Federated to boost public media ads to spur traffic

ATLANTA, May 16 (Reuters) - Federated Department Stores FD.N said on Wednesday that it plans to advertise more in public media rather than through direct mail in an effort to spur traffic, especially at new Macy's stores.

"We are going to redirect more of our marketing to public media, which will help drive traffic, particular to former May doors," Federated Chief Financial Officer Karen Hoguet said during a conference call.

Federated posted lower-than-expected first-quarter earnings, citing "disappointing" sales at new Macy's stores. Hoguet said sales had improved but added that "our promotions will need to create more urgency" for customers to react.