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~ PREFACE Since 1965, R. J. Reynolds has spent $5,260,000 tailoring advertising to the Negro, Spanish-Language, and Jewish special markets. The consumers in these markets have grown steadily in numbers, and, collectively, now comprise a potent force of about 38,000,000 potential customers. Together they represent 19% of the total U. S. population. Today's competitive pressures demand that firms become more sophisticated in marketing strategy development and execution. Marketers are required to gain broader and deeper knowledge of each distinctive market segment. Advertisers must become in- creasingly more skillful not only to reach efficiently but also to influence effectively. This document is structured to allow marketing professionals to determine for themselves whether or not they want to direct part of their marketing effort to the Negro, Spanish-Speaking or Jewish consumers. If a decision is reached to establish a franchise in these special markets, this document contains the information necessary - to.develop the required marketing strategy. Quantitatively, this presentation is not intended to represent the actual situation. The accuracy of available standardized data on these groups is hampered by the shortcomings of both research availibility and measurement methodology, as well as by obsoles- cence. However, the figures are the most accurate available. They were gleaned from the best sources available, cross checked, and, in my opinion, can be used to make sound decisions concerning advertising expenditures. Qualitatively, it represents the con- clusions of the leading experts in the field including those of William Esty, D. Parke Gibson and Associates, The Joseph Jacobs Organization, and the WINSTON Brand Group. Finally, since no document with the breadth and depth of this one has ever been compiled for R. J. Reynolds concerning these market segments, this is not a final statement; rather, it is only a beginning. A1V'Vk4LyvV11 Gehrmann Holland September, 1969 ~ 0 .~

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R. J. Reynolds L NEGRO MARKET STUDY I. Profile of the Negro Market A. B. C. Population income/Employment Education II. Media Planning A. B. Negro Media Usage Rationale Media Analysis 1. Radio 2. Television 3. Newspapers 4. Magazines C 5. Sunday Supplement 6. Outdoor/Transit 7. Special Publications III. Media Directory IV. Advertising Planning A. Nature of the Market B. Reaching (Strategy Development) 1. Negro-Oriented Advertising 2. Neutral Advertising 3. Integrated Advertising C. Influencing (Execution Development) Exhibits 1. Guidelines for Negro-Oriented Advertisin g .c ~ 2. Guidelines for Integrated Advertising w P (Cont. )

V. Competitive Advertising Expenditures v V2. MetroMarkets , 2

R. J. Reynolds ' NEGRO MARKET STUDY I. Profile of the Negro Market A. Population The pre-census forecast shows the U. S. Negro population. . . - totals over 22 million. Since they constitute 11.2% of the total population, up from 10.9% in 1960, they continue -- to be a minority group. However, the Negro population is increasing at a faster rate than the white's. The white population is estimated to have grown 12.6% since 1960, the Negro population by 21.1% during the same period. • Birth rates have been declining for both the white and Negro races since 1957. However, while the birth rate was 16.7 babies per thousand population for whites in 1967, it was 25.4 for Negroes. Among Negroes, females out-riumber males 11.6 million to 10.7 million. Looking into the future, the Census Bureau says that there will be about 28 million Negro-Americans by 1980 and more than 35 million by 1990. They will account for 12.4% of•the total population in 1980 and 13.6% by 1990. The Negro labor force is expected to increase by almost four million from 1965 to 1980, while the total labor force will be adding 23 million. These statistics, as well as other factors, indicate that Negroes are destined to have t~ .

an increasingly larger role in American life in the future. Although they represent only 11.2% of this country's total population, Negroes make their presence felt because, of the more than 22 million, 90% are concentrated in 78 cities. In these markets, they constitute 25% of the population. Approximately one-half are concentrated in the top 30 U. S. Negro markets. More dramatic is the fact that while 31% live in the top ten Negro MetroMar- kets, only 23% of the total population is contained in these same markets. About one-fourth of the nation's Negroes reside in New York, Chicago, Detroit, Philadel- phia and Los Angeles. The first Census in 1790 counted nearly 700,000 black people, about 1 in every 5 Americans. In 1860 they were about 1 in 7. When America stopped importing slaves, birth became the only basis of population growth. Africans did not voluntarily rush to America as the white European immigrants did, so the white population grew much faster than the black, forcing the earlier high percentage to decline. In the days of slavery, and for many years afterward, most Negroes lived on farms. At the turn of the century 80% of them still were in the rural areas, but then farm- ing changed. Machines began to'replace people on the C 2

farms and they had to move to new places and to new kinds k.. the white population. of work. In 1940 only about a third of the Negroes lived on farms but in 1960 the proportion went down to 8%. Now it is about 7%, slightly higher than the percentage for Most of them clustered in the central cities of our lar- gest metropolitan areas. From 1950 to 1968 the total Negro population increased by 7 million, and 5 million of the increase was in the central cities of our metro- politan areas. More than half (54%) now live in central cities. So, starting out as farm people they have now become urban residents. The white people who were farmers also moved from the farms to the cities, but then went on to the suburbs. Considering only the metropolitan areas, most of the Negroes are in the central cities and most of the whites are in the suburbs. From 1960 to 1966, Negro metro pop- ulation increased by 21%, almost all of it occurred within central cities. By contrast, metro white population increased 9% and all of it occurred outside central cities and in the suburbs. The most recent figures indicate a continued increase in the number of Negroes in the central cities and a slight increase in their suburban population since -1960. 3

As they moved from the farm to the city, they also moved from the South to the Nor-th and West. In 1860 the pop- ulation was 4.5 million including 4 million slaves. At that time 92% of all American Negroes lived in the South.* In 1900, 90% were still there, but then they began to spread out. By 1960, this figure was down to 60% and the 1968 estimate is 53%. The South lost a Negro pop- ulation of 4 million between 1940 and 1966. B. Income/Employment It is estimated that the 1970 American Negro's annual purchasing power will be $32 billion. This ranks tenth highest among all nations of the world. Yet as a group, Negroes are in poverty. Even though Negro families have increased'their average annual earnings 60% since 1950, they continue to earn less money than the average white family, although the average Negro family tends to be larger. Nine percent (9%) of all U. S. families are Negro but they receive only about 6% of the aggregate national income. Their pay is lowest in the South and highest in the West and Midwest. Between 1960 and 1966, *The Census Bureau counts Maryland, Delaware,,Kentucky, Oklahoma, West Virginia, and the District of Columbia as "South", along with the states of the Old Confederacy. 4

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. -+ ~ %D 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+ . 0 -~ .. w 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![ea Hcnolulu .:._.._ 7,000 5hre~e;crt •..._.• 112,E00 Total 1.lelres AxT., r•;e 2.400 (S.Rt.S.A.) 1,100 Total tletros.__ 7,000 Total l.!etres.._ 663,600 (S.~l.S.A.) _._ 127,300 STATE TOTAL Tctal h:etros..-_ 2,400 ' h'e•r 6ritaln 3,800 New H;-ven PARISHES Areyerles Bossier 2,500 16 900 Total h:etros (Ccunty 6asis)._ 166,300 .._ 61ETP.0 AREA Ltrcotn _._.__ O Ls r ftl7C NT A (S.Rt.S A.) 38,700 1Da'1t10 _._._., Ca:do , 95 900 ma •. Total I'etres ST ATE T GTAL 58 900 hew H--:n- W STATE TOTAL 800 1 .._ _.•._ Calcasieu , 36.300 El I C t iIGAi! ._ f..ET , RJ AREAS a ...... h:er:;en 61ETR0 AREAS , De Soto ........... East Batcn 15,900 STATE TOTAL..... 933 100 35,9:0 (Co,-.ty Bssfs)._ 46,000 Boisa City....___ 500 Rctre 84 3C0 , METRO AREAS 1 Tucso, Tc:at aCA _ . ...----- 11,30 Ratres __ 47,200 SAS ):c.r ta,!;n- Pocatello _...~ Grotcn• Total f.!etros.__ N:r.icM (S.M.S.A.) -- 5,900 New Ler..cn• ILLIi!CIS Grcton' t00 1,1C0 East Feliciana.. Franklin --- Iberia Ibervilfe JeOenon , 12,7C0 12,E03 17,Siro 16,EC0 3a,10J Arn ArSar 15,500 Battte Crcek •._ 13,1C0 8ay City ...... 1,000 , Detrcit ...... _ 725,9C0 F/ir.t .............. ., 43,ECO Grand R:p7s 19 6C0 N:VADA STATE TOTAL.._._ h!ETRO A.RV Us Vt;..ss - ST ATE T OTAL 375 400 );:r. ~Ch STATE TOTAL 345 1 900 Lafayelle 25,0rA ._ , Ja:ks Rena . .. ___ h:ET Fcrt S Litt:e ...... . R3 AREAS -ith ,__. 7,300 Rcck- .. , , (Cc:,ay Batis)_., 6,100 R1ETC0 AREAS h'Oreylk Blocmir.;ton- (S.N.SA.) 7,400 Nerrral -- 1,300 Lincoln -._.-~. h!ydisaI 6lcrehcuse ,...__ Natchltcches 13,700 12,500 12, 500 17 960 ,n -- 9,3C0 Kala-.atco ......_ 7,600 tarsiri; 9,E00 611ekegan• Toul Ii+e Vos__ I::rt Rock h Little 54,9C•0 StaTrcrd Cham;ai7n- IS Rt.SA.) 31,90J Urtana _ 8,700 ' __ Orlraas Ouachita , 273,40 38 300 lduskcqon Heiyhts •....•_ 16,000 MEW Nnfrlr P:ne Ter.r. T l 36.3:0 nna 24.ECA R: 1 K 3tcj`-lry Chta;e 1,136,300 e (S.!.t.S A.) ,. _._ 9,7C0 Chica;o, III• l l : T t t Pointe Coupee__ Raptdes , 14,0^J 39,000 Sa3inaw ..._._ 23,BC0 Total h!etros.._ $93,400 O STATE TOTAL..... eta COU etres -.. 23,3:9 .'1TIES , c a r ros North,.estern, (S.!.tS A.) __...140,EJ0 Ird. (Consoli• l ); l T Richland _ St. La~dry 12,700 41,20 r N.ETFU A.REJ Max!•nter 017cot 10,4'M cta e res dztee) _.._..1,2;3,200 St. h:artin ._ 12 9Js1 rr;1r;;;CSO7A Cb Critten :en 27,7C0 (C:unty 6atis)....141,200 Darnitte _........ .- 6,400 . .• St Mary , 17 7C0 ~:axhester Da~efp.rt•Rcck . Tamman St , 4:0 12 STATE TOTAL ..... 32 100 rnt Basi ) (Co ~ lre _. .isrs CuacSi 12.3,r7 s:ppi~_ 20,CiA ta 11.SC0 Isla~J•!.to!irt 7,500 D:LA V!?1 CE Decatur 7,500 Pccria 13,2C0 y- . Tar;ipatioa ~_ Terrebcrrt Vlas,ir.p:cn , 24,160 15,3C0 17 500 , tsETRO AREAS Duluth• !J Sueerior 800 F . y _ s Total h:etros (S.!rt.S.A) _- Tout w:etros Fcillio Pu'wk s 24.530 I STATE TOTaL . 75,800 Cuincy .._.... __ 1,7C0 htETP.O AREAS Rocifcrd 11 100 Webtter Tetal Paris"es , 15,9'0 983 IC0 Fars.•.•,:corlca! J 6linnaooGs- (C.G_nty Basis)_ SL Fr Ur•Ten Total a:cis.._._.. 13.6^4 15 CW C:uni;es..-2:9,900 , SCrir;Seld _._• 7,000 Tetal h;etres...._ 64,300 Tout 6:etros.._1,2C0,700 .. 1ARNE 1 , St Paul__ 2S,8C0 Rmhtster 100 St. Cleu1 St t;EV/ J: , I D{ST ;it T CF I,JDI,1i:A t STATE TOTAL...•.. 4,7C0 Total htetres._ 26,)0 I : STATE TOTaL.... CA'.l SrATE R?'lA M T_'.L 1 2; S E:O Coiu;.;^lA STATE TOT.'.L.. 344,7700 htETP.O AREAS METRO A!tEA B~rgcr S ryiISS!SS!^i 1 !,!ETn'0 APE- Attz,;;c Cay ... ji" !j cay /. • A-` . . -~ -.rf _° I^1-,:a.~ ...._.... 6..,. r~ • ` STATE T-:-"- .. 976,5:0 ' ' .. . kt..,4 ._ <,sC~ . ..t .. ._.. 3X- ~ . .. . ~`-• ! 5 '. 7 . (S t... ... , . . 1C0 .:ET: 3 . .E'S . En:..•c.1r;,.t . 27.?'-) r•

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

50198 9251 ~

R. J. Reynolds NEGRO MARKET STUDY II. Media Planning Implications A. Negro Media Usage Rationale Most research indicates that there is no quantitative rationale which demands the use of Negro-oriented media merely to reach the Negro consumer. However, most media basically reflect the interests, desires, and aspirations of their majority audience, which is largely middle-class white. Classification of these media as "white-oriented", would be far more accurate and functional than their most frequent classification as "general" media. To be effective, advertisers should use customer oriented media in which over 22,000,000 Negro-Americans, who look specifically at most situations as "Negroes", can truly identify with in the same manner as white consumers do with media oriented to them. The consensus of opinion today is that if brand awareness is the primary advertising objective, then national adver- tising does generally reach this audience in proportion to their place in the total population. (This is espe- _cially true of brands that are so heavily advertised as WINSTON.) However, if the key objective is to sell more

of Product A to more Negroes, then they must be commu- M. nicated with, not merely reached. It is quite likely that there are brands which historically have utilized only general media but are Number One among Negroes. However, these brands, more likely than not, achieved this position in past years. In today's enviornment, it is doubtful whether brand leadership among Negroes can be attained, or held,-without the use of Negro media and specialized advertising. Negroes feel that most ads placed in general media not only are not directed to their particular needs but also tend to use appeals with which they cannot identify. Therefore, Negroes do not "turn off" advertising in general media; rather, like all consumers, they respond best to advertising that appeals to their specific interests. The point here is that the widespread assumption that "general" media reaches the Negro consumer anyway and that special campaigns aimed at Negroes are not neces- sary is a doubtful premise. Even to the extent that it is true, "reached" and "persuaded" are two entirely opposite marketing objectives. Negro media is not neces- sarily important for coverage. Its strength lies in the emotional influence it has on its audience. Negro media should be viewed by marketing strategists on the basis of "audience delivered" (this one numbers over 22 million) 2

rather than, as often is t-he case, a questionable adjunct of general media. B: Media Analysis Negro media provide a platform for specially tailored appeals to achieve maximum effectiveness in selling the Negro market. Negro non-broadcast media also provide almost 100% non-waste circulation by their isolation/ penetration of Negro consumers only. Negro-oriented vehicles include: radio, television, newspapers, maga- zines, a Sunday supplement, special publications, and outdoor. Except for magazines, most of these vehicles are local in nature, serving the Negro population within particular markets. Negro consumers are served by four major consumer magazines, an estimated 172 Negro-oriented newspapers, about 537 radio stations, and one TV channel. According to one study, during their leisure time, Negroes listen to the radio 3'9$ of the time (the figure for whites is 15%); watch TV 28% of the time (44% for whites); read newspapers 26$*of the time (37% for whites); and read magazines 7% of the time (4% for whites). These figures indicate that radio is potentially a more effective and efficient medium and television and newspapers less so among Negroes than among whites. One study indicates , that middle-class Negroes react negatively to Negro radio programming but are avid readers of Negro magazines. On g 3

the other hand, most consultants and advertisers agree I- that Negro programmed radio leads to the heart of the ' Negro mass. With a few notable exceptions, Negro news- papers generally are not highly regarded and from the report- ing standpoint do not compete favorably with the white press. However, it is generally recognized that while Negro newspapers do not necessarily sell products, they do a very creditable job of merchandising the idea of a Washington, All of the Negro publications combined cannot come close to covering and influencing the Negro market as does radio. A recent project by the Opinion Research Corporation indicated that the average Negro listened to radio more than, and company's social involvement. Except in D.C., there is no Negro TV channel. 1. Radio was interested in print media less than, the average white person. A Harvard Business Review study agreed and indicated that Negroes spend most of their media time with the radio. In a survey made by the Center for Research in Marketing, it was found that Negroes could recall about twice as many commercials from radio as whites, particularly if heard on Negro-programmed stations. Proctor and Gamble, with heavy television cl 4

advertising, advanced Crest to become the Number One toothpaste brand in all markets except the Negro one. Colgate, which was Number One nation- ally also uses heavy television advertising. However, through its effectiveness in Negro radio, Colgate remains the Number One brand among Negroes although Crest is the national leader. Negro-programmed stations play soul music or rhythm and blues. Rock and roll holds a few charms. Gospel music is for the older folks. But given rhythm and blues and a Negro disc jockey, the program is usually a success. Negro radio means Negro commercials and Negro disc .jockeys. In addition to music, messages and pro- grams directed at the predominately Negro audi- ences consist of daily hot lines or phone shows, Negro oriented news broadcasts, "Focus" inter- views with black leaders, church bulletin boards, obituaries, job-opening directories, lost and found announcements and Negro variety shows. Radio has lost much of its appeal for much of the upper income group. But they comprise only 22% of all Negroes. For the younger Negroes, and therefore the masses, radio rates tops. 5

2. Television No national Negro-oriented television vehicles exist. At this point, only one local television station is generally programming toward Negroes, WOOK-TV in Washington, D.C. Being a U.H.F. station, its potential is limited, of course, to U.H.F. penetration. There are, however, a number of black-oriented television shows, and more are being planned. Thus, within general television, there will be black-oriented programming. 3. Newspapers The Commerce Department counts 172 active Negro newspapers, all but two are weeklies, with a reported circulation of nearly 2 million. Those newspapers with the largest circulation are concentrated in the top 25 Negro markets. The most highly regarded ones are the Amsterdam News, the Afro-American, and the Pittsburgh Courier. The two dailies are in Chicago and Atlanta. Some marketers sense that newspapers are begin- ning to compete favorable for the advertisers' money. 4. Magazines References to Negro magazines really mean Ebony; Others include Jet, Tan, and SeRia. F.bon , this market's showcase medium, claims a subscriber ~ ac 14 %o ~ 6 c~'n -4

medium income of almost $7,046 ("middle-class"), compared with $4,939 for all Negro families. It is a Life - format monthly national magazine with a circulation of 1,200,000. It has a broad mass audience and is published in four regional editions: Eastern, Southern, Mid-Western, and Far-Western. Ebony has made an extensive effort to win advertisers, and within the last few years has taken great strides in this direction. The magazine maintains a staff of trained merchandis- ing men to cover major cities--each with large Negro populations. These men act as local mar- keting experts and cultivate contacts for the jobbers, brokers, wholesalers, and chain and independent retailers. One marketer says that "Ebony is for the Negro who has it made". Jet is a newsweekly magazine in digest form, which reports news of importance to Afro-Amer- icans., Circulation is about 400,000. Tan is a monthly "confession/homemaking" magazine appeal- ing to women. Its format is similar to that of True Story or True Confessions. These three magazines are all controlled by the Johnson Publishing Company. Se ia like Ebon is a Life format monthly magazine of good quality. It 7

also is a magazine of general interest to the Negro community, appealing to a broad mass audi- ence. While national in scope, its circulation is small (57,000). 5. Sunday Supplement The four-year old Negro supplement, Tuesday, is offered once a month as an Ethnic medium within the regular Sunday newspaper. It is inserted into 19 metropolitan newspapers which cover practically every section of the U. S. Tuesday has a circulation in excess of two million and advertising can be bought only on a national basis. 6. Outdoor/Transit 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 confine- ment within Negro communities. However, like outdoor billboards, subway station billboards in Negro areas can be very effective. 7. Special Publications There are numerous opportunities within the Negro.market to take advantage of special issue 8

publications, usually one-time editions. Some newspapers such as the Afro-American newspapers schedule regular supplements (i.e., Holiday Hosting, Beauty, Travel, and other subjects) which offer some poss--:bility for usage.

19Z6 86LOS r i

R. J. Reynolds NEGRO MARKET STUDY Media Directory Index I. Media Directory Summary II. Exhibit I Exhibit II Exhibit III Exhibit II/III Exhibit IV Exhibit V Negro Radio Markets Negro Newspapers in Major Negro Radio Markets Additional Negro Newspaper Markets Negro Newspapers, Summary of Group Buys Negro Magazines Negro Outdoor ~

R. J. Reynolds NEGRO MARKET STUDY III. Media Directory I A review of the specialized media available for reaching the Negro market indicates that opportunities exist in all major media categories, with the exception of television. Aside from radio, the selection options within each media category are very limited. 1. Radio Negro radio, of all media directed towards this segment of the population is undoubtedly the best, and most effi- cient means of reaching the Negro. This medium is uni- versally available with several hundred stations through- out the country programming all or a portion of their broadcast day for the Negro. There is evidence that the effective coverage area of Negro radio stations is gen- erally greater than comparable power general stations since the Negro radio listener tends to seek out Negro programmed stations. Local radio research although of questionable reliability, particularly in measuring Ethnic audiences, indicates that the Negro radio share of audience is generally in proportion to-their share of Metro area population, i.e., the larger the percent of total market population represented by the Negro, the larger the share of audYence attributed to Negro programmed stations. 0 (See Exhibit I-on Negro Radio Markets.) ~ ~ . . a~ W

2. Television Negro television, as such, is virtually non-existent. Although there are some stations which schedule occasional Negro discussion programs, for the most part, the only attempt that television broadcasters appear to have made to attract the black audience is through the use of Negro talent in regularly scheduled news, weather and sports d features. Network scheduled shows starring Negroes (Jul•ia) are aimed more at the mass audience than at solely Negroes. 3. Newspapers Negro newspapers, with some few exceptions, are restricted primarily to small circulation weeklies. In most instances, their circulation is not audited, and they provide limited coverage of the Metro area Negro households. In major centers of Negro population, the dominant general appeal newspapers provide better physical coverage of the market than do the Negro newspapers. Negro newspaper details are shown on two lists -- a list of Negro newspapers available in major Negro radio markets and a list of Negro newspapers available in other markets. (Exhibits II and III) 4. Magazines Of the seven national magazines (including one newspaper supplement editorially aimed at the Negro, the dominant vehicle is Ebony, with over one million circulation, and substantial pass along readership. (See Negro Exhibit IV.) 2

5. Outdoor Outdoor advertising represents another effective means of delivering reminder impressions to the Negro market. This medium in the form of three sheet (Criterion) and six sheet (Junior) posters can be purchased so that show- ings are confined to locations in areas of heavy Negro. population concentrations, and is generally available in most of the larger markets. (Exhibit V) C~1 3

L t It. J. dL•'YNO!J:: '1Y~S:CX: C'i•'L'Al'Y }SsJC.t N:.::Kr :UUiO 1•Ie.USi:fa . I Fa6e Or+. 74+tro Negro "4ct. Rank .4ct. Rank Audlen-e Sur ve F!~ :.hare - k•t YA Negro o P~ % Of P Tot Tot. U.S. LeRro) 3tatlon °owr Free Negro Pop. 03^fY Cov Based On J 3!^J Coy. On Air 6:0CrtM- .iouree 1J:.70M 1J: ~?~I- •3,00P.{ _ t '~o`T , C0~0~'1 kt' 4n:a, Ga. 23i.0 22.6 14 WERD 1,000 860 285.0 20 • Day Pulse 19 :t sC waOK 5,:q0 1390 24 hrs. Jan.-Farch 36 46 34 1; .)00J~250N 1340 2.. hrs. 1569 14 5 14 lo" lsta, Ga. 76.0 29.7 ..2 eAIR: 5.000 10XJ .20.J !J. .`ay Pulse• 4 4 3 w'iN3 :,Uh~ 1550 : ny Ap^.-4aY 4 1 5 1569 ~ Ba_timo-e, lli. 477.0 23.6 7 R`:BB 5,ow 1360 477.0 9 Day Pulse 7 7 7 wSID 1,.)00 1010 Day Jan.-lar. 17 16 2/ NWIN 1,900 11.00 24 hrs. 1569 24 17 26 ?aton Vouge, La. 8L.0 31.8 39 Wl' 5r9M U.60 184.0 26 Day Pu1se• 14 4 :! :4.y 1968 &auao.nt, Tw 73.0 20.7 !J. KJh7 1,000 1390 128.0 41 Day Pulse* 15 My 1965 3irainghaia, A1s. 239.0 33.4 17 iwJIA 1,0000.25ON 1400 305.0 18 Z. hra. Pulse 37 39 35 :h'N!1 5,00,2 1320 Day Feb.-Apr. Y. 53 SL ' 1569 8o~ton, Kass. 98.1 3.1 36 ' wILD 1,000 1090 100.U 49 Jay Pulse• 3 2 ~ Jan.-Ma^eh 1~~9 Sntfalo, . T. 108.0 P.0 30 kUF'0 1,000 1080 110.0 45 Day Pulsee 5 2 S .tin.-Kareh 150 CAarleston. S. C. 106:9 34.8 31 .PAL 1,0U0 730 182.0 27 Jay :.NA Charlott., W. C. 90.0 24.2 38 M1PL 1,000 15+0 133.0 38 Day Pulse+ 11. 17 S bqIY 1,00oD-2S0If 1600 2:. hra. Jan.-4r. 1S69 :hattaneoaa. T.m% 57.0 17.7 49 aNa 1.W0 1260 50.t) 51 Day Pulsee 12 7 22 Ce: . ~YO.. 1561 Cbieago, 121. 1,3U0.0 19.3 2 «YON 1,0JOo-2SLw L.50 1,354 0 : 2., hra. Pulse• 1: :2 aCBT 1,tX» 4y~ ::a~ Y.~-.-aprll . 4 e~Ed 1,')00 ::7.. 1565 - ~y - oCen•rai parket Sorvq D:-'1 - Data Not A.aia1b1o 9/ts/t9 99Z6 861OS

Z6:az- : F:ge Tie c R. J. HEYNOfD:. TG6AC:G CC..i'A'7 NAJVR NFa:kO eNDIO AA,U(1Yb Metro Nearo mct. Rank Mct. Rank ky1!%nee burveL'r_m .`!:are NeSro % Of Tot. U.S. Nepro Pop. Based On on 6:Gi...`4- 1c:Gwit- }5 k Po Tot PoD Ne ro Station Power Freg 0. !fJ Cov. 0.5+{~ Coy. Air Souree 1U:OCuu{ .}•OC?A 7:OGP.4 +r et ,~ . . = TOJO) 000 ^.ieeieeati, Ohio 158.0 11.5 20 iICIN 5,000 1480 158.0 32 21, hrs. Pulse+ 7 7 :1 ' Apr.4ame 1S6S C1e..l.nd, Ohio 310.0 15.1 11 kJMO 1,000D-25C8 1490 310.7 17 . ?l, hrs. Pulso+ 5 E . %ABQ 1,000 151.0 Day J5,n.-Y.:.-,h 1569 a S..C. Colm!U 34.0 31.1 40 dOIC 5. '.W , 1320 268.0 21 19 hta. Puhe 3: 27 , , Ot. Co1mabu. 70.0 27.0 46 WOKS 1,0000-250N 1340 255.0 22 . 24 hrs. .Jan~Ua .'cd Pu.lseo 14 ~ , aio Colasft. 145.0 16.7 22 dv!(0 1,000 1580 157.3 )s Day Jan.-Feb. 'c9 Fu.lse• ; 5 : , Dallarlt. wrl% Tax. 289.6 13.9 13 10i0K 1,000 970 460.* 10 20 hrs. J-An.-Fet. 'c9 Pulsee 0 Daa.ille, Va. 35.0 30.7 5!. WIIA 1,000 1580 100.0 48 Day AT:.-Ya7 ':3 Itleh Detroit 764.0 18.7 3 MCHB 1,000 1440 775.0 S 24 hrs. Pulse- : ~ . , 1.JL8 1,000D-250N 1400 2I4 hrs. Apr.-June 4 3 < 1565 yloreeee, S. C. 37.0 41.9 52 MfNN 250 540 130.0 40 Day DNA Ft. 1..uRerlale, PL. L.8.0 20.1 21 wReD 5,000 11.70 343.0 16 Dy Pulee+ 9 e 0 June-Aua. 156E Cr.ee.+oro. .. C. 60.0 21.5 48 1d~'J1L 1,000 1510 60.0 53 Day Pulse LL 37 5- Apr.-lq 1959 T t •• 355 0 20.3 9 XCOH 1,000 1430 355.0 15 20 hrs. Palsee 7 e=. o.e oIs* . XTCar 5,000 1590 24 hrs. Apr.-Juae u 1; 1569 bdiae.pe11s, Ll. 137.0 13.2 24 irILCrTM - 237.0 37 Day Pulsee :. . . . ilCPg 5,OA 1590 Dkv Apr.4Sy ; i i 1969 l!lse. Jaekscw 100.0 37.8 33 KJ KJ ~O SO,OOOD- 1550 435.0 11 19 hrs. Pulse* a 2b :7 . 10,000 A pr. -;UF 1=69 e^erwral Msrket Sw+~l. 9/1!/6Y ta ~ot A.a. L9Z6 66L0S

