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Sears Invests Record $45 Million In Newspaper Advertising
Sears Roebuck and Co announces 1956 newspaper ad spend of $45,479,000, a new high and eleventh straight record year, across 1,003 papers. Local manager O B Lord notes 78.8 percent of Sears local retail advertising. total retail media expense hits a record $8,777,000 amid broader $12,298,000 media mix. Edward Gudeman, Sears VP, says newspapers led promotions as 1956 sales reached record highs.
MENTIONED IN THIS ARTICLE
Sears, Roebuck and Co
O. B. Lord
Sears
Lord
Edward Gudeman