P&G Collaborates to Reach African-American Consumers through Radio

Reach Media and The Procter & Gamble Company have formed a partnership and study involving Reach Media Inc.’s Tom Joyner Morning Show to measure the effectiveness of urban radio and its impact on 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; annual special events; the minority health promotion Take a Loved One to the Doctor Day and all Sky Shows (numerous national broadcasts of the syndicated morning show) for the next 18 months.

“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,” said Tom Joyner, founder of Reach Media. “P&G is recognizing the power of urban radio in their marketing mix.”

“We both share a desire to improve the lives of and empower African-American consumers,” added Jim Stengel, P&G’s global marketing officer.

Last year, P&G forged an agreement with two leading African-American advertising agencies (Burrell’s of Chicago and Carol H. Williams of Oakland, CA) to create ads and campaigns targeted to black consumers. Also, P&G continues to aid the National Underground Railroad Freedom Center, National Council of Negro Women, United Negro College Fund, Women’s National Basketball Association and National Urban League.