Anne Landman's Collection
A Study of Ethnic Markets.
Abstract
This R.J. Reynolds marketing document shows how cigarette marketers viewed U.S. ethnic markets in the 1960's. While today cigarette companies are often cagey about admitting they target certain ethnic groups for their products, this document states right up front that "Since 1965, R. J. Reynolds has spent $5,260,000 tailoring advertising to the Negro, Spanish-Language, and Jewish special markets."
The document gives demographic information about the "Negroes, Spanish-Language and Jewish markets" in the U.S. and then makes general assumptions about these markets. In profiling the African-American market, for example, the document contains the following descriptions and conclusions:
"In the typical sociological diagram of American power and prestige, the Negro woman is at the bottom of the heap. Above her is the black male, then the white female, and, at the top, stands the white male. The majority of Negro women are still imitating the styles and attitudes of white women who are considered more sexy and attractive. The white image is deep inside them, planted there by a lifetime of exposure to white standards of beauty as reflected in the media. Now a movement is underway to elevate the Negro woman, to reshape her vision of herself from broad-beamed kitchen laborer and head-of-household to svelte femininity, to make her a target of male desire and to give her a separate identity that is black, warm, and cherishable. Although her role is beginning to change rapidly, today it is the Negro male who dominates the movement, venturing along new paths, and presenting an image of defiance and resolution."
[From page 62, Bates No.5019809291]:
Negro masses are only at a point in time where economic security is a possibility. They have only begun to feel the freedom of economic security. Quality rates as a cherished attribute. Negroes buy the best Scotch as long as the money lasts, most marketers agree.
[From page 64, Bates No. 501989293]:
The strategy for advertising the Negroes through their media is to create "Negro upscale situations" and to make these consumers feel that the advertising is directed to them. Negro principles should be used against the background of identifiable settings and situations in which they might find themselves. When considering settin showing an integrated football team at work). Effectiveness depends upon the degree of Negro realism captured in the situations in which the Negroes are principals. Negroes are primarily urban dwellers, and as such, settings and situations used should reflect this. Examples of urban situations that could be used are:
• A scene outside a telephone booth on a busy street;
• A night out at a cocktail lounge;
• Driving an automobile in a traffic snarl;
• Just missing a bus; and
• Leaving a motion picture theater.
Fields
- Quotes
[Preface]:
Since 1965, R.J. Reynolds has spent $5,260,000 tailoring advertising to the Negro, Spanish-Language and Jewish special markets...
[501989259]:
Outdoor advertising is considered an effective medium in the Negro community. It allows for showings keyed to concentrated Negro population centers tailored for desired markets. Generally, transit is not considered an effective Negro-oriented media as seldom do routes have confinement within Negro communities. However, like outdoor billboards, subway station billboards in Negro areas can be very effective.
[501989263]:
Negro radio, of all media directed towards this segment of the population is undoubtedly the best, and most efficient means of reaching the Negro. This medium is universally available with several hundred stations throughout the country programming all or a portion of their broadcast day for the Negro...
In the typical Sociological diagram of American power and prestige, the Negro woman is at the bottom of the heap. Above her is the black male, then the white female, and, at the top, stands the white male. The majority of Negro women are still imitating the styles and attitudes of white women who are considered more sexy and attractive. The white image is deep inside them, planted there by a lifetime of exposure to white standards of beauty as reflected in the media. Now a movement is underway to elevate the Negro woman, to reshape her vision of herself from broad-beamed kitchen laborer and head-of-household to svelte femininity, to make her a target of male desire and to give her a separate identity that'is black, warm, and cherishable. Although her role is beginning to change rapidily, today it is the Negro male who dominates the movement, venturing along new paths, and presenting an image of defiance and resolution.
[Page 62, Bates No.5019809291]:
Negro masses are only at a point in time where economic security is a possibility. They have only begun to feel the freedom of economic security. Quality rates as a cherished attribute. Negroes buy the best Scotch as long as the money lasts, most marketers agree.
[Page 64, Bates No. 501989293]:
But perhaps one of the most important decisive motivatons of the Negro consumer is best reflected in the results of a regional study about beer among white, Negro and Puerto Rican consumers. Reaction to product benefits (lightness, body, color, etc.) were about the same. Difference occurred, however, when personal versus social motivations were considered. Negroes placed very little emphasis on the social interaction associated with drinking although Puerto Ricans placed much emphasis on it. On the other hand, Negroes placed great emphasis on the personal satisfaction of drinking beer and Puerto Ricans did not. Obviously the point here is that the personal satisfaction derived from a product is perhaps one decisive motivation of Negroes and any attempt to sell them had better take this into primary consideration.
The strategy for advertising the Negroes through their media is to create "Negro upscale situations" and to make these consumers feel that the advertising is dir- ected to them. Negro principles should be used against the background of identifiable settings and situations in which they might find themselves. When considering settings, the "outdoors" (hunting, skiing, sailing) is not felt to be suitable, as these are stiil considered unfamiliar to the Negro in general, and .part of the luxu- ries afforded only whites. However, there are settings which could be universal to both white and black consumers (i.e., Pepsi's commercial showing an integrated football team at work). Effectiveness depends upon the degree of Negro realism captured in the situations in which the Negroes are principals. Negroes are primarily urban dwellers, and as such, settings and situations used should reflect this. Examples of urban situations that could be used are:
• A scene outside a telephone booth on a busy street;
• A night out at a cocktail lounge;
• Driving an automobile in a traffic snarl;
• Just missing a bus; and
• Leaving a motion picture theater.
...Any good strategy will create the music for the campaign theme in the sound of rhythm and blues, which is the pri- mary ,format of Negro-oriented radio stations. The beat, the tempo, and the "feeling" of the "Soul" music is almost instinctively identifiable to the Negro ear which is accustomed to this sound...Disc jockeys, who for the most part consider themselves entertainers, often are the best for the delivery of commercials, provided they do not have a "screaming" delivery often associated with Negro announcers...
