In a media buy that will help test the packaged goods sales effectiveness of urban radio formats, Procter & Gamble has struck a deal to sponsor the "Tom Joyner Morning Show," popular urban radio show
distributed by Reach Media Inc. The deal includes a study that will measure the show's effectiveness in generating sales among African American consumers. The deal is an outgrowth of an agreement P&G
forged last year with two leading African American agencies: Burrell and Carol H. Williams.