Papers brace for Macy's spending shift.

The article reports on the newspaper advertising campaign by Federated Department Stores in the U.S. on September 9, 2006. As much as $425 million will be spent by the advertiser in promoting its department-store brands, which will be officially reborn as Macy's. The effort will be backed by the company's first national branding campaign from J. Walter Thompson and Starcom.