(b ~cq=IT : Ta;e '!)ree S R. J. aSYNOLDS TOBACCO CO.KPANY HAJOrt IEGRO HADIO Mrtl(6?S Metro Negro At. Zank ;qkt, Unk Auiienee S-tr.e. riFi z.^.are Negro % Of Tot. U.S. le;ro Pop. based Gn Cn o:(nr~{- Y r1c t Po Tot PoD Ke ro Station Po•wer Freg. 0. !N Cov. 0.5j.N Coy. Air Sc:uce 1~:Oi,AK ~:4 7sfJ~~_{ __ ~- 0W . . OW . , :•ekeon.ille, Fla. 123.0 23.9 28 wOBS 5.000 1360 123.0 43 ' Day Pulse* •V •. l i WRHC 1,000 1400 24 hrs. April 1565 4 7 A. K : nsas City, :10. 143.0 11.6 23 RPRS 1,000 1590 11,3.0 35 Day Puls" E 4. A. tr.4e Charles, Ia. 36.0 20.5 53 Kw7U (FA) KAOx 1,000 250 48.0 54 19 hrs. Jan.-Sar. 1SoS Pulse• 1S 1~ :~ , June-July 1i6 9 Ltttle 1toeJc, Ark. 55.0 17.8 50 KOKY 5,000 1/.40 1d0.0 28 Day Pulse• Le t KALO 1,000D-500N 1250 19 hrs. March 1969 6 E ' Loe Anseles, Calit. 710.0 10.1 5 Kl1FJ 1,000D-25011 1230 960.0 4 21, hrs. Pulse• ; 4 -6 XERB 50,000 1090 24 hrs. Ya-c.h-..yril 1 . - 1509 L.uis.ille, Ky. 100.0 12.5 34 WIDU 5,000 1350 110.0 46 Day Pulse• t ~ 7 65.0 29.8 47 dIBB 5,GW . 1280 72.0 52 Uky Feb.-9ar. Icy Pn:.see 1S :J. :c ?.ne 2pRis 279.0 35.7 15 :It.OK 1,000D-250N 131.0 ~ :Ja hrs. l.jr.-May •_'9 Pu,ae* 6 .. B ' . . . dLIA 50,00UD-5,'A/JV 1070 24 hrs. A,^.-May 1:S 23 5 c 9 !" ad Tla. 185.0 16.0 19 wMBM 250 1490 185.C ~5 .'4 hrs. Pulsee 1 1 ( . . " lratda., Wise. 125.0 8.9 27 iiAw1 1,000 1590 125.0 42 Day Fet.-..-r. 'tS Pulse+ 1 1.:(OV 250 860 Jay Jan.-:4ar. 5 a 3 1505 "obils, 11a. 131.0 30.6 26 idGOK 1,000 900 180.0 30 Day Pu1se. 13 ~ f wN00 50,000 1550 Day <ay 1969 5 1: . Y3ntsemery, Ala. 78.0 40.0 41 WttMA 1,000 950 156.0 34 Day Pul se . 16 15 :4 bAPX 1,000 1600 20 hrs. Aard: 1565 .5 .. -. .',eh.ille, Tene. 98.0 18.4 37 WvOL 5,000 11.70 142.0 36 19 hrs. Pulse• 10 ?C 4AC SG,WO 1510 :4 hrs. May 1569 :',r Orleaas, La. 333.0 32.0 10 wBCK 1,0009-250t 1230 510.0 8 24 hrs. Pulse• 1.' u bTID 10,000 940 24 hrs. Jan.-Aar. lf. G 1569 w'..neral 1'larket s;Arv.q • 'A - Data 11et A.411ab1e Vl3/t9 89Z6 e6Los

(46 l;::ar. I r .,e FIA.r K. :. dvY!WIL:: TObACCO C(+.4PAAY t MAJ(jrt *iuRU 0AJ10 MAdl0:M; i4etro NeRro 1Cct. iZank i4ct. iank A•iaenee ;,arvey "!1 Share f Neqro % Of Tot. U.S. Neqro Pop. Eased On On =:UUti4- lu:(.JAi- Yarket Po Tot. Pop. Ne ro) Station Pov.r Freq. 0, i 4Y Cosv, 0.5mv Cov. Air Souree 1y:u^a.4 `G r.1 7:i/~r.4 0:)0 ~ lW~7J Cev Tork, 1. T. 1,917.0 11.9 1 ~.1.RL 5,000 1600 1,517.0 1 2r. hrs. }•ilse iy 36 ;t (Lleludes Nevark, N. J.) :.Lld 1,000 1190 Dav Jan.-..,-rll - - - V.NJR 5,000 1430 21 hrs. 1yc•- ._ :L :L norfolk - Portssouth- 244.0 25.0 16 Nr1N 1,000D-250N 1400 370.0 13 ~ 2a. hrs. Pulse 17 l.. 2. 3evport levs, Va. WRAP 5.00'JD-1,000N 850 2- hrs. Get. 'S8- 53 ti .S Pensacola, P1a. 47.0 19.1 51 MBOP 1,000. 990 95.u 50 Oay ..:n. 'SS hulte* i7 aI. 31 Junt-~u:F =56A Phlladel;hla, Pa. 761.0 1-6.2 4' ++DAS S,COU~-1,000N 1,480 770.;: 6 2J. hra. ?ulse+ l, t L :.YAT 1,000G-250N 1340 24 hrs. J:n.-Yerch '6y i Pittsbur6h, Pa. 19U.C 8.0 18 MLUN 1,000 1590 190.0 u Ja, r'ulse+ - 1 WAAO 1,000 e60 20 trs. Jan.-Yarch .. . . 5 $aleigh-0utlam, N. C. 100.C 26.3 35 w KC COD 1410 235.0 23 Jay :So~ Pu1se. - - - wl'E 500 5'K•` Day an. 1SoS 1G 1: .131 Rlch.ord, Ya. 131.0 21,.3 25 wANT 1,000 y90 180.C 29 i;ay Pu.se a 1e a~J2 1,00G 1450 :aY Apr.-'ay °an Antonio, Tex. 71.C 8.4 45 KAPE 500 '1.80 103.0 0 UaF lix Pu1se• 7 11 ! Sa. Prsneiseod>ahlak Calif. 302.0 9.7 12 R..CL 1,0oJDti5cN 1450 302.0 15 .4 hrs. Yareh 1969 Pulse• 7 , K7zA 5,000 1310 24 hrs. Pec.-Mareh 'C9 5 - , °_avaea»•h, Ca. 76.0 35.1 43 w:.0!: :,000 2230 131.0 39 a, hrs. Pulse• 23 27 1. Shtvveport, la. 112.C 35.1 29 K[U 1U,Q00D-500N 1550 bl`7.0 12 20 hrs. March 1968 Pu1se• :P 27 ~.;t. 1%8 St. Louis, llo. 366.0 15.9 8 KATL 5,000 11+W )66.0 14 22 hre, Pc:! e • b 3 : KXiw 1,000 1320 aay, Jan.-.4ar. 1 - . 1So9 Taspa/St. Peter.burWl, Pla. 10?: 11.1 ?2 «TG' S,(Y:U 1751A 145.1 31 Jay Fu1:e e t t .^ .4ay 1W-4 .a.r.lnRton, D. ..... 6 ~.~. 1..A.:•~. •. .v 1!ai 5da 0 7 :L hrr. Yc:. e• L L ar %.r..- !a r. . 1..~C .. nr•. 4 1. •Ceneral 14riwt ' v.q 9/15/E9 69E6 86LOS

Zi:~IT I: Fa;• C*.e R. .J. itL•TVC•,;)S TGSACCC COPPANY t NBCd<0 M:2SPAPl:hS IN RAJC& A'f.(:i0 1tALI0 MAh10;TS Negrro Netro Area Negro % Of Group Gten Metro Area Pulation P40 l4ct. Pop, .lkwepaper Code# Edition Circulation Line :..te .l]11tne :,olor Atlanta, Ga. - 285,000 22.6 Daily World (4)&(E) uai12 21,000 1S • B.50 - Aususta. Ca. 76,000 29.7 W.eklj Review IIA 2,850 NA !K - Ba1ti.•aoew,.Ad. 677,000 23.6 Afro-Aroerican (2) Tues. 33,079)AHC ) .58 8.4.0 Available Sat. 34,751)ADC Baten Rouge, La. 84,000 31.8 News Leader (8) Sat. 15,5C0 .12 7.61 - Birainga., A1a, 239,000 33.4 world (4)&(8) Sat• 9,0C0 .13 L .1S ' - liirror NA ]b,000 lU I:a - 5ostoe, 16ass• 98,100 3.1 Roxbury City News (Tab•). Thu_-s• 19,328 .20 10.17 A-Yai:ab:e Suffalo, V. 2. 108,000 8.0 Challenger (Tab.) Thurs. 15,00J .1r.2e 9.36 Available Chsrlotte, N. C. ' 90,000 24.2 Post 5at. 18,265 .10 5.38 - Chattaeooaa, Tene. 57,000 17.7 ., Observer (8) Ned. .,,200 .09 21.C7 . - Chicago, I11. 1,300,000 19.3 Defender (Tab.) )&(7) ( Daiv(K.Th,) 33,320 A&% .3525 10.t0' aviiLble 5 weekend 36,458 ABC .4125 11.18 Availaole Courier (1)&(7) Fri. 8,259 •:U 35•70 - New Crusader (Tab.) (6) Sat. 21,110 .56 20.07 AvaiLo:a ClnelnAtl. Oh1e 158.OC0 u•S Call & Post/S Star (11) S:t. 7, ~-BC +:5 31.:r »wiLble ~ Clsreland, Ohio 310,000 15.1 Call & Post (u) Sat. 32•:...2 ABC .25 7.58 Av.iLble Ohio Courier (1)&(7) Sat. 3,253 .30 dS•55 Available Coluebia, S. C. 84,000 31.1 PaL.etto Times Thurs. 1.,00 J .15 3C.8o - Ca. Coluabua 70,000 27.C ^.nlv*tve n+vs f!.uro, , & Sat, i /N.wapaper can be purchased as oart of a Rroup• -Ses ExMbit II/III ABC - Audit Huevau of Circulation 9/15/69 OLZ6 96Los

r'ifl:.'. IZ Faa. :o r MAtro Area Nep,ro Metro Area Populatlon Negro % Of Mt. Pop. Colunbus, Ohio 145,000 10.7 Dallas, Tex. 299,000 13.9 Detroit, 1(ieh. 764,000 18.7 Creensboro, 11. C. 60,000 21.5 Houston, Tea. 355,x.0 20.3 Inllanapolis, Irri. 13 7.000 13.2 Jackson, Miss. 100,900 37.4 Jacksonville, lla. 123,w0 23.9 Ranvas'CitT, Mo. 11.3 ,000 11.6 LJce CMr1es, Ia. 36,000 20.5 Los Angeles, Calif. 71:),00A 10.1 Loni.vills, IV. 100")00 12.5 M.coo, Ga. 65,000 29.6 `Reaphis, Ten:f. 279,000 35.7 xis+d, Fla.' 185,000 16.0 /Nerspaper can oe vurehased a+ Iart of a tra;ip - Se- fkhibit ABC - Audit Har.au of Circulatlon 9/15/69 :t. J. it1•7!WLY.; TOtY.C-:U CUk^NT NSCAtO NSeSfAir'}tS IN Y,AJOR NECRO R/IuI0 Yy.icl~TS Nevs aper Group ^.ode p Call & Post (11) Express (3) Post Tribune :1lchlqan Chroniele (7) Courier (1)k(7) Future Outloek Inforaer (3) R.roor.ler Advocate Free Press F1or11a Star & Nsvs Ca11 Neve LeaAer (9) Sentinel Herald Dispateh Defender dacon Rtporter Tri-State Defender 7) U(Jrld (6 )S( Z) 71or11a Star 9 Nss Tiaes Vsb.) `':o-ila Courier (1)K7) Edition Circulation Open Line itate H1111-e Color Sat. 4,958 A-4C .25 a 45.56 Avai:able Sat. 4,600 ABC .15 32.OF AvaiLbl. Sat. . 25,.;,iJ .-5 '.S.- Sat. 47,233 ABC .40 t .33. Sat. 15,925 .30 18.52 Sat. 9.943 .25 2e..71 ;iat. 6,173 ABC .2G 23.96 Available :.at. 11,092 ABC .20 17.72 Sat. 6,000 .1:) 16.38 Sas. 5,34.0 .11. s5.77 - Sat. 25.37t. .20 Fri. 19,050 .25 1Z.'A - Sat. 10,000 .1.2 11.90 - Thurs. 41,:82 ABC .32 7.53 Available Thurs. & Sat. 22,000 NA NA - *hura. 5.634 ABC .18 31.41 Aviilab.,a Sat. 7,500 .18 23.55 - Sat. 22,600 .18 7.s2' Availrbl. ::at . 6,010 .10 16.34 - .;a:, 6.916 (tee Jaeksonville for eo+bo. ra:es) 11..500 .25 lo.it - 1• . 15.0.4 .3:. :c.>,. - LLL6 96LOS

4 f ?(etro Area Kilwaukee, MSse. Mobile, Ala. Rashv111e, Tenn. lewsrk, N. J. New Orleans, L. Ne.c York, N. 2. Norfolk-Portsaoath, Va. Philalelphia, ta. rlttsburgb, Pa. pa1.10, R. C. (D~arlfea. R. C.) Rieh2oed, Va. San Antonie, Tex. o, NfiQtO NFWSPAPhtS IN NAJOR NfiCitO NALIO MAR!¢.'TS Negro Metro Area N.Cro} 0f Group Cpen Population `4ct. Pop, _ Newa r C2ld Sdition Circulation Line ,iate 125,000 8.9 KSlwaukce Star :1A 16,537 Na 131,000 30.6 Beaton sat. 5.0(10 .12 98,Oi)0 18.4 Co•aoentator NA 3.050 :A 428,00) 10.0 Afro-kno-.riean (2) sat. 5,212 .1P Herald News Sat. 5,281 .20 . 333,0OO• 32.0 Iouieiana keekly Sat. 17,383 ABC .25 1,689,000 10.4 4ueen. Voice (Tab.) Fri. 21,000 .45 Aasterdaa News Sat. 82,123 AtiC .80 Courier (1)&(7) sat. 13.016 .30 Mostchester Co. Press (Tab.) Thurs. 5.000 .16 New York Recorder NA 17,520 NA 21.b,000 25.0 Journal & Guide Sat. 28,576 ABC .21 761,000 16.2 Tribune Tues. 3a,571 ABC) ) .63 A fro.lxrican (2) Sat. Sat. 36,2dt. ABC) 3,514 ABC .15 Courier (1)s(7) sat. 1,242 .30 Independent (Tab.) Sat. 12,067 .30 190,000 8.0 Cour7er (CStT/Ed.) (1)&(7) Sat. 13,372 .50 100,000) 26.3) Carolinan Sat. 1,578 .20 ) ) Carolina Tiroes Sat. 11,L.5 .'3 131,000 25.3 Afro-A•"riean (2) Sat. 17,114 Ad: .25 71,0•J0 8.1, Reglater Fri. 51524 .12 •Mevepaper can os purchaned as yart f a grouf. - Se+ Fkhiblt I1/tII ABC - Audit Bureaa of Circulatien 9/15/69 mln:b.'T :Z PaEe 2ttree Aill.ine Color a NA 2:.55 NA - 33.55 Available 37.87 Available 11..11. AvailUble 21.07 - 9.59 Available 22.65 - 31.66 Available NA - 7.23 l.valla'o1e 7.A8 - 41.96 Available 237." •available 2r./J. Available 3e.75 Available 21.SG Avalaele w.li. Av..:latle 11..3o Av.ilalle 11.@3 - zLZ6 e6lOS

c® R. J. .t°`.'NCL7;: T0d.1t;CU COAPANT t Nf:GRG NSn5FAFIItS IN MAJOR NHCRO RADIO lSAN1E?S Negro Netro Area Negro % Of Group L n ee Metro Area Population l9tt. Pop. Nrvsyaper C f.dition Circulation L:n :'ate San Franeiseo- 3C2,000 9.7 Sun Reporter (Tab.) Sat. 9,549 ABC .18 Caklard, Calif. Voice Tl:ura. 17.,5:A .15 Savannah, 4a. 76,000 35.1 Herald (Tab.) ;:at. 4,000 .15 Shraveport, h. 11-"000 35.1 Sun Tnure. 12,71.8 1U St. Louis, lf0. 366,000 15.9 Argis Fri. 8,924 .20 East St. Louis :4onitor tu 7,655 XA Maorican NP. 9.90;) NA Sampa-St. Petersburi, Pla. 103,000 11.1 Sentinel-Bu11etln (Tab.) Tues. 15.0D3) .30 Sat. 1v,500) Nevs-Reporter Sat. 1.,520 .15 D. C. Yashington 588,030 24.0 Afro-AAerican (2) Tues. 8,oJ4)A8C , ) .35 Sat. 5,35:+)Ax /Nevspaper can be purchssed as part of a group. - See Drhibit II/III ABC - ..udit Bureau of Circulation 9/15/E9 w:B:2 :: P.ie Fccr .<i11'_ne Color ~ 17.78 Av:ilable :1.'C :.vLilable 25.57 ELZ6 B6105

EcM.S;IT zls h8e Ote R. J: kS7rOLDS TOBAC,A Calr;.UY c AllLIT10NA1. NECRO NB,JSPAP'e:R MtKhR'S Metro Area Negro Metro Area rovulation Negro % Of Mkt. Fon. Newsyaper Croup Code Bdition Circulation Open Line ,ute Niliine Color Albarp, Ca. ?0.. w 3%.4 Soutimest Georgian (8) ,ho. ;,900 S ..OB 3 27.:2 Alexandria, IU. ;9,(cJ 30,4 News LeaCer , (9) Sat. 10,500 .12 ...24 Asbury Fark, h. J. NA NA CenLral J•-r.cy Newa T.wrs. ' 1:,500 .15 11.90 CAarlottesville, Va. 11,200 lc.1 Tribune Fri. %,50 .05 19.be D.yton, Cfiio 83,190 9.9 Dayton ExFress lhurs. 1.400 .125 :c.14 Den.er, Colo. t0,200 :'.7 Blade '1'!wrs. 9,500 .;5 28.87 . Les Moines, L. 11,300 3.9 Iowa 1~ stander Thurs. 2,592 .1r. 5,.09 Fort Fieree, Pia. NA KA Chn •nie le Thurs. .,500 .10 39.72 wYai2abl. Joliet, I11. MA KA The Voice NA .r000 N;. N.. ri: llinneapolis•- 25,'!00 1.6 Spokess:an (10) Thurs. 10,41,- .<5 %:.55 $t. Faul, Minn. Twin City Observer NA a,5.)5 NA NA ftecurder (lU) Tt.urs. 10,416 .25 28.,5 Sun Nh c,;b Na 11.. Mo,voe, iA. 38000 31.5 News Leader (9) St. 10,:,ru .12 u.ec. - tWsko[ee, 3da. NA 1h Nerala NA 1,00. NA NA OklaAaw. City, CkL. 44,700 7.4 Black llispatah Fri. 15.>00 Pheenix, Aris. 35,900 ).9 Arizona 'IYiWne Thur. IoOU .15 :.L.c= Jl.ailab:e Roamk.. Va. 7:,!CO 17.3 Tribune ('hb. ) 7ture. 15,209 .10 o.4"i 3oekford, M. 11,100 4.3 The Crueader NA 4,900 NA NA - Saeraasnto, Calif. J1,2CA a.0 Observer N„ 1.',crJo NA r;, - Sae Dieae, Calif. ;7,KA 6.7 'fie Vcice r.,urs. JJ,CO6 .22 21.r: :..ailt`1e Uzht Housa N4 8,'W W. Sara:ota, Fla. 9.901 th .mak1y dulletlt G.. ,_1C N~. V. /N.wspaper ean t.e Furehased as rart :f a group - 5e+ Exhtbit I1/III 9/15/!S ALZ6 A6tOS

S(N:bIT ::: Fa;e :%.e R. ~. aEYNCUI51•OJ,ACrO i aL~1TiCNAL h'r.C.2: N'r:41 AFk.1 F;..nYsT`,, J:eero Y•etro Area Segro Z Cf ^aroup Orer. !:etro l.res l opulatSon ?9ct. Fop, IKVey~er Codo/ k:oltlon Circulation J.ir.e rtate Tcleco, Chio 5J,300 7.7 Bronze Naven J:R 7,900 S. w Tulsa. (7kla. )3,100 7.3 Olcl.ahotna lhgle NA • 8101.9 NA :aco. Tex. 0,600 16.9 lSea5enger NA 3,cwo KA jest Fala Seach, Fla. 63,600 21,1. Fhoto News Thurs. 2,370 .12 iHchita, l(aas. %.1,700 t.G FnliEhtener Sat. 2,400 .15 7filrinaton, N. C. :0,800 221.3 dournal ~ Sat. 6,025 .15 2cunEatovn- 55,600 9.8 Buckeye Review NA 2,836 NA warren. Chio Nlbvspapsrs can be parcJrs.d as part of a kraup. - 5.* Fkh1ESt II/III Y11; ne Color Avalt.bl. SLZ6 e6toS

n. J. a,YXO..D.i T(%wC.Y) CC>:reVT XE(:rf0 h'Err..Fufi CROUf BUTS FX'1PIT I1/111 Page One I Coebined Oroup # Of Total Oroup Group Code Orou4 Editione Circulation Line Nate MlilLtne Circulation 8r.rakdovn h Edition 1 Courier o-oup 9 92,495 $ .8D S 8.65 ChicaCo 8,259 lbtroit 15,925 Philade.LpRia 1,242 Pittsburgh City 13,372 New Tork 13,016 National 13,634 Florida 15,C:7.l. CeoriCn 8,710 Qhto 3,2293 2 Afro-Arrican dwupr 8 139,436 1.20 8,60 'ofashington, D. C. 17,958 New Jersey 5,:12 • Philadelphia 3,514 Beltinore 67,830 Richmond 17,114 National 13,032 North Carolina 8,1J.]. South Carolina t,6j5 3 Iafer.er Nsvspaperse 2 10,773 .34 31.02 eouston lnforner 6,173 Ds11as F]cpress L.600 Mbrld Group 3 36,000 .34 9.44 Atlanta 21,0O0 PSrminghaa 9,00C Yemphie 6,!C0 5 Chicago Dsfendsr 2 69,778 .64 9.17 Chicago 69,778 t Crusader Group 2 30,839 •e5 27.56 Ner Crusader 21,110 Cwi7 Crusader 9,729 7 Sensstaek.. Publieations 13 232,1C6 1.60 E,89 Chicago Weekend Lefender 33,320 Chicago Dai)y Letender 36,458 Ylehigan Chroniele 47,2)j lSesphis Tri-State Dsfender 22,600 Courier Group (9 papers) 92,i.95 a Seett 3"IdieaN S 43,10C .42 9.74 Atianta 21,000 8irmingha. 9,000 15mphi s 6,000 Southwest Ceorai.an 2,o0J CF.attanooaa Obserwr L,Z00 9 pwn Iwad.r Oroup 4 4'•,000 .4a 9.2! Alexandria 10,500 8ston Rouge 15,500 Nonroe- Lke Charles 10,000 1G,LG:' •Nssb.r fapers are LE: 9/15/69 9LZ6 86LOS

axbn ivzu Fage :wo 1 CROl1F BUYS .`.v`.lnfd Croup I Of Total Croup Croup Code (o-}otip` F.ditions Circu]ation Line Rate Xtlline Circulation lreakdovn b.f Sdition 10 SpokesDan Recorder 2 20,832 Z.36 $ 17.28 YSnneapolls Spokesman 10, 416 . St. Paul Reeorder 1".,L16 :1 awe]sad Call & Post* 3 45,290 .30 E.62 Cleveland Cc~' im`s.:a 32,442 ~ ~. SD .. . ' .arat0.r Papsrs an ABC 9/1S/! 9 LLt6 g6iQS

E h. J. k'FY NuLLA:, 1'ObACCO C0NPANY ' EVIIIIT IV MAGA%.l bl•S PaE;e One P bli i t 1':,,pe l0l Pa1'e 4-C u cat on rrcguency Circulation * Closin Dates Cost C~j Cost CFM;i . g Ebony _bionthly 1,:~Or,CGG(AbC) $ 7,041. $ 5.87 ~P10,890 $ 9.07 . B&W - 26th of 3rd preceding month 4-C - 26th of 3rd preceding month Tuc~c':~y r.vnWhxy 1,7u0,(XX) 1.1,2cW 6.59 13,600 8.G`0 D&W - 55 days (Sth Mond3y) prior ( hc%s psper Sun; ~lem~rit) . to date of issue Vet Weekly 400,000 1,025 2.56 1,400(2C) 3.50 4-C - 55 days (8th Monday) prior to date of issue BdN - lst Wed, prior to on-sale an onthly 50,OU0 750 •00 - 1,166 .77 (iss. Thurs. prec. cover date 2-C - lst Wed. prior to on-sale (iss. Thurs. prec. cover date B& - 26th of 3rd preceding month Pepia Monthly 55,000(,?,st. ) 500 9.09 NA 4-C - 26th of 3rd preceding month B&,W' - 18th of 3rd preceding month 4-C - Not Available *Oprn kate HCF9: based on circulation BLZ6 861OS

\0 `I7% Cc Ii . J . IFYhVLLiS TOBACCO CVNIl~'ANY r:r;C: Z1NT5 EXHIBIT IV Page Twa t bli ti P _ Page I3&w F t i l Page 4-C u ca on reguency C rcu a ion Cost* C'Idf C st CPNW Closin o F; Ncrre Traveler - tionthhy 53,000 ~ 762 $14.38 $ 1,115 $21.00 B&W - lst of preceding month & Cunveuitieniee;r Crise5 Monthly '115,000 862 7.49 1,65G 14.35 4-C - 25th of second prec. month BddB - 1st of preceding month MkCP hb. ) 4-C - 1st of preceding month *Gpen }tate /lCPYI based on circulation 'i/ 15/w, 6CL6 96L0S

164 R. J . REY}IG)~M,-j2F3ACC0 COMPANY Dw:OGf;APHIC CHAR1iC DRISTICS MR Circulation ' 1,200,000 Adult Readers 4,010,000 ?a le Readers 1,853,000 FemE le Readers 2,157,000 Are Of Readers (46%) (54%) ale emale 18-24 561,000 (30%) 53,0G0 (30%) 2 5-34 334,000 (18%) 466,000 (22%) 9 35 533,000 (2r/.,) 634,000 (29%) W 425,000 (23%) 404,000 (19%) Hcusehold Income Under 5000 566,oC0 (30%) 825,000 (38%) g5,oCO410,000 793,000 (43%) 858,0ck (4c%) $10,0C0/ 492,000 (27%) 474,000 (22%) Education G ar~mmar School or less 39Ci,000 (21%) 4C2,000 (19,6) Some High School 51S,OOO (28%) 626,00C (29%) Grbduated High School 397,cC0 (21%) 539,0cjC (25%) Some College 347,000 (19%) 393,0G0 (18%) College Graduate 204,000 (11%) 197,0(Lo ( 9%) Occupation Professional Technical 195,000 (11%) 179,G(.0 ( 8~b) llar,agers Officials 67,OG0 ( 4%) 130,0GC ( 6,b') Clerical & Sales 171,0G0 ( 9%) 174,0CG ( E%) Foreman & Skilled 204,000 (11%) 21,8,000 (12A) UnEkilled & Farm 776,0W (41%) 1,116,000 (52%) UnemFloyed & Students 440,000 (24%) 310,0CG (14%) Geo&raF•hic Area Northeast 501,000 (27%) 545,OCa (25%) Metro New York 359,000 (19%) 43 8,0GG (20%) Gther tJortheast 142,0G0 ( $,g) 1G7,0C 0 ( 5,4) North Central 385,0G0 (21%) 534,0(- C (25h) South 644,0G0 (35s) 739,0C,C (34b) West , 323,0CC (17%) 339,C, Ck (16%) , ~ 9/15/69 .J

