THE SECRET OF SELLING THE NEGRO (1954, sound, 20 min, color, 16mm)
as featured in the documentary, I AM NOT YOUR NEGRO.
Johnson Publishing Co.
Wayne A. Langston.
Joseph G. Betzer, Harry W. Lange.
Helen A. Krupka.
Copyright not registered; “Keys to a 15 Billion Dollar Market,”
15, no. 4
(1954): 34; advertisement,
15, no. 5 (1954): 31.
Film commissioned by the Chicago-based publisher of
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
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.”