- Company
- R.J. Reynolds
- Author
- Holland, Gehrmann
- Recipient
- Presumed recipient, R.J. Reynolds
- Region
- United States
- Litigation
- Minnesota Selected
- Operation/Project
- Ethnic marketing
- Type
- MARKETING RESEARCH
- REPORT
- Named Person
- Reynolds, R.J.
- American
- BAT
- B&W
- Liggett
- Loews
- Lorillard
- Philip Morris Inc
- RJR
- William Esty
- Parke Gibson & Assoc
- Joesph Jacobs
- Cencus Bureau
- Fortune
- Opinion Research
- Black, J.
- Harvard Business Review
- Proctor & Gamble
- Evans, W.L.
- Center For Research in Marketing
- Crest
- Colgate
- Commerce Dept
- Amsterdam News
- Afro American
- Pittsburgh Courier
- Ebony
- Jet
- Tan
- Sepia
- Life
- Wook
- Tuesday
- List of Negro Publications
- Business Week
- Natl Housing Producers Assn
- Greyhound
- Basie, C.
- WAOK
- WERD
- WIGO
- Atlanta Daily World
- New Crusader
- Atlanta Inquirer
- WENN
- WJLD
- Birmingham World
- Birmingham Times
- Birmingham Mirror
- True Story
- List of Chicago Negro Comm Media
- True Confession
- Southern Christian Leadership Confe
- WCIA
- Stokes, C.B.
- Call & Post
- Cincinnati Herald
- WABQ
- WJMO
- KNOK
- Post Tribune
- Dallas Express
- Fort Worth Mind
- In Sepia Dallas
- List of Detroit Negroes Media
- KCOH
- KYOK
- Houston Informer
- Forward Times
- KPRS
- Kansas City Call
- KGFI
- Stokes, L.
- Los Angeles Sentinel
- Wdia
- Memphis World
- Milwaukee Courier
- Milwaukee Star
- La Weekly
- Wnjr
- Katz
- Nj Afro American
- List of NY Blacks Media
- WRA
- WHTH
- Norfolk Journal & Guide
- Philadelphia Tribune
- Philadelphia Afro American
- Richmond Afro American
- List of St Louis Blacks Media
- List of References
- Clay, W.
- List of Ca Metro Blacks Media
- List of Washington, D.C. Negro Media
- UCLA, University of Calif. Los Angeles
- Mexican American Study
- Ted Bates
- Needham Harper & Steers
- Pepsi Cola
- Coca Cola
- Shaeffer
- Kraft
- Dancer Fitzgerald
- Compton Grey Young & Rubicam
- Louis, D. Albertini
- Colgate Palmoltive
- Caballero, E.
- Petgen, A.
- Medmark
- Ny Times
- Novella
- Temas
- Pimenta
- Sullivan, E.
- Velilla, M.
- Persuasian Research
- Ny Daily News
- Ny Subways Advertising
- Bacardi
- Canada Dry
- El Pico Coffee
- Campbells Soup
- Benton & Bowles
- El Diario, L.A. Prensa
- Vanidades
- Tv Guide
- Lis of Spanish Radio Markets
- List of Spanish Publications
- Gillette
- Pulse Study
- List of Jewish Publications
- Fitzhugh, H.N.
- General Longshore Workers Union
- Richmond Chamber of Commerce
- True Confessions
- Consolidated Bank & Trust
- King, M.L.
- Small Business Administration
- Carmichael, S.
- Johnson Publishing
- First Research
- List, O.F. Major Negro Radio Markets
- NYC Board of Education
- Quaker Oats
- Pulse
- ABC
- Best Foods Hellmans
- Pan Am
- Pimienta
- List of Spanish Television Markets
- List of NY Spanish Movie Theatres
- Hadassah
- Bnai Brith
- American
- Subject
- Target/ethnic (targeting ethnic markets)
- Target/Low-Income (Target Groups)
- target market
- Ethnic marketing
- Target/Low-Income (Target Groups)
Document Images
the median annual income of non-white** families as meas-
~
ured in constant 1966 dollars by Fortune, increased by
roughly 33%, to about $4,600. The median figure for
white families during this period rose by 20%, to about-
$7,700. Negro income as a proportion of white income
advanced from 55% to almost 60%. The 1969 median income
for Negroes is estimated to be $4,939 and for all families,
$8,017. At the same time, the proportion of Negro fami-
lies below the poverty line has declined significantly.
In 1959, half the country's non-white families lived
below the federal government's line ($3,300 for a non-
farm family of four, with two children). By 1966 the
rate was down to 35%. Meanwhile, in 1950, only 1.6%
of the Negro families had annual incomes of $10,000 or
more but by 1966 this,figure drastically jumped to 12.2%.
One reason their incomes have traditionally been low is
that Negro families are three times more likely to be
headed by a woman, a lower wage earner than men, as are
white families. In addition, the earning power of the
black worker often is lower than that of the white even
**Bureau of Census figures, used by Fortune, refer to non-white
rather than to Negro. The non-white category Included Indians,
, Orientals and others. However, since Negroes make up 92% of this
category, "non-white" data is indicative of their situation. It
is not felt that, statistically, the remaining 8% of the non-white o
population would drastically change•the actual Negro situation. -+
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N
5 ~
~
when they have both had the same amount of schooling.
Another reason for the low`income level is that so many
Negroes have low-paying jobs. About two out of five
Negro men and more than half of all Negro women who work
are service workers, laborers, or farm workers. But the
trend is away from the low-paying jobs. A comparison
of 1960 and 1967 employment figures shows that 169,000
fewer Negkoes worked in household service, 70,000 fewer
were laborers, and 453,000 fewer worked on farms in 1967.
At the same time the number of Negro professional, tech-
nical, and crafts workers increased by about 1.4 million.
