NEW YORK — Both Kmart and Wal-Mart will suspend all TV and radio advertising on Sept. 11.
This story first appeared in the September 5, 2002 issue of WWD. Subscribe Today.
Kmart will place institutional tribute ads in memorial editions of several New York daily newspapers that day, including The New York Times and The New York Post, as well as The Washington Post and The Daily American in Somerset, Pa., near to where the fourth plane crashed.
A Kmart spokesman declined to divulge how much Kmart spends daily on TV and radio advertising. According to CMR, a Taylor Nelson Sofres company, Kmart’s total ad expenditures for 2001 were $596.7 million.
Kmart stores will open at 10 a.m. nationwide (typically they open at 8 a.m.), except for 24-hour SuperCenters, distribution centers and headquarters. Kmart headquarters and stores will observe a moment of silence at 8:46 a.m. EST, the time the first plane hit, and during the live World Trade Center services at the site. All TV walls in Kmart store electronics departments will be tuned to the live memorial service.
Additionally, select stores in New York, Washington, D.C., and Pennsylvania will distribute free American flags and American flag window decals to customers.
Wal-Mart said it won’t do any advertising at all on Sept. 11. “Stores will be open as usual. The goal we’ve set for ourselves is to have a day of quiet reflection,” said a Wal-Mart spokesman. The stores will have a televised message from the home office, and a moment of silence. Throughout the day, TVs in the electronics departments will air the memorial services on ABC.
According to Competitive Media Reporting, Wal-Mart spent $573.4 million on total advertising expenditures in 2001.