Go back to News pageSAN FRANICSCO -- Fearful of losing customers during the newspaper strike, Macy's hand-delivered a special advertising supplement directly to the doorsteps of its customers -- an unusual move that costs the San Francisco Chronicle and Examiner thousands of dollars.
Because of the strike, the newspaper's largest advertiser bypassed the dailies on Tuesday to deliver thousands of San Francisco households a special eight-page ad package that would normally go inside the newspapers.
"The lack of an orderly distribution system (at the newspapers) has forced us to look at alternatives," said Kent Anderson, head of advertising at Macy's.
Anderson stressed that Macy's will remain neutral throughout the strike, and is continuing to advertise in both newspapers and the Free Press. But the move by the giant retailer is a clear sign that the strike has effectively shut its primary advertising channel during the key pre-holiday season.
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