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Target to Pull Spots; Sears to Go Dark

By Published on .

SAN FRANCISCO (AdAge.com) -- Target Corp.'s Target Stores will not air regularly scheduled TV commercials on the anniversary of the Sept.11 terrorist attack, a company spokesman said.

Target will place an ad in a memorial section planned for The New York Times, he said.

"We are somewhat quietly honoring those in New York City," he said.

Other retailers putting

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off their advertising plans include Sears, Roebuck & Co., which plans to go dark on Sept. 11 but will reschedule its ads for other times, a spokeswoman said.

A number of chains, particularly those in New York, were planning memorial window displays.

The ad blackouts by retailers are expected to have a minimal impact on sales, as the anniversary falls on a Wednesday, usually a quiet shopping day even though it comes at the peak of the important back-to-school season.

Sears plan to go ahead with sales events planned for the following weekend, the spokeswoman said.

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