In a move that will impact how the major U.S. corporations market to African-American consumers, REACH Media has reached an innovative partnership agreement with The Procter & Gamble Company (NYSE: P&G) and REACH Media Inc.’s Tom Joyner Morning Show (TJMS). The pact includes a study to measure the effectiveness of urban radio and its ability to impact sales.
Under the agreement, a number of P&G brands will sponsor a broad lineup of promotions and segments on The Tom Joyner Morning Show, including regular features such as It’s Your World and Thursday Morning Mom; annual special events, such as the 2005 Fantastic Voyage Cruise and Tom Joyner’s Family Reunion; the minority health promotion Take a Loved One to the Doctor Day; and for the next 18 months, all Sky Shows – the numerous live broadcasts of the syndicated morning show hosted throughout the country.
“This is a big step for us at REACH, and for urban radio in general,” said Tom Joyner, founder of REACH Media and host of The Tom Joyner Morning Show. “A partnership with P&G makes sense because we’re both trying to create opportunity, encourage education, and improve life for people in the black community. P&G is recognizing the power of urban radio in their marketing mix.”
David Kantor, vice chairman and chief executive at REACH Media, the parent company of The Tom Joyner Morning Show, which is broadcast in 115 markets and reaches more than 8 million consumers, said the results from the measurement study could be used to set a new industry standard to change the way brands perceive urban radio.
“We are delighted to enter into this comprehensive partnership with P&G,” said Kantor. “This nationwide program, utilizing Tom Joyner and urban radio, represents a continued validation of corporate America’s desire to target African-American consumers with their message.”
P&G’s relationship with the African-American community dates back more than 100 years when one of its founders, James N. Gamble, helped Mary McCloud Bethune establish Bethune-Cookman College. Like Tom Joyner, a champion for Historically Black Colleges and Universities, P&G has been a staunch supporter of education programs from pre-school through college and donates more than $1.1 million annually to the United Negro College Fund. The Tom Joyner Foundation has raised more than $20 million to help HBCUs during the past six years.
“We have long recognized the need to reach today’s consumer through more personalized media vehicles that take into account the consumer’s own media habits and preferences,” said Jim Stengel, P&G’s global marketing officer. ”
The Tom Joyner agreement is the latest development in a holistic marketing strategy that P&G is undertaking to strengthen its relationship with the African-American community. Leveraging traditional marketing vehicles with non-traditional community-based outreach, the initiative is led by Susan Mboya, associate director for African-American Multicultural Business Development at P&G. Mboya was assigned last year to oversee P&G’s African-American business development efforts.
Last year, P&G forged an agreement with two leading African-American advertising agencies – Burrell’s of Chicago and Carol H. Williams of Oakland, Calif., to help craft advertisements and create campaigns aimed at black consumers. More recently, P&G has deepened existing alliances with such groups as the National Underground Railroad Freedom Center, National Council of Negro Women, United Negro College Fund, Women’s National Basketball Association, and National Urban League.
“The Tom Joyner partnership will not only enable us to reach more African-American businesses and families, it will expose the larger community to P&G’s long-standing commitment to African-Americans,” said Mboya. “The agreement complements our sponsorship of other key events relevant to African-American consumers, such as the Pantene Total You Tour, NFL Super Bowl Gospel Fest, Teach Personal Freedoms Black History Month Program, Ebony Black Family Reunion, and BET College Tour.”
REACH Media Inc. is a multi-media company formed in January 2003 to develop, acquire, and partner in quality media and marketing opportunities targeting African-Americans through radio, television, event production, and the Internet.
P&G shares a long-standing and committed relationship with the African-American community, based on mutual respect and benefit. Throughout the United States, local programming and partnerships have had a positive impact – fulfilling aspirations, providing opportunities, and preserving the rich culture of African-Americans.
Visit www.pg.com for the latest news and in-depth information about P&G and its brands
