The Secret of Selling the Negro

Commissioned by Johnson Publishing, the film aims to encourage advertisers to connect with African American consumers. It highlights the lives and activities of the African American community, focusing on their positive contributions and consumer habits. The film is tied to publications like Ebony and Jet, which makes it relevant for those interested in the intersection of media and advertising.

The tagline, "Why Let a Lot of Old-Fashioned Ideas Hurt Profits!", reflects the film's push for a more inclusive approach to marketing. A companion booklet was also issued, providing guidelines on effectively reaching this demographic. This documentary serves as an important artifact for collectors interested in advertising history and African American culture during the mid-20th century.