Minneapolis spokesman. [volume] (Minneapolis, Minn.) 1934-2000, 1954-06-25

ers 10 safety-pin statesmen, are
casting penetrating, calculating
and greedy Rlances in the direc.
ton Of your folks" hip pockets
and change purses, Advertising
specialists and market analysts
are turning cocktail glasses inside
out and wearing calculating ma
chimes completely out, figuring
out ways and means OF guiding
their clients 10 the quickest and
widest paths TO "Sambo's slats''
C"siats' means dollars TO you,
Mac.
THE PSYCHOLOGY Of the Ne
gro buyer Is being studied with a
fine tooth comb. Bright young,
eager beavers Of the cullud per-
suasion who have way with
their folks" In looks and tongue,
are being gathered up like mar
bles by an increasing number OF
consumer goods sellers who are
intent on loading their larders
with presidential portraits" gar
nered from Gods chillun's pay en-
velopes. The great day OF the
Negro salesman. who can profit
ably interpret" his folks to the
white producers, is now at hand.
All he has to do Is have an effec-
tive approach" just know
the facts about cullud folks eatin'
habits
Also 81 great Significance IL
tn. approach" which u lot OF
business firms which are with
business firms are using with
or without the help Of Negro
market spoilers" and pro.
curcrs." Hying back Ia the
use Of the heather lamentations
or darkest AfTiCa's yOOd0O rites,
tho modern American business
man has coined u magic formula
% words which read NO down
payment and months and
months tn pay" or Easy terms
Ia fit your pOcketbOok." Those
are the power laden words
which rub into miraculous ac.
tion. the Aladdin's lamp called
tn" relatively untappcd Negro
market"
The result Ia an upsurge among
the black. brown and beige de-
sCendants of penniless freedmen,
81 a sustained spending spree, the
end ~ which can only be night
marishly enyisionend.
CUILUD FOLKS buying in the
past ten years or more might be
divided as follows into. spree
spending, noveau rich spending,
exhibitionistiC tshow OUT spend
ing and panic spending
Now take spree spending"
.. it's too much with Gods
chiilun. sam used to blow his top
nv 'giVin' the dollnh 90 his baby
and thrnwin' the dime away"
mostly ON Saturday nights Now
he's giving the dollar To- his
church and the five spot 20 his
chic. after making the down
pay on his Cadillac. II used
to h. the two-bit gambler who
waited In the alley for when he
left the pay window Ia en-
gage him In u game Of dancing
dominocS. Hut now It's the
man" from the furniture store
With the instailment dun In his
hand who II waiting at the front
door.
UnaCCustomcd "a he Is TO hear
ing money talk. being new in the
mastery ~ such language. sam Is
offering up his pennies before they
can say a mumhltng word The no
down payment or low down pay
ment magic has shown him the
way 10 marry off hts daughters
tdollarsl before they are old en-
ough 10 fry
IN SHOW OUT spending tho
Negro - becoming a synonym FOR
eNhihittoriSm Many ~ Gods chill
lun feel that 4 Cadillac guarantees
more rights than the Constitution
Too many are willing 10 take a
chance on huvtn' a dlmcs worth
of rummingbiris tongue. on
weekly tnsta,lmcuts Flooding
floCks are morr willing TO wake
NJ dead brukc N uylon night.
gowns that % 81 70 bed well
hccl,Sl ard warm in flowing flan.
ucls
Then there's the variety
which i spending like mad now.
In the obvious and admitted
fear that th" gravy train viii
snou pass nv. Iurid advertise.
nrrnts panic I'm and lraNr them
With = rumnaEr sale complcN.
grabbing like mad Tor whatever
thcy can tay hAnl ~. The
panic'S On.
THE RIG NOISE
Ant ar that's 90 say - tlrs
acmcwhcrr along the Ire II the
new and Increasing Srgru mar
ke' recognition IN which Ssm js
hsskirg thoTrs CO,uE "a have 20
.7>-@~ A. aUakrninE Somebody's
s.gHaE - have % pass fNs word