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 Chicago-based publisher of
Negro Digest, Ebony, and Jet to encourage 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.”