Kmart Launches 'Urban Direct'

In a dramatic shift away from the traditional FSI, struggling Kmart will launch a lifestyle newspaper supplement called Urban Direct that will be inserted into newspapers in nine markets.

Editorial will include interviews, articles and �product offerings that resonate within urban communities.�

�We approach this as a �Parade� type of concept that will allow us to reach the customers located in those markets with information that matters to them,� said Kmart spokesperson Susan Dennis. �It�s built into our ad plan.�
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