“There are now far better and cheaper ways to reach and sway potential customers.”

and fail to specify what they are. Every retailer, major and not, is struggling with how to get consumers to spend right now. Most are failing. Many, like Macy’s, are cutting advertising and marketing budgets in the face of the recession and guess what? Sales continue to decline. Maybe, just maybe increasing marketing efforts, advertising and topping that off with some genuine creativity will work better for department stores (and GM) than slashing advertising and cutting costs as a way to grow. In previous recessions more advertising and marketing effort was the prescription to increasing market share. Oddly not so this time around. Time will tell who wins the battle for hearts, minds and dollars on Main St. in Mainstream USA where well more than 80% of all commerce is still transacted. My bet is on those brave retailers who aggressively market themselves with significant advertising as part of their marketing mix.