"In order for your newspapers to be winning our advertising dollars, you need to be winning in the marketplace, and that's not currently the case," MacDonald told publishers.

Macy’s is becoming a national brand and, thus, requires national exposure, whereas newspapers are more effective at delivering local messages. MacDonald suggested that newspapers work together to sell advertising in order to reach a broader audience.

Using her industry as an example, MacDonald emphasized the need for newspapers to change: "Like us, you must change the way you think," she said.  As an example, if the New York Times were to somehow send her two favorite sections – science and dining – wrapped on the outside,  she would be impressed that the publisher had gained such insight about her reading habits, she told publishers.

Source: Houston Chronicle (chron.com)