JCPenney Makes Some Noise

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JCPenney, Plano, TX, will build next week's launch of its new in-store, catalog-type magazine around an Arizona Jeans brand label promotion targeting teen-agers. The magazine, Noise, will initially be circulated to 15 percent of all JCPenney stores along with a nationwide consumer mail drop of 250,000 copies followed by a full-store distribution schedule next month.


Spokeswoman Theda Page Whitehead said the new direct marketing vehicle was developed to help solidify the company's identity and product offerings among young consumers.


"We created the magazine to develop a new relationship with the teen consumer," she said, "and we are particularly interested in promoting our Arizona Jeans."


The Arizona label has done well for Penney, with sales rising 11 percent last year alone to $1 billion -- despite a recent drop in popularity to sixth place from No. 2, according to Teenage Research Unlimited Inc., Northbrook, IL. Deciding it was time for a change, the retailer put its advertising account with Temerlin McClain, Dallas under review, eventually signing a $20 million deal with the Dallas office of Omnicom Group's DDB Worldwide.
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