09 R. J. hFYNULLS TUk3ACC0 CU?".YANY OUTDOOR NFZR0 ( ~' ~~CHI$IT ~r Criterion - 3 Sheet Junior Posters -.6 Sheet i:brkc•t Number of ),osters Monthly Cost Number of Posters Monthly Cost Atlanta, Ga. 50 $ 1,613 Baltimore, 21d. 150 1,575 50 1,CCA Bir:nin;hnm, Ala. 50 . 1,0'.rJ Boston, I:ass. 50 525 30 825 Chicago, 111. 250 2,625 150 3,c00 Cincinnati, Ohio 40 960 Cleveland, Ohio 100 1,G50 60 1,440 Columbus, Ohio 90 945 30 480 Dallr::, Te.x. - 40 1,000 Detroit, t;ich. 125 1,313 60 1,155 Fort M:orth, Tex. 15 293 Houston, Tex. 60 1,855 Indianapolis, Ind. 25 263 30 600 Kansas City, Mo. 55 578 40 1,200 Los Angeles, Calif. 50 525 200 6,OOJ Mer.phis, Tenn. - - 50 1,125 24ilwaukee, :disc. 50 525 40 960 Newark, N. J. 50 525 1co 2,300 New Orleans, La. - - 50 925 New York, N. Y. 220 2,310 250 6,250 2JorfoLk-Portsmouth, Ya. - - 40 SC0 Philadelphia, Pa. 200 2,100 100 2,300 Pittsburgh, Pa. 50 525 5C 1,100 Richmond, Va. - - 30 600 San Francisco, Calif. 70 735 70 2,450 St. Louis, 110. 175 1,838 60 1,410 9/15/69 lAZ6 96t05

I ADVERTZSING PLANNING 50198 9282

Ir- R. J. ReYnolds NEGRO MARKET STUDY IV. Advertising Planning A. Nature of the Market Few fields of marketing are in so pronounced a state of confusion as that of selling to the Negro consumer. Some firms even seem uncertain about how to proceed. They are unsure of choice of media, type of appeal, mode of presentation, and above all, the element of good•taste. Systematic market studies are scarce and much of what is available comes from Negro media and so may serve specialty interests. In addition, Negro consumers them- selves are responsible for confusing many potential adver- tisers in Negro-oriented media. For instance, some demand to be referred to as black, another group is sensitive ., to any name other than Afro-American, another group wants to be called Negro, and some still insist on "colored". Despite these handicaps, some guidelines can be set forth which reveal some very important distinguishing characteristics. This market can be defined as two predominant groups, the "haves" and the "have-nots". The Negro middle class, the haves, is socialogically farther removed from lower income Negroes, the have-nots, than middle class whites

are from low income whites. The five million Negro mem- I- bers of the middle class (often defined as those with family incomes of $6,000 or more) not only control a large fraction of Negro discretionary spending, but also are sensitive to poor taste and willing to do something.about it. This middle class, while only about 22% of this Ethnic group, comprises the most influential buyers among Negroes. Usually, these people are the elders and more often than not follow the teachings of the late Dr. Martin Luther King and, in addition, pattern their living on white norms. The middle-class Negro has little in common with the low income one. The gulf between poor and prosperous widens as white collar and professional jobs open up faster than the much-needed blue collar jobs. The Negro market is very young with a median age of 21 as compared with 29 for the white market. The younger segment of the Negro population, the low class, is divided. One group wants only to leave the ghetto. The other pre- fers to stay in the ghetto and go "militantly Black". The youngster who idolizes Stokely Carmichael or goes all out for the "natural Afro look" does not identify with his elders. Ln It should be understood, however, that there is a trend o ~ %0 `_ toward "blacks getting together". This is evidenced °D N m 2 C

in some identifiable for-ms. Membership in ethnocentric L_ organizations is on the-increase. More magazines and newspapers serving black readership have been initiated One of the most successful contests held recently was the "Miss Black America" Contest. This is not to indi- cate that efforts to eliminate discrimination in the Miss America Contest are being abandoned, but rather that the Negro community collectively will accept and support a Miss Black America. Organizations are being created, such as the National Housing Producers Asso- ciation, which is comprised of black contractors, join- ing together to achieve certain goal-s. The Negro society today is essentially a matriarchal one with the woman of the house making most of the deci- sions. One out of four Negro families has a female head-of-household as compared with one out of ten white families. They play a more important role in holding i families together than their white counterparts. In the District of Columbia, 53% of the potential Negro women's work force is employed; Florida is second with 52% and the greater metropolitan New York market is third with 50%. With the average employed Negro woman contribut- ing about 32% of the average median income, her consumer , . advice is heeded. However, as employment opportunities open up for the Negro male, he is beginning to play a ~ 0 ~ 3

more important part in family life. In addition to the emergence of the Negro male to become an influential decision maker, is the search of the Negro female for her real identity. In the typical sociologi- cal 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. The Negro market means many things to many people. To some firms, the Negro is a consumer like anybody else. To others, he is among many special markets in the demo- graphic spectrum. But to an increasing number, he is 4

one of several Ethnic groups that deserve special con- A-- sideration. Mr. H. N. Fitzhugh, Pepsi Cola Vice Presi- dent for Special Markets says, "If companies treated Negroes as they do everyone else, there would be no Negro market". What he means is that the Negro is indeed a separate and distinct market when seen by a marketer but not so from the point of view of the Negro himself. Business Week says it this way, "They just want to be part of the mainstream. Every guy in the street wants what whitey has. They want the opportunity to live the life that TV says everybody lives". Although Negroes have the same wants, desires, and needs as any other group, there is one significant difference. He sees America through a prism of 350 years of discrim- .ination. As a consequence, he has a great need for recognition'as part of U. S. society. This makes him hypersensitive to real or fancied slights, whether in advertising, the retail outlet, or in employment prac- tices. As a result of this, Negroes generally express greater national brand loyalty than do whites. They are sceptical of private label and associate national brands with quality. Because of this association, they put more confidence in these brands thereby attempting to avoid the embarrassment of "being took". From a o ~ marketing point of view, it is important to remember m N m v 5

that loyalty associated-with quality or brand image is stronger than loyalty associated with low prices or bargains; white consumers tend to be low price and bar- gain shoppers. Another reason Negroes consistently buy the brands that are nationally advertised is that they are the ones that have the prestige connotation. Negroes have deep psychological needs and often feel left out or forced outside. Often the association of a name product with themselves provides a lift. However, this brand loyalty discussion is not intended to imply that Negroes do not switch brands, because they do. The dis- tinguishing characteristic is that, rather than their brand preferences being spread over six or seven brands in a given category, their selections tend to cluster ar.,ong two or three brands within a particular product group. And within these two or three brands, they can be influenced to switch. Joe Black, former major league pitcher and now a Greyhound vice president, has stated: "One can safely say that the Negro market is a general market in itself. It has teenagers, females, million- aires, paupers, mass and class facets, and the common denominator that unites it is the psychological inferi- ority complex that has been generated through fallacious and outmoded stereo-types". B. F.eaching (Strategy Development) In trying to reach this market, there are three operating 6

modes: Negro-oriented advertising, Neutral advertising, ~_j and Integrated-advertising. 1. Negro-Oriented Advertising Negro oriented advertising is that advertising which uses Negro models in realistic Negro situations,.is placed in media oriented to Negroes, and is executed so to primarily establish conviction and believability in the minds of the Negro audience. This is believed to be the most effective technique for influencing - the Negro consumer because it reassures him that the product is meant for him. Effective advertising should reflect realistic considerations of the Negro consumer as a Negro, be placed in media oriented to his inter- ests, and usually should not be white-orierited cam- paigns with Negro model substitutes. 2. Neutral Advertising Product advertising, sometimes referred to as pack- age advertising, is considered neutral, since it does not.have people, and it can be used generically in any customer-oriented media. There is another. form of neutral advertising which is the use of regu- lar advertising in all media, white and Negro, count- ing on the basic appeal of the product to sell it, wherever it is placed. Neutral advertising is not as influential with Negroes 7

as Negro-oriented advertising because of its neutrality. ~ Because he is so aware and proud of his highly visi- ble and different outward appearance, he prefers advertising keyed to him. 3. Integrated Advertising There is much debate about whether integrated ads, no matter what the medium, help sell products to Negroes. Integrated advertisin2 is that which is prepared primarily for white-oriented media, that includes Negroes either in starring, featured, or walk-on roles. It is more a public relations strat- egy than a marketing strategy. Negroes and sometimes other non-white models are used with whites in tele- vision commeYcials and print ads primarily to "secure a more realistic portrayal,of the role of minority groups in our national life" and in the companies which use them, Its use is primarily to fulfill an official or unofficial commitment to include Negroes and iden.tifiable members of other minority groups in advertising. Although it is doubtful that this is an effective technique to influence Negro consumers, white reaction generally has been favorable. How- ever, W. L. Evans, President and Editor of Tuesday magazine says that "inclusion of Negroes in TV com- mercials. was part of a social crusade and political consideration. There was no thought at the time, 8

nor since--to my knowledge--of any relationship between the use of Negroes in TV ads and sales stimulation. What the hell does integrated advertising have to do with motivation of sales? No one knows. And there is no evidence that there is any basic increase because of it". C. Influencing (Execution Development) To advertise most effectively to this market the key con- sideration is to determine the decisive versus the non- decisive motivations of this segment of the market. It generally is not as effective to aim at the Negro consumer as such, as it is to aim at his decisive motivations. The question, then, becomes what are his decisive moti- vations. Newly-acquired pride and self-confidence are changing his buying habits. Advertising must be structured to appeal to this pride, keeping in mind that this is a segment of the population which is only beginning to emerge out of economic doldrums. General media messages are aimed at the white masses who have "arrived" at a comfortable economic level. Negro masses, are only at a point in time when 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, marketers agree. most 9

There are changing moods -in the Negro national community. In both fashion and outlook, there is no single Negro market and, as has been discussed, there are attitude differences between age and economic groups. One of the most significant changes evolves around the word "black". Blackness is more of a feeling than color description; and it is especially felt in major urban markets today and particularly among the younger Negro. The desire for blackness, or soul, as part of solving their iden- tity crisis is something that must be understood. A sense of identity is being accentuated because today, as never before, Negroes are taking pride in themselves. Another.motivatiQn is the emerging images of the dominant male and the romantically desirable female. As has been pointed out, Negro society has essentially been a matri- archial one with the woman of the house making most of the decisions. However, with more career opportunities available to the male than ever before, plus his increased education level, his role is changing and supplanting that of the dominating female; she is beginning to find her standards of Negro feminine beauty and has begun to strive to attain them. But perhaps one of the most important decisive motivations of the Negro'consumer is best reflected in the results of a regional study about beer among white, Negro, and 10

CY Puerto Rican consumers. -Reaction to product benefits Differences occurred, however, when personal versus social motivations were considered. Negroes placed very little emphasis on the social interaction associated with drink- ing although Puerto Ricans placed much emphasis on it. On the other hand, Negroes placed great emphasis on the (lightness, body, color,'etc.) were about the same. personal satisfaction of drinking beer and Ruerto Ricans did not. Obviously, the point here is that 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 to 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 still 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 11

team at work). Effectivpness 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. There should be no hard and fast rules for hair styles and mode of dress. Rather, each execution should be viewed individually to aetermine which would be most appropriate; whether models should have "bush", "Afro", or "straight" hair styles (each of these.are distinctively different); and whether the models should wear the latest Negro fashion (currently a dashiki), the latest Mod fashions or some other style.. The deciding factor in fashion considera- tions should be "good taste". Copy strategy should not necessarily be different from that developed for general media. This is particularly true as long as the benefits of the product the copy alludes to have universal appeal (taste, satisfaction, flavor, etc.). A change in copy is not recommended to CO 12

s~w `%J include slang or "in" expressions unless there is suffi- cient reason, based on the particular situation developed.. There are different levels of "in" expressions which ofttimes can have a rapid change in usage, and such expres- sions could be misread as "patronizing" or have other negative influences. Rather than using "in" words or phrases commonly felt peculiar to the Negro, it is more important to correctly and tastefully execute the Negro's identification in the setting. The audio execution should provide the music and talent reflective of the media used. There are different "sounds" heard in radio today--rock and roll, semi-classical, top 40, good music, country and western, the British sound and mixtures of these. Importantly, there is the sound of the Negro's rhythm and blues, gospel, and the "Motown" sounds and mixtures of these. Interestingly enough, the rhythm and blues of Negro artists have been under- taken by white artists, and while some of this is very good, music in this "distilled" form rarely is heard on Negro-oriented radio stations. 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 13

accustomed to this sound, To use radio commercials and music that does not reflect this has to be less effec- tive than the blending of campaign theme music with the "black sound". However, there can be exceptions to commercials only hav- ing the "black sound". For example, the mystique of the Count Basie sound is universally motivating. Paul Moriat's "Love is Blue", another example, had a good play on Negro stations. Most important to advertisers was the result of the "EMBRA" commercial when played for ten Negro-pro- grammed radio stations in five major Negro markets, to determine how it might be accepted by the audiences. Air personalities and station personnel, including men and women, at each station listened to the commercial and overwhelmingly approved it. While some felt it was a good change of pace, others pointed out that the music to them reflected "Negro upscale", "class", and romance. They concluded that the EMBRA mood is universally appeal- ing. 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. Many ` companies provide copy to be read live; others provide 0 only an outline and allow the announcer to use his own -+ m 14 ~ a

ability to communicate t~ie sales message. Both of these have proven to be successful. 15

EXHIBIT I R. J. Reynolds i~_ NEGRO MARKET STUDY to Guidelines for Negro-Oriented Advertising A. Select models with extreme care. Skin tones and facial features must be given careful consideration. B. Models must be immediately identifiable. C. Individuals need not be chosen for their beauty alone. More important, they must be good representatives of the community. D. When preparing group advertising, avoid look-alike models. E. Circumstances, situations and photographic backgrounds must be created with realism andy believability to the Negro. F. Backgrounds, situations, and models must create a sense of pride and dignity, especially of the male image. G. Costuming should be reflective of the consumer whom you are trying to influence. H. Slang expressions and phrases, popular in the market, are not recorrimended but may be used with discretion. I. Relate product message with minimum copy that is easy to read and is in understandable terms. J. Consider image-building in preparing print advertising. K. Use language that is realistic to Negroes. Avoid expres- sions sions such as pale, lily-white, light and bright, etc. L. Once a Negro'campaign has been established, consider using one advertisement that reflects equal employment (A)

EXHIBIT I (Cont.) opportunities. M. Scheduling radio commercials at key times is of prime k'- importance. N. When possible radio advertising copy should be kept to • a minimum, allowing the local broadcast personality to sell the product, in his own way. 0. When selecting music or jingles, avoid stereo-type quality. Select the "sound" that is reflective of the market. %O N ~O

EXHIBIT II R. J. -Reynolds k- NEGRO MARKET STUDY Guidelines for Integrated Advertising A. Advertising must portray Negroes and identifiable members of other minority groups in a realistic manner. B. Models should be selected with extreme care, especially when choosing for television commercials. Facial features and skin coloring should be of primary concern. Extremes of either "too light" or "too dark" should be avoided. C. Unless it is a "public service" television commercial, it should be kept in mind that the primary audience is the majority population--white. D. Avoid showing Negroes and other minority group members in stereo-type settings. E. Avoid suggestion of "interracial couples" and social settings that would not be accurate portrayals. F. Avoid physical contact across male/female lines between majority and minority group members, unless in realistic setting (i.e., hand shake, crowded elevator, etc.) d 0 0 ~ ~ ao ~ 0 (B) o

COMPETITIV~ . 50198 9301 1 w1

R. J. Reynolds NEGRO ,~IARKET STUDY V. Competitive Advertising Fxpenditures P. Lorillard's 1969 Negro market budget was increased 87% over 1968. Most of this increase was due to the advertis- ing entry of Newport in this market and the addition of the outdoor medium. In 1968, Newport was not advertised to Negroes and True was spending one-half P. Lorillard's Negro adver- tising budget. However, in 1969, the Negro market budget was increased 87%, up to $1,128,000 from $601,000 in 1968. Newport received 58%, or $658,000, and Kent received 34% or $383,000, of the 1969 Negro market budget. True, on the other hand, experienced a 71% budget cut, from $300,000 in 1968 to $87,000 in 1969. British American also had a spectacular budget increase from $427,000 in 1968 to $1,139,000 in 1969. This was due primarily to a 70% increase in Kool's radio effort and the addition of Viceroy commercials on Negro radio. R. J. Reynolds had the highest Negro advertising budget in 1968. After reducing it by almost 30% in 1969, Reynolds now has only about 57% of both P. Lorillard's and British American's expenditures aimed at this special market. Total WINSTON's 1969 Negro market budget was decreased by. $104,000, from $469,000 to $365,000. WINSTON SUPER KING 1

Menthol's budget was reduced -,by over 25% and its radio bud- get was cut almost in half; WINSTON SUPER KING radio was dropped completely: also, SALEM's budget was reduced by $132,000. In 1968, Marlboro had a Negro magazine budget of $45,000 but in 1969 they spent only $1,000 in Negro newspapers. Phillip Morris' only other 1969 expenditure in this market was $90,000 for Benson & Hedges, all in Negro magazines. American Tobacco, also in 1969, is supporting Tareyon, $42,000 in magazines and $96,000 in radio, and Pall Mall, $48,000 for magazines. No company is advertising on the one television station and only Kent and Newport use billboards. Negrb Advertising Expenditures (By Company/By Year) (000) 1968 1969 Total WINSTON $469 $ 365 R. J. Reynolds 900 640 P. Lorillard 601 1,128 British American 427 1,139 American Tobacco 212 209 Philip Morris 53 100 Liggett & Meyers 25 115 2

R. J. Reynolds WINSTON Negro Advert ing Expenditure History By Year/B.y Brand/By Media (000) Year Brand Mag. News. TV Radio Od. Total 1965 W85 $ - $ - $ - $ - $ - $ - . WSKS WM Total $ - $ - $ - $ - $ - $ - 1966 W85 $ $ - $ - $ - $ $ WSKS WM Total $ - $ - $ - $ - $ - $ - ~ . ~--- ~------- 1967 W85 $ $ - $ - $ - $ - $ - WSKS WM Total $ .- $ - $ - $ - $ - 1968 W85 $ - $ - $ $158 $ - El $158 WSKS - 105 - 105 wM 51 155 - 206 Total $ 51 •$ - $ $418 $ - $469 ~ 1969 W85 $ 60 $ - $ - $177 $ -, $237 WSKS 33 33 wm 12 83 - 95 Total $105 $ - $ - $260. $ - S365 c , CGH/dm 8/22/69

L4en-%•rs' Theatres Negro Advertising Ex.nditure History By Year/By Brand/By Media (000) Year Brand Mag. News. TV Radio Od. Total 1968 Kent $ 33 $ 48 $ - $210 $ - $291 Newport - - - - - - True 30 60 - 210 - 300 Century - 10 - - - 10 Erik - - - - - - Old Gold - - - - - - Total $ 63 $118 $ - $420 $ - $601 1969 Kent $ 47 $ 2 $ - $187 $147 $383 Newport 65 176 - 269 148 658 True - - - 87 - 87 Century - - - - - - Erik - - - - - - Old Gold - - Total $112 $178 $ - $543 $295. $1128 ( .- Do British American Negro Advertising Exnenditure History By Year/By Brand/By Media (000) Year Brand Mag. News. TV Radio Od. Total 1968 Kool $ 53 $ 20 $ - $350 $ - $423 Viceroy - 4 - - - 354 Raleigh/ Belair - - - - - - Total $ 53 $ 24 $ $350 $ - $427 . 1969 Kool $ 87 $ 31 $ - $599. $ - $717 Viceroy 68 5 - 349 - 422 Raleigh/ Belair - - - - - - Total ' $155 $ 36 $ - $948 $ - $1139 ,.~ 8/27/69

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Ri J. REYNOLDS TOBACCO COMPA!lV 1965-1969 l:STINATBD HAJOR COMFEtITIVE 6THNIC ADVMI3fND EXPEVDITORE HISTt7RY • TJIHts:T 11 1 B7 7FAR/B7 DRAND B7 f~DIA 000 s..lnee Nevs re Television Radio Outdoor CRR?~ ar Z n & Brands Co+ nnieh evieh S Tot tlerro Jewish Sp~nish Tot Ne ~ro Jewish Sis Tota Ne~ ro ewish 5snnish ot t:ep,ro Jewi sh 5 sh Toiu TC~,-•1. e 1968 b ~ BJR Br.nds ~ p _, _ vmsTON 95 =- i 6 i- i 6 i- $25 s 4 $ 29 $ - $ - s 45 S 45 $158 $35 'S 48 521.1 b- s- s- t- ! 721 vulsi'ON Sss - 6 - 6 - 25 4 29 - - 44 44 105 35 46 186 - - - - 265 YIlZ4TOM /l9efHOL' 51 - - 51 - - - - - - - - 155 - - 155 - - - - ;106 SALF.M (e5/50) 42 10 9 61 - t7 7 2Z - 16 16 347 - 61 408 - - - - 509 42 CAML (R/r) A2 _ _ JL 2 = = = = =' - -= = TorAL $135 t22 S 9 $166 $ - i67 115 $82 $105 $105 $765 $70 $155 $990 s- :- :- S- $1,343 Lo.nr.l Thsatr.. a~.+t S73 S- :- i 73 : 4e $20r i 7r s 75 :- S- i 21 $ u $210 s- :44 uSr. :- $ - 3- $ - : te3 ~,t - - - - - 2w r 27 - - 21 21 - - 44 4: - - - ~ ~ - '~ Tru. 30 - - 30 60 2D/ 7• 87 - - 21 21 210 - 44 2% - - - - 5%' Centurf - - - - 10 - - 10 - - u 21 - - 43 43 - - - - r Lrik - - - - - - - - - - . 2A 20 - - - - - - - - 2D Oad Cold. ~ ~. X- -._ TOtAL $63 $ - S- $ 63 ilid • $601 t21• $1" 3- i- $104 $104 $420 $ - $175 15" , $ - !- t- !- i %1 BrStiel-Jwriean xoel i57 i- s- s 5) i 20 $10N !- i 30, $ - i- : 19 i 19 6350 i- f 79 $389 S- i- i- f- $ 491 Vio-rey - - - - 4 40B - 44 - - - - - - 38 ?e - - - - d r- ~ s -- -20 TCfAL $53 $ - :- S 5) $ 24 i70# s- : 94 :- :- s 19 s 19 $)50 - $ 77 ia,27 s- :- ~- s- s s9i ~oUrees COr eaywrt.lttva_ Sefpnfetlun Ilnelud.. Natienal 1Lbliaatton.. Jewi.n 1o!iepE J:.eobs Uro+nicwtton *Ineludea Tam$. tb •r• t4r•a1nmo R/11/69 awvlsr.•: ~f~17 - Net:& ibpr-rentatlv.. LOE6 e6Los

CE. t R. J. RF.YN0LD3 TOBACCO CON.PANY 1965-1969 ETfINATED HlWOH COHNb'rITIVZ tTHNIC ADVERTISItR'i 6XPF.NDITURE HISTORX BY TP.AR/BI BRAND/BT WDIA MIBIT II (CoM..) s:ln.s Newe rs Televlsion Radio outdoor ORASD Y- CoeMRT & sr.nds es evlah S lsh Total Hexm Jevish Snanieh Tot NeRm Jevish S s Total Jewlsh S nish Total Nev.ro Jevlsh Svanieh Total TOt~L 1968 Am•rr•ienn ToAseoo Cont. T.reyton $34 i- S- i3b 3- i10N i- 6 10 i- i- 6 32 311 $40 $- E~11 351 i- t- S- i- i t0A Pall M.11 35 - - 35 4e 1oA' - 58 - - 12 12 40 - 11 51 - - - - .1S(• Cnrlton - l• 1 - - - - 1 L,dq strSk. ls - - 15 - - - - - - - - 15 l T 1 - ~ - - - va Sl h fu = = - = - - - = TOfAS $84 = - f- : 84 : t.e :ZO# : 1- $ 69 :- a- $ 23 : 23 i B0 i- t 22 $102 3- s- t- $ - i 278 L1 rsett & yff.rA Ldm t- $ - $ - $ - f- :- :- :- :- a- a- $ - =2S E- $204 W9 $ - :- $ - $ - $ 229 r i - Let ld Ch•.etsrfia TOUL . $ - :- t- s- i- s- s- :- :- c- s- :- b 25 S - 5204 E229 i - $ - i - _ - ! ?29 e Morris AlT!in. c- _- :- :- s s s 20 : n s- :- S- :- : 2s Marlbore 4S - - 45 45 Seruon & H.46s e - - e - - - - - - - - - - - - s ' t rllasnt TOlAL $45 S - $ - tbs 6 e S - i- $ e t- $ - i- t- $ - : s S20 i2S t- t- $ - S- i 7e /Ineludee Natlenal 1LbllosLioes. •Ine1nC-+ Teass. E/11/6S Reviert 9/17 Souree~ for,eaapetitlva intonu_~1on levish - Joseph Jaeops Orryganiaation `.vrro !'aruine (F:bor,y) - I'1b 90E6 esLos

t R J. REYNOLDS TOnACCO COMPANY 1965-1969 J•-STIlIATED MAJOR CAFIFETITIV>: £f}!NIC ADVERTISIIIC EXPENDITORE HISTORY B7 YEAR/6Y BRA\'D/BY }ED1A (Q()~ esines NewsPepers Televlslon 2ear Coeputy A Brends Nerro erieh 5pan1eh Total Nep•trf Jewlsh SpLnish Total Nrvro Jewish S is. Tot •xMlnr. IrI Radio Outdoor ORAyJ NeRrO Jewish Sp.nlen Toto \e_ro Jwls11 :iDSn1s h Tot TOTAL 1969 RM erands tR1C;TON 85 $60 6 7 S- $67 3- $27 3 7 S 34 t- f- $75 1 75 $177 $35 S-86 s298 S- t- i- i- i r.7c WIN3M SlLS 33 7 - 40 - 27 1 28 - - 30 yu - 37 7 -•2 - - - - t0 wINSTOH 1,earHOL . 12 - - 12 - - - - - - - - 83 - - 83 - - - - $5 ;c7 sUFat (BS/SR3) 106 6 9 121 - 14 7 21 - - 19 19 151 - 55 206 - - - - DIaAL - 15 - 15 - 21 - 21 - - - - - 12 - 12 - - - - 4e ~ re wa:z TOTAL $229 $35 S 9 $273 i- $89 ttS• $104 S- .- $124 $124 44f1 S82 .148 $66+ t- 2- E- i- i'.142 Soevet TM.trs. ceoc $47 t- $ - $1.7 : 2:43 $ 2 s 47 s- s- s 77 $77 $187 s- s 84 :271 s147 s- 33 $150 s 592 eewpnrp 65 - - 65 176 43 2 221 - - 77 77 269 - 81 350 11.8 - 3 661. ?Me - - - - - - 9 9 - - 77 77 87 - 84 171 - - - - 257 • - - - - - - - - - - - • - _ - _ - - _ - • Centary Erik 22 22 - - - - 22 Old Gold TOTAL 1112 $ - - $212 $178 $86 il) $277 t- t- $231 i231 $543 s- $271 teu. s29s $ - s 6 s30! s1,73s arici,l,-Awriean Eool $ e7 :- $ -. $ e7 $ 31 :- :- :31 :- s- s 46 s 46 a99 :- s 42 s cra s- s- a- :- i eos Viceroy 68 - - 66 5 27 - 32 - - 46 46 349 - 44 393 - - - - 539 Ra1.1d11/Se1a1+ _ ~ -- .7- _r_ _ _ _ _ _ - _ -7- _ TOTAL $155 i- i- $155 S 36 $27 f- $ 63 $ - _- S 92 $92 =948 i- f 66 Z1,031. L- $ - i- i- t1,361. 8/11/69 1u,.ieed ',/17 J..~,.~ . - Jy..,. , . ..•~r,+~... ..+ •7w,n.,Mognslne (hhapl %'b . . .:l. . !!.. . - L•.!ta t.•,.r. . ~.t . .,.• 60*6 96LOS

c A. JiREYNOLDS TOBACCO WHPAt7T 1965-1969 Z.STIMATEO MAJOR CiNJ`EfITIVB 1"PHNIC ADVE[CY13IN0 EXPSNDITURB HISTONY BY YF~IR/BY BRAMJ/BY Y,EDIA OW ' F:xHlBIT I:I (G.K.) !ls azine. Nerapzpers Telerislon YeAr Co_ -yaryLk Bruds NeRro Jewi+h S'paniah Tota Ne~ro J~inh Spanish Total Nep.ro Jevish Spanish Tot 1969 A~riean Tobaeeo Cont, Tueyton s42 s- :- i42 :- S 10 :- IC :- :- i18 :18 JSa21 Hall 48 - - 48 81 10 - 91 - - 18 18 naeie aceoor cwwo Ne~ro Jevish Stnish Tot Ner.ro Jevish Sani~A '.ot f96 s- 's- s96 :- S- S- :- :164 - - - - »> Carlton LueJp 5lrik. Sil.a Thins -!y? TOTAL =132 f- s- $132 s 81 $ 20 =- i/01 :- :- S 54 s 54 S 96 :- LS'Sett & !(r.ra IAN =- i- i- i- i 3 i- i- i 3 =- S- i- i- Iaek Chesterneld - = = = = = = = = - ~ = TOlAL $- $ - _- s- S 3 s- :- S 3 i- S- :- :- ruup-Morrls A1pLn. S- :- :- ~- s- s- s- Psrlnoro - - - - 1 - - - - - rtenson k H.46•• 90 - - 90 YarllaareG - - - - - - - Lido = = = = - - - TOTAL S9o :- $ - :9o f 1 i- :- 8/11/69 60 $- s96 t- i- S- i- 3 383 Su S- s23 i34 t- L- S- S- $ 37 • r I s12 S- s23 s35 :- 3- :- :- s 3e s- :- :- :- :- :- s- S- :- :- :- s- :- s - 1 - - - ~ - - - - - - - - - - 1 a 1 s- s- s- s- ;,n~~rc•'. :ro Ini~~r.._!1rn J•.v1.J• I , ~- Joseph Jaeob. UrRrnisat.lon - ,L-," . .. •.:Yfl: 1' .Y•'. - - - - - - - - 90 -..2 = _ _$ 9 S 9 .- f- 6 9 S- S- 3- :- t 1W 01E6 8610S

