The Press: Dark Market

Of a large group of Negro housewives canvassed in Birmingham, 74% had never heard of Fels-Naphtha soap. Half of those interviewed in Nashville never heard of Gold Medal flour; half in Atlanta knew nothing about Carter's underwear. Phoenix hosiery was unknown to 61% in Richmond.

With such statistics W. B. Ziff Co. of Chicago last week told national advertisers that they could not hope to cover the Negro market by blanketing the white Press. The figures were embodied in an elaborate booklet called The Negro Market issued by Ziff Co. (white), advertising representatives...

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