Pathways to the Negro Market
1959; Howard University; Volume: 28; Issue: 2 Linguagem: Inglês
10.2307/2293710
ISSN2167-6437
Autores Tópico(s)Migration, Ethnicity, and Economy
ResumoAmerica's 17 million Negroes spend an estimated 17 billion dollars per year for goods and services. Their purchases are vital to the success of many businesses. How to appeal to them is a maj or problem of these concerns. This paper discusses the Negro-oriented media which have been employed in reaching this market: (1) newspapers; (2) magazines; (3) radio and television. The media presentation is followed by a survey of the uses made of these media by such important national advertisers as Pet Milk, Youngstown Kitchens, Swift and Company, Kimberley-Clark Corporation, Pepsi-Cola, Pillsbury Mills, Joseph Schlitz Brewing Company, Stopette, Radio Corporation of America, Chrysler Corporation, J. R. Watkins Company, and Esso Standard Oil Company. The importance to the smaller company is illustrated by the Dean Milk Company and Connolly Shoe Company.
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