However, Negro representation in the professions and in
some skilled areas remains proportionately small. Negro
men represent 10% of the employed males in this country,
but only 2% of the doctors, 2.5% of the dentists, 1.5%
of the electricians, and 0.5% of the engineers. Negro
women represent 13% of the employed women but only 2.4%
of the lawyers, 5.6% of the professional nurses, 6.5%
of the medical-technicians, 2.4% of the telephone opera-
tors, 1.5% of the secretaries, and 8.8% of the elemen-
tary school teachers.
On the other hand, they do have their full share of some
jobs, including clergymen, social workers, cosmetologists,
-and dieticians. They have a higher share of mail carriers,
masons, metal workers, plasterers, service station attendants,
6
furnace men, laundry workers, packers, taxi drivers,
~
,
elevator operators, and practical nurses than do white
people.
While Negro professionals historically have concentrated
in fields serving their race (medicine, law, ministry)
they have begun to move into the "mainstream". Between
1950 and 1961 the number of Negro architects increased
by 77%, and engineers by 200% and this trend has contin-
ued through the 1960's.
There is some black ownership of almost every conceivable
-kind of enterprise, from hotels and radio stations to
banks, insurance companies, management consulting firms,
and supermarkets. Of those Negroes who are self--employed,
178,000 have farms, 1,200 have clothing stores, 400 own
furniture stores, 300 own household appliance stores,
2•,600 have gasoline and service stations, over 8,000 have
trucking services, 4,000 are in-wholesale trade, 13,000
have food and dairy stores, 15,000 have eating and drink-
ing places, and 1,700 have miscellaneous retail stores.
Even though these employment statistics are more encour-
ag_ing now than in earlier years, they are deceiving because
unemployment is still a major problem for'Negro Americans.
An estimated 638,000 Negroes were unemployed in 1967.
This included more than 101,000.married men. Compared
7
with white workers, they are twice as likely to be out
~
of work. Their total unemployment declined slightly
from 7.4 in 1967 to 6.8 for the first six months of 1968.
In ghetto areas, one available Negro worker out of every
three is either unemployed or seriously underemployed
(working for substandard pay or working only part-time).
Nationally, 14% of the Negroes and 3% of the whites are
on welfare.
C. Education
The trend for higher education is definitely up. Each
year there are fewer dropouts and more high school grad-
uates and college students. In 1958, two-thirds were
high school dropouts while in 1968 more than half were
completing the twelfth grade. Girls typically completed
more years of schooling than boys. However, from 1960
to 1966, this pattern reversed. Today, the median number
of years of school completed by non-white males between
the ages of 25 and 29 is 12.1, compared with 11.9 for
females. Only 77% of the young Negro men and women aged
16 and 17 were enrolled in school in 1960. In 1966 that
figure rose to 83%. The proportion of young adults who
have completed high school continues to rise
for both
races, although there is still a gap between black and
, white. However, non-white males are continuing to narrow
the education gap. The difference in median years of
. V+
schooling completed is down from nearly two years in 1960 2
~ CD
8 `°
N
~
r
to only a half-year today.
~
• v+
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o0
LA
.~~
Sit-4ard MetropeGtan Stttlslieat Areas
tovn,r and tilY tilimafts ar• dertl•
t;rf ••t'utietly !r Martet Data division of 3RDS.
;
r
4
s_
.
Lcaiing U I F
RANK RANK
' 1. Ne•v Yock 52.
• 2. Chicago 54.
' 3. Phi!ade!phia .........._.___-_ 766.C00 55.
4. Detroit ..................... __._. _..._. ..... 725,900 • 56.
• S. Los Ar,cics•Lorg Beach 613,200 • 57.
• 6. t'lashin;ton, D. C. .._.._..___..._........ _ 600,200 58.
• 7.
- 8.
• 9.
12.
• 13.
• 14.
16.
• 17.
' 19.
• 20.
+ 21.
+ 22.
23.
24.
• 25.
26.
831umcre 451,C0J 58.
St. Louis 349,60o • 60.
Houston ........ _..... 347,C'00 61.
tle.r Orleans _•_...__....____.-._......._ 327,9C0• 62.
Clevelard 304,500 • 63.
1:ehark, fl. J.^... 295,300 64.
Atlanta .... __....... _.. 293.500' 65.
San Francisco•Oakland 28a,100 • 66.
Ltemphis 280,600 • 66.
Birmingham, AIa.~. 240,303 • 68.
Dallas 190,100 69.
Pittsburgh 185,300 • 70.
Miami ........ _....... _...-._ »_._....._.. 175,100 71.
f:w/o!k•Portsmouth, Va. 167,200 72.
Cincinnati ................ 154,9G0 73.
Kansas City, Mo. 139,000 74.
6!cbile _._... __...._~ __..._._ 132,400 75.
Ricl;mcnd, Va. 76.
Indianapoiis 127,900 • 77.
Greer,sboro•Wir.ston•Salcm•Htgh Point 123,00 78.
4 27. Jackaor.al!t, Fla. ...•__........ 121,60•)
28. Shrrrc,ort, La. 212,600
29. Gary•Hamm:rd•£ast Chicago, lnd..__ 111,503
30• Char!estcn, 5. C. ...... _.._.... _.._.. 108•6~:
j 31• Tarr.pa•St. Peters:ur9 ._._............. 103,£?Q
32. Jocksoi, htiss. ..•-__....__._....... _ 102.2C0
33. BuP.ato _....... _... 100,7C0
34. f:asWllt, Tesn. 98.200
35. Louisvil!e . .._..._._-..._..__._. __ 97,CfA
36. Co!urnbus Ohio .. 94,4:;
' 37. Bostcn (bS,cial S.M.S.A.) 93,700
33. Charlotte, N. C. 89,P00 i
39. Co!urrSia, S. C. ...... _...___ 05.5"0
40. Batcn Rou9t _.--•--..... __ ._...._ 84,3C0
= 41. Milwaukee 84,2C~
42. Daytcn, Ohio 83,100
43. ry, Ala. ......_._ 78,500
43. Sati3rrah, G1. _........... __......... 78,500
45. Fort Lauderda'e•Hoilyx:od, Fla......__ 73,400
46. Ac;jsta, Ga. 72,7C0
47. Bt:~r„cct-Port Arttur-Oranze 72,6^0
48. Co1c-,bJs, Ga. ............__...-_.__ _ 70,703
49. I:e.spcrt News•HL,.;tcn., Va. 70.500
50. Fort Wcrth _.._._...»............ _.-_ 69,Er0
51. Macon 67,600
+ 52. San Antonio 64,300
79.
