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Targeting a traditionally hard-to-reach market, a former Procter & Gamble Co. marketing executive is launching Family Digest, a controlled-circulation quarterly being mailed to 4.28 million African-American mothers.

While scores of magazines target mothers or the black community, Family Digest Publisher Darryl Mobley said there has been no way for advertisers to specifically reach black mothers, often the "gatekeepers" of family finances.

Launch date is Sept. 1. The premiere edition will be sent free to 4.28 million mothers culled from a database Mr. Mobley has been compiling since 1989. Family Digest is charging $110,381 for a b&w page and $128,400 for a color page.


Mr. Mobley, former manager of P&G's haircare division, claims to have 83% of all African-American mothers in his database with detailed information. He is targeting mothers ages 25 through 49.

The magazine will offer advertisers special, consumer-specific opportunities, such as free samples that can be sent with the magazine to those who fall into target demographics.

Family Digest is already two-thirds of the way toward its premiere issue goal of 30 ad pages; advertisers signed include P&G and Hunt-Wesson.

While the magazine will be launched as a free quarterly, Mr. Mobley said he hopes to start subscription sales and evolve into a monthly, over the course of

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