Minneapolis spokesman. [volume], January 01, 1943, Image 2

About Minneapolis spokesman. [volume] (Minneapolis, Minn.) 1934-2000

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PAGE TWO
MINNEAPOLIS SPOKESMAN
“An Independent Newspaper"
Il Established August 10. 1934. ||
Published every Friday by Spokesman-Recorder Publishing Co.
Editorial and Business Offices at 304 Third Street South. Minneapolis.
Minnesota, U. S. A.
Phones BRidgeport 3595—Midway 8340
Entered as second-class matter October 29, 1934. at the post office at Minneapolis,
Minnesota, under the Act of March 3. 1579.
WBCRIPTION MATES:
Ona year, 31.50; six months. 31.50. Out-of-state: 33.00 per year. 31-75 for six
WMk
De Velma Newman - -Easiness Manager
Curtis C. Chivers-Advertbing
James W. Slemmona Advertising and Circulation
This newspaper assumes no responsibility for uneelected manuscripts, photos or
engravings. Such are submitted at the owners risk.
All the Negro race asks is that the door which rewards industry,
thrift, intelligence and character be left as wide open to him as to others.
More than this he has no right to request, lens than this the Republic
has no right to vouchsafe.—B. T. Washington.
Friday. January 1, 1942
Happy New Year
O, I could sing a doleful hymn
Of war, and make it plenty grim,
Weep and wail for heroes lost,
And curse this awful holocaust,
But in a world so short on cheer,
My sohg is simply: Happy New Year.
Yes, I could dwell in retrospection
On many things that need correction.
But looking back proves often faulty,
Like Mrs. Lot, I might turn salty,
Why go back to mourn what’s gone.
When the New Year holds the dawn.
Time is too short to waste away
The precious hours of a New Year’s day
On high resolves and ways to strive,
Knowing I need all three-sixty-five;
My pledge, I want it understood.
Is making better what was good!
My wishes for your Happy New Year
Are seven joys to every tear;
I wish you luck in healthy doses,
And yet not life on beds of roses,
My hope is only that you get your worth
Of peace—and all good things of Earth.
And so in short the wish sincere
Is just—plain old Happy New Year!
—James T. Logan.
The year 1942 has come and gone. We face 1943 with some mis
givings but with much hope. In the past year the troubled world con
ditions have naturally been reflected in our individual lives. Our hopes
have surged upward as we have settled down to the task of defeating
our enemies, the Axis powers.
Whatever occurs in 1943 nothing is as important to the average
man, woman or child in the street as the winning of the war. In 1943
all of us have got to bend all our energies to that end. All else should
be secondary.
In the case of the Negro citizen he must give all his energies to
the war and he can do that by warring constantly against the country’s
common enemy on the one hand and the enemies to American Negro
progress within the country on the other hand.
Victory against foreign aggression and intolerance is part and
parcel with victory against aggression and intolerance at home.
We bid goodbye to 1942. We look forward to great things in
1943.
Comedian Richard “Red” Skelton whose ittle bad boy character
izations are radio tops is being sued for divorce by his spouse. He
mast have dood it!
Urban League Proves Its Value
The National Urban League movement was born because of a crisis
brought on by World War I. Most readers are perhaps familiar with the
fact that manpower shortages in the industrial east and north in 1917
and 1918 brought about the heavy migration of Negro labor from the
agricultural south with its attendant problems.
Those problems and their solution caused the birth of the Urban
League and its local America.
In cities like the Twin Cities the merits of .supporting the local
Urban Leagues have been bones of contention since their beginning here
in 1923. Any doubt as to their value to each of these two communities
has been dispelled during the past two years. The job of screening and
assisting in the selection of the several hundred Negroes employed in a
local war plant is justification for every dollar spent on Urban League
budgets for the past 15 years.
The many less spectacular but none the less useful and important
functions of the league in bettering race relations are additional reasons
why its maintenance has been in the best interests of Minneapolis and
St. PauL
It is to be hoped that with a fuller and more clear understanding of
the league’s program that both branches will receive a greater public
support and a budget calculated to do a larger increasingly positive job.
