Kmart Launches Monthly Newspaper Supplement

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By: Lucia Moses

Bankruptcy-beleaguered Kmart Corp. said it launched Feb. 2 a monthly newspaper supplement targeted to urban minorities. Urban Direct, which wraps around its weekly inserts, began with 1 million copies in black-interest publications in nine top markets, but may expand to general-interest newspapers.

Like Kmart’s 5-month-old, Hispanic-oriented La Vida magazine, which targets Latinos, Urban Direct contains entertainment and lifestyle news surrounded by ads, including announcements of in-store promotions.

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