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soap, cereals) are from 70% to 100% higher. Physical concentration is high. Of the entire nonSouthern Negro population, more than three-quarters is concentrated in a dozen cities. This can mean life or death for products that are high in urban sales. (In New York, for example, Rheingold beer is tops with white consumers; no longer is with Negroes. Result: brand is well down in overall metro sales.)
The weight of the Negro dollar is felt most keenly when it's withdrawn. Philadelphia's boycott, or "selective patronage," has been a blow to several oil companies; a bakery; an ice-cream manufacturer. But when a Boston brewer adds Negro salesmen, his gross rises 19% in the first year. Humble Oil (Esso) is a leader in the Negro field (the company seeks out Negro service station operators) ; Carnation Milk is fighting the competition with promotion in every
media channel that reaches Negroes.
A huge and growing number of national advertisers recognize the importance of the Negro market. (For a partial listing, sec page 12). But even among those who appreciate its physical si/e, there are many who refuse to believe in the Negro as a "special market." Their argument is that income alone makes the difference between while and nonwhite consumers.
The counter-argument is simply that differences do exist. Negroes spend more than similar whites. They spend a great deal more in certain product areas. And in his search for equality, the Negro responds to quality (he buys 40% of all Scotch whiskey; spends 70% more on shoes.) To deny there is a special market means denying a lact of life: that the Negro is not integrated. He shows no sign of losing his identity (unlike other ethnic groups). He carries it with
him loi life, in his skin color. Rightl) <>i wrongly, he believes the white community forces his identity upon him.
John Johnson, president ol Johnson Publications (Ebony, Tan, Jet etc.), and one ol the lew Negro millionaires, sa\s "White people won't let me be just as American. The) make me live — and buy — as a Negro."
Haive\ Russell, vice-president of Pepsi-Cola, sa\s "Being a Negro is a stale ol mind." Against comments like these (chosen deliberately from Negroes who have attained success and recognition) it's difficult to maintain that the Negro market is not a special case.
Many advertising tacticians still claim, it pressed, that general media will reach the Negro consumer. Fact is, they don't. Most national magazines have less than three percent Negro readership (see boxscore, page 14). Only two cities, (Please turn to page 46)
New affluence. Buyers are not only hep to quality but, as income grows, become selective in terms of company image. Recent poll had one-third of Negroes naming 12 or more companies they thought favorably disposed — and more that were not. In auto industry, Ford line is moving fast, partly because of publicized employment practices and also because many buyers associate Ford with Foundation philanthropies that benefit Negroes
SPONSOR NEGRO ISSUE
22 OCTOBER 1962