Exhibit 99.1

                              JCPenney News Release
<table>
<c>                         <c>                        <c>                     <c>
CONTACT
Quinton Crenshaw          Tim Lyons                  Eli Akresh               Bob Johnson
Public Relations          Public Relations           Investor Relations       Investor Relations
(972) 431-5581            (972) 431-4834             (972) 431-2207           (972) 431-2217
qcrensha@jcpenney.com     tmlyons@jcpenney.com       eakresh@jcpenney.com      rvjohnso@jcpenney.com
- ---------------------     --------------------       --------------------      ---------------------

</table>


             JCPENNEY'S THIRD QUARTER OPERATING PROFIT INCREASES 66%

            Financial Position Strengthens and Cash Flow Accelerates

                         Holiday Season Outlook Positive


     PLANO, Texas,  November 16, 2004 -- J. C. Penney Company,  Inc. (NYSE: JCP)
reported  today that third  quarter  operating  profit  increased 66 percent and
earnings from  continuing  operations were $0.50 per share compared to $0.31 per
share last year.  This  year's  quarterly  earnings  included  the impact of $47
million,  or $0.10 per share,  for one-time  charges  associated with early debt
retirements.  Excluding the effects of these charges,  earnings per share nearly
doubled from last year.

     Allen Questrom,  Chairman and Chief Executive  Officer said, "Third quarter
operating profit was significantly  higher than our original  expectations and I
am pleased  with the  progress we continue to make.  We are  entering the fourth
quarter with  confidence and momentum,  and stores are set for the holidays with
exciting    merchandise    assortments    supported   by   powerful   marketing.
Catalog/Internet  continues  to show strong sales and a  significantly  improved
profit contribution. We are optimistic the economic environment will continue to
improve.  Although high energy prices remain a concern for our customer segment,
we are encouraged by recent trends."

     Questrom  added,  "Our  management  team  continues to focus on  delivering
trend-right  fashion  at  affordable  prices  across  all three of our  shopping
channels,  Stores, Catalog and Internet. We have established a strong foundation
over the past four years that provides a solid basis to take our  performance to
the next level as Mike Ullman leads JCPenney into the future."







Operating Results
- ------------------

     Third  quarter  operating  profit  increased  66  percent  to $346  million
compared  with $208  million  last  year,  driven by sales  gains and  continued
improvement in gross margin and expense leverage.  Operating profit increased to
7.7  percent  of sales,  an  improvement  of 290 basis  points  over last  year.
Comparable  department  store sales  increased 2.7 percent and reflect  strength
throughout all merchandise areas.  Catalog/Internet  sales increased 3.6 percent
over  last year  while  continuing  to  provide a  significant  contribution  to
operating  profit.  Internet  remains the fastest  growing  channel,  increasing
nearly 30 percent for the quarter.

     Gross margin increased by 230 basis points as a percent of sales reflecting
continued benefits from our centralized business model, including better buying,
marketing, store environment, and seasonal merchandise transition. Expenses were
well managed and leveraged by 60 basis points as a percent of sales.


Financial Condition and Cash Flow
- ---------------------------------

     The  Company's  equity and debt  reduction  program  announced in August is
proceeding  as planned and is expected  to be  completed  within the next six to
nine months.  To date, the Company has repurchased 27.6 million shares of common
stock for approximately  $1.0 billion,  and subsequent to completion of the call
of the 5% Convertible  Subordinated  Notes,  debt will have been reduced by $1.7
billion. At the end of the third quarter, long-term debt was $4.6 billion.

     As of October 30, 2004,  cash  investments  were $4.6  billion.  During the
third quarter, the Company made a discretionary cash contribution to its pension
plan of $300 million,  or about $190 million  after tax. The Company  expects to
have  positive  free  cash  flow  for  the  year,  driven  by  strong  operating
performance.

                                       2



Fourth Quarter Sales and Earnings Guidance
- -------------------------------------------

     Sales for the fourth  quarter  will be  impacted  by  calendar  shifts as a
result of last year's fifty-third week,  including the shift in the reporting of
Thanksgiving  into November  this year from  December  last year.  Sales for the
fourth  quarter on a 13 week  versus 14 week basis are  expected to be down low-
single digits. The Company's monthly sales guidance is available on our investor
relations website at http://www.jcpenney.net/company/finance/weekly.htm.

     Operating  profit  for the  fourth  quarter is  expected  to  benefit  from
improving  gross  margins and continued  SG&A  leverage.  The Company  currently
anticipates that fourth quarter  earnings from continuing  operations will be in
the range of $0.95 to $1.05 per  share,  including  the  impact of an  estimated
$0.05 to $0.10 per  share  from  one-time  charges.  The  one-time  charges  are
principally  related  to the  Company's  recently  announced  senior  management
transition as well as potential asset impairments.

