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About The Omaha guide. (Omaha, Neb.) 1927-19?? | View Entire Issue (Sept. 17, 1938)
BUYERS’ GUIDE W_ci arence H. Peacock | -. Within the past few years, many of the alert and more progresseve com panies have discovered that there is a real financial field in the Negro mar ket, and they are giving it serious study. Many of these companies that are seeking Colored patronage, are adver tising their products in the Negro press, and are employing Colored re presentatives to promote the sale of their products in this market. The amount of advertising these companies spend in the Negro press, and the number of Colored employees on their payrolls, depends solely upon how well you and I support our own newspapers, and their advertised pro ducts, . In a recent article, this column pointed out that the colored people in this country were spending over $240, 000,000 a year for liquor, wine and beer, and that the Colored race was not getting the full benefit of this huge purchasing power. They were buying brands of those companies who made no special appeal for Colored patron age. Some years ago, a survey was made of the liquor stores, bars and grills in Harlem. It was found that certain brands, such as Royal Box Gin, Gold Cup Whiskey, and White Horse Scotch were the best sellers. Since that time the Schenley Products Company, and the Calvert Corporation have come into the Colored mark',. Both those companies advertise their products in the Colored newspapers, and the Cal vert Corporation has appointed Mr. E. Simpson as their National Negro Re presentative. In a recent survey of the liquor stores, bars and grills in Harlem, it was found that the best sellers were those bands that advertised in the Co lored newspapers. This shows that the people in Harlem have awakened to the fact that the(y must support their own newspapers, and buy only their ad vertised products, if they are to create new employment for the race. Since the appearance of my first article in “Liquor, Wines and Beer,” another liquor company has come in i!yzxi>cxixixixz>.zxzxzxiixzxi>oc>^xixixr^z> to this market. The Hiram Walker Company has appointed a Colored re presentative, and they are planning an extentive advertising and promotional campaign for the Negro market. Also the Calvert Corporation has added an other Colored representative to its staff. Mr. Jesse Owens, famous Oylm pic Champion, will promote sales for this company in Ohio. When Colored consumers in other sections throughout the country, give their full support to the advertised products in their own papers, they too, will open up new employment oppor tunities for the race in their communi ties. « THE OMAHA GUIDE Published Every Saturday at 2418-20 Grant St. Omaha, Nebraska Phone WEbster 1517__ Entered as Second Class Matter March 15, 1927, at the Post Office at Omaha, Nebr., under Act of Congress of March 3, 1879. _ TERMS OK SUBSCRIPTION ^OOPER YEAR * All News Copy of Chrurches and add Organi zations must be in our office not later than 5:00 p. m. Monday for curren issue. All Adver tising Copy or Paid Articles not later than Wednesday noon, preceeding date of issue, to insure publication. ___ ■—- ~ ^—————■—— editorials THE WRONG WAY Some of President Roosevelt’s cri tics make a lot of noise about the strong support Negroes gave him in past elections and credit that support to relief checks entirety. Of course re lief do count heavily, whether given to farmers, Negroes or whites who hap pen to be stranded and are forced on relief. Right or wrong, the receipt of these checks are credited to Roosevelt and they like him for it. But these people overlook some of the good things President Roosevelt has done for Negroes and a good many like him for that—even the intel ligent Negro. Recently a Negro teacher was add ed to the teaching force in New Roch elle, New York, something that had never happened before. Mrs. Roose letter congratulating it upon appoint ment. While Mrs. Roosevelt had noth ing to do with placing this teacher, the fact that she was broadminded enough to say publicly that she approved the action is bound to raise Roosevelt in the estimation of the Negroes. Jabbing at the Roosevelts for doing big things for the tNegro gets his cri tics nothing. The Negro is human and will be forever sticking with the fellow who helps him. On the other hand, if the opponents of the Roosevelts hope to make any substantial progress to ward winning back their Negro sup porters they must be willing and act ually do some of these fine things too. . The old adage that talk is cheap, but it takes money to buy land,” holds good here. Negroes want less talk and more performances from those who expect them, to support their cause. —The Bystander— --0O0 FEDERAL JUDGESHIPS (from The New York Age) At a recent convention of the Na tional Bar Association in the City of Durham, N. C., a resolution was un animously adopted calling attention to o the fact that Negro lawyers have been systematically excluded from the fed eral judiciary, except in the Virgin Is lands where a limited judgeship exists. The’ resolution also called attention to the fact that there are now no vacanc ies on the District if Columbia bench and that in the federal controlled city whose population is 28 percent colored there is no representation of the color ed citizenry in the Police Courts of Washington, and ended by going on record as being unanimously in favor of the appointment of Negro lawyers to some of the vacancies now existing in the federal system. It was also re solved that a committee of seven be ap pointed to call on President Roosevelt to discuss this matter with him. While to many laymen, the ques tion of appointing Negro judges to the federal judiciary may not seem im portant, to the more thoughful obser vers it is really squaring in practice the theories of