Aco-op mail program aimed exclusively at African Americans is expected to quadruple in size next year as it picks up more national advertisers.
By the end of this year KLS Direct Marketing’s Imani co-op will have gone out to some 2 million African-American households. In 2004, the Atlanta-based mailer will expand this program to 8 million packages in four drops to New York, Atlanta, Chicago, Philadelphia, Los Angeles, Nashville, TN, Jackson, MS, Dallas and Houston, Washington, Baltimore, Detroit, Raleigh/Durham and Charlotte, NC, New Orleans, and Norfolk and Richmond, VA.
According to KLS president Lamont Stanley, all Imani mailings are sent to a database derived from response (not compiled) lists.
The demographic target for Imani is African-American women over the age of 18.
At present, Imani has about 30 advertisers.
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