The Secret of Selling the Negro (1954)

Overview : Film commissioned by the Chicago-based publisher of Negro Digest, Ebony, Tan, and Jet to encourage 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.” The sponsor issued a companion booklet offering the “do’s and don’ts of selling to the Negro.”

Release Date : July 4, 1954

Runtime : 21m

Genre : Documentary  

Companies : Johnson Publishing, Sarra

Countries : United States of America

Keywords : corporate, advertising, african american