Federated to Use Digital Photos in Catalogs

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Federated Department Stores Inc., Cincinnati, will begin using digital photography in place of traditional photography for its Bloomingdale's Direct and Macy's Direct catalogs and its direct-to-consumer sales efforts by the end of this year.

Federated signed an agreement to use Vertis, a Baltimore-based provider of integrated advertising and marketing solutions, as its vendor over the next 12 months.

Under the agreement, Vertis will use its photography studios in New York and Harrison, NJ, to acquire images for Federated Direct. The shift is expected to lower costs for Federated, which previously used multiple vendors to meet its photography needs.

"This agreement will help us realize substantial cost savings and dramatically improve our ability to create, modify and manage our catalog and Internet sales tools," said Dawn Robertson, president of Federated Direct.

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