The Southern Urban Negro as a Consumer [1ST EDITION]

(African Americana) EDWARDS, Paul

New York: Prentice-Hall, 1932. First Edition, First Printing. Cloth. 6 1/8 X 9 1/8 Inches. 323 PP. Good. Item #8763

Important early study of the Negro consumer that recognized the current and future power of advertising to this market. An instrumental book that's intent was to increase the social standing of the negro in the American south via the dollars in their pockets.

Pioneering study on the Negro consumer in the South by Paul K. Edwards (1898-1959). Edwards, a white man, used research conducted by Fisk University faculty and students on a myriad of consumer activities of the Black residents of several southern cities to analyze the best ways to advertise goods to that market. Historian Ted Ownby writes that this book was a "call for full inclusion in consumer culture" for black Americans (Ted Ownby, American Dreams in Mississippi: Consumers, Poverty, and Culture, 1830-1998). The 62 tables contain a wealth of data about Black urban residents in southern American cities. The book is littered with examples of print advertising that either worked or did not. In depth coverage of print ads for Aunt Jemima, Cream of Wheat, Gold Dust Washing Powder and Dr. Fred Palmer's Skin Whitener among others.

Contents Include:
1) Introducing the Southern urban Negro
2) Occupational divisions
3) Purchasing power of the Negro in the urban South
4) Qualities of merchandise purchased by the Southern urban Negro
5) Where the Southern urban Negro trades for clothing and shoes
6) The Negro as a credit risk
7) The Negro merchant
8) The extent to which the Negro buys at brand
9) The familiarity of the Negro with nationally advertised merchandise
10) The selection of selling appeals for use in advertising copy directed to the Negro

One of the copies retained by Fisk University and marked as such. Front hinge starting and usual special collection library marks. This first edition was the basis for a later reprint in the 1960's. A SCARCE BOOK IN COMMERCE.

Price: $400.00