I H to r ~ W ..a .r

ATLANTA, GEORGIA Atlanta, which is the sixteenth largest Negro market in the United States, is a "new kind of city", and one of the most rapidly expanding cities in the nation. The Negro market grows with its expansion. POPULATION The total non-white population in metropolitan Atlanta is 277,600, which represents 22 percent of the total population. In the City of Atlanta, an estimated 236,072 blacks make up 46 percent of the total city population, an increase of 5.2 percent since 1960. As is the case in most metropolitan centers, a large proportion of the non-white population lives in the central city. Long range trends indicate a continuous and substantial increase in the non-white share of the City of Atlanta. Percent Distribution expenditures for current consumption: WHITE t. NEGRO Expenditures for current consumption 100.0 100.0 Food, Total 22.6 25.1 Food prepared at home 16.6 19.1 Food away from home 6.0 6.0 Tobacco ' 1.6 2.5 Alcoholic Beverages 1.0 1.4 Housing, Total 30.0 29.5 Shelter 12.5 12.4 Rented Dwelling 4.6 10.2 Ovned Dwelling 7.3 2.1 Other Shelter .6 .1 Fuel, light,refrigeration, water 4.0 5.1 Household operations 7.1 6.3 House furnishings-and equipment 6.0 5.7 Clothing, cloth, materials, services 10.7 13.3 Personal care 3.0 4.5 Medical care 6.4 3.6 Recreation 4.1 2.7 Reading .9 .8 ,Education 1.1 1.4 Transportation 16.7 13.8 Automobile 15.4 10.5 Other travel and transportation 1.2 3.3 Other expenditures 2.0 1.4 (Over)

..2.. ATLANTA INCOME The average non-white household income in metropolitan Atlanta is $6,700. In Atlanta, 45,100 households are headed by males, with 20,100 households headed by females. A total percentage income breakdown for 65,200 house- holds is as follows: Under $3,000 $3,000 - 4,999 $5,000 - 6,999 $7,000 - 9,999 MEDIA Radio Station WAOK 110 Edgewood Avenue, N. E. Atlanta, Georgia 30303 Radio Station WERD 330 Auburn Avenue, N. E. Atlanta, Georgia 30303 Radio Station WIGO Georgian Terrace Hotel Atlanta, Georgia 30383 . 50.1 % $10,000 - 14,999 1.5 % 25.7 % $15,000 - 24,999 .3 % 12.8 % $25,000 and Over 2.9 % 6.7 % The Atlanta Daily World 210 Auburn Avenue, N. E. Atlanta, Georgia 30303 The Atlanta Inquirer 787 Parsons Street, S. W. Post Office Box 9215 Atlanta, Georgia 30314 >LARKETING CLIMATE The marketing climate in Atlanta is considered good. More companies are now using Negro-oriented media, cocrynunications, and sales techniques to reach the black consumer than ever before. Atlanta is believed to have more Negro home ownership than any other city of comparable size. Atlanta has an "Operation Breadbasket", which is the economic arm of the Atlanta- headquartered Southern Christian Leadership Conference. Many companies now have Negro sales representatives and employees. Atlanta has a good and siz- able black business community, and it continues its growth. Widening employ- ment opportunities assure the Negro community's continuing economic growth. LM 0 * ~ %0 0 Sources: See Appendix W ~ * w to

L_ BIRMINGHAM, ALABAMA Birmingham is the nation's seventeenth largest Negro market. It is, more- over, one of the largest and fastest expanding markets in the South. POPULATION •In metropolitan Birmingham, the Negro population is estimated at 239,000, comprising apprbximately 28.5 percent of the total metropolitan population. In the City of Birmingham, there are 148,072 blacks, accounting for nearly 40 percent of the city's population. There are an estimated 77,784 Negro households in the metropolitan area, 44 percent of which are owned by the inhabitants. Percent Distribution expenditures for current consumption: WHITE Expenditures for current consumption 100.0 Food, Total 22.4 Food prepared at home 17.1 Food away from home 16.4 Tobacco 2.2 Alcoholic Beverages 2:0 Housing, Total 32.1 Shelter 13.1 Rented Dwelling 7.2 Owned Dwelling 7.7 Other Shelter .7 Fuel,.light,refrigeration, water 3.9 Household operations 8.6 House furnishings and equipment 5.9 Clothing, cloth, materials, services 9.6 Personal care 4.1 , Medical care 7.6 Recreation 4.2 Reading .8 Education 2.1 Transportation 17.7 ' Automobile 14.3 Other travel and transportation 1.5 Other expenditures -3.1 NEGRO 100.0 27.1 30.1 8.6 2.7 2.5 28.6 13.9 12.7 5.2 .2 6.1 7.9 5.9 15.9 4.9 3.5 1.5 .6 2.7 17.0 11.6 4.8 2.1 (Over)

..2.. BIRMINGHAM INCO?SE Estimates show the Negro medium family incbme in the Birmingham area to have almost doubled since 1950, while the number of black families earn- ing $4,000. or more annually has increased over 500 percent during the same period. Ne;roes had an effective buying income of more than $655 million during 1968. Estimated percentages of total income of households is as follows: Under $2,000 30.1 % $2,000 - 3,999 , 33.2 % $4,000 - 6,999 31.9 % $7,000 ana Over 4.8 % 4 MEDIA Radio Station WENN P. 0. Box 1469 Birmingham, Alabama 35201 Radio Station WJLD 109 North 19th Street Birmingham, Alabama 35203 Birmingham World P. 0. Box 1968 Birmingham, Alabama 35203 ~tAP.KF.TING CLT*fATE Birmingham Times P. 0. Box 1712 Birmingham, Alabama 35201 Birminplham Mirror 1517 North Fourth Avenue Birmingham, Alabama T,he climate for market development in Birmingham is considered most favor- able. Progress in employment and in other areas, including the appointment of the first Negro city councilman, has had good effect on the black commun- ity. Half of the Negro families in Birmingham own their owri homes. Over 46 percent of black families own automobiles. They spend an average 80 percent of their income on consumer commodities and services. There is a "wait and see" attitude on future progress, but this does not seem to be affecting mar- keting progress. Sources: See Appendix * %0 O

a- CHICAGO, ILLINOIS Chicago ranks second only to New York City in terms of the Negro market. i,t far outranks Los Angeles in this respect, although the latter is re- ported to have supplanted Chicago as the United States' second largest city in terms of general population. It continues to be a pace-setter in the black market, whose effects are felt throughout t:.e country. PUPULATIO:V Chicago currently has an estimated black population of 1.02 millions; this represents 30.2 percent of the total population within the city limits. Of a total metropolitan area population of more than 7.3 millions, Negroes represent 17.3 percent. Although the City of Chicago has had an overall population decrease of 2 percent since 1960, the Negro population hits increased 6.6 percent during the same period. Percent Distribution expenditures for current consumption: WHITE NEGRO l:xpenditures for current consumption 100.0 100.0 Food, Total 24.7 20.8 Food prepared at home 20.0 18.5 Food away from home 4.7 2.'3 Tobacco 1.6 1.8 Alcoholic Beverages 1.8 1.6 Housing, Total 30.1 32.6 Shelter 15.6 19.4 Rented Dwelling 7.0 18.7 Owned Dwelling 7.8 .6 Other Shelter .8 .1 Fuel, light, refrigeration, water 4.1 2.1 Household operations 5.5 6.2 House furnishings and equipment 4.9 4.9 Clothing, cloth, materials, services 9.8 14.9 Personal care 2.8 4.3 Medical care 6.4 3.5 Recreation 3.7 3.9 Reading .9 .7 Education • 1.1 .1 Transportation 15.3 14.7 Automobile 13.0 11.8 Other travel and transportation ' 2.3 2.9 Other expenditures 1.7 1.2 (Ove r )

..2.. CHICAGO INCOME In the Chicago Negro community, the average family income, before taxes, is $5,750 per year. This represents a total annual before taxes income of 1.4 billion dollars. 26,800 black households have family incomes of between $10,000 and $15,000 per year; 3.2 percent of all Negro households have income over $15,000 annually. The percentage distribution of Negro family income, before taxes, is as follows: Under $3,000 18.3 % $ 8,000 - 9,999 15.1 '6 $3,000 - 4,999 24.7 % $10,000 -14,999 10.8 % $5,00U - 7,999 27.9 % $15,000 and Over 3.2 % ~%d %0 *tEl)IA Radio Station WBEE 75 East Wacker Drive Chicago, Illinois 60601 Radio Station WGRT LaSalle-Wacker Building Chicago, Illinois 60601 Radio Station WMPP Lincoln Hwy. at Ellis Avenue East Chicago Heights, Illinois 60411 Radio Station WVON 3350 South Kedzie Chicago, Illinois 60623 MARKETING CLIMATE Chicago Daily Defender 2400 South Michigan Avenue Chicago, Illinois 60616 (Daily and Weekend) Chicago Courier 417 East 47th Street Chicago, Illinois 60653 New Crusader 6429 South Parkway Chicago, Illinois 60637 The growing affluence of Chicago's Negro market is reflected in the fact that before 1960, there were only five black families living in 59 predomi- nantly white suburbs; today, 543 black families are living in these same suburbs, and most of them are buying homes. This trend will continue as employment increases through plant relocations, job openings, and with more lending institutions willing to lend money to Negroes. At present, an esti- mated 70,000 Negro families are able to afford suburban homes, and will make this move as housing opportunities open up. The Negro middle class continues to expand. Chicago is the home of "b peration Breadbasket", economic arm of the Southern Christian Leadership Conference, which continues to use techni- ques of the boycott to achieve employment and black business expansion. Super market chains are upgrading Negroes to management and sub-management.positions Delivery trucks are either integrated or have black drivers in predominantly black neighborhoods. Media executives feel that the attitude toward the Negrc market is improving among marketing and advertising executives. Most of the downtown stores are now using Negro-oriented media and promotions. 45.5 per- cent of heads of households have at least high school education, with 18.5 percent of them having one or more years of college. In Chicago, 25.5 per- ...Continued...

,CINCINNATI, OHIO Cincinnati is the nation's nineteenth largest Negro market. As a market, Is is felt to be considerably better than other cities of comparable size. POPULATION At present, the metropolitan area population of Cincinnati is 13.2 percent black, nu°iberinR 179,200 Negro residents. The Negro population of the City of Cincinnati •is an estimated 150,300, comprising 28.5 perct.nt of the total city population. There are an estimated 47,800 black homes In metropolitan Cincinnati. Percent Distribution expenditures for current consumption: WHITE NEGRO U J Expenditurr: for current consumption 100.0 100.0 Food, Total 25:6 27.6 Fond prepared at home 20.2 21.7 Food away f rom home 5.4 5.9 Tobacco - 2.2 2.1 Alcoholic Reverai;es 2.8 3.2 Housing, Total 27.7 30.6 Shelter 12.9 16.3 Rented hw.'lling 5.4 12.7 Owned Dwelling ' 7.1 3.4 Uther Shelter .5 .1 Fuel, light, refrigeration,•water 4.0 4.1 Household operations 5.5 5.3 House furnishings and equipment 5.2 5.0 Clothing, cloth, materials, services 8.6 12.0 Personal care 2.6 3.1 Medical care 6.1 3.4 Recreation 4.2 3.6 Reading .9 .6 Education .6 .0 Transportation 16.4 12.8 Automobile 14.7 10.3 Other travel and transportation 1.7 2.5 Other expenditures 2.3 .9 ~ (Over)

..2.. CINCINNATI INCO`iE The estimated median Negro family income is $5,925.00 per year. In the metropolitan area, blacks have an annual spendable income of $288-millions. A percentage breakdown of estimated individual annual income is as follows: Under $3,000 34.8 X $3,000 - 4,999 33.2 % $5,000 - 7,999 21.6 % $8,000 - 9,999 3.5 % $10,000 and Over 5.7 X MEDIA Radio Station WCIN Call and Post 106 Glenwood Avenue Post Office Box 867 Cincinnati, Ohio 45217 Cincinnati, Ohio Cincinnati Herald 863 Lincoln Avenue Cincinnati, Ohio 45206' ' HARKETING CLIMATE The climate for market development in Cincinnati is considered very good. The stable socio-economic atmosphere of Cincinnati, and the relatively high median income, together with the low unemployment rate, are reflected in an increasing interest in', and development of, the Negro market. The city has an "Operation Breadbasket" program that has focused even more attention on the Negro market. An estimated 39.3 percent of black families own their own homes; of these 67.2 percent are valued at $10,000 or more. Over 49 percent of those employed are in skilled, white collar and professional occupations. * Sources: See Appendix , * ~

A- C,J t4 CLEVELAND, OHIO Cleveland is now the nation's fourteenth largest Negro market. Its size, and the emphatic new "Cleveland Now!" program, of which a pr:me component is the upgrading of the black community, coutinue to make Clevelci-ld an im- portant market with exciting potential. POPULATION The metropolitan population of Cleveland is 86 percent white and 14 percent Negro; there are approximately 286,636 Negroes in the metropolitan area. In. the City of Cleveland, there are an estimated 276,376 blacks, comprising 3s..1 percent of the total city population. In April, 1940, there were 86,504 D'e- groes in Cleveland, representing 9.6 percent of the total pouulation. Percent Distribution expenditures for current consumption: WHITE NEGRO Expenditures for current consumption 100.0 100.0 Food, Total 23.6 26.6 Food prepared at home 18.9 24.8 Food away from home 4.7 1.8 Tobacco 1.6 2.3 Alcoholic Beverages 1.6 2.9 Housing,. Total 29.2 31.4 Shelter 13.7 20.1 Rented Dwelling 3.5 19.1 Owned Dwelling 9.3 1.0 Other Shelter .8 . .0 Fuel, light, refrigeration, water 3.9 3.2 Household operations 5.7 5.3 House furnishings and equipment 5.8 2.8 Clothing, cloth, materials, services 11.2 11.8 Personal care 2.4 4.0 Medical care 6.0 4.3 Recreation 4.5 4.7 Reading 1.0 ~ .9 Education 1.3 1.5 Transportation 14.1 9.0 Automobile 12.0 6.9 Other travel and transportation 2.1 2.1 Other expenditures 3.5 .6 (Ove r )

..2.. CLEVELAND Vj INCOME In the 1965 Special Census of Cleveland, the median family income fcr blacks was reported at $5,489 per year. An estimated percentage breakdown of family income is as follows: Under $2,500 $2,500 - 3,999 $4,000 - 6,999 20.3% 18.7% 48.5% $ 7,000 - 9,999 10.9% $10,000 and over 1.6% MEDIA Radio Station WABQ 2323 Chester Avenue The Call and Post Cleveland, Ohio 44114 Post Office Box 6237 Cleveland, Ohio 44101 Rad.io Station WJMO 11821 Euclid Avenue Cleveland, Ohio 44106 MARKETING CLIMATE The marketing climate is considered fair in Cleveland. There have been civil distrubances; there is an active "Operation Breadbasket", and there are continuing problems. Cleveland, however, boasts the first "big city" Negra Mayor - Carl B. Stokes, and a Representative in Congress for the first time - Louis Stokes. In 1960, 98.2 percent of all non-whites in the Greater Cleveland area lived in restrictedd areas on the East Side. By 1965, this nu:nber had been reduced to 80 percent, and the trend is continuing. The percentage of owner-occupied units in 1965 was 16.2. Cleveland business and industry is making a dete nnined drive to continue opening the job oppor- tunities to Negroes, which should reflect itself in continuing gains for black income. Sources: See Appendix , * * ~

, DALLAS/FORT WORTH, TEXAS Metropolitan Dallas/Fort- Worth Is now the nation's ninth largest Negro market. Illustrating its growth, this market was fifteenth largest in 1960. POPULATION The present metropolitan population of the Dallas/Fort Worth area is 83 percent white and 17 percent Negro. Negroes now number an estimated 358,428 in the metropolitan area. As of January 1, 1968, Dallas had a black population of more than 187,800, and Fort Worth, a 69,100 Negro population. There are an estimated 61,000 black households in the area. Percent Distribution expenditures for current consumption (Dallas : WHITE NEGRO Expenditures for current consumption 100.0 100.0 Food, Total 22.0 20.6 Food prepared at home 16.6 16.6 Food away from home 5.4 4.0 Tobacco 2.1 2.9 Alcoholic Beverages 1.0 .7 Housing, Total 29.6 34:6 Shelter 13.1 19.6 Rented Dwelling 5.1 10.3 Owned Dwelling 7.4 9.3 Other Shelter .7 .0 Fuel, light, frigeration, water 4.0 4.0 Household operations 6.3 5.5 House furnishings and equipment 6.1 5.5. Clothing, cloth, materials, services 10.5 12.0 Personal Care 3.2 3.9 Medical Care 6.7 6.2 Recreation ' 4.4 2.8 Reading .8 .6 Education 1.2 .2 Transportation 16.8 13.4 Automobile 15.3 11.6 Other transportation and travel 1.5 1.8 Other expenditures 1.5 2.0 (Over)

V 0 DALLAS-FORT WORTH INCOME ~L_ The median income for*non-whites in Dallas is $3,166. An estimated 17 percent of Negro families have incomes of more than $5,000 perr year. For the estimated 45,300 black households in Dallas County, the percent- age distribution of income is as follows: Under $3,000 52.8 X $3,000 - 4,999 30.2'y $5,000 - 6;999 10.0 % MEDIA Radio Station KNOK P. 0. Box 432 Dallas, Texas 75215 Radio Station KNOK P'. 0. Box 7116 Fort Worth, Texas 76111 The Post Tribune 3313 Oakland Street Dallas, Texas 75215 MARKETING CLLMATE $ 7,000 - 9,999 $10,000 - 14,999 $15,000 and Over The Dallas Express 2600 Flora Dallas, Texas 75204 The Fort Worth Mind 805 Bryan Street Fort Worth, Texas 76104 In Sepia Dallas 2700 Grand Avenue Dallas, Texas 75215 4.6 2 1.6 X 0.8. % High levels of economic activity in recent years, and the removal of cer- tain discriminatory barriers, encouraged government, industry and commerce to hire minorities in unparalleled numbers. Minority group federal employ- ment in Dallas, according to figures released in 1967-68, increased from 13.6 percent to 15.4 percent during a three year period. Dallas' black. community spends an estimated $143 millions annually for goods and services. Approximately 50 percent of black homes in Dal'as are owner-occupied. The current marketing climate in the Dallas-Fort Wcrth Negro community is con- sidered good. More and more emphasis is being placed on community relations in local Governments. Both cities have black representation on City Councils. Employment outlook and increased earnings are most favorable. * Sources: See Appendix 0 1 u^ 0 ~

1- DETROIT, MICHIGAN Detroit is the fourth largest Negro market in the United States. Compared with other cities, Detroit has a relatively high concentration of btacks. In fact, it has proportionately more Negroes than most other N'ethern citi.^s. In Detroit, moreover, blacks have become even more concentrated in the "in- ner city". POPULATION There are an estimated 738,000 Negroes in the Detroit metropolitan area, comprising 17.9 percent of the total metropolitan area population. There are an estimated 196,000 households of black families in the metropolitan area. In the City of Detroit, blacks comprise 41 percent of the total city population, with an estimated 600,000 Negroes. In 1940, there were 170,?66 Negroes in the City of Detroit; this represents an increase of more th-+n 3:': percent in the last two decades. Percent Distribution expenditures for current conswnption: WHITE NEGRO Expenditures for current consumption 100.0 100.0 -Food, Total 22.6 23.6 Food prepared at home 18.4 19.3 Food away from home 4.2 4.4 Tobacco 2.1 1.9 Alcoholic Beverages 1.8 2.4 Housing, Total 28.9 34.2 Shelter 11.3 16.0 Rented Dwelling 3.5 9.4 Owned Dwelling 9.2 6.6 Other Shelter .6 .0 Fuel, light, refrigeration, water 4.4 5.9 Household operations 5.5 5.0 House furnishings and equipment 5.6 7.3 Clothing, cloth, materials, services 10.5 11.4 Personal care 2.7 3.8 Medical care 6.3 4.1 Recreation 3.6 3.8 Reading 1.0 .9 Education • .9 1.1 Transportation 17.0 10.4 Automobile 15.6 7.7 Other travel and transportation 1.4 2.7 Other expenditures 2.5 2.4 (Over)

kw ..2.. DETROIT INCOME In Detroit, the 1967 estimate of median family income for Negroes was $6,540 per year. Effective buying income is estimated at over $800- millions. Fifty-nine percent of all black households have incomes of more than $5,000 annually, with forty-one percent earning between $5 and $8-thousands, and 18.2 percent earning more than $8,000. A per- centage breakdown of family incomes is as follows: Under $3,000 19.0 % $10,000 - 14,999 $3,000 - 4,999 19.3 X $15,000 - 24,999 $5,000 - 7,999 40.5 X $25,000 and Over $8,000 - 9,999 10.5 % No Data Available MEDIA 6.1 X 1.1 X .5 X 3.0 % Radio Station WJLB The Michigan Chronicle 3100 David Broderick Tower 479 Ledyard Detroit, Michigan 48226 Detroit, Michigan Radio Station WCHB The Detroit Courier 32790 Henry Ruff Road 1111 Webb Street Inkster, Michigan 48141 Detroit, Michigan 48206 Radio Station WCHD-F~t 278 East Forest Inkster, Michigan 48201 MARKETING CLIPIATE The present marketing climate in Detroit is considered very good. 66.2 percent of the total income of Negro households is spent in retail stores, representing approximately $587-millions in retail sales. Although the 1967 Detroit civil disturbances did cause some concern in the business comm- unity, with some backlash, a very positive climate exists today. The dia- logue between business, industry and the black community is at an all-time high and the overall situation shows marked improvement. Interest by adver- tisers and agencies continues to show strength not previously felt in the Detruit Negro market, which is considered one of the best in the United States. Examples are the gains in two areas: in 1960, Negroes spent an estimated $132-millions on food, and in 1967 $245-millions; in 1960, Negroes spent an estimated 131-millions on housing, and in 1967, this had also in- creased to $245-millions. * Sources: See Appendix © *

HOUSTON, TEXAS Houston has jumped in position to the eighth largest Negro market In the United States, both in terms of metropolitan area and city populations. This reflects the general growth of the area. POPULATION There are an estimated 378,325 Negroes living in the Houston metropolitan area, comprising 22.4 percent of the total metropolitan population. Blacks number an estimated 368,934 in the City of Houston, representing 20.4 per- cent of the total city population. There are approximately 94,581 Negro households in present-day Houston. Percent Distribution expenditures for current consumption: WHITE NEGRO Expenditures for current coasumption 100.0 100.00 Food, Total 20.9 22.5 Food prepared at home 16.1 17.3 Food away from home 4.8 5.2 Tobacco 1.7 2.3 Alcoholic Beverages 1.3 2.1 Housing, Total 29.9 32.5 Shelter 13.4 16.5 Rented Dwelling 4.1 12.0 Owned Dwelling 8.4 4.3 Other Shelter .8 .2 Fuel, light, refrigeration, water 4.2 4.7 Household operations 6.9 7.4 House furnishings and equipment 5.3 3.8 Clothing, cloth, materials, services 10.2 11.7 Personal care 3.0 4.4 Medical care 6.5 . 6.5 Recreation 4.2 2.8 Reading .7 .6 Education .9 .8 Transportation 17.7 12.5 Automobile 17.0 10.1 Other travel and transportation .7 2.5 Other expenditures 2.9 1.2 (Over)

.,2.. HOUSTON I NCOM E J.- The Negro median family income in Houston is $4,821 annually, represent- ing a total spendable family income of more than $455-millions per year. The percentage distribution of black income is as follows: Under $5,000 $ 5,000 - 9,999 Over $10,000 MEDIA Radio Station KCOH 5011 Almeda Street Houston, Texas 77004 Radio Station KYOK 613 Preston Avenue Houston, Texas 77002 MARKETING CLIMATE 64 % 32 % 4 X The Houston Informer 2418 Leeland Avenue Houston, Texas 77003 The Forwa rd Times _ 4411 Almeda Road Houston, Texas 77004 The present climate for market development in Houston is considered good. Employment opportunities-have helped to increase black income. In 1950, Negro family income was only $1700 per family per year; it is now nearing $5,000 per year. The petroleum and chemical industries are large employ- ers of Negro labor, and other industries continue to provide opportunity. The Houston Negro market represents the "fourth largest total" market in Texas. Sources: See Appendix * * 40

%0 KANSAS CITY, MISSOURI Metropolitan Kansas City is the twenty-first largest Negro market in the United States. POPULATION . There are 156,736 blacks residing in the Kansas City metropolitan area, comprising 12 percent of the total metropolitan population. There are an estimated 145,800 Negores living within the city limits of Kansas City, representing 20 percent of the total city population. Percent Distribution expenditures for current consumption: WHITE NEGRO• Expenditures for current consumption 100.0 100.0 Food, Total 21.7 25.3 Food prepared at home 16.2 22.4 Food away from home 5.5 2.9 Tobacco 1.6 1.4 Alcoholic Beverages 1.4 1.8 Housing, Total 28.8 34.4 Shelter 13.9 13.9 Rented Dwelling 5.7 8.7 Owned Dwelling 7.2 5.3 Other Shelter 1.0 .0 Fuel, lights, refrigeration, water 4.0 7 A Household operations 5.4 6.8 House furnishings and equipment 5.2 6.5 Clothing, cloth, materials, services 9.2 12.8 Personal Care 2.9 4.2 . Kedical Care 6.5 4.4 Recreation 4.1 4.5 Education 1.3 .5 Reading .7 .4 Transportation 19.1 10.1 Automobile 17.3 7.8 Other travel and transportation ' 1.8 2.3 Other expedditures 2.7 .4 (Over) u

..2.. KANSAS CITY L_ The average Negro family income in Kansas City is $4,600 per year. An estimated percentage breakdown of annual income of black families is as follows: INCO'tE. Under $2,500 27.6 % $ 7,000 - 9,999 6.9 y $2,500 - 3,999 20.3 X $10,000 and Over 4.0 % $4,000 - 6,999 41.2 X V * * 0 MEDIA Radio Station KPRS The Kansas City Call 2301 Grand Avenue 1715 East 18th Street Kansas City, Missouri 64108 Kansas City, Missouri 64108 MARKETING CLIMATE The climate for market development in Kansas City is considered good. In the area, unemployment among Negroes is one-half the national average. With- in the city, black students make up 48 percent of the total school population. There are no economic withdrawal programs in the market, and relations seem to be improving between business and industry and the black community. Sources: See Appendix w . N ~

LOS ANGELES, CALIFORNIA Los Angeles is the sixth largest Negro market in the United States, and it continues to increase in population. POPULATION The Los Angeles metropolitan area population is 89.8 percent white and 10.2 percent Negro. Negroes number approximately 722,943 in the metropolitan area. In the City of Los Angeles, blacks, who number an estimated 533,600, represent 18.9 percent of the total city population. These figures repre- sent percentage increases of 57 percent and 59.5 percent, respectively, since 1960. Percent Distribution expenditures for current consumption: WHITE NEGRO • Expenditures for current consumption 1Q0.0 100.0 Food, Total 23.7 21.2 C 1 Food prepared at home 18.5 16.6 ) Food away from home 5.2 4.6 Tobacco 1.6 2.3 Alcoholic Beverages 1.7 4.2 Housing, Total 27.9 30.7 Shelter 14.0 13.9 Rented Dwelling 5.9 10.6 Owned Dwelling 7.7 3.3 Other Shelter .4 .0 Fuel, light, refrigeration, water 3:0 2.3 Household operations 6.0 10.6 House furnishings and equipment 4.7 3.9 Clothing, cloth, materials, services 8.6 15.4 Personal care 2.5 3.4 Medical care 7.4 3.9 Recreation 4.5 5.3 Reading .8 1.3 Education .8 .4 Transportation 17.7 11.0 Automobile 16.4. 9.8 Other travel and transportation 1.2 1.2 Other expenditures , 2.9 .9 ~ 0 ~ (Over ) ,o w 0

