Shop Talk

Retailers, consumers and prices

Check Out Line: Retailers’ ad strategies face “Tipping point”


newspaperCheck out the quickly shifting media landscape putting retailers’ ad strategies at risk.

In a research note this week, Credit Suisse analyst Michael Exstein examined what changes in the media world mean for retailers who are used to reaching consumers through traditional channels — like the newspaper.

In the past five years, there has been a modest shift from print toward digital media, but Exstein warned that: ”We may in effect be reach a ‘tipping point’ where past media strategies will no longer be sustainable.”

Promotional national retailers that cater to a younger demographic and rely on national media to communicate to customers may be most exposed to changes in the media landscape, he said.