What We Fight For!
In a recent Gallup poll it was concluded that a third of this nation
is in doubt regarding the whole question of our war aims. If Dr. Gal
lup’s conclusion is correct this presents a problem national in scope.
We cannot welcome confusion at this time when the nation needs solidar
ity of purpose as never before.
The Atlantic Charter of the “Four Freedoms” is proved inadequate
as a declaration of aims if the survey represents a cross-section of public
opinion. And Mr. Churchill, co-signer, has added to the confusion
with his, “I did not become the King’s first minister to liquidate the
British Empire.” Pearl Harbor has not erased England’s foreign policy
from our minds—an antithesis to certain of the freedoms.
Pearl Buck in a recent speech stated that, “we know the war be
tween the United Nations and the Axis is only the beginning of a
real war, which remains the war between the principles of Democracy
and the principles of Fascism.” She explains that unless there is a
miracle we will have to fight another war to save freedom. A rather
pessimistic attitude in view of the “Freedoms” for which we now
supposedly fight.
And Mr. Wendell Willkie has been persistent in his demands that
we declare our aims. He wants us to tell this war-torn world exactly
why our boys are fighting a global war that stretches from New Guinea
around to South Africa—and has even dipped into our own territorial
waters.
There is confusion here. This inner turmoil is not the best thing
even in the best of times—this is the worst of times.
We choose to believe that we fight because the enemy has attacked
He threatens to supplant our way of life with his. Rather than have
this, we shall continue to fight him on the seas, on land, in the fields,
in the air, and wherever we shall find him. We shall keep him from our
shores, and our homes, and those things we love. Call this death
struggle a fight for freedom or democracy if you wish—fundamentally
we choose to believe we fight for what is America, a right to human
decency, and in so doing others profit as do we.—Louisville Defender
BUY WAR BONDS
Goodbye 1942
He Dood It
How Companies In
Many Fields Cultivate
The Negro Market
By David J. Sullivan
in American Salesmanship Magazine
Is your product one for national
distribution? Are you getting full
use of your production output ?
What are you doing for post-war
consumer demand that will effec
tively employ your widened produc
tion facilities ? These and many
other questions are plaguing many
manufacturers of durable and con
sumer goods today.
Your planning today for the
peace tomorrow will largely deter
mine your survival in the tremen
dous post-war rush for customers
to buy the many products which
will then be put in manufacture.
One important market cannot be
ignored—America’s 13,000,000 Ne
groes.
The Negro market, which in 1939
spent nearly six billion dollars, will
greatly increase its buying power
after the war, due to the widely ex
panded employment gains made
during the war in nearly every in
dustry. Much of the gain made will
be a result of Negro integration in
labor unions and other organized
labor groups.
From the viewpoint of the manu
facturer, this is of extreme im
portance. The Negro market looms
larger as the need for full cultiva
tion of every American consumer
becomes apparent.
To more readily see the value of
this market, let us look at the rec
ords of those companies that are
sales leaders in the Negro market
because of wise employment of
Negro specialists in sales promo
tion and merchandising; that have
enviable performance records now
in the field of selling and distribu
tion.
One of the earliest pioneers in
the field is the Standard Oil Co. of
New Jersey. Seven years ago
Standard Oil employed James A.
Jackson, former chief of the Busi
ness Bureau of the United States
Department of Commerce. Today,
Standard Oil enjoys 25% of all the
gasoline and oil sales to Negro con
sumers; has over 400 Negro-owned
stations and would have shown an
increase of unusual proportions for
1942 were it not for Pearl Harbor.
Thinking in terms of dollar value,
Negro motorists used $7,000,000
worth of gasoline and oil in 1940.
In gallons that represents over
6,500900 unit gallons.
