Federated Department Stores' planned consolidation of its California retail stores could hurt the state's major newspapers, which will receive ads from fewer brand name chains in the near future. Federated last week named 40 stores operating in California under the Broadway, Emporium and Weinstock's names that it will convert to Macy's next year. Federated said it also will convert its own Bullock's stores in Southern California into Macy's. The 82-unit Broadway Stores, acquired by Federated in October, last year spent $100 million on newspaper ads for its three chains. Both Broadway and Federated ads are handled in-house.