Mall Media
Making the Mass Marketplace into the Next Mass Medium
Beth CorbettNielsen Media Research, United States
Barb JohnsonProfessional Services, ShopperTrak RCT, United States
Bill Moult Sequent Partners, United States
Jim SpaethSequent Partners, United States
MALLS AS A MASS MARKETPLACE
The enclosed shopping mall in the United States has become the ultimate retail marketplace. The typical US enclosed mall garners over $129 million in retail sales annually. Across the country in 2003, enclosed malls captured more than $300 billion in sales. By comparison, e-commerce made headlines when it generated $24 billion in sales. When compared to...