In the "new economy," just about everyone is trying to brand themselves, including shopping malls.

Glimcher Realty Trust joins a trend among mall operators by readying an estimated $5 million ad campaign to introduce-and lure-shoppers to its Jersey Gardens mall in New Jersey.

Print ads will begin running in early October, about three weeks before the mall opens. Siddall, Matus & Coughter, Richmond, Va., is handling the campaign.

A specific ad strategy and theme are still under construction, but the effort likely will highlight items such as apparel and jewelry rather than specific retailers, said Susan Demeo, an account exec at the agency.

CONSISTENT DELIVERY

"Jersey Gardens as a brand has to stand for something-prices," said Claire Calabrese, director of shopping-center marketing for Glimcher, which has more than 125 properties in 25 states. "By creating an ad campaign, we can deliver that consistently and clearly,"

The initial print effort will be followed by outdoor and TV.

Jersey Gardens plans to distinguish itself from its competitors by offering amenities such as valet parking, coat check service and shuttle service from Manhattan and Newark International Airport. These incentives are what Ms. Demeo said give the mall its competitive edge.

Shopping malls increasingly are doing their own advertising rather than counting on the individual retailers to bring in customers. In March, Simon Property Group, the nation's largest group and owner of the Mall of America in Minnesota,