K-Mart Goes After Inner City Readers, Launches 'Urban Direct'

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.