Procter & Gamble, America's biggest marketer, said it has inked a deal with black radio personality Tom Joyner, whose show is heard by an estimated 8 million listeners every morning. The deal calls for Joyner to talk about and interact with P&G products on air, a marketing tactic the company calls "endorsement radio." P&G also will study marketing on urban radio stations nationwide and will become a financial backer of causes supported by Mr. Joyner.

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