Macy's hopes big names equal big sales

CINCINNATI Macy's is launching a $100-million advertising campaign, according to reports, that will feature big-name celebrities such as Martha Stewart, Donald Trump and Jessica Simpson.

The ads, which will begin airing on television this month, will star well-known figures who all have a name-branded item at Macy's. According to reports, in many of the ads, the celebrities will joke about their public reputations, such as Simpson's mental abilitites.

The new campaign is reportedly being launched to help the company boost sales and earnings, which have been lagging recently. The company reported earnings of 16 cents per diluted share for the second quarter of 2007, ended Aug. 4. This compares with diluted earnings per share from continuing operations of 51 cents for the same 13-week period last year.

For the first half of 2007, Macy's Inc. reported diluted earnings per share from continuing operations of 27 cents per share, compared with 37 cents per share in the first half of 2006.