Kmart Launches Urban Direct

Posted on February 7, 2003

Kmart Corporation has unveiled Urban Direct, a new entertainment and lifestyle newspaper supplement that contains interviews, articles and product offerings that resonate within urban communities. Following on the heels of the launch of its first Spanish-language newspaper publication, La Vida, Kmart's Urban Direct launched Sunday, February 2. Kmart says the newspaper is another key element of the Company's multicultural marketing strategy. Kmart has been struggling and recently closed 318 stores as it attempts to emerge from Chapter 11 bankruptcy.

The initial distribution of one million copies of Urban Direct will be circulated in nine select markets including: Atlanta; Baltimore; Chicago; Detroit; East Brunswick, New Jersey; Long Island, New York; 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.

Beginning with its February 2 issue, Urban Direct will feature celebrity interviews and topical editorial content targeted to 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, a marketing communications company, 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 vice president of Advertising Sales and In-Store Presentation, Kmart Corporation.

Along with entertainment and lifestyle content, the first issue of Urban Direct will also feature information on Kmart's nationwide Black History Month campaign: "Celebrate the Journey." As part of Kmart's ongoing commitment to support the achievements of African Americans, Kmart's nationwide in-store, online and radio advertising program is intended to build awareness, interest and visitation at the Park Foundation's African American Experience Fund sites.