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THE SECRET OF SELLING THE NEGRO (1954, sound, 20 min, color, 16mm)
as featured in the documentary, I AM NOT YOUR NEGRO.

SPONSOR:
Johnson Publishing Co.
PRODUCTION CO.:
Sarra Inc.
DIRECTOR:
Wayne A. Langston.
PRODUCERS:
Joseph G. Betzer, Harry W. Lange.
WRITER:
Helen A. Krupka.
ART DIRECTOR:
George DeDecker.
NARRATOR:
Robert Trout.
RESOURCES:
Copyright not registered; “Keys to a 15 Billion Dollar Market,”
Bus Scrn
15, no. 4
(1954): 34; advertisement,
Bus Scrn
15, no. 5 (1954): 31.
HOLDINGS:
Not reported.
Film commissioned by the Chicagobased publisher of
Negro Digest
,
Ebony
, and
Jet
to encour
age 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.”
NOTE
: The sponsor issued a companion booklet offering
the “do’s and don’ts of selling to the Negro.”

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