As Message Misses Mark, Target's Profit Drops†

Wall Street Journal, February 27, 2008 — Target Corp. is finding that its "expect more" message doesn't go over as well when shoppers are facing a possible recession.

After long benefiting from an image more upscale than that of archrival Wal-Mart Stores Inc., Target finds itself on the losing end of the marketing game as Wal-Mart hammers home its "Every Day Low Prices" mantra to shoppers ready to cut back on cheap-chic.