Procter & Gamble and REACH Media's Tom Joyner Morning Show Sign Broad-Ranging Sponsorship Agreement

Strategic Marketing Partnership Strengthens P&G Brand Presence Among

African-American Consumers

Jun 14, 2004, 01:00 ET from The Procter & Gamble Company

    CINCINNATI, June 14 /PRNewswire-FirstCall/ -- In a move that will impact
 how the major U.S. corporations market to African-American consumers, REACH
 Media announced today an innovative partnership agreement between The Procter
 & Gamble Company (NYSE:   PG) and REACH Media Inc.'s Tom Joyner Morning Show
 (TJMS) -- a pact which 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
     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 longstanding and committed 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, who is 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. "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. We both share a desire to improve the lives of
 and empower African-American consumers."
     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."
     About REACH Media Inc.
     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. Founded by radio personality, philanthropist, and entrepreneur
 Tom Joyner, REACH is the parent company of The Tom Joyner Morning Show, the
 nation's #1 urban radio show reaching 8 million listeners weekly in some 115
 markets, as well as several other properties such as the Tom Joyner
 Foundation, the Tom Joyner Family Reunion, the Tom Joyner Fantastic Voyage,
 Southwest Airlines Sky Shows, and, a virtual town square
 for visitors (with more than 750,000 members) to get daily news and features
 and listen to the Morning Show online.
     About P&G
     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. Two billion times a day, P&G brands touch
 the lives of people around the world. The company has one of the largest and
 strongest portfolios of trusted, quality brands, including Pampers(R),
 Tide(R), Ariel(R), Always(R), Whisper(R), Pantene(R), Bounty(R), Pringles(R),
 Folgers(R), Charmin(R), Downy(R), Lenor(R), Iams(R), Crest(R), Actonel(R),
 Olay(R), and Clairol Nice 'n Easy(R). The P&G community consists of nearly
 98,000 employees working in almost 80 countries worldwide. Please visit for the latest news and in-depth information about P&G and
 its brands.

SOURCE The Procter & Gamble Company