Advertising value and sponsorship dynamics

The iconic department store calls the parade its “gift to the nation.” With 30 million TV viewers, it’s also a big moneymaker — at least we think it is: when it comes to parade economics, Macy’s is famously tight-lipped. In this 2024 episode, we try to loosen them up. (Part one of a two-part series.)

• SOURCES:
  • John Cheney, carpenter at Macy’s Studios.
  • Will Coss, vice president and executive producer of Macy’s Studios.
  • Jeff Kinney, author, cartoonist, and owner of An Unlikely Story Bookstore and Café.
  • Kevin Lynch, vice president of global helium at Messer.
  • Jen Neal, executive vice president of live events and specials for NBCUniversal Entertainment.
  • Tony Spring, chairman and C.E.O. of Macy’s Inc.
  • Jessica Tisch, New York City police commissioner, former commissioner of the New York City Department of Sanitation.
  • Dawn Tolson, executive director of Citywide Event Coordination and Management and the Street Activity Permit Office for the City of New York.

• RESOURCES:
  • Macy’s: The Store. The Star. The Story., by Robert M. Grippo (2009).
  • History of Macy’s of New York, 1853-1919: Chapters in the Evolution of the Department Store, by Ralph M. Hower (1943).
  • Macy’s Thanksgiving Day Parade.

• EXTRAS:
  • "Helium," by The Economics of Everyday Things (2024).

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