P&G TARGETING BLACK CONSUMERS
Campaign will use radio personality Tom Joyner to reach market through sponsorships, events
By Stuart Elliott/New York Times

The nation's largest advertiser, the Procter & Gamble Co., is moving ahead with plans made a year ago to give far higher priority to advertising aimed at black consumers through an innovative, multimillion-dollar agreement with Tom Joyner, a leading personality in urban radio.

The deal, which took effect on Friday, was signed last week by Procter and Joyner's company, Reach Media, based in Dallas. The agreement, which is to run 15 months initially, goes well beyond traditional elements like running commercials during ``The Tom Joyner Morning Show.'' The program is syndicated nationally to radio stations in 115 markets and heard by an estimated audience of 8 million.

For instance, there will be sponsorship and promotional alliances with Joyner, on and off the air, for the 15 biggest Procter brands like Bounty, Crest, Charmin and Tide. Those ties will include help from Procter for causes and organizations Joyner supports, among them "Take a Loved One to the Doctor Day'' and the Tom Joyner Foundation, which raises money for students at historically black colleges.

FOR THE REST OF THIS STORY VISIT:
http://www.ohio.com/mld/beaconjournal/8962890.htm?1c