..2.. LOS ANGELES L_ INCOME The average income per black family in the Los Angeles area is $6,448 annually. The percentage breakdown of family income is as follows: Under $4,000 20 % $10,000 - 11,999 20 % $4,000 - 5,999 16 % $12,000 - 14,999 20 % $6,000 - 7,999 5 % $15,000 and Over 9 X $8,000 - 9,999 10 % MEDIA Radio Station KCFJ Los AnQeles Sentinel. 4550 Melrose Avenue 1112 East 43rd Street Los Angeles, California 90029 Los Angeles, California 90011 ,%WRKETING CLIMATE The marketing climate in Los Angeles is considered very good, and continues to improve. Over 65 percent of family adults have at least a high school education or better, with 40 percent of these having some college training. Sixty-six percent of Negro households have more than one person employed. Five percent of all workers have additional part-time emol.oyment. Fjfty- fivt percent of Los Angeles' black families own their owi. homes, with.an average home value of $18,900. Seventy-seven percent of black households own automobiles, with eighteen percent owning two or more. Fifty-one per- cent of Negro families have charge accounts, a'ith nearly ail uf them in current use. Most major companies have Negro sales and mlrketing represent- atives in Los Angeles. Sixty-two percent of employed black women are either professionals or gov.ernment employees. * Sources: See Appendix * 4

MEhIPHIS, TENNESSEE Memphis is the fifteenth largest Negro market in the United States; it is the key market to the populous black mid-South. POPULATION • The black population of metropolitan Memphis is presently 280,176; they re- side in some 80,004 households. In the City of Memphis, according to a 1967 Special Census, there are 213,037 Negores, comprising 39.7 percent of the total city population. NEGRO SPENDING (By Categories) Food Clothing Housing Furnishings and Equipment Fuel and Light Automobil•e Expenses Personal Care Household Operation Recreation Medical Care Tobacco Miscellaneous I NCOM E t $125,081,214. $ 48,189,929. $ 35,433,772. $ 27,638,343. $ 18,779,899. $ 18,425,561. $ 13,110,495. $ 13,464,833. $ 14,527,846 $ 12,047,482. $ 9,212,781. $ 18,425,561. The median family income for Negroes in the metropolitan Memphis area is $4,429.00 per year. The total spendable income for black families is esti- mated at more than $355,000,000. MEDIA Radio Station WDIA Post Office Box 12045 Memphis, Tennessee 38112 Radio Station WLOK 363 South Second Street Memphis, Tennessee 38103 The Memphis World 546 Beale Avenue .Memphis, Tennessee 38103 The Tri-State Defender 236 Danny Thomas Boulevard Memphis, Tennessee 38126 (Over)

..2.. ME*tPHIS MARKETING CLIMATE The market climate in the metropolitan Memphis area is considered good. Thc•re, are no current company boycotts extant in the market. What is happening in the market today is a more concentrated effort on the part of all types of busincs, both to increase the percentage of their black employees in relation to total personnel, and to upgrade those jobs currently held by Negroes. This activity should insure a continuance of the growth and'of the importance of tiit• hlark segment of the Memphis community. * Sources: See Appendix * %J W O w w w

MILWAUKEE, WISCONSIN Milwaukee is the twenty-fourth largest Negro market in the United States. POPULATION At present, the metropolitan population of Milwaukee is 93.1 percent white, and 6.9 percent Negro. Within the City of Milwaukee, however, blacks make _-up 12.7 percent of the total city population. There are approximately over 100,600 Negroes in the metropolitan area, living in some 25,150 households. Percent Distribution expenditures for current consu,pti.on: WHITE NEGRO ;Expenditures for current consumption 100.0 100.0 Food, Total 23.4 25.1 Food prepared at home •18.1 21.1 Food away from home 5.3 4.0 Tobacco 1.5 1.6 Alcoholic Beverages 2.5 1.7 Housing, Total - 29.4 32.2 Shelter 14.6 16.3 Rented Dwelling 5.1 14.9 Owned Dwelling 8.8 1.4 Other Shelter .7 .0 Fuel, light, refrigeration, water 4.6 5.3 Household operations 5.0 5.9 House furnishings and equipment 5.0 4.7 Clothing, cloth, materials, services 9.6 15.5 Personal Care 2.6 4.0 Medical Care 5.8 3.6 Recreation 4.1 3.1 Reacting 1.0 .7 Education 1.9 .9 Transportation 16.0 10.3 Automobile 14.7 8.6 Other travel and transportation 1.3 1.7 Other expenditures 2.1 1.2 (Over)

A- ..2.. MILWAUKEE INCO:tE The projected average of spendable income per black family in the Milwaukee area is $6,800. to $7,200. per year. Consumer Spendable Income for all black families should be in the $170-millions to a200-millions range. MEDIA Radio Station WNOV 208 East Wisconsin Avenue Milwaukee, Wisconsin 53202 Radio Station WAWA 12700 West Bluemond Road Elm Grove, Wisconsin 53122 The Milwaukee Courier 3866 North Teutonia Avenue Milwaukee, Wisconsin 53206 Milwaukee Star 2334 North Third Street Milwaukee, Wisconsin 53212 MaItKETING CLIMATE Marketing conditions in Milwaukee are considered excellent. The business com- munity is starting aggressively to show interest in black trade. The community is involved in many self-determination business projects, including a black- owned shopping center. Income and employment are relatively high in soft lines and manufacturing trades. Lines of distribution to the black community are clearly drawn for many consumer products and services, and product flow is easily determined. * Sources: See Appendix * u7 0 % © W LA

A-- NEW ORLEANS, LOUISIANA New Orleans is the tenth largest Negro market in the United States. It promises to be one of several of the nation's largest cities which will have black population majorities within the next decade or two. POPULATION ln metropolitan New Orleans, there are 339,500 Negroes, living in approxi- mately 84,500 households. In the City of New Orleans, blacks comprise 41.6 percent of the total city population, numbering 274,500. RO SPE\I)ItiG (By Categories) 1_J (0 Food $145,417,533. Clothing $ 5fi,024,855. Housing $ 41,194,769. Furnishings and Equipment $ 32,131,919. Automobile Expense $ 21,421,280. Fuel and Light $ 21,833,337. Household Operation $ 15,654,012. Personal Care $ 15,242,064. Medical Care $ 14,006,221. Recreation and Travel $ 16,889,855. Tobacco $ 10,710,640. Miscellaneous $ 21,421,280. I NC0M E The median family income for blacks in the New Orleans metropolitan area is $4,497.00 annually. Negroes have a total spendable family income of $411,947,685. MEDIA Radio Station WYLD Post Office Box 19124 2906 Tulane New Orleans La. 70119 Louisiana Weekly 640 South Rampart Street .New Orleans, La. Radio Station WBOK 505 Baronne Street New Orleans, La. 70113 (Over)

..2.. NEW ORLEANS MARKETING CLIMATE k- The climate for market development is considered most favorable in the New Orleans area. With the general growth and improvement which has taken place in New Orleans in the past few years, there has also been upgrading in the black community. Downtown stores have begun to make approaches to the market, reflecting the increasing importance of the central city's black population. New Orleans has long had one of the most affluent business communities of any black community in the United States, particularly in the insurance field. Home ownership and auto ownership are both good. With a membership of more than 3,000, the General Longshore Workers Union, Local 1419, is considered the largest Negro union in the nation. In all, some 30,000 Negroes in the New Orleans area are members of labor unions. Sources: See Appendix * * J

I CIJ NEWARK, NEW JERSEY Newark is the thirteenth largest Negro market in the nation. It is one of the few cities in the United States to have a Negro population definitely in the majority. POPULATION Newark has 209,916 Negroes within the city limits, comprising 52.2 percent of the total city population. In the metropolitan area, there are approx- imately 293,355 blacks, representing 42.3'percent of the total population. There are an estimated 52,229 black households in Newark. In 1965, the Negro percentage of the city population was 47 percent; this reflects the rapidity with which this market is growing. 21.7 percent of all Negro resi- dents over the age of 16 have resided in Newark less than five years. Percent Distribution expenditures for current consumption: NORTHEASTERN NEW JERSEY WHITE Expenditures for current consumption 100.0 Food, Total 25.5 Food prepared at home 19.8 Food away from home 5.7 Tobacco 1.7 Alcoholic Beverages 1.9 Housing, Total 29.9 Shelter 15.2 Rented Dwelling 5.7 Owned Dwelling 8.6 Other Shelter .9 FLel, light, refrigeration, water 4.4 Household operations 5.8 House furnishinf±s and equipment 4.3 Clothing, cloth, materials, services 10.7 Personal Care 2.7 Medical Care 6.0 Recreation 3.6 Reading .9 Education 1.2 TransportAtion 14.2 ~ Automobile 12.6- Other travel and transportation 1.6 Other Expenditures 1.6 NEGRO 100.0 22.3 18.7 3.6 1.7 3.3 31.1 15.2 11.7 2.9 .6 5.2 6.5 4.2 14.4 3.5 4.1 4.0 1.1 .1 13.4 11.3 2.1 1.0 (Over)

..2.. NEWARK INCOME Median income in households where males are the head is $6,892 per year. In households where women are the head, the figure drops to 53,120 per year. Males head 65 percent of the black households in Newark, with feraales heading the remaining 35 percent. An estimated percentage break- down of family income is as follows: Under $3,000 19.5% $3,000 - 4,999 22.8% $5,000 - 6,999 21.5% $7,000 - 9,999 21.8% $10,000 - 14,000 11.3% $15,000 - and over 3.1% MEDIA Radio Station WNJR New Jersey Afro-American Post Office Box 1258 - • 190 Clinton Avenue Newark, New Jersey 07101 Newark, New Jersey 07108 MARKETING CLIMATE ' The marketing climate in Newark is considered good. Since the civil disturbances of'1965, the business community of Newark has instituted many programs that.have resulted in increased employment and the race relations climate has shown marked improvement. Strong efforts are being made to help Negroes get into business, and to become a more important part of the city's economy. * Sources: See Appendix * ~ ~

/ (~d NEW YORK, NEW ';DRK . Metropolitan !-cr,r York remains the nation's largest Negro market,• and, as such, is the prime market for sales of products and services. POPULATION There are 1,4r,fj,700 Negroes in the ::ew York metropolitan area (the five boroughc;,f New York City, Westchester, Nassau, Suffolk and Rockland counties. In :;ew York City, there are 1,294,400 blacks, making up approx- imately 14.7 ;,,:rcent of the total city population. Within two of the five boroughs of N-,, York City, blacks make up a large percentage of the total population: i,,;ianhattan they comprise 24.6 percent of the population, and in Brooklyn tl,,_y represent 23 percent of the population. Percent Distrtt,ution expenditures for current cinsumption: NEW YORK WHITE NEGRO Expenditues for current consumption 100.0 100.0 Food, Total 26.5 26.7 Food pr-l,ared at home 20.3 20.7 Food aw.,y from home 6.1 6.1 Tobacco 1.5 2:2 Alcoholic Bev.•rages 1.7 3.4 Housing, Total 31.0 32.7 Shelter 16.0 17.0 Rented I-welling 9.1 14.6 Owned Dwulling 5.6 2.3 Other SIiclter 1.3 .1 Fuel, light, tefrigeration, water 3.3 2.7 Household opt-,•;itions 6.6 7.0 House furnishings and equipment 5.0 6.0 Clothing, cl.Ith, materials, services 11.0 14.1 Personal Care 2.4 3.1 Medical Care 6.9 3.2 Recreation 3.9 3.8 Reading 1.0 1.3 Education 1.0 .5 Transportatioti 11.0 7.0 Automoblles 8.4 4.3 Other tcavel and transportation 2.6 2.7 Other expenditures 2.1 2.1 (Over )

NEW YORK ItCCO`IE In metropolitan New York, the median household income for black house- holds headed by males is $5,252.00 per year; the median income in black households headed by women is $3,817.00 per year. A percentage break- down of income in each of these categories is as follows: HOUSEHOLDS HEADED BY MALES HOUSEHOLDS HEADED BY FEMALE:S . . ' $2,080 or less .7 % 0 % $2,080 or less 8. $2,080 - 2,808 2.7 X $2,080 - 2,808 14.4 % $2,860 - 3,588 4.1 'G $2,860 - 3,588 21.6 Y $3,640 - 4,368 13.0 ~L $3,640 - 4,368 25.2 % $4,420 - 5,148 22.5 X $4,420 - 5,148 16.0 % $5,200 - 6,448 22.7 % $5,200 - 6,448 11.2 h $6,500 - 7,748 13.6 % $6,500 and Over 3.6 '/. $7,800 and Over 8.2 % MEDIA Radio Station WLIB The Queens Voice J 310 Lenox Avenue 170-11 Hillside Avenue New York, New York 10027 Radio Station WWRL Jamaica, New York The Westchester County Press Box 1600, Woodside Station 41-30 58th Street Queens,.New York 11377 The New York Courier 585 Warburton Avenue Hastings-on-Hudson, New York 315 West 125th Street New York, New York 10027 The Amsterdam News 2340 Eighth Avenue New York, New York 10027 ~90 MARKETING CLIMATE The marketing climate in New York is considered very good. 22:7 perCent of all males heading households earn more than $100 per week, with 8.2 percent of these earning $150 a week and up. Most companies have Negro sales repre- sentatives working this territory, and this seems to be a trend in non-tradi- tional lines (tobacco, liquor and beer companies were the pioneers in this area) which increases with the continuing growth of the market. Boycott activity in the New York area is spotty. There is a consumer education coun- cil which is seeking to help the community to overcome shoddy merchandising practices. 42.5 percent of families have savings accounts. 35 percent of the families take extended vacations. Some 89 percent of the families shop in supermarkets, and 32 percent have department store charge accounts. *

NORFOLK, VIRGINIA Norfolk and its surrounding area, including Portsmouth, Chesapeake and Virginia Beach, comprise the twentieth largest Negro market in the United States. P0F'ULATION At present Norfolk's metropolitan population is 75.5 percent white and 24.5 percent Negro. Blacks comprise 26.4 percent of the total Norfolk city population, and 34.7 percent of the population of the City of Ports- mouth. In the metropolitan area there are some 163,433 Negroes, living in approximately 41,000 households. INCOME Norfolk was one city for which no income data was available at the time of publication. However, all signs tend to indicate a substantial increase in the median income for Black families over 1960. Employment for both males and females is at an all-time high; although Negroes comprise 24.5 percent of the metropolitan area's population, they comprise 23 percent of the area's labor force. The average black family's income in 1960 was $3,460.00 per year. MEDIA Radio Station WRAP Post Office Box 598 Norfolk, Virginia 23501 Norfolk Journal and Guide 719 East Olney Road Norfolk, Virginia 23501 Radio Station WHIH Post Office Box 2640 Norfolk, Virginia 23501 MARKETING CLIMATE The climate for market development is considered excellent. Negro employ- ment is good, and earnings have increased. Diversified industry, and the major naval installat.ions, contribute to an improved Negro market. Urban renewal has improved conditions substantially, and new projects are still in the offing. 38 percent of all blacks have high school educations or better. Virginia State College at Norfolk has nearly 8,000 comr:uter-stu- dents. 38 percent of Negroes own their own homes, with a mediau house value of approxi:;;ately $7,000. No r.,njor problems in marketing seem to exist . (Over)

..2.. NORFOLK at this time, and there is no boycott activity. * Sources: See Appendix * , 10

J- , PHILADELPHIA, PENNSYLVANIA ' Philadelphia is the nation's third largest Negro market. One of America's oldest cities, it is currently undergoing a period of rejuvenation and thi3 is being keenly felt by the city's black population. • POPULATION The metropolitan population of Philadelphia is currently 81 percent white and 19 percent non-white. There are an estimated 640,000 Negroes within the city, comprising 32 percent of the total city population. In Phila- delphia's metropolitan area, there are 926,000 blacks, living in approxi- mately 195,000 households. They represent 19 percent of the total metro- politan area population. Percent Distribution expenditures for curren" consumption: WHITE NEGRO Expenditures for current consumption 100.0 100.0 Food, Total 25.6 28.9 Food.prepared at home 20.3 22.2 Food away from home 5.3 6.7 Tobacco 1.9 2.1 Alcoholic Beverages 1.9 3.2 Housing,-Total 27.5 32.5 Shelter 11.7 15.8 Rented Dwelling 3.9 10.8 Owned Dwelling 6.5 5.0 Other Shelter 1.3 .0 Fuel, light, refrigeration, water 4.6 5.0 Household operations 6.3 6.2 House furnishings and equipment 4.8 5.6 Clothing, cloth, materials, services 10.0 11.6 Personal Care 2.8 4.5 Medical Care 5.4 5.7 Recreation 4.2 1.0 Reading • 1.0 1.2 Education 2.3 .5 Transportation 14.8 7.4 Automobile 13.3 3.5 Other travel and transportation • 1.6 3.9 Other expenditures 2.6 .4 i4v°r:

I j ..2.. PHILADELPHIA , INCOME The median family income for black families in the Philadelphia area has been estimated at $5,248.00 annually. An estimated percentage breakdown of Negro income is as follows: 'Under $4,000 $4,000 - 6,999 $7,000 - 9,999 $10,000 and Over 30.6X 59.2% 6.4% 3.8% MEDIA Radio Station WDAS Belmont Avenue and Edgely Rd. Philadelphia, Penna. 19131 The Philadelphia Tribune 524 South 16th Street . Philadelphia, Penna. 19146 Radio Station WHAT 3930-40 Conshohocken Avenue Philadelphia, Penria. 19131 MARKETING CLIMATE The Philadelphia Afro-American 427 South Broad Street Philadelphia, Penna. 19147 The marketing climate is considered very good in Philadelphia. There is an affluent and growing middle class in the black community. There are no major boycotts going on in the market today, although this is a city in which the most successful such activity in recent years took place. There is a new shopping center - Progress Plaza - where stores are either black-owned or black-managed. Downtown stores are making determined efforts to attract cen- tral city's black population, using black male and female models in advertise- ments, Negro mannequins; and through other means. More companies are profit- ably utilizing localiied follow up to national programs aimed at the Negro market. * Sources: See Appendix *

YITTSBURGH, PENNSYLVANIA The Greater Pittsburgh area is the nation's eighteenth largest Negro market, and is one which is rapidly growing in size. F'OPU LAT I ON At present the me,Cropolitan area's population is 91 percent white and • 9 percent Negro. There are an estimated 128,684 blacks within the city limits, comprising 20 percent of the total population. In Pittsburgh's metropolitan area, there is a black population of 184,600, residing in approximately 46,150 households. Percent Distribution expenditures for current consumption: WHITE NEGRO Expenditures for current consumption 100.0 100.0 Food, Total 25 : 6 24.2 Food prepared at home 21.ti 20.9 Food away from home 3.9 3.3 Tobacco 2.0 1.7 alcoholic Bever2ges 1.9 1.8 Housing, Total 26.7 25.7 Shelter 12.3 12.7 Rented Dwelling 4.8 7.1 .Owned Dwelling 6.8 5.4 •Other Shelter .7 .1 Fuel, light, refrigeration, water 4.8 5.0 Household operations 4.6 4.9 House furnishings and equipment 5.0 2.8 Clothing, cloth, materials, services 10.8 12.0 Personal care 2.7 3.8 Medical care 6.0 5.4 Recreation 3.8 6.5 Reading .9 .7 Education 1.2 .0 Transportation 15.6 15.7 Automobile 13.7 13.0 Other travel and transportation 1.9 2.7 Other expenditures . 2.6 2.3. (Over)

..2.. PITTSBURGH INCOME Median income for black families in Pittsburgh is $5,177.00 per year. The estimated gross spendable income is $300-millions annually. An estimated percentage breakdown of Negro income is as follows: Under $4,000. 49.4 % $4,000 - 6,999 40.0 % $7,000 - 9,999 6.4 % $10,000 and Over 4.2 X j M Eb 1A Radio Station WAMO The Pittsburgh Courier 1811 Boulevard of [he Allies Post Office Box 2939 Pittsburgh, Penna. 15219 Pittsburgh, Penna. 15230 Radio Station WZUM 201 Ewing Road 1'itt,burgh, Penna. 15205 MARKETING CLIMATE ThE• climate for market development in Pittsburgh is considered good. While . som. local merchants did not reopen following civil disturbances, the over- all effect has been positive. Food, department and variety store advertis- ing efforts to the Negro market have been increased, as has automobile dealer advertising. Arnong the black population there is a 44.7 percent home owner- ship, with 60 percent.living in single dwelling units; four out of ten home owners are under age thirty-five. Negro self-help and poverty programs seem to be producing a favorable climate for black-oriented marketing efforts. Awareness of company responsibility and action is at high pitch in the black community, and far-sighted business leadership is making good headway. * Sourc es: See Appendix NO

k-- d R7CtDi0ND, VIRGINIA Richmond is now considered the twenty-third largest Negro market in the United States. It continues to be the hub city of the upper South, ser- ving as the funnel for the highly active Washington-New York-Boston cor- ridor. Pc)YU LAT 1 ON The present Richmond metropolitan area population is 73.6 percent white and 2b.4 percent black; this represents a slight increase in the distri- bution. Negroes are generally acknowledged to represent 50 to 52 percent of the total Richmond city population. This is an increase of 8 to 10 percent over the 1960 census figures, in distribution. There appears to have been a decrease in total black population since 1960; presently, there are an estimated 107,836 persons residing in 23,013 households. INCOME `torr than 26 percent of Negro families in the Richmond metropolitan area earn $5,000 or more per year. 3.3 percent earn in excess of $10,000 per year. It is estimated that blacks have in excess of $30-millions in sav- ings, much of it in the black-owned Consolidated Bank and Trust Company. HEDIA Radio Station WANT • Richmond Afro-American Third and Grace Streets 301 East Clay Street Richmond, Virginia 23219 Richmond, Virginia 23219 Radic Station WENZ 111 North Fourth Street Richmond, Virginia 23219 MARt;ET ING CLIMATE The climate for market development is currently considered very good, and improving. While Richmond represents a highly lucrative black market, it is also a highly sensitive and selective one. Black consumers question whether a business is for or against "the movement"; they are alert to the hiring of black employees on all levels, and respond to black-oriented ad- vertising in black media. Race relations are considered to be generally good ana the Atmosphere•has been relatively tranquil; there have been no incidents that could be con- sidered riots. There has been an increasing awareness of the black commun- ity's needs, and positive steps have been taken to begin to mee,`. them. (Ove r )

..2.. RICHMOND I- MARk:F.TING CLIMATE (Continued) Last Summer, for example, the Richmond Chamber of Commerce sponsored a job program for the disadvantaged. Ten of the city's banks, including Consolidated Bank and Trust, recently pooled $5-millions to make loans available to black businesses, in cooperation with the Small Business Administration. %0 Sources: See Appendix * * O %D

i- , ST. LOUIS, MISSOURI (i St. Louis is the twelfth largest Negro market in the United States. This represents a drop in position for the "Gateway City" in its standing among Negro markets throughout the country. Howevever, this market has actually grown measurably in this decade, and its potential is excellent. POPULATION . At present, the metropolitan population of St. Louis is 85 percent white and 15 percent Negro. Within the city limits, blacks constitute 37 percent of the total city population. The Negro population of metropolitan St. Louis is estimated to be 319,600; in the city there are approximately 300,000 Neg- roes. In East St. Louis, Illinois, on the opposite bank of the Mississippi River, there is an additional 40,000 black population. Percent Distribution expenditures for current consumption WHITE NEGRO Expenditures for current consumption 100.0 100.0 Food, Total • 25.9 25.1 Food prepard at home 21.2 22.3 Food away from home 4.7 5.8 Tobacco 1.3 2.1 Alcoholic Beverages 1.5 2.4 Housing, Total 29.4 32.7 Shelter 12.4 16.8 : Rented Dwelling 3.9 8.4 Owned Dwelling 7.9 8.5 Other Shelter .6 .0 Fuel, light, refrigeration, water 5.2 7.2 .Household Operations 6.2 4.9 House furnishings and equipment 5.3 3.8 Clothing, cloth, materials, Services 10.3 9.6 Personal Care 2.7 3.6 Medical Care 6.9 4.9 Recreation 3.9 2.3 Reading .7 .7 Education 1.0 .9 Transportation "14.6 11.4 Automobile 13.6 9.1 Other travel and transportation 1.1 2.3 Other expenditures 1.9 1.3 (Ove r )

..2.. • ST. LOUIS . INCOME In metropolitan St. Louis, the non-white median income is $3,034.00 per year. Between 35-44 years of age, this figure increases to $3,715.00. An estimated percentage breakdown of black income is as follows: Under $4,000. 47.1% $4,000 - 6,999. $7,000 - 9,999. 41.3% 6.5X $10;000 and Over 5.1% MEDIA Radio Station KXLW The St. Louis Argus 2735 Bompart St. Louis, Missouri 63144 4595 Easton Avenue St. Louis, Missouri 63113 Radio Station KADI-FM The St. Louis Sentinel 2735 Bompart St. Louis, Missouri 63144 3000 Easton Avenue St. Louis, Missouri 63106 Radio Station KATZ The St. Louis American St t ~ 3608 C 812 Olive Street. St. Louis, Missouri 63101 ree ozens St. Louis, Mis.ouri 63113 MARKETING CLIMATE good. ' The climate for market development in St. Louis is considered good. Income and opportunity are up but, as in other cities, so are tensions. St. Louis has a large middle-class black population. There is a inov: to the suburbs, but to existing housing. New sub-divisions are often all black. There have been more threats of boycotts than actual boycotts, but such threats are ac= complishing the objective of more jobs for Negroes. ThF rlegro newspaper, the St. Louis Argus, is the oldest black business venture in the State of Missouri; it has published every week since 1912. Efforts at minority business c;::velop- ment are getting underway. St. Louis has its first black Cnng!•essman -Willian Clay. Local government employment of blacks is up. In general, the outlook '•.s * 40 Sources: See Appendix ~

SAN FRANCISCO/OAl.ZAND, CALIFORNIA The metropolitan San Francisco-Oakland area is the nation's eleventh largest Negro market. It is the second largest black market on the West Coast, and it continues to expand rapidly. POPULATION At present the'metropolitan Negro population, comprising the seven-county metropolitan area, stands at 332,745, much of it concentrated in Oakland which has a black population of 134,995, or 34.5 percent. San Francisco has 93,000 blacks, or 12.3 percent of that city's total population. Berke- ley has 36,000 (30 percent); Richmond has 34,600 (30.3 percent); and the balance is In the remaining counties, which are beginning to show some growth. In San Mateo County, for example, there is a present Negro popu- lation of 19,840, which represents a 356 percent increase over 1960. Percent Distribution expenditures for current consumption (San Francisco): WHITE NEGRO Expenditures for current consumption 100.0 100.0 Food, Total 23.9 24.1 Food Prepared at Home 18.2 21.2 Food Away from Home 5.8 2.9 Tobacco 1.3 2.8 Alcoholic Beverages 2.4 1.1 Housing, Total 29.0 34.2 Shelter 14.5 18.2 Rented Dwelling 6.5 12.9 Owned Dwelling 7.1 5.3 Other Shelter .9 .0 Fuel, light, refrigeration, water 2.9 3.2 Household Operations 6.2 5.5 House Furnishings and Equipment 5.3 7.3 Clothing, cloth, materials, services 9.0 11.5 Personal Care .2.5 5.2 Medical Care 6.9 7.2 Recreation 5.0 2.6 Reading 1.0 .6 Education 1.2 .4 Transportarion 15.6 8.7 "Automobile 13.4 7.5 Other Travel and Transportation 2.2 1.1 Other Expenditures 2.1 1.6 (Over)

