The Omaha guide., 1933-10-28
Chicago Review Commentsl
81 CLIFFORD c. MITCHELL


Chicago Review Commentsi
In reading a recent issue of the
Chicago Review, Perry c. Thompson,
publisher and editor, l was surprised
to see a column comment on one of
these columns in which l had quoted
a reader outin Los Angeles who
wanted me to use my space in an eff
fort to secure more patronage from
the large white advertisers both for
Our colored publications and for col
ored models for their advertise
ments; and also a subsequent quo
tation from an advertising agency
in st. Louis who wrote me advising
the extent to which they are cooper
ating both n the use Of colored pub
lcations and colored models, etc.
The Review editor not only quotes
from these previous columns but also
specifically stresses the fact that the
only way to get the large white adj
vertisers to use more of u space.
and u models, is for our pubIica-
tions and readers TO prove that our
space and u models are worth US
ing and that can only be proved by
actual cooperation through response
by the readers to the advertisements
in u various papers, instead Of Civ
ing U patronage to those who do
not use our publications as advertis-
ing mediums.
70 make the advertising columns
of our smaller publications success
ful a great many Of them will have
to change their policies. SO many Of
them have been used to a tie-up with
some national organization from
whom they accepted their pittance of
advertising copy and thus made no
effort to GO out after the real adver-
Using business by proving that their
particular paper represented an out
let IN their respective communities
that could not be equalled. 1t is only
this past week that two large white
concerns who have been using white
mediums for years frankly told me
that no single colored publication
had ever solicited them for any bust
ness. Imagine the amount of business
that our papers have missed through
such unprogressive policies?
The Scott Laboratories, It's West
Lake Street, Chicago, cosmetic manu-
features of a high grade line for the
white trade, have used white med
iums for over twenty years, and
have used or been approached
to use colored mediums. In fact the
thought never occurred to them that
such IN exclusive field existed but
they now see possibilities in it and if
they can secure the right kind of CO.
operation through our publications
they will manufacture items parti-
cularly for the colored trade and at
tempt to market them through our
publications. Right now they are ex-
-perimenting on a hair softener and
pomade, of which l viii write more
when they have made Their definite
conclusions.
The Uko Company, 50O7 Irving
Park Boulevard, Chicago, have a
washing compound that they have
sold constantly for over twelve years
using white mediums exclusively,
yet, the coiored field has been ignor-
ed when it is safe to say that there
are more colored people who actual
ly S washing compounds than of
any other race. This firm markets
their products mostly through agents
who have built up their own client
ele of repeat consumer-buyers. Col
ored agents would do we'll to write
them as their product is a natural"
for colored consumers.
Mr.. Leon Ganford has again asked
me TO announce to the advertising
managers and my readers that last
August he purchased the Franklin
Laboratories. cosmetic dealers, and
has moved same to TAP North Park
side Avenue, Chicago, where he is
able to satisfy all agent prospects.
And the Kuhn Remedy Company,
1857 Milwaukee Avenue, Chicago;
the Bell Perfume Company, 233 West
ional, Agency Distributors, 1872 Vim
Huron Street, Chicago, and the Nat
qs ssads Chicago, csk 2isd
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