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Negro-appeal tv? Activity this year
Breakthrough in tv alerts advertisers
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Spot campaigns under way; pace-setting in commercials & programs
Television will be used this year to sell the Negro market. Past few months have seen strong activity by advertisers, network planners, program packagers and local station management. What emerges is a move forward, on several levels simultaneously, into Negro-oriented tv broadcasting.
Among the more significant steps are:
• A national, network campaign by Gillette blades, with commercials embodying Negro models.
• Agency interest in pilots and completed programs, designed for Negro appeal.
• Addition of Negro newscasters to ABC's network lineup.
• A multiple-market campaign by Pharmaco cosmetics, using Negro program material and all-Negro commercials.
• Opening next month of the nation's first Negro-appeal tv station, in Washington, D. C.
These and other current projects add up to a strong trend, touching all dimensions of commercial tv. What's interesting and requires explanation is that the cards should be falling together at the start of the 1963 season.
The timing is ripe, if admen's reaction is a gauge. When news of
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Print ads using Negro models have been outstanding success in the specialized magazines, such as Ebony
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Changeover from print to tv is made by male model Gene Romeo, here, and in Gillette commercial (top right)
First tv Commercial using Negro models solely is part of $100,000 tv campaign launched by Pharmaco cosmetics. Dee Simmons, using Artra cream
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SPONSOR NEGRO ISSUE
22 OCTOBER 1962