80.
81,
82.
82.
84.
85,
86.
67•
63.
88.
9D.
93.
92.
93.
-44.
95.
96.
97.
98.
98.
100.
1•Jilminyton, Del. 64,300 '
West Palm Beach _ 63,600
Orlando __._ ............. _..... _....__.... 61,800
Denver 60,200
San Diego _...... _..._.. 57,600
Chatlanar,a ............._..........._. 57,500
Patcrsci-Clifton•Passaic _..._..._._._, 57,503
Yo:•,gstoxn•SVarren 55,600
Little P.ock•tJorth Little Rock 54,900
Jersey City _ .................. ...... ..-_...... 54,3CA
To!edo ._.............. _»_ 53,300
Akron _...___.......... .._..___ 51,800
Durham _...._..... _....__.. 50,000
Ftiat --- _.. _ ».... ..._.. . 48,600
RaleigA 48,800
Fayetteville .......
Greenvitle, R!iss• 48,700
Gret:nville, S. C. 45,900
Pensacota .........._. 45,100
Oktahorna City 44,700
Trenton .......... ........ ....... .............. _•...•, 44,600
San Bcrnardino•Riverside•Ontario ___- 43,100
Lakelard 40,600
Alexan]ria, La. 39,000
Hartford (Official S.M.S.A.) 38,800
Ncvv Hrren (Off,cial S.Id.S.A.) _.:.._.... 38.700
Atlantic City
••---•-•--
Sp:rt'r.~ury »~ _ _...___...... ._ _
take Charles
Pirr Btuff ._. ._ _ _....»._.___._
Dar,ville, Va
•••»----
_._
Petersburg, Va _- ..----
Ga!seston•Teus City
Rt`hester, N. Y. •••-•--
Tutsa
311,300
37,400
36,700
36,300
35,300
35,900
35,500
35,200
35,000
34,700
3.4.700
34,500
34,500
33,100
31,400
2
Cq
Sacranento 31,
OT.aha 30,700
Krorvil4 30,500
Albany, Ga_~.--
Tallalasset -••••-----
Waco..__- ».._. -~
30,300
27,600
27,600
Tyler 26,900
Totat 200 leadinj 6letro Areas_...__14,379,800
U.' S• TOTAL NEGRO POPULATION 1-1-69 - 22,62a,000
,.
V
.
1
.. •'1 1. I:5) Spot
.
i
~_ 7m7, _+.w_..r~-.r....~-...a+..r.~
Jsate, St1.'e1r~,;e!;Ie•s S'atis:;tsl Artas
(S 'St's ecv' tf e,! e."y ta:a'es are terel-
e;r! e:c7v;:rclt ly /'.r.:c; C:N L,.isi:nef SKDS.
~ .~ ~.M.~.=~..., .~___~-----~--~-
•\J1nGrlY { t.:~.`if
~ January 1e 1969
Jacksen _.-...
-
- L~eridisn _
Total R!etros..
-V
.-.-
.
, re
Forl Wa
14
330 P
t .
t:ETNODS o0JD SO:UACES:
ELO ;IDA
t
_.__
,
Gary•Ha-.':cnd-
ort
and
(S.r,t.S.A.) -_ 600 coukltEs
Alsnis ..........
EccA year S`:DS C:oncurr.er Jrloriet Dotn STATE TOTAL :..1,13
METRO AREAS 7,000 East C~:ca~o_ 711,9?0
1r~1S t;ais __ 127,900 Perttand
(Ccintr 6asts)_ 900 Bolisar
Ccah:ma ,.__.._
D:v:sTon dcVe:ops o speclol papulction Dastcna teach.. 2 3,t1:0 3,1c0 Total I,relros Copta% ......
pro;octian oE t!w ):'.:-ro pols.lot;on (or all Fort Lrjecrdale• la'ayrtte•'lJest (S.tt.s A.) '
_ 700 Oe Sato
ttie ne:ro oreus, cn,d eountY dcto for sav- Hany,.c:1 .. 7
ill
i
G
2 3,400
2C
6
7 lah;eat __ 1,000
h!xri:n
_ _ 4
0;0 Tctal t!etros
(Count
6asi
1C0
)
2 Fenest
Hsrrison
arel sos;thorn seotcy. This lobv! 11cn vros nes.
a
e _ _
Ja:aor.itle _ 12 a
,
1,V)0 ,
_ _
A:u cir ___ 7,200 y
s
_
, _.._~
Hir.ts
t.ssvoloped from n, ot:tic) in (l,s O:-c;cl Lai,elanl 4 0,6.0 4,4~0 HOIc.K
19G0. Censua of Fo,pvfof;on. W iami _..... _._ 17
OrlanEe 6
Pensaceta 4 5,1c0
1,C~00
100
5 S:jth :erd ~.. 27,300
Terre Ha:te..,_ 6,200
Tetal 323
600
rr1r,1;Y1.ArdD
STATE TOTAL
655
300 Hum;hrt7s
Jackson
Jor.es
A
ST
L~'Gf
ATE T
/.'ET
!i ;A
OTAL ....1,0:8,500
RJ AREAS Sarasota -_~
Bakers6sld ____ 23,930 Tallahassee ~.. 2
Fresm -___ 25,100 Tampa-St.
Lcs A-;!'rs- Petersburg _ 30
Lc,-7 Eca h_ 613,200 c West Palm ,
9,600
7,600
3,600 ,
t0ti(dA
STATE TOTAL
28
100 ,...
