Minneapolis spokesman. [volume] (Minneapolis, Minn.) 1934-2000, 1954-01-08

Itu the GtbUbUt htuku8 Vi UOtn
worried about the competition fom
the white preas, circulatlon~wise.
IT'S getting too strong"
Radio Network Formed
These graas-rOots sampllng OF
opinion are confirmed In the ma
tons esntsrs OF advertising and
merchandising. In Chicago. for
example, marketing eonSultant
Leonard Evans has organized Ma
tional Negro Networks. Inc. the
Countrys first nationwide Negro
radio hOokup. He has signed up
two sponsors Pet MILK and Phil
10 Morris for q ib-minute week.
day radio show. The Story OF
Ruby Valentine" which will be
launched this month. The new net
work win include 20 stations from
Miami 10 Los Angeles. including
outlets here In South Carolina.
we have q definite outlet In
orscnviIls. and ] hope 10 sign up
stations In Columbia and Charles
ton" says Mr.. Hall.
The number Of radio stations In
the u. 3. now beaming broadoasts
at the Negro population stands at
about 27O out OF a total Of 2,5OO
stations. In 1919, only four radio
stations were aiming at the col.
cred audience.
In New York. Battsn. Barton.
Duratine q Osborne advertising
agency has made In Negro con-
sumner marketing section q per-
mAnent part of its special market
Ing department. IT'S expanding
that section BY hiring u second
Negro marketing man who win
Join BID. q o. on January II.
Lyle Purcell. vice president In
charge Of tho agsncys market
Ing and research explains: We
started . year-and-a-half ago with
Just q handful OF clients actively
trying 10 sell the Negro market
Now. that part Of our business has
grown 20 much we've had 10 add
another man"
Associated Publishers and In.
tsrstats United Ne We pRpsra,
which between them serve about
i2o Negro newspapers, have cor
rallied advertisers like Armour q
Co, ChryAler Motors, Budweiaer
beer, Upton Tea and Sal Hepatica,
Such Negro magazines IN Our
World and Ebony list Ipana,
Revere Camera and Fioraheim
shoes among their advertisers.
More Income ThaR Canadians
All this interest In the Negro
market doesn't mean that Ne
Eroea have attained anything ap.
preaching economic parity with
the white population. For the u.
=. a. q whole, Negro families
make up about sSS OF the total
population. but get only about
90 Of tho total money income
The median family income OF
Southern Negroes averages be-
tween $500 and Si.tsa = year
about half that Of the median
white family, Mcdian' The middle
item In . series arranged by sire
Latest census fiugrrs show the
nations 10 million Negroes now
have an annual income exceeding
SO billion. about 81 billion more
than the entire national income Of
Canada, Marketing specialists RP-
pear To be unanimous In the opin-
ION that the Negro market II =
special one that must BE- reached
by sales messages slanted toward
colored people. One Negro econo-
mist explains;
Because Of neglect and gen
eral lack of attention. Negro
buyers hAvr become sensitive 10
in.treatment. That sensitivity IL
the selling key to the Negro mar
ket, IT'S just waiting for an invita-,
ton TO buy"
DR. Joseph T, johnson, Of the
department % economies and
business administration Of Ian
coin University. . Negro college,
aayN Tn an effort to show It's
status generally, the Negro mar
kst tends 20 BE- exceptionally
brand-conscioua Especially, u
buys those brands the use Of
which q believes carries prestige
and indicates status In the COM
munity."
Negroes In this area, and else.
where In the nation. Surprisingly
enough are often good customers
for luxury autos and expensive