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Kmart Corporation has launched Urban Direct, a new entertainment and lifestyle newspaper supplement with celebrity interviews, articles and product offerings targeted at urban demographics.

This is Kmart’s second such venture, the first being the Spanish language La Vida.

One million copies of Urban Direct are being distributed in nine markets, including Atlanta; Baltimore; Chicago; Detroit; East Brunswick, New Jersey; Long Island, New York; Miami; Philadelphia; and Washington, D.C., wrapped around Kmart’s weekly ad circular.
KC's View:
It was just a few weeks ago at the FMI Midwinter Executive Conference that we heard about the untapped opportunities available in America’s urban markets. So maybe Kmart is onto something here…but the merchandise inside the stores had better reflect the editorial inside the supplements.