P&G Strikes Deal with the Tom Joyner Morning Show

Procter & Gamble Co. has partnered with The Tom Joyner Morning Show in a bid to reach black consumers with its household products.

Under the agreement, a host of P&G brands will sponsor a broad lineup of promotions and segments on the show, including regular features such as It's Your World and Thursday Morning Mom. P&G will also sponsor special events like the 2005 Fantastic Voyage Cruise Day and, for the next 18 months, all Sky Shows, live broadcasts of the syndicated morning show.

"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. "As someone who has challenged our teams to develop new marketing tactics beyond the 30-second spot, I am personally energized by the synergies between P&G and The Tom Joyner Morning Show."

The show is a nationally syndicated ABC radio program heard weekdays from 6 to 10 AM.

The deal also includes a study to measure the effectiveness of urban radio and its ability to impact sales.

The Joyner agreement is the latest in a marketing strategy to reach African-Americans. Last year, the company struck deals with two African-American advertising agencies, Burrell's of Chicago and Carol H. Williams of Oakland, CA.

The Tom Joyner Morning Show reaches more than 8 million listeners in 115 markets.