     Senior management will host a live conference call and real-time webcast on
Tuesday,  November 16, 2004, beginning at 9:30 a.m. ET. Access to the conference
call is open to the press and general  public in a listen  only mode.  To access
the  conference  call,  please dial  973-935-2035  and  reference  the  JCPenney
Quarterly Earnings Conference Call. The telephone playback will be available for
two days beginning  approximately  two hours after the conclusion of the call by
dialing  973-341-3080,  pin code  4323460.  The live webcast may be accessed via
JCPenney's Investor Relations website (at JCPenney.net),  or on StreetEvents.com
(for  members)  and  FullDisclosure.com  (for media and  individual  investors).
Replays of the webcast will be available for up to 90 days after the event.

     J. C. Penney Corporation, Inc., the wholly-owned operating subsidiary of J.
C. Penney Company,  Inc., is one of America's largest department store, catalog,
and e-commerce  retailers,  employing  approximately  150,000 associates.  As of
October 30,  2004,  J. C.  Penney  Corporation,  Inc.  operated  1,020  JCPenney
department  stores  throughout  the United States and Puerto Rico, and 61 Renner
department stores in Brazil.  JCPenney  Catalog,  including  e-commerce,  is the
nation's  largest catalog merchant of general  merchandise,  and JCPenney.com is
one of the largest  apparel and home  furnishings  sites on the Internet.  J. C.
Penney  Corporation,  Inc. is a  contributor  to JCPenney  Afterschool  Fund,  a
charitable  organization committed to providing children with high quality after
school programs to help them reach their full potential.

                                       3

<page>


     This release may contain  forward-looking  statements within the meaning of
the  Private  Securities  Litigation  Reform Act of 1995.  Such  forward-looking
statements,  which  reflect the  Company's  current  views of future  events and
financial  performance,  involve known and unknown risks and uncertainties  that
may cause the Company's  actual results to be materially  different from planned
or expected results.  Those risks and uncertainties include, but are not limited
to,  competition,   consumer  demand,  seasonality,   economic  conditions,  and
government  activity.  Investors should take such risks into account when making
investment decisions. In addition, non-GAAP terms referenced, such as EBITDA and
free cash flow, are defined and presented in the Company's 2003 Annual Report on
Form 10-K.

                                      # # #


                                        4

<page>



                           J. C. PENNEY COMPANY, INC.
                          SUMMARY OF OPERATING RESULTS
                          ----------------------------
                   (Amounts in millions except per share data)
<table>
<c>                                             <c>             <c>            <c>            <c>             <c>            <c>

                                                      13 weeks ended                                   39 weeks ended
                                                --------------------------------------      -------------------------------------
                                                 Oct. 30,       Oct. 25,    % Inc.            Oct. 30,       Oct. 25,        % Inc.
                                                  2004           2003        (Dec.)            2004            2003          (Dec.)
                                                ---------     --------       -------         ---------      --------        -------

SALES PERCENTAGES:
Comparable department store
   sales increase/(decrease)                         2.7%           1.8%                          6.2%          (0.3)%
Catalog/Internet sales increase/(decrease)           3.6%           4.1%                          2.9%          (1.4)%

STATEMENTS OF OPERATIONS:
Department Stores and Catalog/Internet
  sales, net                                     $ 4,461        $ 4,332       3.0%           $ 12,351       $ 11,688         5.7%

Gross margin                                       1,821          1,666       9.3%              4,879          4,432        10.1%
Selling, general and
   administrative (SG&A) expenses                  1,475          1,458       1.2%              4,148          4,087         1.5%
                                                ------------  -------------                 -------------  ------------
Operating profit                                     346            208      66.3%                731            345       100.0% +
Net interest expense                                  71             64      10.9%                177            199       -11.1%
Bond premiums and unamortized costs                   47              -     100.0% +               47              -       100.0% +
Real estate and other expense/(income)                 -              4        N/A                (13)           (17)        N/A
                                                ------------  -------------                 -------------  ------------
 Income from continuing operations
   before income taxes                               228            140      62.9%                520            163       100.0% +

Income tax expense                                    79             46      71.7%                181             52       100.0% +
                                                ------------  -------------                 -------------  ------------
Income from continuing operations                  $ 149           $ 94      58.5%              $ 339          $ 111       100.0% +
                                               ------------  -------------                 -------------  ------------

Discontinued operations, net of income tax
    (benefit)/expense of $-, $(5), $(178) and $22      -            (14)       N/A               (148)            30         N/A

