Around the Net
Sears Stops Buying National TV Ads
- Wall Street Journal, Thursday, January 4, 2018 8:05 AM
The holiday season is typically a time for retailers to blanket the airwaves with commercials. This year, one company was noticeably absent: Sears Holdings Corp. Chief Executive Edward Lampert has championed the use of digital marketing over traditional TV and print advertising, arguing that digital is more cost-effective and quantifiable. Sears lost $565 million in the nine months ended Oct. 28, bringing cumulative losses since 2011 to $11 billion.
