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TROY, Mich. - Kmart Corporation on Monday unveiled Urban Direct, a new entertainment and lifestyle newspaper supplement considered a key element of Kmart's multicultural marketing strategy. The launch follows the introduction of its first Spanish-language newspaper publication, La Vida.
The initial distribution of one million copies of Urban Direct will be circulated in nine select markets including: Atlanta; Baltimore; Chicago; Detroit; East Brunswick, N.J.; Long Island, N.Y.; Miami; Philadelphia; and Washington, D.C. Urban Direct will be available as a wrap to Kmart's weekly newspaper advertising circular. The new publication will reach more than 2.7 million urban customers in the U.S. each month, according to Kmart.
Urban Direct will feature celebrity interviews and topical editorial content designed to resonate with Kmart's African-American and urban consumers. The publication's first cover will feature Grammy-award winning rap artist L.L. Cool J. Alturas Communications Inc. developed Kmart's Urban Direct, as well as the La Vida, publication concept.
"We are proud to be the first major discount retailer to offer a weekly newspaper supplement that is designed to build a relationship with the urban consumer. Urban Direct highlights special in-store promotions, relevant cultural information and a section featuring a Kmart employee of the month, to further demonstrate Kmart's dedication to this important market," said Barbara J. Firment, senior VP of advertising sales and in-store presentation, Kmart Corp.