                                                ------------  -------------                 -------------  ------------
Net income                                         $ 149           $ 80      86.3%              $ 191          $ 141        35.5%
                                                ============  =============                 =============  ============

Earnings per share from continuing
   operations - diluted                           $ 0.50         $ 0.31      61.3%             $ 1.12         $ 0.34       100.0% +

Earnings per share - diluted                      $ 0.50        $ 0.270      85.2%             $ 0.64         $ 0.45        42.2%


FINANCIAL DATA:

Ratios as a % of sales:
      Gross margin                                  40.8%          38.5%                         39.5%          37.9%
      SG&A expenses                                 33.1%          33.7%                         33.6%          35.0%
      Operating profit                               7.7%           4.8%                          5.9%           2.9%
Depreciation and amortization                       $ 91           $ 92                       $   264        $   2(1)
Effective income tax rate for
      continuing operations                         34.9%          33.6%                         34.9%         32.3%

COMMON SHARES DATA
Outstanding shares at end of period                267.0          273.0                         267.0          273.0
Average shares outstanding (basic shares)          279.2          272.0                         279.8          271.3
Average shares used for diluted EPS                309.0          298.0                         307.6          273.8
Shares repurchased                                  27.6              -                          27.6              -
Total cost of shares repurchased                 $ 1,040            $ -                       $ 1,040            $ -

</table>
(1)Excludes $22 million of accelerated  depreciation for catalog  facilities for
     the 39 weeks ended  October 25, 2003,  which is included in Real Estate and
     Other.

                                        5

<page>
                           J. C. PENNEY COMPANY, INC.
                          SUMMARY OF OPERATING RESULTS
                          ----------------------------
                              (Amounts in millions)
<table>
<c>                                                             <c>                             <c>

                                                                   Oct. 30,                      Oct. 25,
                                                                      2004                          2003
                                                                -------------                 -------------

SUMMARY BALANCE SHEETS:
Cash and short-term investments                                    $ 4,577                       $ 1,921
Merchandise inventory (net of LIFO reserves of $43 and $49)          4,237                         4,194
Other current assets                                                   386                           557
Property and equipment, net                                          3,496                         3,490
Other assets                                                         2,193                         1,941
Assets of discontinued operations                                        -                         6,973
                                                                -------------                 -------------

      Total assets                                                $ 14,889                      $ 19,076
                                                                =============                 =============
Accounts payable and accrued expenses                              $ 3,169                       $ 2,655
Short-term debt                                                         23                            29
Current maturities of long-term debt                                   603                           485
Current income taxes, payable and deferred                             110                           106
Long-term debt                                                       3,955                         5,103
Long-term deferred taxes                                             1,289                         1,330
Other liabilities                                                      997                           779
Liabilities of discontinued operations                                   -                         2,086
                                                                -------------                 -------------
      Total liabilities                                             10,146                        12,573
Stockholders' equity                                                 4,743                         6,503
                                                               -------------                 -------------
      Total liabilities and stockholders' equity                  $ 14,889                      $ 19,076
                                                                =============                 =============




                                                                            39 weeks ended
                                                              -------------------------------------------

                                                                   Oct. 30,                      Oct. 25,
SUMMARY STATEMENTS OF CASH FLOWS:                                     2004                          2003
- ---------------------------------                               -------------                 -------------

Net cash provided by/(used in):
      Total operating activities                                    $ (139)(1)                    $ (575)(1)
                                                                -------------                 -------------
      Investing activities
         Capital expenditures                                         (317)                         (243)
         Proceeds from sale of assets                                   28                            89
         Proceeds from the sale of Eckerd                            4,666                             -
                                                              -------------                 -------------
      Total investing activities                                     4,377                          (154)
                                                              -------------                 -------------
      Financing activities
         Change in debt                                               (845)                          409
         Stock repurchase program                                   (1,040)                            -
         Other change in stock                                         191                             6
         Dividends paid, preferred and common                         (116)                         (114)
                                                              -------------                 -------------
      Total financing activities                                    (1,810)                          301
                                                              -------------                 -------------
Cash (paid to) discontinued operations                                (845)(2)                      (125)
                                                              -------------                 -------------
Net increase/(decrease) in cash and short-term investments           1,583                          (553)
Cash and short-term investments at beginning of period               2,994                         2,474
                                                              -------------                 -------------
Cash and short-term investments at end of period                   $ 4,577                       $ 1,921
                                                              =============                 =============

</table>

(1)  Includes a voluntary $300 million, or $190 million after tax,  contribution
     to the Company's  pension plan.  (2) Includes an income tax payment of $624
     million relating to the taxable gain on the sale of Eckerd.


                                       6