The Dayton forum. [volume] (Dayton, Ohio) 1913-1949, 1938-02-25
FEATURES E1IT0RIAl
Calvin $ Digest
BY FLOYD j. CALVIN
Only Column the Negro listed Editor & Pubher)
white Families 2

White Families"
To Negroes who buy white papers
il, preference To their own, we wish
TO call attention to an I'D. appearing
ii the New York Times last Mon
day. The ad. il six columns wide
and 172 inches deep, and is headed:
"An Important Announcement to Ad
vertisers and Advertising Agencies
/ The burden Of the copy is: How
to get most effective coverage of the
Southeast" and there are listed 10
| daily newspapers in the states Of
| North Carolina, South Carolina,
| Florida, Alabama, Tennessee, ana
| Louisiana. The ad. says this is 4
| $4,000, 600, 900 market, and adds
| significantly, in heavy black type:
"You can reach 1,314,626 Native
White Families (the real buying
/ power Of the soatheast), by these
/ 10 newspapers" A map is given Of
/ the southeastern area, and although
Mississippi is on the map, there is no
| spot in that state. The nineteen
papers named are the Miami Herald,
| Tampa Tribune, Jacksonville Times
/ Union, New Orleans Times-Picayune,
| Montgomery Advertiser, Savannah
| News-Press, Columbus Ledger En-
qnirer. Birmingham Age-Herald, At
lanta Constitution, Columbia State,
| Grcenyille News, Wilmington Star
| News, Charlotte Observer, Asheville
/ Citizen, winston Salem Journal, Ra-
| leigh News and Observer, Knoxville
| journal, Nashville Tennessean, and
Memphis Commercial Appeal.
We name the papers because, re-
Gently, we saw an editorial IN q
Southern Negro paper recommend
ing chat It's readers support one 81
them, yet we know il 70 be fact
! thal the lot of Negro papers il made
hard iii several cities Of the South
bN the dailics carrying what sons
feople cali Jim Grow columns.
Thas mems the white paper carries
news of colored people (of q sort
neqer anything demanding civic
rights Tn eolofcd IN many instan
ees the papers with colored news d.
rot go 10 whites, gets the circulation
which IL counted in the ABC report
bit tilrns around and sells the EN-
TIRE circulation 70 the Northern
advertisers, but on the avoWed basi
of reaching NATIVE WHITE
j families. We think this II fraud
not ofly OH the Negroes who bu,
these papers, but on the advertiser
as we'll; ii Is Just as much frau'
I as the south electing Congressmel
on the basis of TOTAL population
but only a FEW (mainly white,
people voting. And those same
people stand on the floor Of Congress
and berate the Negro, when they ar,
imposed ID represent him.
Every newspaper mentioned abov'
. is widely read by Negroes Of tn
] south Suppose Negroes Just trans
fer their support to their OWN pa
/ pers, since these daily papers al,
advertising behind their back tha
they are good for Native White
advertising only.
Success a System
Last week we dropped off III Dur,
ham, quite unexpected and unan
nounced. 1t was the first time "
had ever been 10 Durham III mid
winter We found the weather per,
feet, almost a Spring day. But TIL
thing that impressed us was tn
smoothness with which the Durham
business machine runs as matte
Of routine. Everybody was occupie,
but nobody was rushed. We wer
more impressed than ever that sue
cess is a system. 1t is something
that is worked out over long peri
! Cd, and after a time, it works itself
but with careful watching and guild
anc 1t is like a caT-you must keel
it in the road, know when to stop
when to 60, when to 60 fast, whe'
to slow down, and when to rest. I
you can ever learn the system
f"eombination"), your main trouble,
will be over, After that it is simpl,
] matter Of being alert and cautious
That is true in business, in educa-
ton, in all human affairs. Tn,