In an effort to increases its awareness to black consumers, P&G has signed a marketing deal with REACH Media Inc., owner of the Tom Joyner Morning Show which reaches 8 million listeners in 115 markets. Under the agreement, Joyner will endorse some P&G products, P&G will sponsor portions of the show as well as events hosted by Joyner. The agreement will also include the completion of a study to determine the effectiveness urban radio has on increasing sales.
