Kmart Expands With Spanish Weekly Circular.

For the first time, Kmart Corporation will publish its weekly advertising circular in Spanish throughout the U.S. The company is tailoring its newspaper circular for the Hispanic community, in order to reach hundreds-of-thousands of Spanish-speaking customers who shop Kmart stores.

Beginning August 29, the Kmart full-color advertising circular will be translated into Spanish (Castilian) language. The new 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 and also available in 160 stores, serving communities with large Hispanic populations. Meridian Inc., of Troy, Michigan developed the circular.

“According to our extensive research, the buying power of Hispanics in America has increased more than 110 percent over the past ten years,” said Barbara J. Firment, Senior Vice President Advertising, Sales and In-Store Presentation. “With our exceptional reach into urban markets, we feel we have a distinct advantage over other discount retailers when it comes to connecting with Hispanic customers. This is another groundbreaking example of how Kmart is reaching out to meet the needs
of the communities it serves.

More than 55 percent of all Hispanics living in the United States are within 15 minutes of a Kmart store. The company also has the greatest reach within the Hispanic population, compared to 17 percent for Wal-mart and 13 percent for Target. (K-Trends 2001)

“Kmart has been reaching out to this important market for many years. Publishing its weekly advertising circular in Spanish is a natural progression for Kmart’s Hispanic marketing efforts. Our market readership studies document that Hispanic customers are particularly attentive to Kmart circulars and rely on them during their weekly shopping. The reaction from Hispanic publishers and community leaders has been outstanding,” added Dan Surdell, Chief Executive Officer of Meridian Inc.