,
METRO AREAS
Bartimort _,.- 461,C00
Total R)etros.._ 461,000 Lr:;erCale _ _
Lee
le Fbre ~_.
loa-~es _._._
hla±iccn
Birn r y`,z n -- 740,3C0 R!o'esto __._ 1,400 Beach 6
Or:.xrd•t'rtura 7,C00 Total 6Cetros.. _os.._ 77 3 6;,,0
2,600 .....
,
hrETn^3 AREAS
Cedar P.a;1ds.._ 1
200
l lAS.raACiMrTIS h:a,shatt
hlor,ru
~
Huntsri llt 33,700 31,200 ,
crt-Rock
Dase- STATE
TOTAL...... 145
200 Ncn•:ce
.._._
^
d t'cJilt 132,4;0 Sa:in!s•5::-lerty 9,600 p
Islarl•!r:ciine 7
9
03 ~
,
METRO AREAS Oititbeha
. __
!
" 'crtT:i
Tuscatc rery 78,5C0
35
500
)'a San Eerr_r:in0-
GE OZuIA
Rhcrs:Ge- .
,
Des R:oices .___ 11,300 Beston
ht
(S
S
A
)
700
93 Pana!a
Pike _
7
eta) !l ____
,
etres._ 537,E?3 Oqtzrio 43,100
STATE TOTAL ....1.31
2,E00 Du:.tue 100
Si;ut City
2
600 .
.
.
.
_.-,
,
Bostcn•laarecce- Cvitrran __.___
COU
'ITIES Sa,i D::;3 57,600 h'ET?0 APEAS .._•._
,
Waterl»
600
5 Ms~erhitl•Le.sell Rar.i.n _
.
11
200 St, Frr=.dtco-
Albany ......... 3
0,500 _.-_
,
27
300
Total h:etras
(C<ucty Basis)_ 93
300 Son Flcr ,_
,
12,£-00 Oaslz:d 28•1,100
Szn Jc:t _..... _ 6,4~0 Athens 2
Atlanta 29 4,200
3
500 ,
r ,
Brockton
(S
6'
S
A
)
2
300 Tallahatchie
Tate
Eutler
Carrcu
Ct,ambe _~.._ 1Q9C0
n ---~ 20,400
rs 13
500 Sarta Ct•bra 3,9yJ
Sar,ta Ras_-___ 1,2C/J Augusta 7
Columbus ----- 7 ,
2,700
0,700
I:ArsSAS .
.
.
.
_-
,
Brccrton
(Ccuntr Basis)
56
900 Tunica
Warren - -__._
a
Ct ,
12
7C'0 Stcc.tcs 16,9C0 h!acer
6 7
600 -
,
Fall River Y,'ashinghn-•.•_
a
e
Dall:s ,
32
600 Valle;o•):±ca'22,5CA
1 ,
Sas•aan+h •..___ 7 ,
8,500 STATE TOTAL ..:. 109,700 (S.tt.S.A.) S00 Yatoo
i
Et~s:re ,
_._•- 10,300 Total ): etros.._
,152,400 Total (.'etros__ 62 7,500 METRO AREAS
li
900
S
1 Fitchburq- Total Ccunt
et_
Esc---r.D ia _- 12,3J0
COU NTI ES
^ a
r.a
,
Toce:a _ _ 11,200 Leomirster
(S
M
S
A
)
Etoaah
Gretct
16,4:0
10,9:0
EJ0
COlO:;ADO
BaldAin __-
Bibb 5
,0
9,&
8,100
Wichita _..~_ 23,700
Total htetros -- 36,800 .
.
.
.
__., 1,200
laArence-
Han
hill
Ha)e -
Hcastc -- 13,
n 14,013
STATE TOTAL ..._.. 72,SC0 Burkt 1
Chatharn
7 4,700
8
5C0 tr
(S.Rt.S.A.) -., 800 hi1SS0!fltI
JW:ersc 7G3
n 228 R+ETf:J AREAS _ _
Clarke 1 ,
4
200 Lewttl STATE TOTAL
lee ,
18,4;,0
Cotora:> S;rin9s 7,200
Cr.vtta 1 ,
1,100
heNTUCI{Y
(S.Rt.S.A.) 700 ._-_
blETRO AREt
tc..r.de s ]2,4:A tkn:er 60,200 Decatur 1 700
1 Ne+r Bedford Coiu,r•Sia
6!accn 22
2.0 PueJlo 3,100 De Kalb 2 ,
5
700 STATE TOTAL 243
000 (S.M.S.A.) .. _ 5
000 li
Jo
6'adise ,
n 26,S:A
Total ),':tros_._ 70,5:0
Dou7herty -- 3 ,
0,300
61ETR0 AREA ,
S ,
New EtJford- p
n
Kansas City
16,7C0
24
Fulton
700
5
Huntir,gton•
Fall River __
St
Jae
h
121,2i0 _.....
Glyrn 1 ,
3,7C0 Ashtand _.•_.. 7,600 (Cr:nty Basis).• 5,700 .
p
St. Loais
h:-.tgc
11,2C•3
.rery __ 68.200
CO;:1":"K'i1CG1
Laurent 1
lcnrdrs 1
2,903
7
900
tt:ir.gtcn _...._
Lcuisville ____
25,CC0
97,00
Pittsnesd
(S.Rt.S.A.) -._ 1,100 _
Spri,:;F.eti _ _
Total Netrot
Perry
_11.4'~
STATE TJTAL
150
400
1,! itchell 1 ,
1,100
0AensPOro
3,300
PittsSeld ._
P,ce ------- 10,700 ........
,
h:ET-IJ AREAS 6tuscc7ee 4 4,50J Total ).`ctros -- 232,90 (Ccunty Basis)_ 1,700
1usull 24,600 Bri!••^:rl Richn)nl 4 400
3 Sprirgfirtd-
Sc ster _---.._ 15,200 (S.r!.S.a) •._._ 23,500 Sumter 1 ,
4,100 Cnicepet- r:1o;;T:1f!A
Tatrz,e
721:a±
Tusca'o gs 21,70.)
