Kmart launches urban publication

Troy, MI — Kmart this weekend unveiled Urban Direct, a new entertainment and lifestyle newspaper supplement containing interviews, articles and product offerings. It's the company's newest marketing effort, coming after the launch of La Vida, its Spanish-language newspaper publication. Both represent the merchant's newest strategy to focus on core urban and ethnic markets.

One million copies will initially be distributed in nine selected markets, including Atlanta, Chicago, Washington, DC, Philadelphia and Miami. It will be a wrap to Kmart's weekly FSI. Editorial content will target the retailer's African American and urban consumers, the company said. Kmart has joint ventured the concept with Alturas Communications, Inc., which also publishes its La Vida publication.

Both publications address a core strategy as Kmart attempts to emerge from bankruptcy. The company's reorganization plan is pending finalization with creditors and court approval.

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