Sunday, November 4, 2001

Banners like this one at the Kailua store have been
put up over Liberty House signs in preparation
of the switch to Macy's.

Liberty House
ads make way
for new owner

Macy's will make its formal
debut at the traditional start
of the holiday buying season

By Erika Engle

Advertising by Liberty House, as much a staple to Hawaii's ad-driven media as rice is to a local family, will cease on Wednesday Nov. 21 -- the day before Thanksgiving.

Liberty House The very next day, in ad-fattened local newspapers and broadcast programming, Macy's advertising will take its place. The transition comes on the eve of what is traditionally one of the busiest shopping days of the year.

The retailer "made a very small buy," according to one television advertising executive, who asked not to be identified.

"We've been talking with them, and we expect them to be a consistent advertiser on our stations," said Chuck Cotton, general manager of the seven Oahu stations owned by Texas-based Clear Channel Communications Inc. However he declined to reveal when the store's schedule of commercials might begin, or even whether a schedule had been purchased.

Three members of the Liberty House advertising department were retained by Macy's and have relocated to San Francisco, home of the store's 200-member ad department. Others have been hired in different capacities, while yet others will pick up their final paychecks Nov. 9. The total number of people in the LH ad department was unavailable at press time.

The Macy's ads to appear in Hawaii are being placed by store officials in San Francisco, according to local sources who also asked that their names be withheld.

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