-csa 10,10
aa 35.500 Brie;t;crt-
Stz.'r!: rd-
Nca.)tk Thcm3s ]
Trcup .._._.•__ 1
Waslir.gtan ___ 1 6,SC0
7,900
2,000
LOL'1_?APJA
STATE TOTAL ....1,
:6,100 Hotroie
19,100
Sprin7f.e;d-
STATE TOTAL *
R:ETRO AREl
Wilcat
Tetal 14,3;A
Celintits_ E51,6C•0 (Ccu•+ty Casis).._ 45,500
Hzrt(ad Total Ccinties_ 7 08,EC0 METRO AREA
Aleaandria _•_ S
39,000 Chicap2e•
Halycie Billir,
G.eat Falls
I
tSS':
A
(S.td.S.A.) -.__ 38,800
Hzrtf:rd•
Mew Britain-
HAWAII
Baton Rou3e
Lafayette _._._
Lake C`3rles
84,300
25,0:0
36,3C3
(Ccunty Basis)_ 19,500
V.'crcester
(S.h:.S.A.) ___ 2,900 ___
Tcat R!etros,
ST
ATE T
'
OTAL 8,500 B:istol
tC u :y Bssis).._ 43,600 STATE TOTAL...._
61ETR0 AREAS 7,100 h:or•rct _
tve« Orleans __ 33,300
327,500 V:crce;ter
(Ccv.'ty Bn:is)_ 4,200
N CASICA
(-
ET RJ AREAS Mer
Ne+O ervas.ick-
Perth <o_a.. 23,000
Pattrsc+-Ctdten-
Passatt ___.. 57,500
Trentc's 44,6C0
Vi-e:a•d•
P.:dl.i:te•
8ri!;ete^ - 16,000
Te:al t: etros..... 528,1CJ
_ 1= :J fle:Vd t:1r-.i.aLIO
.. tS.=.J
_ i.6:J
__ 23,3?J
r
STATE TOTAL -_ 23,C;0
r,:ETF.O AFEaS
6,700
Ra.at ..__ 2,ECO
Totzt t: eues__ 9,54J
STATE TOTAL ...1,792,70~
f ;T:.O AREsi
Ate±.r.S:b:rtt-
tz:y-Tr:y _. 20.6:O
2,C.J
E,'r'~ __, lc).7C0
E1-. 3,3 00
1'_-est:.,n 1,<C0
Kew 3:rk ___..1,Co9,300 a
Ge. Y:rk•
):vth:asttrn,
ti. J. (C::s:l;-
Eated) 3=0
Pcc;`.a_epilt _. 13.20
Rtres:er _--_ 3',SC7
Syra:ca 15,iCJ
Uti:a-RCTe 6,30
Tetat I•'(t•osT1,(E 5,6GrJ
STATE TOTAL .-1,i-02,3C0
t'ETFO AQEAS
Fzy;ae :!t ___ 4 9,7C•J
S
__ 2:~
::I 6!st:^ta -- -. ]8,3C1
6rte-5t:r+•~
VJirstcn-Ssl:n•
RYr:;~ - - 49.£W
~'.5tn racn _ 20,F.:-)
To:zl ttt:r:s -- 413,ECJ
- 7C3 CJU.`iT1ES
AIz-.3-<e _.__ 16,30
.Ar.sa 12,10
A eertie __ __ 14 :Ca
:;S3•t,c^0
c :vrras _.___ 14,2C0
11,ECa
-- 3.C_a C1r,e::-d _._-._ 1s,7P)
3:,7:) Cc::-,us ___._ ]7,1c•)
_ 33,7:J
Cr,r._.r:ard __ 93,70
Du: ia _-, 15,1C•J
ovr`a-i _ _ 39,70
Ee; :cctr ~. 30,<:9
F:rsYth 50,2c•0
26.590 Fra .irn _ ___ 12,£:•J
19,i:3
E•S Grar.aa ___ ]5,3CJ
6-1•100
33,2C3
s - 25,CC3 H3rrt:t ]4,10)
Hertf:rd -- 13,6'O
Irt_•al »_ 12,c:0
rS-sto, 13,TC7
Le-2;r 7C0
23
s ,
13.2:3
3
CC1 _........ _ 24
8C1
,
;E~S _
)aO Ha•e.er_ _ ,
20,7C•J
_ 17,C )
'
--' 3C0 Ons1:4 _.____. _ 14,2
O
ss- SCJ Psr,-tartis _ _ 11,10
Prtt -.-_-~_ 32,3:V
12,2v0
R::os:.+ 28.5:4
Rc.:l ]S,1C0
Sa .c::n
ttt
Sr 18,CC•J
4 ~J
10
s:Y .
Va-ce
' •
14.1Cg
K
,.: :
a9.C•:O
s
E:]
.
V.sr-e 33
............. 23.icti)
I
o :IV G u;1
Total L'etros
(S.t'.S A.) _._ 18,300 Sumter ., _ 38.300
1YrfI: :"urq _ 27,IC0
Ycrk ...
23
OsIT
. eahetton-
Teus C
)taa:cn -.
Total L:etros ..... _
•
.
:at Co
-
Cw
t
7t9
T Lar_ ]0 .-.-
STATE TOTAL..... 1,300 STATE T0Tp l..•._ 23.100
REAS
E:ETRJ' (Cousty Casit)_ 18,7C+0 .
,
e
6
es_ lon;atr .
E.SETFO ASUS
Far,t-t: ocrCead A
Eu;ert 400
' Ls,tbxt ...
L.cAllen-P
Total Vetros __ ---- Pcrtland- 20,00
Sa!
