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Juanita Hall, star of NNN's "Ruby Valentine" daytime soap opera, meets trio of small-fry fans in grocery store. Show, aired since January
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on transcribed multi-market basis, is sponsored by Pet Milk and Philip Morris. Daytime serials have always had high ratings in Negro homes
4 III: Negro Radio's network
\ational >o^'ro Network was built around transcribed "Ruby Valentino' show, ii m\ has 45 outlets. Web plans new shows, more research
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J o mosl people, the morning of 25 Januar) L954 was just another miduiiitci morning.
Bui to a small gi oup "I execute es in New York, Chicago and St. Louis, and to hundreds "I thousands of Negro radio listeners, it was much more than just .i date "ii the calendar.
Ii was the da) on which Rub) I (dentine, a trans i ibed across-the-board soap opei a, first took to the aii on in Negro-appeal stations in the I . S. to mi the firsl program "I the National Negro Network. The alternateda) s] sors: two advertising "blue
• hip" at i ounts, Pel Milk and Philip Moi i is.
It was also the date on whi< Ii Negroappeal radio passed it lasl big frontier and began to offei advertisers a netwoi kdi\ el service a well as spol
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radio purchasing throughout the larg• -i Negro markets in this country.
Man) an adman and a number of Negro leaders pondered the questions: Win a soap opera? Win not something with more prestige to launch network-level service to Negroes?
The answers arc significant, and help to explain bow and win the National Negro Network came into being in the firsl place.
I here were three sjood reason for a soap opera instead of, say, a concert b) Marion Anderson or an adaptation ol Othello. I he) were:
1. The backers "I Rub) Valentine were going l>\ the form chart in picking their network entry; ratings have shown for several seasons that ordinal*) daytime serials rate ver) highl) in Neero homes even against mam
Negro d.j. programs and homemakers. 2. Ruby Valentine was con octed out of ingredients that its planners knew had acceptance with Negro listeners-blues and popular music, personalities with which the ordinan Negro listener could identif) herself more readil) than in an ordinan "'white [Please turn to poize 150)
NNN President Leonard Evans (second from left) meets with advertising and sales reps of Pet Milk and Philip Morris, web clients, for recent "Ruby Valentine" promotion in Detroit
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