The World: New York - JCPenney and Kohl's rethink strategies for circulars

Kohl's and JCPenney are looking for more effective ways of managing their newspaper-circular strategies.

Both stores' publications are evaluating how to stretch their advertising budgets more efficiently, which includes looking at cheaper online programmes, as well as more measurable direct mail strategies.

The reviews are said to be motivated by higher overall media costs, and the need to be "very aggressive" in using online, cinema and mobile messaging.

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