Other gasoline companies also
have enjoyed remarkable success in
the Negro market. Continental Oil
Co. of Oklahoma has an able repre
sentative, Dudley Luck, who travels
its Negro market areas. Like
Standard Oil, it too enjoys large
sales. It would be safe to estimate
its share of the market at about
20%. Shell Union Oil Corp, has
Negro salesmen and Negro sales
supervisors; consequently, it has a
large s'ice of the Negro business.
Certainly with cars costing less
in post-war years, Negro ownership
of cars will nearly double likewise,
the sales of gas and oil.
But will you be ready to get your
share of the business then?
Yes, if you include in your plans
a Negro specialist to develop the
market for you.
Consider the record of Pabst
Sales Co., for instance. Five years
ago Pabst business among Negroes
was relatively insignificant, despite
the fact that beer consumption
among Negroes is high. William B.
Graham did a job in Ohio, then
moved to Chicago to work for a
distributor. Edwin L. Morris, vice
president in charge of advertising
and director of sales promotion for
Pabst, conceived an idea. He said,
“Let’s hire William B. Graham and
put him in charge of the entire
Negro market.”
Sales to Negroes Soar
Pabst hired Mr. Graham and its
sales in the Negro market have
soared ever since. Here are the re
sults of his work in Harlem, New
York City’s Negro community:
Mr. Graham came to New York
in the winter of 1941. He surveyed
the field, then put a Negro sales
man in the Harlem territory. Pabst
sales for Harlem in the entire year
of 1940 amount to 15,000 cases.
But in May, 1942, Pabst sold over
12,000 cases ot beer in the same
territory. Pabst moved from fourth
place into first place nudging the
formidable Anheuser-Busch, Inc.
out of that position.
Budweiser sold 90,000 cases of
premium beer in Harlem the firsf
nine months of 1941. Sales certain
ly,'and huge sales, tool
Now, Pabst has two Negro sales
men in New York City, a 160,000
radio program with Negro talent
and its sales are increasing.
Their position in the Negro mar
ket is the same throughout the
country.
In the food field, too, there are
examples of highly successful sell
ing- the-Negro-market campaign.
MINNEAPOLIS SPOKESMAN
Beech-Nut Packing Company for
instance, in 1938, started to employ
Negro demonstrators who first con
centrated on crackers, then coffee,
and in 1940 went out into the mar
ket to put over Beech-Nut soups
and baby food.
Records show that they did a
marvelous job on both.
Distribution of the soups was
facilitated by using a full-color
sampler, and repeat sales to the re
tailer were immediately attained.
The demonstrators’ success with
baby foods made the company
double baby food sales to Negro
consumers. How? With specialized
merchandising to Negro doctors
and mothers, tying in with the lo
cal retailers. It was done, of
course, with a Negro field repre
sentative.
Probably one of the most com
petitive industries today is the to
bacco industry. But Philip Morris &
Co., Ltd., Inc., through good use of
J. Sanifer, backed up with effective
merchandising support and adver
tising in Negro papers, increased
sales 30% in one year in New York
City’s Negro market. The company
jumped in 1941 from seventh posi
tion to fourth position in cigarettes
sold to Negro smokers.
Another example: that of Gordon
Baking Co. In 1938 that firm em
ployed a Negro merchandising man,
William G. Black, and a Negress,
Mrs. Ralph Sharper to cover the
Negro market of New York City.
As a result of this continuous spe
cial effort, Gordon Baking Co. is
now first in a market in which con
sumers buy more than $3,000,000
worth of white bread a year.
You might say, “But I sell dur
able goods.” Here is an answer
which means dollars and cents to
you.
Though Negroes in 1935 made up
only 8% of Detroit’s population, the
General Electric Co. sales of dur
able goods to Negro purchasers
were 13% of G-E’s total business
done in that city. Yes, it’s a mar
ket for washers, ironers, refrigera
tors, ranges, and vacuum cleaners.
