Why the Macy's Parade Still Matters

Macy’s wants to recapture its glorious past. The author of the Wimpy Kid books wants to rebuild his dilapidated hometown. We just want to listen in. (Part two of a two-part series, first published in 2024)

• SOURCES:
  • Mark Cohen, former professor and director of retail studies at Columbia Business School.
  • Will Coss, vice president and executive producer of Macy’s Studios.
  • Jeff Kinney, author, cartoonist, and owner of An Unlikely Story Bookstore and Café.
  • Tony Spring, chairman and C.E.O. of Macy’s Inc.

• RESOURCES:
  • "How Macy’s CEO Tony Spring Is Turning the Retailer Around," by Suzanne Kapner (The Wall Street Journal, 2025).
  • “NBC Ready to Pay Triple to Gobble Up Thanksgiving Parade Broadcast Rights,” by Joe Flint (The Wall Street Journal, 2024).
  • “How Macy’s Set Out to Conquer the Department Store Business — and Lost,” by Daphne Howland (Retail Dive, 2022).
  • An Unlikely Story Bookstore and Café.

• EXTRAS:
  • “Can the Macy’s Parade Save Macy’s?” series by Freakonomics Radio (2024).

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