Kmart Strengthens Hispanic Effort
Aug 28, 2002, 12:00 AM
For the first time, Kmart will publish its weekly advertising circular in Spanish throughout the U.S. Beginning tomorrow, the Kmart full-color advertising circular will be released in conjunction with September's Hispanic Heritage Month and will be featured in ten prominent Spanish-language newspapers across the country. The circular will also be available in 160 stores, serving communities with large Hispanic populations. Meridian Inc., of Troy, Michigan developed the circular. It is the latest in a targeted effort to reach Hispanci consumer from Kmart, which started a Hispanic language TV campaign this spring. According to the company, more than 55 percent of all Hispanics living in the United States are within 15 minutes of a Kmart store. The company also claims it has the greatest reach within the Hispanic population, compared to 17 percent for Wal-Mart and 13 percent for Target.