K-Mart is turning to their urban consumer to
help rescue the company from their recent bankruptcy filing. The company has
launched an urban newsletter, Urban Direct, aimed at inner city customers.
The first issue of the newsletter has been released
in conjunction with Black History Month and features an interview with rapper
LL Cool J. Urban direct is "targeted to minorities," and will have
an initial run of 1 million copies in nine major markets.
K-Mart also recently launched a similar newsletter
aimed at capturing the lucrative Hispanic market, by launching La Vida, a Spanish
language publication.
