JC Penney says it is shifting its marketing from brand building to business building.
CEO Ron Johnson believes the brand is spending too much money on TV advertisements and not enough on print. Now, JC Penney is investing heavily in what Johnson calls "traditional traffic-driving means." To free up money for these investments, the retailer is cutting back on TV.
The advertiser has doubled their print presence in newspapers, moving from 11 scheduled inserts in the Spring season to 30 planned inserts in the next season.
Read more about JC Penney's move to print on AdAge.com