..2.. SAN FRANCISCO-OAKLAND j %0 1NCOME The effective buying income of b]acks in the metropolitan area in 1968 is estimated at $440,444,000. The median Negro family income in Oakland. is $6,456., while in San Francisco this figure is set at $5,271. Uf a total 49,131 black households, the percentage distribution of income is as follows: Under $5,000 $5,000 -•7,999 $8,000 - 9,999 45.5 % 24.0 2 9.9 % $10,000 - 14,999 10.7 "!. $15,000 and over 9.9 % MEUTA Radio Station KDIA P. 0. Box 8432 Oakland, California 94608 Radio Station KSOL 150 Eighth Street San Francisco, California 94103 The Sun-Reporter 1366 Turk Street San Francisco, California 94115 ?LIRKETING CLIMATE California Voice 814 - 27th Street Oakland, California 94607 The Post - 2973 Sacramento Street Berkeley, California 94705 The marketing climate for the seven-county metropolitan area is considered very good. Black family income in the Bay Area is considered to be one of the best in the nation. Negroes are employed in a wide range of business and industry, and opportunities continue to grow. 43 percent of the Negro families own their own homes; 68 percent own an automobile; and, 51 percent have savings accounts. Negroes spend an estimated $317 millions in retail buying annually. Downtown stores in both Oakland and San Francisco are the prime areas for shopping by black families. Race relations, for the most part, have improved in the Bay Area, and local governments are working with black leadership to improve relations and to continue the current climate, which is favorable. Sources: See Appendix *

hr- WASHINGTON, DISTRICT OF COLUMBIA Washington, 1). C., the nation's capitol, is the fifth largest Negro market in the United States. Its designation as a prime market takes on added meaning because of the large number of Federal jobs, permanent an3 with good salaries, which are available. Further, Washington is perhaFs unique among the nation's major cities in that blacks comprise an overwhelming majority of the city's total population. POPULATION The present black population of the District of Columbia (City of Washington) has passed the half million mark, with an additional estimated one to two hundred thousand comprising the total metropolitan area's black population. There are an estimated 725,895 Negroes in the metropolitan area, comprising approximately 27 percent of the total metropolitan area population. The latest, unofficial city government figures show that the non-white population of Washington is now more than 71 percent, or more than 575,000. The city's non-white population advanced 4.5 percent over the previous year, as of July, 1967. No other city in the country matches the more than 90 percent that blacks represent in the District's school enrollment. Percent Distribution expenditures for current consumntion: WHITE NEGRO QVJ Expenditures for current consumption 100.0 100.0 Food, Total •22.7 25.6 Food prepared at home 17.1 19.5 Food away from home 5.6 6.1 Tobacco 1.4 1.5 Alcoholic Beverages 1.6 2.5 Housing, Total 31.6 34.8 Shelter 16.3 19.8 Rented Dwelling 7.4 10.5 Owned Dwelling 8.3 9.2 Other Shelter .5 .1 Fuel, light, refrigeration, water 4.0 • 4.2 Household operations 6.2 6.9 House furnishings and equipment 5.0 4.0 Clothing, cloth, materials, services 10.3 . 11.0 Personal Care 2.7 3.3 Medical Caire 6.2 4.4 Recreation 3.8 3.8 Reading • .9 .8 Education ' 1.4 .1 Transportation 14.7 10.9 Automobile 12.0 8.1 Other travel and transportation 2.7 2.8 Other expenditures 2.6 1.3 (Over)

~%d %J ..2.. WASHINGTON INCOME A percentage breakdown of household income Negro homemakers*, is as follows: Under $5,000 $ 5,000 - 7,999 $ 8,000 - 9,999 $10,000 and Over * The female 18 and over who usually does household. MEDIA Radio Station WOOK 5321 First Place, Northeast Washington, D. C. 20011 Radio Station WOL-FM 2000 "P" Street, Northwest Washington, D. C. 20036 Radio Station WUST 815 Vee Street, Northwest Washington, D. C. 20001 MARKETING CLIMATE of metropolitan Washington's 50.1 % 31.8 X 7.6 X 10.5 X most of the shopping for the The Afro-American 1000 "U" Street, Northwest Washington, D. C. The Observer 811 Florida Avenue, Northwest Washington, D. C. The Washington Informer 715 "G" Street, Northwest Washington, D. C. The climate for market development in Washington, D. C., is considered good. Negroes are worth more than $500-millions in retail sales annual- ly. Federal employment of blacks is over 25 percent of the total, and this continues to grow. Some 5,000 blacks have moved into the suburbs in the past year. The civil disturbance of the last year did affect market- ing to Negroes in the District, but the situation has improved. In ne3rby Montgomery County (Maryland), at least 400 Negro families have moved into previously all-white or slightly integrated neighborhoods within the last four years. WOOK-TV, the nation's first, and believed to be only, Negro- oriented television station continues operations. © O * Sources: See Appendix u7 0

APPENDIX I RANKINGS BY METROPOLITAN AREA AND CITY POPULATIONS .,, _ , I

RANK OF CITIES SURVEYED - BY METROPOLITAN AREA NEGRO POPULATION NO. MARKET NEGRO POPULATION PERCENTAGE 1. New Y,ork 1,460,700 10.5 x 2. Chicago 1,262,900 17.3 X . 3. Philadelphia 926,000 19.0 X 4. Detroit 738,000 17.9 X 5. Washington, D. C. 725,895 27.0 X 6. Los Angeles 722,943 10.2 X 7. Baltimore 457,000 13.7 X 8. Houston 378,325 22.4 X 9. Dallas/Fort Worth 358,428 17.0 x 10. New Orleans 339,500 31.5 X 11. San Francisco/Oakland 332,745 12.0 X 12. St. Louis 319,600 15.0 X 13. Newark 293,355 42.3 X 14. Cleveland 286,636 14.0 X 15. Memphis 280,176 35.0 X 16. Atlanta 277,600 22.0 X 17. Birmingham 239,300 28.5 X 18. Pittsburgh 184,600 9.0 X 19. Cincinnati 179,200 13.2 X 20. Norfolk/Portsmouth. 163,433 24.5 X 21. Kansas City 156,736 12.0 X 22. Boston 130,273 5.0 X 23. Richmond 107,836 26.4 X 24. Milwaukee 100,600 6.9 X Note: This listing does not include Coluaibus, Ohio or Indianapolis,*Ind., since no current, reliable information was available at the time of publication.

RANK OF CITIES SURVEYED - BY CITY NEGRO POPULATION NO. MARKET NEGRO POPULATION PERCENTAGE 1. New York 1,294,400 14.7 2 2. Chicago 1,020,000 30.2 X 3. Philadelphia 640,000 32.0 X 4. Detroit 600,000 41.0 X 5. Washington, D. C. 575,000 71.0 X 6. Los Angeles 533,600 18.9 X 7. IIaltimore 382,000 40.0 X 8. Houston 368,934 20.4 X 9. St. Louis 300,000 37.0 X 10. Cleveland 276,376 34.1 X 11. New Orleans 274,500 41.6 X 12. Dallas/Fort Worth 256,900 ** 13. Atlanta 236,072 46.0 X 14. San Francisco/Oakland 227,995 ** 15. Memphis 213,037 39.7 X 16.- Newark 209,916 52.2 X 17. Cincinnati 150,300 28.5 X 18. Birmingham 148,072 40.0 X 19. Kansas City 145,800 20.0 X 20. Pittsburgh 128,684 20.0 X 21. Norfolk/Portsmouth 123,027 ** 22. Boston 104,700 17.0 X 23. Milwaukee 99,822 12.7 X 24. Richmond 92,331 52.0 X * ** Dallas/ 187,800 13.1 X Fort Worth 69,100 10.2 X San Francisco/ 93,000 12.3 X Oakland 134,995 34.5 X Norfolk/ 82,043 26.4 X Poxtsmouth 40,984 34.7 X Note: This listing does not include Columbus, Ohio, or Indianapolis, Ind., since no current, reliable information was available at the time of Cj publication.

APPENDIX II REFERENCE SOURCES - .r w ~ ~

CJ. a- •The following reference sources were generally used throughout the preparation of the Revised MetroMarkets Report: Bureau of Labor Statistics, U. S. Department of Labor Bureau of the Census, U. S. Department of Commerce In addition, information was garnered from the sources listed below in each of the following cities: ATLANTA The Atlanta Inquirer The Atlanta Journal-Constitution The Atlanta Chamber'of Commerce BALTIMORE Radio Station WEBB Radio Station WWIN The Afro-American Newspapers Baltimore Chamber of Commerce The Baltimore SUNpapers (%0 BIRMINGHAM Radio Station WENN Radiq Station WJLD ! Birmingham World --Birmingham Area Chamber of Commerce

BOSTON A- United Community Services of Metropolitan Boston The Boston Globe Greater Boston Chamber of Commerce CHICAGO Radio Station WBEE Radio Station WVON The Chicago Tribune Chicago Sun-Times Chicago Daily News University of Illinois, College of Business Administration Chicago Association of Commerce and Industry CINCI2.'yATI ~ Radio Station WCIN The Cincinnati Enguirer Greater Cincinnati Chamber of Commerce CLEVELAND Radio Station WABQ The Call and Post , , The Plain Dealer Greater Cleveland Growth Association Ohio Bureau of Employment Compensation City of Cleveland Annual Report, 1967-68 C,j

DALLAS/FORT WORTH Radio Station KNOK Dallas Negro Chamber of Commerce The Urban League of Greater Dallas The Dallas Morning News DETROIT Radio Station WCHB Radio Station WJLB The Detroit Urban League The Detroit News Detroit Regional Transportation and Land Use Study C.) HOUSTON Radio Station KYOK The Houston Chronicle The Houston Chamber of Commerce KANSAS CITY Radio Station KPRS The Kansas City Star The Chamber of Commerce of Greater Kansas City LOS ANGELES Radio Station KGFJ The Los Angeles Times Los Angeles Chamber of Commerce

. MRsexIS I- Radio Station WLOK Radio Station WDIA Memphis Press-Scimitar Memphis Area Chamber of Commerce MILWAUKEE Radio Station WNOV `4j Metropolitan Milwaukee Association of Commerce NEWARK New Jersey Afro-American Greater Newark Chamber of Commerce NEW ORLEANS Radio Station WBOK Total Community Action, Incorporated The Times-Picayune New Orleans States-Item Chamber of Commerce of the New Orleans Area C~

NEW YORK Radio Station WLIB The Amsterdam News The New York Times The New York Daily News NORFOLK Radio Station WRAP Radio Station WHIH The Norfolk Journal and Guide Tidewater Area Council for Community Improvement, Incorporated Southeastern Tidewater Opportunities Project PHILADELPHIA Radio Station WHAT Radio Station WDAS The Philadel.p,hia Tribune The Philadelphia Inquirer Greater Philadelphia Chamber of Commerce PITTSBURG H The New Pittsburgh Courier The Pittsburgh Press Chamber of Commerce of Greater Pittsburgh C

R I C K<dOND k-- The Richmond Afro-American ST. LOUIS Radio Station KXLW The St. Louis Argus The St..Louis Sentinel St. Louis Globe-Democrat St. Louis Post-Dispatch Chamber of Commerce of Metropolitan St. Louis SAN FRANCISCO/OAKLAND Radio Station KDIA Radio Station KSOL .Oakland Tribune The San Francisco Chronicle Greater San Francisco Chamber of Commerce WASHINGTON Radio Station WOL The Washington Post The Washington Evening Star Metropolitan Washington Board of Trade

SPANISH-LANGUAGE k MARKETS L 50198 9366 ~

L__ R. J. Reynolds Spanish-Lancjua2e Market Study I. The Market - Profile of the Spanish-Speaking Consumer A. Population B. Income/Employment C. Education D. Language II. Marketing Results of U. S. Companies III. Media Planning implications A. Spanish-Language Media Usage Rationale B. Media Analysis 1. Radio 2. Television 3. Print 4. Transit 5. Outdoor IV. Media Directory V. Advertising Execution VI. Competitive Advertising Expenditures ~

MARKET PROFILE 50198 9368

L_ R. J. Reynolds Spanish-Language Market Study . I. The Market - Profile of the Spanish-Speaking Consumer A. Population The Spanish-speaking population in the United States is estimated at about 10,185,000. The U. S. Census population projection indicates that by 1975 it will total 15 million. The current population is more than three times that of Madrid. About one out of every 17 inhabitants of the U. S. are Spanish-speaking and/or have a Latin surname. According to the U. S. Census, the average U. S. Spanish-speaking family has slightly more than four people per household. These families have their own traditions and customs influencing their consumer habits.' Although representing only about 5% of this country's total population, they make their presence felt because most of this group is concentrated in a few sharply defined areas. Of the more than 10 million, almost half live in the Southwest (Texas, New Mexico, Arizona, Colorado), their families having crossed the Mexican border to set- tle in the area several generations ago. ` The New York metropolitan area, fifth largest Spanish .~ market in the world, has a Spanish-speaking population

of over 2 million, almost half of which are Puerto Rican (47$). About 37% are Cuban, 14% are from Spain, . 12% from the Dominican Republic, and the others are South American immigrants. This is the only market that is represented by all major Spanish-speaking nationali- ties. Los Angeles, the world's sixth largest Spanish market, has one and a half million Spanish-speaking Americans, primarily of Mexican origin, making it the third lar- gest U.S. area in sizing up this market. Northern Cali- fornia has another half-million Mexican-Americans. Florida's Cuban dominated Spanish-speaking market has grown to almost half a fiillion people most of whom have settled in Dade County and Tampa. F. Chicago has 300,000 Spanish-speaking people made up of a mixture of Mexicans, Puerto Ricans, and Cubans. There are other population pockets in Connecticut, Ohio and other states. Income/EmploYment According to a survey conducted by First Research Cor- poration, the U.S. Spanish-speaking consumers spend 'al- most a million dollars a day on goods and services alone. Although most of them may be classified as "lower income" (the average annual Latin family income in New York is approximately $4,800, about 10% below that of "all others"), 2

the employment rate is generally high.and both family income and the number slainfully employed is steadily rising. The highest average annual family income is in Los Angeles where it is approximately $5,900 per year. Because they had more money to spend, national advertisers were first attracted to this area. Pro- jecting 1960 U.S. Census figures, Latin American fami- lies living in a nine-county* Northern California area have a median income of $5,710 per year. In this area 92% of the male labor force is employed as compared to 96.7% of the total U. S. white population and 92.7% of the total U.S. Negro population. The Latin-speaking fe- male labor force of 33,258 accounts for 33% of the total female population. The Mexican-American Study Project at UCLA reported that in 1967 the annual median income for Spanish-surname workers (primarily Mexican-Americans) living in Califor- nia and the Southwest Cresent totaled $1,000 less than that for their Anglo counterparts. This difference is due, in part, to a greater ratio of this population be- ing concentrated in government work which usually pays less than a like position in private industry and, in part, to less experience and seniority in the Spanish- surname population as a whole. * T:-:e nine-county area includes A1'emeda, Contra Costa, Marin, San F:re~ncisco, San Mateo, Solano, San Joaquin, Sacramento, and Santa C~.ara. 3

In Miami, 92.8% of the tousehold heads are employed, with an average annual family income of $5,400. Approx- imately 25% of the family heads earn more than $600 a month. The Latin population of Dade County has grown tremendously in the past few years due to the influx of Cuban refugees. They resisted resettlement in other areas in the hope that they would return home again. In the Miami metropolitan area, a combination of Cuban dexterity and American enterprise has created a big gar- ment industry. Some 350 clothing factories, from large technologically advanced plants to small, sparsely equipped family shops, are operating in the metro area. They are employing more than 12,000 workers and 85% are Cubans. Spanish business in New York City also is formi- dable. There are more than 4,000 bodegas (Spanish grocery stores), 750 drug stores; 26 theaters, several weekly and daily newspapers, and at least three radio and two tele- vision stations fully programmed in Spanish. Spanish grocery stores serve about 40% of the Spanish market. Only 60% of the Spanish-speaking housewives in New York shop in supermarkets, though 85% say they prefer-them, reflecting the non-welcome the Latin groups feel they get. The'Mexican-Americans in the Southwest Cresent (this excludes California, whose Latin inhabitants generally hold more "urban" and higher paying jobs than do their rural counterparts in "the Cresent") have the highest 4

rate of employment and the lowest median income among the U. S. Spanish-speaking peoples. As expected, when they enter the employment world from the unemployed ranks they fill initial jobs slotted in the lowest- paying positions. C. Education According to the 1960 U. S. census figures, the median school years completed by Spanish-surname males in the Southwest Cresent was 8.1 compared with 11.8 for whites. Seven percent (7%) of the Spanish-surname population in this area had completed one year of college as compared with 24% of the white population. Nationwide, 75% of the white population between ages 25-29 have finished high school. In New York City, only 2% of those people who are 18.or 19 years of age are in college and 92.2% of all Spanish-speaking New Yorkers currently are not study- ing, learning a trade or being trained. Of these, 31% are elementary grade dropouts and 18% are high school drop- outs. While there are no figures currently available on the educational levels of Spanish-speaking people in the other locations, the statistics for the Southwest Cresent and the metropolitan New York area-are indicative of the educa- tional levels and academic pursuits of these people in other sections of the country, excluding the Cubans. As a group, the Cubans were much better educated when they arrived in the United States and, unlike all other Spanish- 5

V v speaking groups, nearly-,80$ of them have been here less than eight years. D. Language The key element that defines a U. S. Spanish market is language. Clinging to the native tongue by Spanish peo- ple of all ages in the United States has done more than anything else to impede their education and, therefore, their financial progress. While it is recognized that there is some spillover from English-language media, it should be remembered that 38% of all Puerto Ricans (and there are 950,000) in New York speak no English at all and bilingualism among the remainder is often of a token nature. Surpri'sing to most advertisers, the same facts hold true with the Cubans. There is a misconception that since they are better educated, they are also bilingual and therefore are.reached by the general media. However, these people continue to speak Spanish by choice, although many are bilingual. Of 230,000 Puerto Rican pupils in the New York City school system, NYC Board of Education officials estimate 31% can't even speak passible English, much less read or write it. This is true even though most of these students were born in the U.S. Teachers say it is hard to instruct Puerto Ricans in English because most of their parents use Spanisr L. 0 exclusively at home. By the same token, getting Puerto Rican, Mexican or Cuban adults to use English rather than ~ %o co v C 6

Spanish also has proven<extremely difficult. The Puerto Ricans in New York, the Mexican-Americans in the Southwest Cresent, and the Cubans in Florida, all have varying cultural ties and economic stability, but the language is the same, and these people are in no hurry to abandon it through assimilation. Most authorities agree that it will take generations for the Spanish- speaking immigrants to become assimilated as the Italian, Jewish, Hungarian and other immigrants have. The political, social and economic power structures around major population centers inhabited by large numbers of Spanish-speaking people accept the fact that as far as the language barrier is concerned, it is a fait accompli. No longer does a Spanish-speaking voter have to know how to read or write English in order to vote in New York State. Report cards are now being issued in Spanish for the parents of children coming from Spanish households. The yellow pages of telephone books contain information in Spanish. The major airlines have recognized the language situation by printing instructions in both English and Spanish for emergency procedures, restroom directions and seat occupied cards. Police and welfare workers in cities with large Spanish-speaking populations are continuing to be given instructions in Spanish. in the mid-1960's, Quaker Oats had a study conducted in the Southwest Cresent and found that while 70% of the 7

respondents were AmeriQan born, only 24% used English in the home. About 40% used "only Spanish" at home and the remaining 30% used both English and Spanish equally. Pulse Incorporated in New York found that only 7-8% of the Puerto Ricans use English at home. Another study of the New York market shows that of the total Spanish-speaking population, 89% generally think in Spanish, 71% speak English only enough "to get by," and 91% speak Spanish at home. el 8

R. J. 'REYNOLDS U. S. SPANISH SPEAKING (By Regions) MA=.--"_'S Southwest 4,910,000 Texas 1,920,0C: Border (Mexico) 1,890,0C: New Mexico 290,0C: Arizona 280,OC: Colorado 260,00: Other 270,00: West 2,200,000 California 2,200,00: Northeast 2,195,000 New York 2,100,00: Other 95,00: Southeast 480,000 Miami 275,00: Tampa 12 5, 0 0 : Other 80,00r Midwest 300,000 Chicago 300,000 Other U. S. 100,000 TOTAL • 10,185,000 CGH:jh 8/28/69

R. J. REYNOLDS SPANISH SPEAKING POPULATION TOP 17 SPANISH ShAKING METRO MARKETS New York, New York Los Angeles, Calif. El Paso/Juarez, Tex. San Antonio, Tex. San Fran., Calif. Chicago, Ill. Miami, Fla. Albuquerque, N. Mex. Corpus Christi, Tex. Houston, Tex. Fresno, Calif. Phoenix, Ariz. Philadelphia/Camden Tampa, Fla. Denver, Colo. Dallas, Tex. Washington, D. C. 2, 100, 000* 1,500,000 700,000 586,600 500,000** 300,000 275,000 200,000 200,000 175,000 175,000 150,000 130,000 125,000 110,000 90,000 45,000 7,361,600 *Metro area. **A nine county area that includes Alameda, Contra Costa, Marin, San Francisco, San Mateo, Solano, San Joaquin, Sacramento, and Santa Clara. U. S. SPANISH SPEAKING POPULATION ORIGINS The origin of the Spanish Speaking Population in tY.e U. S. can be traced to four major countries: More than 225,000 Spaniards from Continental Spain. Over 6,000,000 from Mexico, including many second and third gen- eration Mexican-Americans who continue to speak Spanish, residing mostly in the Southwestern crescent. Over a million from Puerto Rico most of whom reside in New York. Recent efforts have been made to funnel the Puerto Rican migration away from the New York Metropolitan area. Almost 1,000,000 from the other Spanish speaking Republics of Central and South America, including Cuba. Unrest in many Latin American countries has swelled the number of people from these countries who now live in the U. S., mostly in Florida and New York. Source: U. S. Census CGF1: i h

50198 9379

A-- R.' J. Reynolds Spanish-Language Market Study II. Marketing Results of U. S. Companies When a good choice is available, reports the Ted Bates Agency, Spanish-speaking people tend to favor and are in- fluenced by Spanish-language media: In support of this position, when brand standings were compared between Puerto Rico and New York in a recent study by Needham, Harper, & Steers, some dramatic shif ts were apparent. Advertisers who paid particular attention to the New York Puerto Rican market seemed to have received a good return on their in- vestment while others who took that community for granted (particularly if they already had a dominant share of the market in Puerto Rico) have suffered. The Pepsi Cola Com- pany has always paid a great deal of attention to these consumers. They have constantly used Spanish media and, as a result, Pepsi Cola outsells Coca-Cola in the New York Spanish market, although Coca-Cola outsells Pepsi Cola in the general market and also in Latin America. Although the Spanish market is only about 10% of the New York metro- politan market, sales of Pepsi Cola in the Spanish market , account for about 30% of Pepsi Cola's sales in the metro- politan area. A similar situation exists with Shaeffer beer, which was unknown to Spanish-speaking people until they came to New

U.- York, with the exception af those coming from Puerto Rico, where Shaeffer has an insignificant share of market. After four years of unrelenting, effective Spanish advertising and promotion, Shaeffer is number one in Spanish-speaking New York and has gained such a position within this market, that these sales represent about 40% of their total sales in the me,tropolitan area. In Los Angeles, there are numerous examples where brands using Spanish radio topped all competition in the Latin market. One of the most outstanding examples is the 90% usage of Best Foods' Hellmann's Mayonnaise, as compared to Kraft ..Mayonnaise which has less than 5% of the Los Angeles Spanish market. These are good examples that the buying habits of Spanish- speaking people can be changed from their traditional buying habits, but this cannot be done with the English spill-over, for we are talking about a market with different backgrounds, environments, personalities, tastes, sense of humor, and even with different concepts of family and country from its counterpart, the American market. 2

MARKET STUDY 50198 9382

R. 'J. Reynolds Spanish-Language Market Study t%d III. Media Planning Implications and Advertising Execution A. Spanish-Language Media Usage Rationale Most research indicates that there is no mathmatically impelling reason to use Spanish-language media merely to reach the Spanish-speaking consumer. However, most media basically reflect the interests, desires, and aspirations of their primary audience, which is largely middle-class white. Classification of these media as "white oriented" media would be far more accurate and functional than their most frequent classification as "general" media. Therefore, to be effective, advertisers should use customer-oriented media in which 10,000,000 Spanish-speaking Americans can truly identify with in the same manner as white consumers do with media oriented to them. There are three clear-cut reasons why Spanish- language media -is important and influential in the U. S. Spanish-speaking consumer market. This media is the only media available on a day-to-day basis, for the most part, which specif ically and effectively influences the Spanish con- sumer, • supplies the listener with advertising in which he is confident is meant for him., and

• supplies a ccmununications media which plays the music they most prefer and apprises them of daily happenings throughout the nation and world of particular interest to them as Spanish-speaking Americans. t %4d The point is that the wide-spread assumption that "general" media reaches the Spanish-speaking consumers anyway and that special campaigns directed to them are not necessary, is a doubtful premise. Although English-language media pro- bably reach more Latins than the Spanish-language media,. "reached" and "persuaded" are two entirely opposite market- ing objectives. Spanish-language media is not important for coverage. Its strength lies in the emotional influence it has on its audience. Spanish-language media should be viewed by marketing strategists on the basis of "audience delivered" (this one numbers 10,000,000) rather than, as often is the case, a a~uestionable adjunct to general media. B. Media Analysis Significant current developments in the buying, selling and programming of Spanish-language media include the ~ growing influence of UHF television, niajor inroads at ~ ~ the advertiser and agency levels, the more youthful ap- °D . ~o pr:ach being taken by radio, and the increased attention ~ be_`:1g given to the major problem of Spanish-language %0 aL::ience measurement. Many companies employ Spanish-speak- ir.: salesmen to call on stores in areas heavily populated by Spanish-speaking customers. Virtually every major 2

advertising agency now~has someone who might be termed the ethnic market specialist and many have people who can write commercials in Spanish. Among the agencies that have formally recognized the scope and potential of the Spanish-speaking market are the following: Compton, Grey, Young & Rubicam, Dancer- Fitzgerald-Sample, and the Louis D. Albertini Agency. Albertini, a specialist in this field, handles the Spanish-speaking market advertising for such advertisers as P. Lorillard and Colgate-Palmolive. Increased aware- ness among national advertisers may be attributed in large part to Spanish-language television, which is spreading throughout the United States. 1. Radio , It is an acknowledged fact that Spanish-language radio is the principal means of reaching and influencing the Spanish consumer in this country. It is relatively inexpensive, it can pinpoint the consumer neatly, and is available on an around-the-clock basis in many areas. Pro- grams range from music-and-news shows to soap operas and increasingly consist of public ser- vice programs. In New York City, 99.6% of all the Spanish-speaking families have at least one radio and 85% have two or more in their home. The most notable change in Spanish-lanyu~:cv radio has been i-ts program.format providing for more

and more music and being directed toward the young adult listener, in contrast to the once extremely popular novellas (Spanish soap operas) which appeal primarily to older Latins. Although novellas are still featured on Spanish-language radio stations, the trend is sharply toward music. For years, many Spanish-language radio stations, wise to the local Latin idiom, have been aiding local and national advertisers in reaching the Spanish market effectively. Radio stations such as KCOR, San Antonio, KWKW, Los Angeles, WADO and WHOM New York and WMIE, Miami, have been do- ing on-the-spot adaptations of commercials as well as recorded spots utilizing the personal .sell of the local station personality, who still remains the most effective salesman and adver- tiser it can have. Spanish-language radio has shown spectacular gains in listenership and market penetration. Eduardo Caballero, a sales executive with WBNX radio, New York, points up the influence of Spanish media in the Spanish-speaking market. "In a recent survey conducted in New York ~ among Spanish-speaking people, results ~ showed that 95% listened "most often" to `p ~ Spanish radio while only 4% listened to ~ 4

American rac}-io "most often". The result ~ of this is the fact that in every study conducted in the Spanish-speaking market, those products advertised in Spanish media have a bigger share of the Spanish market than those not using Spanish-oriented media This market is highly individual in its product and brand preferences -- and these brands, if marketed in the proper way, can produce very good dividends to smart adver- tisers." 2. Television Television possesses great potential for reach- ing the Spanish population. Although its growth was initially hampered by its audience's inability to receive UHF signals, the all- channel law passed in April, 1964 has given this ethnic medium the impetus for success. Nationally there is a 95% TV penetration of the Latin population, with a range of 57-75% of all-channel sets in those areas which have full-time Spanish-language UHF stations. There are currently four full-time and nine part-time Spanish-language television stations %so in the U.S. While once considered only an ethnic medium, Spanish-language TV is now co^i- 5

peting in maffy locatio ns, particularly in the Southwest, on an equal footing with "general" TV for media dollars. Spanish-language UHF stations in the country's top three markets re- ceived consistently higher audience shares among the Spanish surname population than their VHF competitors according to findings of Med-Mark, Incorporated,* a media and marketing research firm specializing in UHF and ethnic analysis. Survey results showed that in nearly one-half the time slots polled for station KMEX-TV in Los Angeles, the share was double or more than that of the leading English-language VHF station. In two-thirds of the time periods polled for WNJU-TV in New York and WCIU-TV in Chicago, the audience share was twice as large as the highest English-language VHF station viewed. Popularity of these Latin appeal stations was also indicated by a high degree of UHF penetratio n in the areas polled. In Los Angeles, UHF pene- tration is 80% ahead of the national average while New York supercedes this average by 60%. Chicago with a UHF penetration of almost'60$, is 18% more than the 42% national figure recently released by the U. S. Census Bureau. Al Petgen, President of Med-Mark, Inc., said that larger *The New York Times reports that"its reports are accepted by the television industry and advertising agencies." 6

families and,-nore loyal viewing patterns among. Spanish-Americans are the two most important factors in the impressive statistics for Spanish UHF. However, while Spanish-language television has good penetration, its reach figures provide a different perspective. Med-riark reports "There are 527, 350 Spanish-speaking households in the 17 county New York viewing area. Of these, 501, 458 have TV sets, and of those with sets, 406, 181 have sets equipped to receive UHF signals. With four people per household, the potential Spanish-language UHF audience is currently about 1.6 million people. The New York area's two stations are watched 7 e nightly•by an estimated total of 481,000 Spanish- speaking people. Therefore, New York's two stations reach only one quarter of the potential audience. The most popular TV show is the Novella. More than 1,500 half-hour episodes are produced an- nually... These shows run to a maximum of 60 episodes but usually end after 13 weeks -- the advertiser's package. They cost an estimated $1,500 for each half-hour to produce. Like movies, Novellas have their own theme music, and 7

