Minneapolis spokesman. [volume] (Minneapolis, Minn.) 1934-2000, 1953-12-18

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Ought TOgstr publisher weekly cOutsmpOr-
and his LADY advertising overheard telling business
they sought advertising paper
the leading Negro weekly and that this would be out of bus
ysarsl
They ten the suffering business man.
enty has ben reader Of for 10 that there
this and that tsr circulAtlOn twice
In st. Paul In November pubic banquet one of our COM
pstOs workers. speech before zoo people acknowledged that
n ahead" but that his trying catch
with
that contemporary ought got his FOLKS
Eethsr story says
going out Of business fast and the other Sn
ths lead, but they're going 70 catch upi
Spokesman Iinneapos)
est Paul. had the biggest business In their 10 history
their fiscal ending August 81 1863 They have paid
circulation than other local Negro medium advertising
have payroll investment In plant machinery equipment
ms employees Partms employees than other
business conducted by NogrOAmeeans the Twin Cities with
possible exception Of one or two other firms
TRUTH or THE NATTER The business
competitor talking cuiou checked leading
town the day Of cOnvsruaOn question He
found this ouseng the which putting
bought the sheet bought copy of this paper
This ratio Of sales In spite
reading sells for 10 cents or twice a. much competitors sheet
has generally policy 20 along doing
job the best know how Our staff members who solicit business
regiOusy follow established policy KNOCKING
paper In this field They therefore operate high plane and have
time sell the merits OF the
Our In maintaining and increasing leadership
ton and advertising attest to the sOundnssS Of NO KNOCKING
policy
enterprise" the
Negro publishing field we perhaps ought to set forth few facts Of
life We predict that later there win only
Negro paper operating In this field.
daily paper although
gnashng Minneapolis being
there nothing
wants to invest millions
ing tho situation permanently.
Publishing high past years that
town like St Paul with 100000 people only daily
daily supplies fully daily newspaper
Of the 100000 people In Minneapolis and its environs
People hearts
tent As long they put nobody
but with too much going try
petive in these cities
onomc trends being what they better
than they received when the situation
psitivs.
Negro important advertisers find that II is
partially duplicating the market recognize
largest paper in crca
On community and they spend their adver-
Using dollars here. q sasze7zE-s .@7a..-..a ..- .
Negro higher neOms Waite brsthsn can't az
ford buy two local papers not for
too long period of time.
The of two
Ing budget Of the various Negro organization
years was only one paper in each
city to consider when plans for advertising publicity
bulk OF the people to whom they address their
usually forced by vocal minority their organizations
IN two papers instead of the which win
sulta
This Be an night from standpoint wanting treat
vsFyeody tAr or show sympathy for the undsrdoE
In the long b economically
y 10 spend money with two papers, when
nee. H h waSssfal
Merchants who advertise regularly Newspaper because
they think Ia worthy medium
barmont and pressure with eanns phone
Gala Wild either change papers
divide their budget This uninterrupted
yoarS II win doubt continue.
Only very very fsw sueeunabed 20 such
tactics beeanse he bare Negro
nsapots and g. Paul b small dollars
and cents advertiser Approaching paper
Nest advertisers that paper support
has helped buid Into medium PRESTIGE
served IN people wen they IN Its
growth aRA coatinned
Thsy also know that their daily
bread from the Spokesman addition
realize that whom they DO business with
Ing build institution which q record
service TO the Negro community
matched BY other organization
ths local
We only suggestion our friends the local
Negro journalistic your story straight this paper goes
competitors rather because we
and best Newspaper Of il kind n
Predictions about the failure
psA especially coming Om apt pure spec-
atcn coored BY bias and wiSh thinking
not thinking about anything growth service
to these eOmuntisa God wiling this paper long
needed From all Indications long ahead-sci
Newman