Safeway Looks To Cut Print Ads

Advertising Age , Tuesday, February 26, 2013 9:30 AM
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The fifth-largest grocery player in North America spent $20 million on newspaper ads through November of 2012, way down from $33 million in 2010. "As people become more digital, there's an opportunity, which we're working hard at, [to] actually get out of the paper ads and make the ad itself personalized for every household," said Chairman-CEO Steve Burd during a fourth quarter earnings call with analysts. He talked about Just for U online digital coupon loyalty program. The program now counts 5.4 million U.S. households, or 45% of Safeway's sales base.

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