Zale's problem: they're out-advertised

Right now at dallasnews.com, the story is headlined, "Leadership, return to diamond basics could save Zale, experts say."

Clunky! But a good indicator of how weirdly vague this article is. Best to go straight to its one useful fact: "Wal-Mart Stores Inc. controls the largest market share in a fragmented business. No jewelry chain holds a stake much bigger than 10 percent. Signet is close and supplanted Zale as the top revenue-producing jeweler in the U.S. in 2006, with its Kay Jewelers and Jared the Galleria of Jewelry chains. It consistently outspends Zale in building stores and advertising its diamond engagement rings, pendants and earrings."

And there you go.