Kmart Targets African-American Market with Launch of Urban Direct
Feb 4, 2003
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In keeping with its plan to reach out to minority shoppers, Kmart unveiled Urban Direct, a new entertainment and lifestyle supplement that features interviews, articles and products designed to resonate with African-American and urban shoppers. The supplement will be available as a wrap to Kmart’s weekly newspaper advertising circular, reaching 2.7 million urban shoppers monthly.

Last September, the retailer launched La Vida, its first Spanish-language newspaper.

The debut issue of Urban Direct features a cover story on rapper LL Cool J, and includes details on the retailer’s Black History Month campaign.

Kmart views minority, urban shoppers as a key sales opportunity. Kmart stores are located in 288 of the 331 Metropolitan Statistical Areas in the United States, most of which are considered urban markets. According to the U.S. Bureau of Labor Statistics’ 2001 Consumer Expenditure Survey data, the total expenditures for all urban consumers is $3.9 trillion.

The initial distribution of 1 million copies of Urban Direct will be circulated in nine select U.S. markets: Atlanta, GA; Baltimore, MD; Chicago, IL; Detroit, MI; East Brunswick, N.J.; Long Island, N.Y.; Miami, FL; Philadelphia, PA; and Washington, D.C.

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