3)0 SOU i ~I DEI
,COTA Etitbur5
tm .. -
Total R~etros __ 21,630
SJJ•fIt CAr01.INIA
STATE ToTAt...- 1,3o-D
LtE':.0 AREAS kSidland
Otessa ... _
San Ar
tc
PCi:NS'ILVP•NIA STATE TOTAI...... 879,100
METRO AREAS RaF;d Cr:z _._ 700
Sicul Faus. __ 2100 .gt
S:n Ar,too
SEerrr.an-
01;10
STATE TOTAL...._ 994,2)0 AeCer;:n 19,500
6'O
1C3
Cr_r:c::ct Total • etros •._ 900 Denis:n
Tesarkana
ATE TOTAL
933
900 ):.ETRO AREAS ,
. _
85•5C0
...._
,
ST
tLETRJ AF
EAS AllentoMn- Grct'ril'e -- 45,SCJ eL 1%, iii:SSrC,G V.eca . _
.
8:0
k
51 eethlehem- c:a~:+!uq _.. '6•7C0 Wichita Fa
A
,
rcn .....----
703
C:ctcn
22 Eastcn 4,300
Al
1
2)0 7c::1 t'etros.._ 716,600 STATE TOTI.L...._ E54,E:0 Tc:al i.:eu
,
.....__.._
C,r::rsati 154,9TJ tocna
,
Erie 8
1Es0
C01J':TIES RsE1Rl-AREtS
elacd
9:,0
Cle
3W ,
i
H
b
26
Si
J Aisen 23,400 bristol-
•
_..... _
,
.
Co'ur.bus -.•..._ 94,<90
D:ytcn 83
100 urq
irr
s
,
J
y.•hnslcMn 4,2)0
Lan:aster
4
1~0 Ar,itrs:4
Eeaufcrt 19,SW
19,200 John:cn City.
Kin;•vrt __ 7,700 !1
iASI
,
HaTlltcn-
T,'id];etcwn
11
500 _ _
,
E:ew Castle._-_ 3,3:0
'
Fhil:
hi
765
0}0 t-
l t zra:eT _ .__
Crzr:.•stcn __._ 20•<CO
E9.i0~ C aar r.r,a __ S7,S0J
Kn: ci,:4 30.500 STATE TOTA
t.1ETR0
_
,
Lima .....---- 8,00 .
a --
,
t
p
Prttsburgh 365
3:0 Ct.:atr _- l1,SC0 Gar:1;s _..... - 2FA,6;0
il' 0g:en .._.
lcralr-E/yria
2C0
15 •
2
z
7i
R
5
-3 C'es:erteld _.._ 12,2C0 kostr
e 98•200
' Proso-0rt•T
-
•
R:ar.sfeld .._.~ E.eC•0
f:enark 1,5C0 e
,
ag
,
,
Scrz,tol 2,030
L'lities•Bzrre• Clare: ]:n
Celleton ------ 19,200
14,300 Total h
ttros __ 474,50 Sz?t Lite
Tcul )ttlr
Scri ,!tie ..___ 14,6C0 Haz:eton
1
3)0 Drrtlr.~; n __ 24,500
SteuSen.ilte• _ _
,
1Yllizs
<
:
1
3:0
t 0,ticn 13,9C'0
1:'eirton B,EvJ
t
d
3;
T
53
0 ,
p
,
r
-_
Ycrk 6,670
L
. Derceester
Fzirfe:d 11,9C0
y2
2C') 1EXAS
vr:Rf:;or',
o
r
e
o
,
Your;stcen•
1Yarren _-_ 55
600 1,012,r:0
Totat
'etros... __-_
Fl:rtr<e
Ger.sctc~n .._ ,
39,5C0
19,5:0 STATE %Tt.l ...1,372,500
LSET?O ANEAS
STATE TOTA
, eretr:il!e ......_ A1,C{•0 ASiter.e 6
700
rt;;ODb tS!Ar;D ertacexd
H:rry
Kerst
at 1<,eC•J
20,2'_O
^o:J
]2 A+rs.ril!o ,
9,100
r t/
V1 0 :
1 fl
STATE TOTAL...... 23,700
61ETR0 AREAS .
_..__._
Lan:aaer
Leurt,s ,
l0,SCs0
34,200 Ceaumo ~t-
FoA Arthur•
Orar.4e __-_
72
600 n
.
.
STATE TOTA
010-elii01"AA P(c.iGer.ce_ lee 14.20 8rossr•ssille- . R'EIRO
STATE TOTAL...... 163,000
6.ETRJ AREAS P]v,tucktt•
Warwick
(S.M.S.A.) _._ 18,300 teair;tcn
I•'aricn ----
L:arl:cro _..~ 11,6C0
]7,6:'0
13.Ct0 Harlir.;an•
San uenito.._
Corp~s Ch:isti
_
1,200
11
900 sristol.
Jchnscnl
Kir,gspOr
lz,.ten _ ...-- 8,300 PrcviGence- E:e+t trrr 10,00) _
Dallas
. ,
100
190 Ctarlottess
Oktih:rsa City _ 54.700
Tulsa .......- 33,100 Pav.lu:ket-
Warwick Oran-t:~rq
Richlar= . •_ 41,9:;0
73,9C0 ..
.......
El Paso ......_-
Fort V: :rth ..__ ,
1.000
69,800 Oznrille -.
Lycchbor9
Total 6:etros __ Eb,1W (County BasTs)_ 18,700 Spartar,bur9 __ 36,700
r
f
~--
/
/r~~tl! ~,
tll. l'~
Tatat t'eUm Su+lter -__ '~ 100 C±Aeston-
Te.as City 34
500 Nc'*pcrt kesef•
Har.ptcn _
_ 70
500 V7GS i Vi.^tGCN3A
eSv SA1 _- lA.3V
:'
• Ycrk •'-.C-.J .
T'±:stcn y1,C:J .
,
t::rlo:k- STATE TOTAL .._ 61,9C0
Tctzl
cs
rt
7N
19
r (C2.•U Elsis) Tc:tl ... .
• Pcrt'nouth _ 167,200
34
7N
_
P t•:ETQ AREAS
,
_ lc
.;.iew _ _ 2 7.600 ,
urq __._
e:ers CtsrJettcn __ 10,100
5 [)~
• 14.300
Al'
f
'
Ph R.chm:rd 128,E00 HuntirgtclL-
JO~~J
SOUI~1 "
.OTA .
tn•
c
arr•
EC4.Durqh _.
