THE SECRET OF SELLING THE NEGRO (1954)

THE SECRET OF SELLING THE NEGRO (1954, sound, 20 min, color, 16mm)
as featured in the documentary, I AM NOT YOUR NEGRO.

SPONSOR:
Johnson Publishing Co.
PRODUCTION CO.:
Sarra Inc.
DIRECTOR:
Wayne A. Langston.
PRODUCERS:
Joseph G. Betzer, Harry W. Lange.
WRITER:
Helen A. Krupka.
ART DIRECTOR:
George DeDecker.
NARRATOR:
Robert Trout.
RESOURCES:
Copyright not registered; “Keys to a 15 Billion Dollar Market,”
Bus Scrn
15, no. 4
(1954): 34; advertisement,
Bus Scrn
15, no. 5 (1954): 31.
HOLDINGS:
Not reported.
Film commissioned by the Chicago-based publisher of
Negro Digest
,
Ebony
, and
Jet
to encour-
age advertisers to reach out to African American consumers.
The Secret of Selling the Negro
depicts the lives, activities, and consumer behavior of African American professionals, students,
and housewives. A
Business Screen
reviewer noted that the film focused on the “bright positive”
aspects of the “new Negro family.”
NOTE
: The sponsor issued a companion booklet offering
the “do’s and don’ts of selling to the Negro.”

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