`0 some become hit records heard over and over on Spanish-language radio stations. Next in popularity is the musical variety show -- a la Ed Sullivan. Folklore programs tend to be traditional, with the emphasis on the dances which are as familiar to tourists as they are to Mexicans. After soap operas and music, Spanish audiences like sports best. Pre-eminent are the bull fights taped every week of the year in Mexico City with an additional 20 weeks from Tiajuana. Next to bull fighting, soccer is probably the most popular sport on Latin TV. It is broadcast from Mexico City, the world's largest soccer stadium, where 105,000 people can watch not only the Mexican teams, but also- visiting stell.ar teams from Russia, Madrid, Turin, Yugoslavia, Brazil, England, and else- where. Other programming centers on children's shows and special news shows. V 3. Print William Esty reports that "Most markets are not adequately covered by Spanish-language newspapers," and that "There are only two Spanish magazines worthy of noting in the entire country." They further state that "A restricting weakness of the Spanish magazine 8

& may well be its inability to attract certain select segments of the Latin audience." El Diario - La Prensa (78,476) and El Tiempo (45,000) serve this area. However, since there are over 500,000 families in New York City and the combined circulation of these two publications is 123,476, the Spanish- language newspapers reach less than 25% of the potential audience. Other areas have even Newspapers New York has the best coverage of all major Spanish-language population centers. Both less'circulation per Latin. For instance, Diario Las Americas (Miami) has a circulation of 30,265 and La Opinion (Los Angeles) 14,000. Chicago. has three small weeklies and the "Cresent" is served by a few small Mexican papers. Magazines Temas and Pimienta are the two best Spanish- language magazines. Temas' total circulation is 76,140 but 50,600 of it is in the New York area. Therefore, its ability to reach Spanish- speaking consumers in other locations is ineffec- tive. Pimienta has a national circulation of 65,000 and a New York circulation of 20,000. 9

A study by Dr. Martin Velilla, founder of 41- Persuasian Research, supports Esty's position.. He found that the Spanish-speaking people were not attracted to Spanish media, when in search of entertainment or information. Program quality is the primary factor that determines their selection. "i have found a strong percen- tage of people who do not read English but buy the Daily News three to seven times a week and regularly purchase Look and Life magazines. Our research shows that there are not really good Spanish-language U. S. magazines or newspapers. They are general.ly poorly edited and printed, acco`rding to my survey. I recommend that in advertising in print to the Spanish New Yorkers, .for instance, advertisers do so in Spanish in the New York Daily News and TV Guide, as they have the largest circulation in Spanish house- holds." 4. Transit The New York Subways Advertising Company reports a steady increase in the amount of Spanish-lan- guage advertising in the Subways. English/ o .. %a Spanish ads, all Spanish ads, and split-run ads ~ . .o (where an advertiser will run three English ads ~ N to each Spanish ad) are the pattern favored by such advertisers as Pan American Airways, Bacardi, Canada Dry, El Pico Coffee and Campbell's Soup

who are out td`influence the 600,000 Spanish- speaking svbway riders. 5. Outdoor Billboards are considered an effective medium especially when used to execute brand awareness strategy. It allows for showings keyed to Spanish-speaking areas tailored to specific markets. The fact remains that radio is the most effective Spanish medium. While 75% of the Spanish-speaking New Yorkers prefer to tune in "Spanish radio only", 81% prefer to view English-l4nguage TV, only 12% buy "only Spanish" newspapers, and only 11% frequently buy "only Spanish" magazines. This is borne out again in a Benton & Bowles study of the U. S. Spanish-language consumer. It is stated that the principal and most effective means of reaching and influencing the Spanish consumer is still Spanish- language radio, although UHF-TV is becoming an important factor in reaching this market. The significance of live media is partly due to the limited availability and questionable quality of Spanish-language print. , 11

~ MEDIA DIRECTORY 50198 9394

R. J. Reynolds Spanish-Language Market Study Media Directory Index I. Media Directory Summary Spanish Television Markets Spanish Radio Markets Spanish-Language Newspapers Spanish-Language Magazines Spanish Outdoor Spanish Theaters - New York

A- R. J. Reynolds Spanish-Language r4arket Study IV. Modia Directory_ tiroadcast media represents the most efficient and effective t;ioans of reaching the Spanish market, with Spanish radio boi,ng universally available, and Spanish television, although available to a lesser degree, none the less an important iactor in certain markets. Spanish newspapers are not an important media factor, except, perhaps in New York, and Spanish magazines are limited and questionable because of non audited circulation. We believe that Spanish-language Outdoor can be an effective reminder medium. :elevision ':~here are fourteen S.panish language television stations, .•leven of which are located in the Southwest and/or on the West Coast. Of the remaining three Spanish language television stations, two cover the Metropolitan New York Market and the third operates in Chicago. Exhibit I outlines by market the :otal Spanish-speaking population, % of Spanish-speaking :opulation to total market, the Spanish-language TV stations • located in the market, as well as their channel nunber, time - on air and an.estimate of the TV homes able to receive them. ::enerally, the programming on the stations consists of sports (t'a rie~;(3oxing, Wrestling, Bull Fights, Soccer), musicals rie~; ar.d

C,.-,edy), novellas (adult soap operas run as serials) and drama, 4; well as Spanish movies,-local live programs, news, public s,:.rvice and special events (such as live telecasts from Mexico City). Si:.ce most Spanish TV stations are UHF transnissions, motivation foY Spanish-speaking homes to convert to UIIF is significantly hir~ner than that of the general public. in yew York, for ey.::.mple, UHF penetration in Spanish speaking homes is estimated u t 73% compared to 29% for all television homes. Tt:a•1io represents a primary means of reaching the Spanish m-arket. Although there are over 250 stations in the U.S. wih th one. or more. hours of Spani sh-speaking programming (.ach week, there are 47 stations which can be considered as a major influence on the Spanish market. Exhibit II shows })y market the pertinent media information on these stations. The progra;,iming format of these stations, generally, over the past few years-has been moving more to music appealing to the young-adult listener, as compared to the former programming emphasis which relied heavily on the novella, appealing to the older age groups. Nr.wspape:-s 'Spanish-language newspapers, with but few exceptions, are limited in circulation and provide a relatively low household coverage in their respective markets. 2

I— Spanish-language popula'tion in the U. S. El Diario-La Prensa in New York is the most widely read of all these newspapers, yet this publication only provides coverage of approximately 20% of the Spanish-language households in the New York Metro Area. There are 14 newspapers to be considered in reaching the Exhibit III lists, by markets, these Spanish language news- papers. Magazines There are only three Spanish-language.publications worth considering at this time, for providing coverage of the U.S. Spanish market -- Temas, Pimienta and Vanidades. None of these has an audited circulation. (Exhibit IV) Outdoor Outdoor advertising represents an effective means of delivering reminder messages to the Spanish market, since showings can be -tailored to locations in Spanish neighborhoods. (Exhibit V) Cinema Cinema advertising opportunities in New York, like outdoor, can be tailored to specific neighborhoods. However, there are reservations about the use of this medium due to lack of demographic data on the movie audiences, and because tionable verification techniques. of ques- 3

~ - ~~ Exhibit VI lists Spanish-1'snguage theaters in the metro- politan New York area, as well as estii<<ai:ed weekly audiences. tj~ m ~ . ~ ~ w ~ ~o

. ! . .. . . • r- --- t i.'1 r 1<<'t .. v3~...Qr1 P - n!..r F. , %,n :.: r* 1 `I Ho m':5 ?ot.(:'1t:.31 5 591 z;0 4 Wczu-Tv 26 (UHF) 5:ac?:;:-7::40; 35.cc/J ) (cn t..-..::71.) ,,.. •~ 613 195 3z X~.3-'i"1 5(v!•'' ) Pc::~o, 'Fex.~Juarez, ~.ex~ M M-TJ : ra°!•,o, Cal]:'. 53 (L1117) 5t'00F:: ) ~-°r=.) ~ 99,15~ 3r.',sCIGC , ' ,1n, )Pif) (r ,~ '~ 1 KICU=!'v 43 (~HF) ) '1:~:)~ :QD?iI ~ SG.C2:) 3:3ov::-2 :00A ; . ;i', `i~ '~l 44.5 1~.1 :..%. , , . 1{~f> " X a~ Xa 7~ M1: .••. .U~ . ~- 9 865 001h6 861OS ~' 7t: : ~-r~l 2 2t~ uMs ~7,.. j~'b 'Q K1~C.J~-~~ "lC.J~-~~" l"l 31a KL~.~-:v •w0 ( W::F ) 5: c%:;: :: (:r':. ) 225,CCG (I:or~.-Fri.) )• 9:i,u~~: ~1:Jr:: ) (Sa ~ .-Su::. ) ) MI:l w• j:.,rt o: Air Tila~ iz Spanis:: rrc~r:::la;~a~` /~:,1(,e)

cc T~.•.. ::cjj PZ;e ^_:rs s ~.- :.. . .`.. : TV 4.,"•~ r~,i • n..t:!1 '~ ~~~ ..~ (C-00) (UJJ) Ne.r York, N . Y. 11., 637 1.,800 1~ WXTV 41 (UHr ) µ: ~:3 WNJU-TV 47 (ux?) 5:~:::: i 361,700 ?hola7ix, Ariz. 874 131 15 KPA'L-iV 21 (UHF) !y:(.CL-: .-1.Z:C'C,Ti(.Giun) i0 :00a.i-12:0'.1:/ µ+i,4!X San Lr.tonio, Tex. 1,023 . 392 33 Y'.titiX T'I 41 (JHF) (S unZ.ti...L. ) . 3 :CCP :~-i 2:UJ:f 81,2CiV 12:C'~::-1 2:C7.4 S,:n ryiego, Calf: ,/:'i jLars, '.aox. -,578 119 :3 X'r:4rT TV 12 (VI?? )• (Sat.. „u:z. ) 4:00?:~-•_:00AA 79,63C ~ (St:n. -Sat'.. ) ~: ot... 1.11 or part o_* Air Ti11te is Spanish ProCra.msir.C LOh6 B6LOS

'Tz: Tz '7£ 07 S7L 9z 9z L CT £T 6 V fi7 5 TS (,~ 6~ GG Vti!: ~'f~~ via 896-L •s~:i 'r c.:h 'rz oif '}I.L'C 9 : Y!: i ti'in • sa:i 9 : -5-l:: I Z .. a:r a aTqrr.tc:'l.V 4o:i .. ,. - .::_ 034t 0C?`T D:^i £a f 00-L`'19-, , ?~Ir:?X 50198 9402 077•t C0S bia- 0z eG 0J -L`8£ OC£T 000`T/0^i~`S t'Di:/:d • ` - . cr. 'rt cSST C;'G ~'t1T .IV CGo`S 000`T/cl~o`S c4,/~Aa` i :'y: }::X QZ z or% So6 a~ iz o0LjrL f- O~St OOG~OT,/oQ0 `C~ \La./x !tL ~, COG `~: ~:: 00, .~ .t .L•J.. 9-L 0. :'C L9Gt • £-,x Gr. G 17 ' 0;:~~ t : .z<a; 01 0L6 --q:,a 'cXa 0z G03 000`07T 0^;:X au~IAcI Lc;61 19 GNd 61 i:.;c?Z• aw•cl~:va 1/'INQ • s,-i; '7z v~:~ irl1,'oo: G-L a:. ~1ki _, r., .7•~ -T .i V.~~~l -/hr';a.7: 9 Z4S~L..GS z£ 1. CoL `S61 ~' •~~\~ t G v' u L:. aI!,'/T ..:~, 0ME CC3`T CSaY. 6 1.1 oM`*1o1 00171 OSi;. OW0CO` l GCO` ~ 0141~ ,LCCx t5 b o06`3SI r C6'!t oM- OSz/GC0` i GCO`a a~rl 6T•c-- GGL`f19 £~ +a CI06`, . • TT:'-C .- #.zar•%oa uo'"'U'4 S ~ 7-- ~~ f-cis ,

'''lr"*s"o CC'>'P;.'w • S.*',"u.!T:i.. 1{Or() Mit,?KL1S yr,,~,e 'l~ro $p~..Y12::}1 . . i j•it;f ro spar.i rh 6: 00;uM- 10 : GO'.: :- ! S ~~ S*:1±1~•i.1 -- ---~-- Freo. V : t:i r 7 *'.,l'.e 10:.l,l.''m 7:rn-1 .i-.....,.tt.L, jll(.v,1~, l,l15,(Y.;J 5 91. XI:CL ' 5,0C.10 990 21 3i:•s. 1;::A .., . 290,200 5 26 Y~'r~ S,OCo 990 24 ri:'s. Junc-tuz. 62 1,5 3? UL'it0 2.50. '1220 Day c;L-::e 1967 - - - ;d(Z3A 10, (.K)0/5, 0o0 111:0 2[; :LrS. -}J . nr•1c ' W-I2IR. 250 990 Dayti.me DN?A ,•,:: 1orF },,'. Y. ,/ , 1,8CO,XC0 1 15 WADO 5,ouo 1230 24 F:rs. ,I, n.-Feb. 66 14 7 ~:9 ;. ~:,f r c .I'~.~' O\'V 1380 20 ?irs. 1969 7 148-0 19 26 ;o z2 Ari7. V 131,200 +-x- ? 5 XCAC 500 1010 Dayt.ir:e Jan. 1969 37 J5 ,1,010. i3,200 ~`} 3 AlI 1,00'J 250 360 690 Dsy time DayLitue N'?t 48 -, '7 J c•r:c -_ ^" o, Calif. 76,1,00 ^.o 10 KJAY 5C0 1.L430 Da;; ti-^e DI!I'. 31.""00 24 1' !'.C.Y :,OCO 980 Dayt: Tr.e D,;A - .:Li ~t.Yiz•on1o, 'w..V 391,700 ~ 38 N1,101 5,0C0 1350 2,, .:f.arch 1969 37 34 20 :'.r:LA ?.,G:''J +"t$J 'hrt,•,c 2 5 5 1, (X. 0 2250 Da;; Lin-c 10 17 3.3 ~ Di ega, Calif. ~ 119, 000 500 1270 Day Itir.zc D::A Y1 f,., 7 cCn/s 9;r) 2•li }?rs. 5,0:3 860 20 F'.r 3. };r:.`'.X 2,Cti:•0 .1420 20 :?rs. - ;; ... F'ra nci:co, Calif. i 291, J40 fo 10 Y;0.T1' 1, oc G 1050 D:.ly* ~me D'.v'A 245,800 11 15 :~A?,1 5, t?C C' 1290 Daytsrie D?lA .,..:,ck;.or., Ca1if. . 53.200 2'' 19 }tST2J 5,Oc:0/1,000 1420 24 I'.rs. DIV1l r%t,a t:ot :,v-i11r1ble E0h6 8610S

Page T3:ree R. ul. HrY%ICLTDS TC31CC0 C0.•U'ANY t SPANI SI'. PJtD I0 NILL? KET.S S't~ar.i:~z ::e tro Pon. ~°, Station Foraer# ~,Ckn Peter:b•arf,,, Fla." 109,900 ,J 12 'r1SJ L ;zin~;tcn, D. C. - , t1I'A?d-FM 38,W0 D::tis Not Av:.•ilable noa6 s6tos Spanish 6:OJ:u1- 10:C'0~•?:- ":COF:: ~ '.. ~r. • Freo. On ,Li r ~,se 10 :00~.-1 O.,F:•, Z 0) 1300 L~aytice D:%'A f"'o SG:Ji ];•;.~~ ; liaf :..i'f:e 100.3 18 Nrs. DIN.1 Cxlp-.^ly mec'ia Departnilt SepLei:ber 12, 1969

~•a>tru Area 1 Spanish + rc Upp. iUi'. ti CCU CG?:k'ANY• - ---------- ~, -Sganish ;L Uf i•Lct. coo. Ple'~-~lJ 2,500 NA Weekly 18,C+C,0 NA Daily NA NA 3,9(,S 4, \A ~- . Los r.n,--les- , Calif. :::u:r.i, Fl:a. 'xd York, N. Y. Fliccnix, Ariz. ~W:t3 ~..CS3, Calif. F3,::pa , Fla. J_: 1i. jI.jJ 66,2C0 195,300 7J.,7c)0 905, 5cx~ 3,200 29( 1., 800=CO'J t;:I, - ;)ata :wt Available 1.1 5 32. 38 10 26 15 15 6 12 Open I;r-wso;i72r Edition Circ. Li .Rate :•Lalinc• Cc- or . F1 50-1 , r-1 Continental Tim.e s La (.'Finion Grafica ('riollywood) C , Daily 19,851 .16 2.51 D:~A . Dai 7y 14,539 .26 r "_7.55 NA D.iorio Las Americas i aily 29,704 NA El Di ario-La Prensa Dai_ly 81,245 .95 111.49 „v`==: ia Tj e:apo . Dai1y 42,0W .S0 18.72 !.v:a: ~l Sa1 Weekay :VA NA Nuev,:s de Nuevo Rajico Weekly 6,736 N A La Gaceta Weekly 9,825 ItiA S0ti6 8610S

,,. - ~ -..... ~ - .. .,.. ..~~'=1~. rA cr,Z; r,"Fs 4 F'r•-.;1. e :_._._. CircuJ.I !.icm .,. ., ..\` Cr) J :h LII•47 G•Js'tik CP,•vf Closing _J3tCs T e:::as *:onthly ?E3,000 $ 659 $ 8.44 -$1,21;8 ;;16.C0 F33W - 5th of preceding =onth (Spznish hang.) • 4-C - 5th of prececinZ month r.,ienta Monthly 100,0C0 200 2.00 NA - Wli - l.st of second preceding =or. (;;panish Lang.) 4-C - Not Avcilab1e Vrmi;:L ces Bi=Weekly 33,0CO(L,b . Ed. ) Rates.To Be Deterrr.ince- P&.,,' - c yree:cs rr ior to issue ca :,e .r,- . r•;', ~ b j f W -...!:.: tbk. ~- r I k-C - 8wceks urior to isstie c~te .-- Z:A - :;•:,t AV:Ji.l.1bZo R;te Lzsec: on circulation ~/j%/L9 90b6 86LOS

cc ~'arket 4 1: i bunt:C: rc;wt, N. "!ex. ..... ._.:~ . .. Calif. L --^rar, :i. ~J . ~ %-ar1sbad, N. YLex. C:;icago, .;'_ 1 . . ~..V,11 .JLfaO 'C:orrLa Christis :'ex. . `y rrnvt,-r, Coio. ~~tro? t, '~'~:ch. : 1 P,aSO, iq'x. Foz•,. Wor„h, Tex. f rt'. s3r:.7: 1.i1J.-i 1 . :-ouston, "_'ex.- lxrec?o, Tex. ?os l:ngeles, Calif. S.I1bbo: iS, ~!'eX. ?'1:.. :J 1..nci, .".Y. 2W_•W Y--, r:1 C i ty , tti. Y. Cuess:t, Tex. !railadclphia, pa. ..Irl oe !1~=, 1+ _^.tz. !-~ueblo, Colo. Trio Grar.de Valley 2%^r.t., c ft. J. Rl;YhU1..UJ 'i,.:: ,;;CO CONTA1VY , ClvlTDIX?iZ SDkR::SH r.C.r":_~TT V Pa r,e Or_e Criteri.on - ::i:eet .;i_nior _osters - 6 Sheet Number of :'osters t•:cclt,h1v Cost ht:r^ber of Posters :,,onthlv Cost 1C ' 200 15 1,50 :.0 100 •10 21,0 ° 135 ~ .5 15.5 50 1,150 r so 15 360 15 /14% '-5 400 20 500 10 105 10 15 1.;C 25 117 ?; 1; 3,) ;, 50 515 175 5,250 15 250 40 ^,0 ... - - 20 370 3 00 3,075 2CC - - 6 5,000 100 105 20 4'G 30 7 ;0 10 2 50 Tex. - - 18 360 25 1-35 - ~C 200 ce 9/15/69

Cc .. . • . .._. . .:. .`. . . . . .. ~ • C l ~ ~. .• ..•... :. ..•. ._ Mz. rkct P:umner of i-osters 'don.Y:L Cost S:..cr=:rento, Calif. - ~ - .:':.Unas, Calir. - - C-;.n i.r.r;clo, i ex. - - S::.n Antonio, 'ie;x. - . - S;:.'1 J;.C10, C' j 2`, •~ - &:.n Jrse, Culi:. ~..ti 11.3tec, G :1if. - ' - 5:.ockLon, Calif. - -: "'z.r:ina-St. F'etersburg, :1n. 20 205 'Pi:cson, Ariz. - - 9/ .'- 5/69 - 3 S!~eet Junior Posters - 6 Shect CriLa^ion Number of Posters Monthly Cost 22 ~i 660 . ~' 240 :~ 1^6 60 1,620 20 Ori~: 350 6 210 ~0 3CO 25 625. 20 500 T 80#6 B6L0S

Exkci bi t• V.I Ya~F LrlE: ,_ L. h'''~I Y(, I oc;. tion Appro1 , LMY•ess !'.anhattan : A2.tec4 Cosr.,U Ed i. sot, 1492 1•.sGi ::or: Avc:ra;e 1,240 176 r'xst 11t,t1^ Street 3,900 2701, : r•_:.dway 2,6X; jefi'erson li}eia::ceJ 03 2L11, r zst 11,t1: Strc:et 62 1:C'li•.llri ~ JL. f,J0Cr S_.Ii 3;>>0 7,<:3J Brorx: Tap i r. Ar ;, fsro: utia,~ c 11,7i tt S!.rtNt 1j,900 1077 S;.u:hern L•c ylcv:,rd 2?FO:) boult;vard Sout. ;cr:: 1'oulc:v._z'd b•. ';.e.stcc.es:,e.r ;',C}00 Ave. Free:c.ar. Presice::t Pro s; ,c c t Free::.,n f: Southcll: bc,uZevurd 827 !.esLcc:esL_i' Svel:uc 851 i ros.,Fc;. {,c::ue ry,1;X l;,5,JO Q., 2;0 f'ue:'.,o Rico 490 F.:st 138th 915 G) C-) lroc}:1~-r:: Colin eu:a 4th Hvel:.;e :.`, 52nc: ut r-Ct, ,?,2n:) C I' _'•ia] e I'f'. Rio 1'ic:c.ras T°rmi nal 502 SutAEr i;•renue 4th Avenue .i, ile:._!! 5:.:: c;. 5jF0O 3,;;)1 Q., ueer.s: Yia..a 103-14 hc.osE.vf-lt. i,;c•:a:c, 1, 9:%) l:bl: ~ Prc;gr. uC~.Ch}r 11,0 1,P"}. ::,1.0~, lyrlc 535 h , kre,lls~.~1~~' E:::.. FO:ds, Lar:d5 t~ vi)_1e 730 Tcrty Trct;j t 1212 I,6f0

ADVERTISING EXECUTION 50198 9410

R. J. Reynolds S2anish-Language Market Study V. Advertising Execution Although the national origin of the Spanish-speaking group is different in New York, Miami and the "Latin Cresent", advertising need not be specifically tailored for each segment. At least the major soap and detergent makers, and proprietary drug producers (home remedies to this mar- ket) usually advertise in a generic fashion to all the Spanish-speaking groups. However, if commercials are executed to appeal specifically to Cuban/Americans it does not follow that the same commercial would be effective with Mexican-Americans. The Benton & Bowles study noted that "patterns of usage among the Spanish-speaking people tend to differ from those of the total market, stemming from a basic reluctance on the part of the Spanish per- son to surrender his identity or traditions." Spanish-speaking consumers are extremely loyal to brands advertised to them. But to win them takes more than simple translations of product labels from English to Spanish. It requires regular advertising in order to build up confidence in the product but once that confi- dence is gained, they can be expected to be loyal forever. Several studies indicate that the typical Spanish-speaking buyer prefers advertising to have copy with colorful

adjectives, presented in a'°-friendly and warm tone; that use of easily remembered symbols for the products help sell them; and that he seeks the prestige and confidence of nationally advertised brand products. Literal translations or the wrong music can set brand loyalty back for years. Adaptation, not translation, is of utmost importance. Copy must be carefully written to avoid a degenerate Spanish/English idiom. While this is usually acceptable when spoken, it is objectionable when used in print ads or as announcer copy. The musical idioms of the United States and Latin America are poles apart. The Spanish listener, whose radio or TV dial is loyally fixed at his Spanish-language station, is responsive primarily to the Latin sound. American sounds are ineffective. Finally, to advertise most effectively, the key consideration is to determine the decisive versus the nondecisive motivations which influence this segment of the market. It generally is not as effective to aim at the Spanish-speaking consumer as such, as it is to aim at his motivation. The question then becomes what is his decisive motivation. Perhaps this can best be answered by the results of a beer study among white, Negro, and Puerto Rican consumers. Reaction to product bene- • fits fits (lightness, body, color, etc.) were about the same. Dif- ferences occurred, however, when personal versus social moti- vations were considered. Puerto Ricans apparently placed little emphasis on the personal satisfaction of drinking beer, although 2

Negroes did. On the other &-band, Puerto Ricans placed great emphasis on the social interaction associated with drinking beer, and Negroes did not. Obviously, the point is that "social interaction" is per- haps one decisive motivation of Puerto Ricans and any attempt to sell them had better take this into primary consideration. W 3

COMPETITIVE 50198 9414

k- R. J. Reynolds Spanish-Language Market Study. VI. Competitive Advertising Expenditures In 1969, P. Lorillard increased their budget by 73% over 1968. This increase was due primarily to the additional weight they placed in Spanish-language broadcast media and the use of billboards. On radio, they almost doubled and on TV they more than tripled their 1968 spending levels on Kent, Newport, and True. They reduc4d their Spanish- language newspaper expenditures by.40°: and continued to have no advertising in magazines or billboards. British American also increased their 1969 Spanish-language market budget. Their increase was 850> over 1968. •Like P. Lorillard, the increase was in broadcast media. Radio ex- penditures were increased by about 2000 and then TV effort was almost quadrupled. Kool's budget was more than doubled and Viceroy, while not advertised to this market in 1968, re- ceived the same weight as Kool in 1969. American Tobacco, while slightly increasing its budget, elimi- nated its radio effort and put all its 1969 budget in TV. R. J. Reynolds increased its Spanish-language media budget, from $277,000 to $296,000. Media weight was redistributed in 1969 so that Spanish-language radio received the heaviest weight.