In Philadelphia, the General Elec
tric distributor, through Negro
salesmen, sold over $250,000 worth
of appliances yearly. The other
companies, General Motors Corp.,
Kelvinator Division, Nash-Kelvina
tor Corp., Norge Division, Borg-
Warner Corp., etc., had Negro
salesmen too. Of interest is the
fact that white salesmen enjoyed
added business because Negroes
knew that the companies employed
Negro salesmen.
When it is realized that Negro
buying power in 1940 exceeded the
total of the country’s total exports,
then one can appreciate the size of
the market figured in dollars and
cents.
Negro Specialists Spur Sales
Already manufacturers are look
ing ahead to peacetime and the re
sumption of civilian production. But
the problem of getting the greatest
good from, and use of, the vastly
expanded production facilities now
engaged in war work, is one of un
usual magnitude.
Since the fight for markets over
V-Day will be terrific, no market
need be overlooked. But your plan
ning today to include Negro spe
cialists in the sales and distribu
tion picture certainly will insure
your sales success with the con
sumer.
Although many products are be
ing rationed now, some national or
ganizations are maintaining domi
nant position in consumer prefer
ence and mass volume business by
keeping their Negro specialists
actively engaged during the war
period. A few such companies are
Pepsi-Cola Co., Hoffman Beverage
Co., Jacob Ruppert, Homan & Co.
(Clabber Girl Baking Powder),
Carstairs Bros. Distilling Co., and
Park & Tilford Import Corp.
In this connection the Pepsi-Cola
Co. is even expanding as is Nehi-
Corp. with Royal Crown Cola—so
much so that they may be consid
ered first in the Negro market.
When the market is thought of in
terms of dollars and cents, it is in
teresting to know that in 1939 the
29,827 Negro-owned retail stores
realized sales of 171,466,000. In
this group more than 11,000 stores
are purveyors of groceries, meats
and vegetables. For that year Ne
gro consumers spent $1,200,000 for
toothpaste; $28,000,000 for paint;
$375,000,000 for automobiles, of
which 35% were new car sales. In
durable goods the estimated pur
chases by Negro consumers were in
excess of $300,000,000.
• * •
From David learn to give thanks
for everything.—Every furrow in
the Book of Psalms is sown with
seeds of thanksgiving.
—Jeremy Taylor.
NEWS OF TWIN
St. James A. M. E. Church:
Sunday morning, December 27,
found a large congregation present
to listen to a sermon delivered with
passionate earnestness by Rev.
B. N. Moore entreating his listeners
to make room for Jesus, the ulti
mate source of real happiness. He
chose as his subject, “No Room
In The Inn.”
Many of our boys home on fur
lough and on leave were present at
the service: Sgt. William Small,
Fort Francis E. Warren, Wyo
j ming; Tech. Sgt. Robert W. Mar
shall, Jr., Tuskegee Army Flying
School; 2nd Lieut. Albert Burgess;
Corp. 0. C. Hall, Jr., 258 Sig.
Const. Co., Camp Crowder, Mo.;
Seaman, 2nd Class, Robert Cooper,
Camp Robert Smalls, Great Lakes
Naval Training Station; Sgt. F. B.
Fullbright, Ft. Washington, Mary
land; other visitors, Mr. and Mrs.
Alfred Williams, Des Moines; Mr.
T. R. Blakey, Yankton, So. Dakota.
Watch night service at St. James
will be Thursday, December 31,
beginning at 9:30 p. m. with
evangelistic services. At 11 p. m.
and thereafter watchmen will re
port every 15 minutes until 12
o’clock. Pastor will be in charge.
The University of Life convoca
tion at 8 p. m. with Rev. Robert
Kelly, Border Methodist Church,
Minneapolis, as speaker, was an
inspiring service. The program of
vocal, instrumental selections and
readings was very praiseworthy.
Rev. Boyd Patrick was master of
ceremonies. Rev. Kelly spoke on
“Eat, Drink and Be Merry—To
morrow Is Another Day,” giving
goodly admonition and advice to
the young people. Others partici
pating were Douglas S. and Cyrus
Lewis, Ira Dorsey, Bernice Allison,
Gloria Williams, Ruth Reed and
Rev. Moore.