Tctal b:ttrot 504,100 Ashlar,d - 7,600
Parkers0ur9 _. 400
SJNt( Ut.".Ol.I;!,1
STATE
6'E'=:
R
'' A'id:a:C 7.500
O[-s+a S.E00
San Ar;rlo-._ 3.7C0 COl1tITIES
At:comzck 12,3^0
' Steu`•xnvitlt•
Weirton ___ L,8Cs0
Wl.teling ••-.•.~ 3,1Cd
STATE TOTAI... 679,100
;.IA t'ETSO ARE1•S
A'fer:on ::
-_ 7m
S.c•-e Fz •_ its0
Total ': <. r- SCO Sca Actonlo __ 64,SN
Srern-.an-
Denison 7400 A:Der„ar!e ____ 11,
[00
Arlin;tcn .._.._ 21,200
Brs'nswlck 11,3CJ TctNUtITIES 30,000
Kar3wha 10
100
Ce
J
' Te.ukzna 2..E00 Czr,; tsell 20,300 ,
t.'tilc-cll . ... 10,700
:-57 __..._ E5 `C
, Cc
7kiN TT:er -.._._..-_ 26,°~J
1':zco ......
._ 27.f•13 Crr:a; rakt 21,EV
DIrAi;c e 34,7C0 Total Ccunties - 20,e00
'6.:CJ .... _
1':-c>ita Falls- 10,1C0 Fairfat ------ 16,2J0
STATE 1:'c. Tc:al i.:etr:s __ 9E5,6:A Halif2t 18,300
CGt':TIES
_ ._.._._ 23•.^9
A+sen _ I:E1=: _ :yS
Brbta Hamclcn ....... 21,700
Hcnrico 109,100
VlfSCtNIS(
J
.
li
2J0
Eetvlcrt
K, ri -'
7
700 u•iA{I Henry ~ 16.703
RleckttcD:r9 - 16,10) 1
,
_..___
[,1 _ J
Eer:!:rT -- c~•<CO
3.:: ; t C'zr:zslcn C`
= t
,
Kr:rat S TAT E TOTAL...... 5,100
T.SETRO AREAS t:znse-er.d ..-_ 27,[Ca
IJeep:rt Rr«s - 43,70 STATE TOTAL...... 111,700
T.:ETRJ AREAS
l
5::)
1 C•cs:rr't :
R:.r. :CO OS'ei .---•--_ 2•lC-0
Pr:~o•Orem 1:crfo:k E6,200
Datsy:van a ...._ 35,CQ0 eton
Aei
Du;ut`t•Scpcrior 600
5.%?J Tc:zt .. .. . _
S:J •.~
SzSt Lz:e City
5C0
2 Pcrts^i:uth •..._ 44.100 Grecn Eay.___._ 200
l,c:a
Cet:etci 14,,CO
3)0 27,',CJ
] . _
•
Total f: etros - 4,600 Roa,c•re 22.eG0
Scuthzmptcn ._ 16,9C0 jar.esrille ~_ 2,600
Kemsha ___ 1,600
•
9^3
Dd'cn
13 Yir9inia eea:h_ 15,100 La Crosse,_.__
2
0
,
___~
1.3:0
6.f:3 Ccr:'rs:er _.-__ 11,SC0
::c
r:3
1 T`Ll.AS
VG2i:l 0N 7 Total C:unties - 622,100 ,4
0
1: al;scn
Rlihnauket ____ 84,200
0sckah
.
.
1S,SCd
Gr:rs+::an .._ 19,5:•J
STATE T.'t'_ -2.5:0
~,
STATE TOTAL_. _ S00 ___
Rzcine 7,700
s
t
Sh
Grer.a:e
1t,C•:a
a SI .
At,/r t --__ 6,7Ch7
9.1C0 o)g
e
n - Teal 6letros __ 99,500
-ll.'
KerS•a. 12,::V
23,7,V Lan:a.ter _____ lO,StV
14
2
0 Ral1 ___ C17
e- - -
Vt:;GI;;lA
VJA S;arYG i o'.>7
,
0
AS te.re n Ort--! _ 72
600 STATE TOTAL
920
000
Lee 1<,2CJ
tesJ-;tc+ _._ 11•6C0 ,
Brc ... ....-
,
L:ETRO AREAS STATE TOTAL._._ 60,700
;ETRO AREAS
1
V.ivor-AP:o •
G'uicn 17.6C0 Szn
1
200 Bristol-
Jc`nscn Citlr• .
Scatt:e•Eserelt 35,200
t: trl:•ro _.___ 13.CtJ
Oraravr9 41.5-:0 , .
.
Carpjs C•- .. 11,5 V
Dalas 100
EI Pa'=..-- • 1
C.10 Kicaport - 7,700
Chr:cttesvitle - 11.20
Dznrilte 3S
G00 Spokar,e 3,EA0
Tzccma 23,000
Y:kina 1,900 STATE TOTAL.-_ 2,300
R:ETP.O AREAS
Ctelea-e --- 1,200
R:chtar: 73,9C0
_ 18,700 Sparta'.t•ury _- 36,700 .
Fort Y.:::• 64,E00 .
Lyr:EDurp ..__ 26,24 Total t.letros __ 53,900 Total l;etrot -.
-.•_.:--~------ -- ---r-. .- . '_'- • . -
I
1
e
R. J. REYNOLDS
NEGRO PURCHASING POWER HISTORY
America's almost 23-million Negro consumers live in 5.8 million
households and currently spend more than $30-billion a year for
consumer goods and services. The fact that the Negro market is
a growing market is evidenced by the change in Negro purchasing
power from 1940 to 1970:
1940 3 billion
1950 11 "
1961 20 "
1965 27 "
1966 30 "
1970 32 " (projected)
Source: U. S. Census
CGH:jpg
8/28/69
00
