The End of an Era - JC Penney Goes On-Demand

The end of an era. As kids, we always looked forward to receiving the JC Penny and Sear's "Big Book" catalogs in the mail around holiday time. Change is good. Like the rest of the retail industry, it seems JC Penney is moving to focus its marketing efforts online, on mobile applications, and smaller, more personalized catalogs. These personalized catalogs will no doubt be smaller in size. I wonder if they will still make that "flippity" sound of pages turning fast to get to the toy section!

So I have a question: How is moving a cultural icon like the JC Penney "Big Book" catalog to a smaller size and online format change the perception of that organization? Are some "old school" marketing mediums better off left alone? See the press release by clicking here.