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TROY, Mich. - For the first time, Kmart Corporation will publish its weekly advertising circular in Spanish throughout the U.S. The company said it aims to reach hundreds of thousands of Spanish-speaking customers who shop Kmart stores.
The full-color advertising circular, to begin Aug. 29, is being released in conjunction with September's Hispanic Heritage Month and will be featured in 10 prominent Spanish-language newspapers across the country, as well as 160 stores located in communities with large Hispanic populations.
"According to our extensive research, the buying power of Hispanics in America has increased more than 110 percent over the past 10 years," said Barbara J. Firment, senior VP advertising, sales and in-store presentation. "With our exceptional reach into urban markets, we feel we have a distinct advantage over other discount retailers when it comes to connecting with Hispanic customers."
More than 55 percent of all Hispanics living in the United States are within 15 minutes of a Kmart store, according to the company, which also claims it has the greatest reach within the Hispanic population, compared to 17 percent for Wal-Mart and 13 percent for Target.
"Our market readership studies document that Hispanic customers are particularly attentive to Kmart circulars and rely on them during their weekly shopping. The reaction from Hispanic publishers and community leaders has been outstanding," added Dan Surdell, CEO of Troy, Michigan-based Meridian Inc., the firm that developed the circular.