Sears eyes media costs

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Sears, Roebuck & Co. is investing in new technology to evaluate media effectiveness, John Costello, senior exec VP-marketing, told the Newspaper Association of America's marketing conference in San Francisco today. Sears wants to bring media costs "from the expense side of the ledger to the investment side of the ledger," Mr. Costello said. Separately, David Verklin, exec VP-managing director of Hal Riney & Partners, San Francisco, said newspaper spending at his agency has tripled in the last 26 months and that hot areas of ad growth include telecommunications, financial services and cars.

Copyright July 1997, Crain Communications Inc.

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