It's exactly the opposite. In fact, I was happier with Macy's products before they acquired Hecht's. I used to go to Hecht's once a week, faithfully. Not after Macy's took over! Now the only $ Macy's will get from me is for shoes, I wont bother going into any other section. It seems as if their "buyers" have slipped into a fashion tunnel. All the clothes are so grandma-ish, hell I shouldn't even say grandmas, just know it's really bad. Okay, done venting...
I agree, the only thing I purchase from Macy's is their Mac lipstick and eyeshadow, other then that forget it. [img]/forums/images/%%GRAEMLIN_URL%%/70400-talktohand.gif[/img] I loved Woodies. [img]/forums/images/%%GRAEMLIN_URL%%/70394-bawlout.gif[/img] [img]/forums/images/%%GRAEMLIN_URL%%/70394-bawlout.gif[/img]
Comments Print E-mail E-Mail the Writer
Send a Letter to the Editor Share: Macy's is spending millions on local advertisements that don't target local consumers.
Presidents come and go on the Washington Post’s front page. All political columnists—even David Broder—will retire in time. But there’s one mainstay of the area’s leading daily newspaper that will likely outlast them all: the Macy’s advertisement.
Yes, the Macy’s advertisement. Your eyes have glazed over hundreds of them. The images are forgettable: shimmering perfume bottles, $19.99 glassware, toothy blondes modeling coats or sweaters or gloves or hats. Are those models really dressed? Or are the sales items just digitally superimposed on the same girl? It’s a modern mystery.
The cost of a full-page advertisement in the front section runs deep in the five digits. But while most advertisers make an effort to tailor their ads to local markets, big-spender Macy’s misses the boat. With hundreds of words in fine print, and no specialized local listings, how effective are those full-pagers? Check out what Macy’s is really sharing with Washington, D.C.-area consumers, through the lens of an ad that ran in the Post on Dec. 22.
Comment by GC Jan. 17, 2008, at 1:50 pm
I swear every since Macy's bought Hechts, it has been a downhill situation. I thought it was just me, but I've overheard many people complain while actually in the store, just as I have. Even the employees complain! They mark-up a $15 T-Shirt to $35, and so on and so on, but the quality is way less than what Hecht's and Macy's customers have seen in the past. You'd think that a Macy's takeover would mean more quality brands for a lil bit more $, not the case! It's exactly the opposite. In fact, I was happier with Macy's products before they acquired Hecht's. I used to go to Hecht's once a week, faithfully. Not after Macy's took over! Now the only $ Macy's will get from me is for shoes, I wont bother going into any other section. It seems as if their "buyers" have slipped into a fashion tunnel. All the clothes are so grandma-ish, hell I shouldn't even say grandmas, just know it's really bad. Okay, done venting...
I agree, the only thing I purchase from Macy's is their Mac lipstick and eyeshadow, other then that forget it. [img]/forums/images/%%GRAEMLIN_URL%%/70400-talktohand.gif[/img] I loved Woodies. [img]/forums/images/%%GRAEMLIN_URL%%/70394-bawlout.gif[/img] [img]/forums/images/%%GRAEMLIN_URL%%/70394-bawlout.gif[/img]
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