How to Tap 15 Billion in Sales

In the rathskeller of Milwaukee's Jos. Schlitz Brewing Co., a Koda-chrome-Color movie had its premiere last fortnight. The cast included Commerce Secretary Sinclair Weeks, Commentator Robert Trout, and a score of Negro actors. The movie's title: The Secret of Selling the Negro.

The movie was made by Chicago's Johnson Publishing Co., which puts out the Negro magazines Ebony, Jet, Tan, Copper and Hue. It will be shown to businessmen around the U.S. to drive home the point that the Negro market is huge and profitable. In support of this Secretary Weeks quoted Census Bureau figures showing...

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