Plaque, No. 2, and the special
plaque of the Usher Board of our
boys in the armed service of the
U. S. will be dedicated at a special
service at 8:00 p. m., January 3.
The Senior Choir sponsored a
Christmas Pageant on Christmas
morning at 6 o’clock. Participat
ing were: Messrs, James Watson,
J. R. Lynn, C. H. Miller, J. M.
Patton, Stanley Harris, J. R. Jones,
Mmes. Allie Balenger, Irene Green,
Stella Sanders, Miss Mary Cyrus
and baby, Burnetta Simons, Mmes.
Cora Moore,, director; Florence
Hibbs, Gen. Chairman; Rev. B. N.
Moore, narrator; 0. C. Hall, Sr.,
lighting effects; Bertha L. King, at
the organ; Ruth Reed, at the piano.
The pageant was preceded by the
invocation by Rev. S. E. Ware with
other excellent numbers inter
spersed by Mrs. Avis Ware, Miss
Gloria Williams and the choir.—
Charles Miller, Reporter.
Pilgrim Baptist Church News:
Pilgrim looks back on a year which
might have been better but could
have been worse. Pilgrim looks
forward with hope and bravery to
the new year. We have traded
with fate but we feel we have bar
gained well. We gave sixteen boys
to the cause of democracy and free
dom but we received in return new
faith, new courage and new pride
in the fact that we had such fine
boys to give. We lost a deacon
to the grim reaper but we still
have the memory of a life lived
beautifully. We have given to
defense employment many of our
faithful members but we have the
healthy feeling in return that Pil
grim is doing her full part. All in
all we approach the New Year with
thanks in our hearts and a prayer
for victorious peace on our lips.
The first sermon of 1943 is “All
Ashore We’re Sailing.” Sunday
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A Now Is the Time To Join the
m Christmas Savings Plan
» 25c, 50c and |I.OO Weekly
jK Have Money Next Year for Holiday Needs
ft ASSOCIATED NEGRO CREDIT UNION
In St. Paul In Minneapolis
g DR, EARL S. WEBER CLARENCE SMITH
A CE. 5104 or EL. 3196 LOcust 6631
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CITY CHURCHES
night the pastor’s topic will be “A
Mighty Fortress.” Communion ser
vices will be held at both meet
ings.
Visitors last Sunday morning
were, Mrs. Mamie Donovan Jack
son of Detroit, Mich., and Mr. E.
Wills of Cleveland, a former mem
ber of long standing.—Wanda Pi
per Owens, Reporter.
St. Thomas Episcopal Church
News: Confirmation service will
be held January 10 at 4:30 at St.
Marks Episcopal church, bringing
together members of all Episcopal
churches in a farewell service for
Bishop Stephen E. Keeler, who has
been elected to head the District of
Honolulu. He will serve there un
til a successor is elected to Bishop
Litell who resigned the post.
It is hoped that all members are
making it a point to spend this
period before Jan. 17 to prepare
(hemselves so that they may obtain
the most benefit from the proposed
teaching and preaching Mission to
be held from Jan. 17 through Jan.
22. Don’t forget to issue an invi
tation to a friend. The success of
a Mission is not on the Missioner
but on how well the congregation
is prepared.—Church Reporter.
Victory in the Now Year
FORMER ST. PAUL WOMAN
DIES IN CHICAGO AND
IS BURIED HERE
Mrs. Ida G. Broyles, former St.
Paul resident, died in Chicago,
Tuesday, December 22, suddenly,
having visited here only three
weeks previously. While living in
the city, she was a member of St.
James A. M. E. Church and still
retained her membership in the
Household of Ruth No. 553, Grand
United Order of Odd Fellows, who
officiated at the funeral services
which were held Sunday, December
27, at St. James A. M. E. Church
at 2:30 p. m. with Rev. B. N. Moore,
pastor, officiating. The remains
were taken to Oakland cemetery on
Monday, December 28, for burial.
