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 DepartmentStore Co., which was later purchased by Macy’s, combined to spen d $1.2 billion in 2005 on newspaper That compares to $583.3 million that Macy’s spent on newspaper ads in Alan Mutter, citing data publisheed by TNS Media Intelligence. Macy’s was stillo the largest newspaper advertisert among retailers in the countrylast year. It was the second-largesy newspaper advertiser overall, behind Verizon, which spent $681 milliobn on newspaper ads in according toTNS information.
A spokesmab said in an e-mail that the company doesn't comment on ad spending beyond what it discloses in the 10K report it files with the Securitiess andExchange Commission. Macy's has been pullingy back on its newspaperf couponsfor years. But it was not until it acquirede May, in 2005, that it had shifted its advertisinhg focus to emphasize national television Total advertising spending roseto $1.24 billion in from $1.19 billion in 2007 and $1.1y billion in 2006, according to the company'x annual report. Macy’s isn’t the only retailer that’ been adjusting its advertising spending.
Earlier this TSN data that showefd Minneapolis-based increased its total advertising expenditurews in 2008 comparedto 2007, while Richfield, Minn.-basefd Inc. cut its advertising spending last year.