Wal-Mart seeks sup­plier ad cuts

Los Angeles Times - - BUSINESS -

Wal-Mart is ask­ing sup­pli­ers to cut back on ad­ver­tis­ing spend­ing in its stores as it seeks lower prices on goods that it sells to its own cus­tomers.

His­tor­i­cally, mak­ers of con­sumer prod­ucts such as laun­dry de­ter­gent de­vote a por­tion of their bud­get to mar­ket their prod­ucts at Wal-Mart, whether it’s ad­ver­tis­ing on so­cial me­dia or store dis­plays. Wal-Mart ex­ec­u­tives told sup­pli­ers they would rather have them rein­vest some of that money.

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