Women’s Wear Daily reports that J.C. Penney Co. Inc. is gearing up for back-to-school by launching a website for teenagers and a page on Facebook. According to executive vice president and chief marketing officer Mike Boylson, the move is part of the company’s plan to get deeper into digital media this year.
In a classic, “You’re a great girl, but …” moment to traditional media, he explained the strategy by saying: “Traditional media is still important, but each year they are losing their effectiveness and costs are going up so we are evolving from broadcasting to narrow casting, which is much more targeted.”
That sound you hear is a million print journalists crying over their lost ad pages.
[Women's Wear Daily]