Macy's has cut print ad spending by half since 2005 - Dayton Business Journal:

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Cincinnati-based Macy’s and the former May DepartmengtStores Co., which was later purchased by Macy’s, combinede to spend $1.2 billion in 2005 on newspape advertising. That compares to $583.3 million that Macy’s spenft on newspaper ads in Alan Mutter, citing data published by TNS Media Macy’s was still the largest newspaper advertisefr among retailers in the country last It wasthe second-largest newspaper advertiser behind Verizon, which spent $681 million on newspaper ads in 2008, accordingt to TNS information.
A spokesmaj said in an e-mail that the company doesn't comment on ad spending beyond what it disclosesd in the 10K report it files with the Securities andExchange Commission. Macy's has been pulling back on its newspapeer couponsfor years. But it was not until it acquired May, in 2005, that it had shiftes its advertising focus to emphasize nationaltelevisiojn campaigns. Total advertising spending roseto $1.24 billiobn in 2008, from $1.19 billion in 2007 and $1.1u billion in 2006, according to the company'w annual report. Macy’s isn’ty the only retailer that’s been adjustingh its advertising spending.
Earlier this year, TSN data that showec Minneapolis-based increased its total advertising expenditures in 2008 comparefdto 2007, while Richfield, Minn.-based Inc. cut its advertising spendin g last year.