democracy, one of the tenents, which is all groups shall have representation in the government. Too long has the argument been advanced that the Negro is not yet qualified to exercise the full rights of citizenship, and the records of tNegro judges in the state courts of New York, Illinois, and Pennsylvania have proved that the Negro lawyer is just as well qualified as the lawyers of other racial groups. _fiHn—. COL. SINGLETON The death of Col. William Henry ingleton, 103 year old veteran of the Grand Army of the Republic, recalls the heroic role of the Negro people in the Civil War. Singularly enough, he died in Des Moines, Iowa, Friday, just after par ticipating in a G. A. R. parade. Col. Singleton was a human sym bol of the great part the Negro people played in freeing themselves from chattel slavery and in preserving the Union for democracy and progress un der the banner of Lincoln. Col. Singleton’s own brave con tribution to the cause of freedom will live ever among the glorious deeds of American history. He and hundreds of other Negro slaves were forced into the army of the Confederates to fight against his own liberty. Risking death, he escaped and volunteered with the Union Arm|y. He made such an excellent record as a soldier that Pres ident Lincoln commissioned him as a colonel. At the funeral of Lincoln, he commanded a Negro regiment. In addition, the Negro people as a whole gave richly to the victory of democracy. More than 180,000 Negro soldiers served in the Union Armies during the Civil War. They compris ed some 161 regiments and approxi mately 70,000 gave their lives. Not only did the Negro participate as soldiers for democracy, but during the brief Reconstruction period when they had the ballot and could hold public office, their statesmanlike tal ents were manifest in the adoption of the public school system and other pro gressive measures in the South. Just as the fight against Negro slavery was essential for democracy in 1866, so is the fight for Negro rights essential to democracy and progress for the whole American people today. -oOo THE SCHOOLS NEED THE PARENTS Now that the children Shave returned to school, there should be no illusions about the parents’ duties and interests if teachers are to get the best result under the circumstances. As parents, most of us are intelli gent enough now to take a genuine in terest in what it takes to get the most out of school for our children. But in order to get the best out of school, we must put this interest in. Becoming in terested in one’s Child’s welfare de pends largely upon our attitude toward the famity. . If children are really wanted, real ly loved, then interest in their welfare in any direction is not hard. Taking that interest is a great substitute for law and prison which sometimes comes into children’s lives later because a lov ing interest was not there in the be ginning. Let’s see that children are well groomed, well clothed and well fed be fore leaving home. These details, pro perly attended to, are great personality builders. Let us join the Parent-Teacher Association. Maybe we will learn some thing ourselves which we badly need to know. Maybe we will find out that Johnny is not the sweet little angel we thought he was and that he needs tak ing in hand. -—oUo GOOD HEALTH FOR THE PEOPLE The Public Health Service in Washington has reported that there are at least 350,000 unemployed per sons who are incapacitated because of illness. This means that even if these workers were beneficiaries of some miraculous piece of luck and were of fered jobs, they would be unable to ac cept them. The main cause of this frightful situation is the miserable starvation relief standards. In most cities, the a mount ot relief is totally inadequate lot iood, clothing and shelter—to say nothing of an “extra dollar” for med ical service. * Medical care must be brought within the reach of the ill-clad, ill housed, ill clothed third of the nation -within the reach of the lowest in come American. President Roose velt’s Health Conference in Washing ton was a significant step in the right direction. Good health is no longer a narrow individual concern. Labor and pro gessives must fight for Federal and state health insurance systems just as they do for wage-hour legislation, col lective bargaining, civil liberties and other vital needs of the American peo ple. -0O0 Promoting Fire Prevention Advertis ing The National Board of Fire Un derwriters has for some time carried on an advertising campaign in magaz ines of National circulation, designed to help the cause of fire control and fire prevention. Now it is readapting these advertisements so that they may be inserted by local agents as paid advertising in their home town newspapers. Each national advertisment is to be redrawn artd made available in three column, ten inch mat form. Space is left at the bottom for the agent’s name and address. The mats will be sent free to any agent or local insurance board on application to the Public Re lations Bureau of the National Board 85 John Street, New York City. This marks a worthwhile innova ion in the fight against fire. Adver tisements of this kind sponsored by lo cal agents, will be an important factor in the selling of insurance coverage. And, more important, if used in thous ands of local newspapers, they will bring to millions of people vividly il lustrated facts that will awaken them to the menace of America’s disgrace ful fire loss—and how it may be reduc ed by systematic cooperative and in dividual effort. In about a month Fire Prevention Week will be observed, and will run from October 9 to 15. During this time, every person in this country should have the dread word “fire” brought to his notice on every possible occasion—over the radio, in his news paper, and through advertisements. An alert public consciousness and nothing else can prevent fire.