Mrs. Broyles was the sister of
the late Mrs. Belle Lenoire, and
had a wide circle of friends in St.
Paul.
Happy New'Year
SAMUEL PEAY DIES AT
CRISPUS ATTUCKS HOME
Samuel Peay died during the
Christmas holiday preparations at
Crispus Attucks Home Associa
tion. The remains were buried in
Elmhurst cemetery and there were
no known survivors.
Victory in the New Year
WISE MERCHANTS ARE
As late as 1939 Negroes in this
trade area spent -an estimated
$2,760,000 per year for durable
goods. With increased buying pow
er the local Negro consumer is
spending far more money for mer
chandise than ever before. Wise
merchants are cultivating this re
ceptive market via the ad columns
of the Negro press.
Do You Need
Money?
Make Home Repairs
Pay Back Bills
Buy War Bonds
Save for the Future
Associated Negro
Credit Union
MINNEAPOLIS ST. PAUL
RR 2528 EL, 0694
Former Patient Helps in Victory Effort
Young man (above) recently recovered in a sanatorium from tuber
culosis and is now one of army of workmen employed in war Indus*
tries. Rehabilitation of patients is part of activities made possible
by Christmas Seal Campaign.
NAACP Thanks
Negro Editors
December 24th, 1942
Editor: As we approach the end
of the most successful year in the
history of the NAACP I take this
means, on behalf of the Associa
tion, to express to editors our grati
tude for the part which the Negro
press played in achieving that rec
ord. The support you have given
in your editorials, news columns,
cartoons and illustrations has been
of infinite aid in the fight for un
limited opportunity and equality
for the Negro which we have made.
Greatly increased financial support
has followed which has enabled the
NAACP to establish a much needed
Washington Bureau; to win many
battles for job opportunity; equal
education; more intelligent presen
tation of the Negro in motion pic
tures, on the stage and in magazine
and other publications.
The year ahead promises greater
problems but with them greater
opportunity in tackling those prob
lems. The new Congress will be
dominated by an unholy alliance of
anti-labor, anti-liberal, and, of
course, following these, anti-Negro
southern Democrats and northern
Republicans. Our work is cut out
for us in the fight for anti-lynch
ing, anti-poll tax and other reme
dial legislation. But we are not
alarmed in the least by the diffi
culties this bloc will create. The
continued support we confidently
anticipate from you will make the
NAACP an even more effective
weapon for the Negro and for de
mocracy. With it we shall be able
to win even greater victories in
fighting brutality against Negro
soldiers and civilians, wiping out
still more of the inequalities in edu
cation and teachers’ salaries, carry
to the U. S. Supreme Court the
Texas case to outlaw Democratic
St Thomas
Episcopal Church
LAKE at FIFTH AVE.
Father M. R. Hogarth, Rector
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lord to wanMppnd In thn tmtj
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Church School 9:45 A.M.
High Maae 11:00 A.M.
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Wgff fvcry Dollar U
War Bomb
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AN ADAM OR
LONG’S HAT IP ,
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CERTIFICATE
S94S SeOO
3 t. 6 I 85c
HARRY J. RADIN 1
714 Heenepln MA 1455
WOODARD FUNERAL HOME
Friendly, Courteous Service
Mr *Mm li 111 IMwaUMI OaMi
| SEASON'S |
g greetings I
g B. F. NELSON «
g MANUFACTURING COMPANY g
V MAKERS OF NELSON'S MASTER ROOFS
Janua
Frida-
white primaries in the South, ob
tain justice in the courts for Ne
groes victimized because of their
race, and make the Four Freedoms
more of a reality for American Ne
groes.
May we wish you all success in
the new year.
Cordially,
Walter White, Sec’y,
National Association for the
Advancement of Colored
People
69 Fifth Ave., N. Y. City, N. Y.
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Regular Services, 11 A. M.
EDWARD R. THOMAS
Pastor
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