During the same two-year period, total WINSTON's budget in this market increased by $15,000. The additional money was placed primarily in TV. Weight distribution among the media also changed. In 1969, WINSTON spent more in Spanish-language TV than in radio. In 1968, slightly more was spent in radio than TV. Also, in 1969, WINSTON Super King media weight was reduced by 65% and this effort was reassigned to WINSTON 85. Philip Morris had no 1969 Spanish-language advertising effort. There were no 1969 expenditures by any cigarette firm in the magazines and only Kent and Newport utilized billboards. Other spending in the Spanish-language media appeared to be tokenism. Spanish-Language Advertising Expenditures' (By Company/By Year) (000) 196$ 1969 Total WINSTON $191 $206 R. J. Reynolds 277 296 P. Lorillard 300 521 British American 96 178 American Tobacco 46 54 Philip Morris 20 - Liggett & Myers 204 23 2

v R. J. Reynolds WINSTON Spanish Adv~rtisinc~ Expenditure HfstorY By Year/By Brand/By Media (000) Year Brand Mag. 1965 W85 $ WSKS WM Total $ 1966 W85 $ WSKS WM Total $ - 1967 W85 $ WSKS WM News. TV Radio Od. Total' $ 6 $ 11 $ 47 $ 6 $ 11 $ 47 $ $ 6 $ 50 $ 50 $ $ 64 $106 $1A6 $ 6 $ 50 $ 50 $ - _ ----- $ 4 $ 55 $ 37 $ - $ 96 4 6 • 26 - 36 1 - 10 - 11 $ 9 $ 61 $ 73 $ - $143 Total $ i 1968 W85 $ WSKS WM Total $ - 1969 W85 $ WSKS WM Total $ - CGH/dm 8/22/69 $ 4 $ 45 $ 48 $ $ 97 4 44 46 - . 94 $ 8 $ 89 $ 94 $ - $yqL $ 7 $ 75 $ 86 $ - 1 30 7 _$ - $ 05~$93 $ 64 $16E 38 306

k4 Loews' Theatres S anish Adver isin Ex enditure Histor B Year B Brand B Media Year Brand Maq. (000) News. TV Radio Od. Total 1968 Kent Newport True Century Erik Old Gold $ - - - - - - $ 7* $ 21 $ 44 7* 21 44 7* 21 44 - 21 43 - 20 - - - - $ - - - - - - $ 72 72 72 64 20 - Total $ - $ 21* $104 $175 $ - $300 1969 Kent Newport True $- - - $ 2 $ 77 $ 84 2 77 81 9 77 84 $ 3 3 - $166 163 170 Century Erik Old Gold - - - - - - - - 22 - - - - - 22 - ' Total $ - $ 13 $231 $271 $ 6 $521 *Includes Temas. British American Spanish Advertising Expenditure History By Year B Brand B Media 000 Year Brand Mag. News. TV . Radio Od. Total 1968 Kool . $ - $ - $ 19 .$ 39 $ $ 58 Viceroy - - - 38 38 Raleigh/ Belair - - - - Total $ - $ - $ 19 $ 77 $ - $ 96 1969 Kool $ - $ - $ 46 $ 42 $ - $ 88 Viceroy - - 46 44. - 90 Raleigh/ - - - - - Belair ' Total $ - $ - $ 92 $ 86 $ - $178 (W CGH/dm 8/27/69

R. J. RLYNO:D3 TOtL1CC0 ODttPA.Y! ~ 1465.1969 MIwATKp IWOR CaHMITIVS EMI IC eDVLTTI3fIq EiPlaMlTtmE MLSTOR! BY YFJIR/BY LRAND/BT MIA t~ 1"t a %"Mft 1965 F-In pk+.K* vzrsra es rsMI•oei sss M~a~ __lfwn Aews T • QdAoe ~11fD - _~e1~T.vis5 s o A ev1eA S~~h ? =lZ .` sh s"!A!!-= N~°Lio °'rinA Seen4n_A x_Z*2 jewlsik Singl2.h T IM& $26 : 7 s- : 37 $- 661 s 6 = 47 :- $- f 11 : 11 $167 $53 $47 :267 t- $- f- $• = 3s0 vra~m ~cersx - - - - - - - - - - - - - - - - - - - - s6Im eS 36 7 6 49 - 24 6 )o - - 11 11 67 3s 45 1" - - - - Tm p - 9 - 9 - 56 - 56 - - - - - 23 - 23 - - - - G`lg. 22 ~ ~ 9 - _ - ~ ~ - -- ~l W_ - ~ - ZOT,1l, W4 $23 66 $113 =- :121 $12 1133 S- S- $22 $22 $31) $11+L $7.79 t5" _- _- a- $- -W $ 83& ,96t Wu -,.•0% rl=tCS es $31 : e S- : 39 •- $316 $6 $40 $ - •- $ 30 $ 70 != SSi f SO 1331 :- S- S- s i- • uA • Vmclaer sa - - - - - - - - - - - - - - - - - - - F - - 12z~oa nmISaL - - - - - - - - - - - - sAlar ~ 41 7 6 Sb - 16 6 72 9 - 22 - 22 - - - - cv¢_ lti'F) ~ _ - 24 = - - = = = e t TviN. i1W t26 • 6 $130 i- :71 $12 S p. i- 6S! 7 61 721 S9 - - 4 - • - - i9W. !6S S1s7 $1.214 $31 : - S1 906 - 3S - ~ ~ t ~ $59 Igij RA e,+.+e. - vIIlsYCSeS :17 $12 f- $29 f- :?4 $4 :28 iss :SS :- a19 :T/ $ 56 ~- :- $ YL'7!'CS SIO - - - - - 12 4 L6 - . - 6 6 ( ! ) i 26 .2S3 - - - - 75 vLG= !E7lM0L :7 - - 17 - 4 1 5 - , r!) 2" 21 10 314 - - - - 31A 1 t~~) M e 8 64 - 6 7 u - - 25 25 /10 - !3 NJ ~ - - ~ Sv ~4IJ1 - - - ~ w~a. (W/F) ?7 2 - : 2 = - = - = -- -~ s - = - - =3 lCrfAl. 1I09 $22 6 e $139 i- ifr6 i16 S 62 =- :- $ •#1 f91 9 5" !66 sl)I l7Aj So S- ~- $60 Si.7y a/u/69 R..fs.e 9/IL/67 (!) lo.el.1 l.R•. .ttat -~~~ap vDG•T•A1 9•s u' ~•~ .IMS-Ge n:R:wj_ jsj7r.0G ! t T) r.azlfM~:~.: (wnei.t Nasm) 6Lb6 86LOS

09 P- J. N.SlNOL9B l09ACCO Ct7lYANT 1965-1969 tS!2KATED IW03 CML4TIT1V8 ETHIQC ADYER?ISDO E7VLYa12VNL' NISTQtY 8! !r.A° ~mt~[9! !i~721 lT- Z•** Gw-,e.ff ~ eteae. 19dA !JZ t4"M W=20 e3 ri~m sa tQ>:ace t2=eoL yI"- WPM) Gt3 (!M TCtAL Iw.-+* !!!•atM rst ..r.a Ty.. ' Tor.L mM~~ >;..1 71.am1 To[At, • ,e ...1•Z s 4- $6 6- - 6 - 51 42 10 9 Jf 2 = - $135 ixt $9 . fJn f f- 30 $63 f - f- is7 f- i- $53 i- f- NwrRs ar• T•1s aiaf OstAeor QA~1 h oc yro evlah Sfan •h o K iv iah So~n~eh I~e~[ro evlah S h d ro h 5 enla V'%L _ _ ~_ f 6 f- iis f 4 f 29 i- i- $165 $45 $150 i73 i 4e far.l f- i- i- f- i 321 6 - 23 4 29 - - 4b 44 105 33 46 7d6 - - - - 265 51 - - - - - - - - 155 - - 133 - - - - 206 61 - 17 7 2L - - ]6 26 347 - 61 40e - - - - 5" 42 $1" i- $67 $15 ie2 f- f- f]OS f103 $765 $70 $155 i990 f 7) f )e $xtl $70 f 73 i- f- f 71 f a $210 S - i44 itSe f- i- f- f- f 1e7 aor 7• ' 27 - - 21 a 44 L6 - - - ~ ~ q3 )0 60 2oI 7• 07 - • xi 21 210 - 44 2% - - - - asa 2,0 - - 10 - - 21 11 - 47 43 - - - - 7L - - - - - - 30 2D - m $63 iua i6a iu• $1" f- i- s1a% i1a $4" i - $175 ! 3~r, i- f- i- f- : vbt i 33 f zo ilo/ 491 4 40/ • 4d, - - -. - - - 38 30 - - - - ~7 ?oI _ io _ _ - _ = j' i -a. _ a a s --m f s) i70/ f- $94 i- •- $19 $19 $350 - $77 ZM i- f- f-' f- f 59) /t.al.A.• 11it,.w.1 llill«tfw. -t..1.er TOM.. e/11/H a.s...t ti/'7 dw.fGh - Jes.pR d.ceb• Wgs/s.ttee w rr M.S.sin• (blmpr) - . ...,?V ..{r •-pt/M r. . MvlS. IMNew•••R.•t1!•• oZt6 86105

Q R. J. RF.TNOLD0.S T09ACC0 OWAIR 12~5-1969 PJTIMATLO l1AJOR IX74R!TITIIR• LRNy2C AD7ERTyS17p ZXplJfpMU Ny'STptT 1TL T1.AR/eT n4AYD/9Y lEOSA (OUD) aasffiT t] (ca+a.) J~~.asL»s lr,rq;m ;nr3 X= G~ & P.+nAA Mv 1969 A.+-!ue TeMeeo Caat. T.r"t,ee 634 S- S- f36 :- UA/ 6- 6 10 i- i- i31 sll $40 :- $ 11 $51 f- 3- s- :- S ,oe hll riiJl 35 - - 35 4e loil - Se - - 12 32 40 - 11 51 - - - - 156,0 Carllae - - - - - - 1~ 1 - - - - - - - - - - - - 1 s.ac, n.rit. ls 15 ls su..'lhls TOiAL $04 S-. _- f eb S be $200 S 1• $ 69 S- :- : 23 $23 $ eo :- S?2 $,02 :- :- $ - $ - :27e me..ce a a... • s- •- :- S- :- 6- $ - :- $ - $- :2S s- $204 t?29 $ - $ - $ - :- S 229 r 1 >W* TOTAL S- s- S- $ - t- $ - 1- 1- :- !- _- :- • iS =- $204 $229 :- $- :- $- s n, l9.LU,e w~rri. wa,d. t- s- t- s- s- t- :- s- s- s- s s- 6- : 5 s20 6 25 f- s- 3- S i 25 fl.rls.r+ 4S - - LS as swMm f Me" - r - - e e e lwrllard ~ ~~ ~~ ~~ TOlAL SLS S- S - S AS ~ e s- s- s e t- ~- •- t- t- s 5 s20 6 25 S- 4- 9- 0- S 7e Ree1.8" Ivt1.wa Ir11.atlw. •L+e1rAr T..... e/11/b9 N..L.e y/iT se~re.. ter ea~.Ri~_!_r.• fnta..~ See J.vf:b - ' Jes.pA Jaes. Ora.wl.slaw x.nw (r.eo.d) - rllf LZr6 A6L0S ,

..a .~ i. ......a riiM. ...p N:A (dovA) YYTs.ihM -%+iq: I•: I '19Cif - t . -f - f - t S'Co'T: 9a f -t a'r6f 1619 i6f -f -f C9f -f rrt 9c t sstt -f -f sftf ics - - - - C6t 7t - 6vC 94 97 - - zc - u s 09 _ 99 soo t -t -t -t - t r9 t 97 t - t 66st 97t 97 t -t -f tCt -t -t TCt Lof t -t Lit fCL'i! :oCx 9 f - t S6=f 7COf Il Tt - t C%f uzt tCZt - t - t Luf Ctt 99s aLlt rrtf m- tt - - - zz zz Lsz ut ~ - L9 LL LL - - 6 6 - - - >9a 0Sf Ta - 69t 11. LL - - TCL L (1 941 0 S9 16( t ocK c t - t 0It tLZt 'ro t - t Loit LL t LL t - t - f L7 t z t Ctt Z f L7 t -t -f Ll's tt - f - ~ ' ! ' ~~i a:f ti - - - - tl - - ~1 Y7 _ - - - =1 - ZI - - - - - IL - tL c~ - s t - L9: - - - - 90C SL - ISI 61 61 - - tZ L Yl 1Z1 6 9 901 S6 - - - - Co - - Ca - - - - - zl - i1 0'1: - - - - _7 L ~f - Ar 0C - - or I Li: opr - L CC -t 96zf 9a f SCt LLTt u t u! - f - t 'IC t L t ut - t 4" - f ' L t o9t •ny~ oj v s vrT.r M-75-g- Te±oS 4cS- S 4cTwP We- YY sWwr --'Ta-x TQWI 4Y S VcTN~ o~~ ~~ioS YcZ ~ YcS~f ~ QIiM ~O~ rV oTq•y _ uoTcy~LYL Ya c24 coujsYiv~ (f00 VIOSI l6 aYYW 19 xB S1piSIN TiT/liI ti1ISI1~iAQY ~IMNi7 AAISILtdh09 WCYM QdSYM23i~ T 50198 9422 LI/'. v"wr 69/R/o zrsos 4wp'i1 C"7 IJlY11m =Y60S CO'10/:17i! P il fII SIIIDIYJ

cc P. J. R4YNUL03 T09ACC0 COMPAIT }~65-196~PSTIN,ATLO MAJpt COMJ$TITIVE LTKVIC AOW' KI;iINO Z'XPBNDITVRE NISTOkY BY YEAR/BY_BRA~ A's..DIA Y_,._.r ee.pny mo Be.M. 19" Awnrirsn TobacOo Cont. T.rqton Uais2! s:z (eftw.) sSnss New n Tele sion RndSo OQReoor G'0 !!a!O evL+h Spanlsh ot N"r.to Jevish Spvileh Tot Nerro evish 5 sh Tot Neltro J sh S sh Tot 177jt-re+rish Spsnlsh Tot TCRA SL2 S- s- :42 i- ~ic s- I Ic s- s- sIa s1e 9 96 s- t- s96 s- s- s- t- s166 ia - - A,e ei Ic - 91 - - IS is - - - - - - - - 157 -U - = -62 = --- = = = =- ]e 1e $132 $- S- $132 : 81 i 20 S- 1701 i- •- s 54 t 54 :96 :- $- :96 $ - $ - L- _ 60 :- s 383 $-* :- $- s- s 7 s- :- s) $- s- s- s_ sll :- s2) $ x $-_ $- s- s- s?7 - - - - - - - - - - - - - - - ~~- - TOfAI. • S - : - PRt11P lbrrls Alpsne yrrlsere s- $- s 7 $- t- s3 s- s- s- $ s12 S- st3 s7S :- s- :- s- $ 30 $ _ :- - - - - 1 - - 1 - - - - - - - - - - - - -1 Dwuew k MeAp. 9~ - - 90 ftr11...wA Ltds MAt s9o s- s- •vo - - - - - - - - - - - +~ s•i s- s- s 1 s- s- s- s- s 9 •. - s- c 9 s- s- s- :.n•:r:• Jos.ph J.cobs lMRanfsdtlen ...!.1%,t• . . • .. . . ~.•~, • .L• ... . . .nt Y y. PnrSs.4 S./19 a EZV6 961OS

JEWISH MARKETS 50198 9424 i

I- R. J. Reynolds Jewish Market Study I. Profile of the Jewish Market A. Population B. Income/Employment C. Education D. A Jewish Renaissance II. Marketing Results of U. S. Companies III. Media Planning Implications A. Jewish Media Usage Rationale B. Media Analysis 1. Print 2. Radio 3. Other IV. Media Directory A. Radio B. Newspaper C. Magazines V. Execution Development . VI. Special Merchandising VII. Competitive Advertising Expenditures

R. J. Reynolds Jewish Market Study I. Profile of the Jewish Market ' The large majority of Jewish people in the United States today are the progeny of emigrants from central and eastern Europe who arrived in great waves at the turn of the 20th century. Like Jews who migrated to many other lands, they possessed unbounded energy and ambition but no money- a combination which led them into low-investment business such as food and drug wholesaling and retailing, real estate operations and all phases of the garment industry where they and their families have prospered. Jewish passion for education and professionalism is, of course, historical; and as this passion found expression in their children, the next generation brought forth a proliferation of lawyers, doctors, dentists, accountants, and teachers. A. Population The latest Jewish population count in the United States in 1967 was estimated at about 5,800,000. In 1966, the total Jewish population in the United States was esti- mated at 5,720,000. The average annual growth rate for the decade 1956 to 1966 was just under one percent (1%). This compares with the average annual growth rate of 1.5% for the U.- S. general population in the same decade.

- More than 95% of the estimated U. S. Jewish population ~ is distributed in urban areas. More than a quarter of the city population of New York is Jewish and over half (54%) of the estimated total Jewish population in the U. S. resides in the New York/Northeastern New Jersey standard consolidated area.* The 971,700 Jewish families represents 22.8% of the 4,261,800 families in the area and the largest single cultural group. This huge concen- tration of Jews - 3,150,000 - is the greatest that has existed in thousands of years of Jewish history and accounts for 25% of the world's Jewish population. While' .the city and surrounding suburban counties together in- clude over half of the nation's Jews, almost all the rest have once lived in the city, will at some time live there, or have parents or children who live there. It becomes obvious, therefore, that the success or failure of a brand in the New York marketplace is closely related to its acceptance within the Jewish community. Adding this area's population to the estimates for the nine next largest Jewish communities, we find the com- bined total to be over 4,934,500 or 85.5% of the total estimated Jewish population in the United States. *10-county area (source: U. S. Bureau of Census) New York, Bronx, Kings, Queens, Richmond, Westchester, Nassau, Bergen, Essex, Hudson. 2

V JEWISH POPULATION TOP 10 JEj`'IS*Ii URBAN AREAS January 1, 1968 Rank Area Pop,_ . 1 New York, N. Y. 3,1'~,, 2 Los Angeles, Cali f. 5G~ 3 Philadelphia, Pa. 33(j. 4 Chicago Met ro Are a 269, 5 Boston, Mas s. 185, 6 Miami, Fla. 130, 7 Washington, D. C. 1110, 8 Baltimore, Md. 100,• 9 Cleyeland, Ohio fi5,~. 10 Detroit, Mich. 1f5,(, Total: 4,u s~1,5 . ~..•. ++ ++ 1~~, `` attainments and occupational levels l itan the 1"+III,~`~ The latest estimated median income f.,+' Jewish in 1964, was about $8,500. This, comp:+res wi.11+ median income of $7, 700 for the total U. S. 1'''1'j+ As the Jewish population, in large pc++ r, born and college-oriented, there was .111 uP«a"' ` their occupational status. Converse]Y, stat_I~1t"' the U. S. Census show that the forei-W-born 00+` 1"1i have a much larger percentage with 1.iwer edut•.+l B. Income/Employment as reported by Fortune. ~ *See Footnote, Page 2 3

In addition to its size and concentration in the New L_ York area, the Jewish market is a high income group. For example, the 1969 Pulse report stated that 29.2% of the New York Jewish households reported incomes of $15,000 and over as compared to only 9.6% of the non- Jewish households; 59.9% have incomes over $10,000 a year versus 26.8% of non-Jewish families. At the lower end of the economic span, only 19.7% of the Jewish house- holds reported incomes less than $7,500 as compared with 49.1% of thosq in non-Jewish households. U. S. Census tables show that college-educated Jews pre- fer to enter occupations where self-employment was possible, e.g. doctors, lawyers, and accountants. Similarly, an analysis of Jews in the managers, proprietors, and offi- cials categories as defined by the Census also show a disproportionately large number o~ proprietors (in many cases, proprietorship may have been on a relatively modest economical level, e.g. small retail stores) rather than managers and officials. However, the distinctions of occupations preferred by Jews are most significant when the professional category is separated by "salaried workers" and "self-employed". In the "employed college graduate" category 39% of the Jews are salaried professional workers as compared with 53% of the total population. While 19% of the Jews were "self-employed" professionals, only 100 LA O of the total population was self-employed. Similarly, an ~O ~ m analysis of the managers and proprietors category showed ,o a w 0 4

V virtually identical proportions of salaried and self- employed for Jews white for the total population the salaried proportion was twice that of the self-employed. The median income figures and the high levels of education and professional occupations indicate that Jews are a high income group. C. Education A characteristic of Jewish communities, which appears to be independent of their size or location, is the high level of secuiar education. As a minority group, they have perhaps the highest level of educational attainment; education levels, of course, are highly correlated with socio-economic status. For the younger age group, which may be indicative of future trends, Boston estimated that 78% of those between the ages of 21 and 29 have attended college; Milwaukee estimates that 83% of those aged 20 to 34 attended. In New York, more than 80% of those of college age are currently enrolled in college, and while more than 25% of the population of New York's central city is Jewish, they constitute 50% of all college graduates in the New York area. D. A Jewish Renaissance The founding of the State of Israel 21 years ago was a L S profound event which touched off a "renaissance" in Judaism. The more recent 6-day war and the continued unrest in the Middle East have undoubtedly contributed to a further 5

awareness and pride among Jews of their heritage. ~ Significant evidence that Jewish customs and traditions are undergoing a revival is found in Jewish homes. Thero has been a vast growth in the enrollment of Jewish school children which is indicative of a greater involvement by younger Jewish families with Judaism. In 10 years, Jewi:;i, school enrollment, estimated to be 600,000 in New York in 1968, has doubled while the Jewish population growth has been less than 1%. There also has been expanded con- struction of synagogues and community centers. The latttjl serves Jewish families from childhood throughout their adult lives and provides nursery school facilities, reli,1i,ius education, scouting activities, teenage and young adult, programs, cultural activities and organizational work in- volving Hadassah, B'nai B'rith, and others. The Kosher food business has grown rapidly in the past few years. This is evidenced not only by the growing number of supermarket items with various Kosher signs on the labels but also by a growing number of Kosher caterert, in the large metro areas. . The 1969 Pulse Study also provides some indication of tho growth/continuation of Jewish customs and traditions: 56.4% of Jewish Families maintain 2 sets of dishes and utensils for meat and dairy meals. 77.4% purchase Kosher meat and poultry. 6

55.1% observed the lighting of candles on ~ Friday night for the Sabbath. 85.3% light candles in December on Chanukah. v There are other trends evolving among American Jews which at this point, cannot be fully assessed in terms of their effect on Jewish traditions and religious observances. The most important change is perhaps the Jewish population movement from the central cities to the suburbs. Many feel that it is inevitable that they will assimilate with the general population through social contacts and inter- marriage and the old barriers among Orthodox, Conservative and Reform groups will gradually be eliminated. However, most feel that the "Jewish spirit" will never be extinct as Albert Vorspan wrote in the preface of My Rabbi Doesn't Make House Call's. "Every few months a national magazine comes out with a bombshell article on how American Jews are vanishing. The article always cites the low Jewish birth rate, the growing rate of intermarriage and the alienation of Jewish college students. The reaction is always the same. Jews panic. The magazine sells out by morning. Jewish masochism is briefly gratified. For months, the synagogue pulpits of the land resound with dire sermons on the imminent disappearance of the Jews while the congregants, experiencing a mild sensation of deja vu, sigh sadly, facing the end-once again- 7

d d with resigned fortitude. Then the article k- vanishes; the Jews plod on. "This has been going on for three thousand years. It will go on for another three thousand years. If you are a gambling man, put your chips on the Jews. No people has been counted out so often-and always outlives those who bet against them. Believe it- Jews are here for the duration. They are the greatest survivors in history. (Have you seen any Babylonians lately?)" , L" 0 .~ ~ , tio ~~„JJ aD r cu c 8

V i~- R. J. REYNOLDS JEWISH POPULATION TOP 30 JEt•JISH URBAN AREAS Rank Area Population 1 New York, N. Y. 3,150,000* 2 Los Angeles, Calif. 500,000 3 Philadelphia, Pa. 330,500 4 Chicago Metro Area 269,000 5 Boston, Mass. 185,000 6 Miami, Fla. 130,000 7 Washington; D. C. 100,000 8 Baltimore, Md. 100,000 9 Cleveland, Ohio 85,000 10 Detroit, Mich. 85,000 11 San Francisco, Calif. 73,000 12 St. Louis, Mo. 57,500 13 Montgomery County, Md. 52,700 `J 14 Pittsburgh, Pa. 45,000. ~ 15 Cincinnati, Ohio 27,500 16 Hartford, Conn. 26,000 17 Buffalo, N. Y. 25,000 18 Milwaukee, Wisc. 24,000 19 Indianapolis, Ind. 22,900 20 Denver, Colo. 22,000 21 Kansas City, Mo. 22,000 22 Minneapolis, Minn. 22,000 23 Rochester, N. Y. 21,500 24 Prince'Georges Co., Md. 21,500 25 Dallas, Tex. 20,000 26 Houston, Tex. 20,000 27 New Haven, Conn. 20,000 28 Providence, R. I. 19,600 29 Oakland, Calif. 18,000 30 Atlanta, Ga. 16,000 *10 county area - New York, Bronx, Kings, Queens, Richmond, Westchester, Nassau, Bergen, Essex, Hudson. Source: U. S. Bureau of Census; 1968 American Jewish Yearbook

.o c w 0%

R. J. Reynolds Jewish Market Study d WINSTON in New York City bear this out. The following figures indicate the excellent progress of WINSTON in the Jewish market duces far better results than general advertising is abl.o to obtain from those same Jewish families. Pulse figures* on II. Marketing Results of U. S. Companies There is, of course, no question that general advertising in the volume done by WINSTON is seen and/or heard by all yr.oups, including Jewish. However, there is clear evidence to ::liow that good advertising aimed exclusively at Jewish people pro- as compared with the market remainder, as well as showing WINSTON's overall growth in this area during the last four years. TOTAL WINSTON BRANDS Year Non-Jewish Jewish 1966 6.3% 10.3% 1967 7.2% 11.4% 1968 7.6% 13.4% 1969 8.2% 14.5% The following figures from a recent Pulse study show how other products merchandised and advertised to the Jewish family do so much better than their major competitors who do not ufse. Jewish promotion. -e figurl,.. I' •+cceptable only when used to indicate market trends ~ .,! brand relation!ships.

Non-Jewish Jewish V *DiY-T-FINE PUDDING ~ 27.0% 70.0% Jell-O Pudding 20.1% 14.1% *MAXWELL HOUSE 32;5$ 52.8% Savarin 10.4% 11.9% *ANACIN 35.4% 62.0% Bufferin 27.8% 30.1% *C1iUN-KING 8. 1$ 12.5% La Choy 6.4% 6.8% *AEROP7AX 4.9% 13.4% Beacon 20.3% 11.0% (*Advertised in Jewish Media) Gillette has been running a series of print ads featuring well-known personalities. None of the men used are identified. as being Jewish, nor does the headline or text have any Jewish connotation. Yet, the ads are credited with helping Gillette improve its market penetration among the readers of these papers and magazines. According to~a Pulse report, Gillette Super Stainless Blades are in 39% of the Jewish homes in the. New York metropolitan area this year compared with 30% two years ago. The share of its closest competitor in this market, Wilkinson, remained constant in this same period at about 25%. There is definite evidence that those firms which have pur- posely attempted to*influence Jewish consumers with specialized advertising and promotion have been successful in reaching and selling them far more effectively than their competitors who have been content to reach Jewish_people only through general 0 media and promotion. - 2

50198 9439 J

U cr R. J. Re*ynolds Jewish Market Study III. Media Planning Implications A. Jewish Media Usage Rationale The 1969 Pulse study indicates that Jewish families watch substantially less television than do non-Jewish families. In addition, far fewer Jewish families watch TV at a key hour of the day. Even more significant, 43% of those families interviewed spent no time "watching television yesterday" as compared with only 15.7% of the non-Jewish families. These significantly lower viewing levels in Jewish homes.must, to a large degree, be a function of higher income and educational levels rather than the fact that they are Jewish. Nevertheless, the absence in 43% of the Jewish homes of the sight, sound, motion advertising medium, TV, makes it impossible to rely on TV as the primary medium of reach or influence. There is no quantitative rationale which demands the use of Jewish-oriented media merely to reach the Jewish con- sumer. However, most media basically reflect the interests, desires and aspirations of their primary audience, which is largely white, Anglo-Saxon, Protestant. Reclassification of these media as "WASP-oriented" would be far more accurate and functional than their most frequent classification as "general" media. This is not to imply that Jewish

U audiences "turn off" general advertising. They don't. ~ But to be influential, advertisers should use customer-• oriented media in which the 5.8 million American Jews can truly identify with in the same manner as other con- sumers do with media oriented to them. Jewish media serve the special needs and interests of this Large, culturally distinct and generally affluent market. It fills the "information gap" which exists in general market media by providing news, articles and features.about Israel, Jews throughout the world, polit- ical news of importance to Jewish families, and Jewish social news. This is information that Jewish people want but cannot get from any other media. Jewish m edia also provide a platform for specially developed Jewish copy appeals for maximum effectiveness in selling the Jewish market. More importantly, it provides 100% non-waste circulation by its isolation/penetration of Jewish homes only. Jewish consumer media also function to some degree as "trade" media since a substantial.portion of the grocery and drug trade are Jewish, especially in New York; through the pages of the Jewish press they are alerted to special Jewish promotional efforts. , If brand awareness is the primary advertising objective, then national advertising does generally reach this audi- ence. ence. This is especially true with brands which have the media mix and advertising budget of WINSTON. However, if 2

the key objective is t~, sell more of Product A to more ~ Jewish consumers, the:: they must be communicated with, . not merely reached. The point here is that the widespread assumption that "general" media reache= the Jewish consumer anyway and that special campaigns directed to them are not necessary, is a doubtful premise. To the extent that it is true, "reached" and "persua~a=:V" are two entirely opposite marketing objectives. Jewish media is not important for coverage. Its str=ngth lies in the emotional in- fluence it has on its z_idience. It should be viewed by marketing strategists :n the basis of "audience delivered" (this one numbers 5,V :,000) rather than, as often is the case, a non-essential __junct of general media. Jewish media advertis`_:.=through the use of specialized copy not only brings t~:.e strongest possible message to Jewish people, but it _=es so in media where none of the circulation goes to a-: other group, and in media which offsets the weakness cf television in Jewish homes. B. Media Analysis 1. Print Jewish media is a:- :)st totally print. There are approximately 100 :~lications and over 90% of them are printed in Enc_:sh.(10$ are in Yiddish). There are 69 newspapers serving local audiences on a weekly basis in 30 diffe==::t. states. Also, there are 31

national publications, mostly monthlies. Since I— 1948, the year Israel was founded, the combined circulation of Jewish publications has doubled every 10 years. This thriving media picture is a direct reflection of the modern Jewish market itself, growing in population quantity and in "Jewish quality", as postwar families were formed with children to rear in the Jewish tradition and in a national climate of general religious revival and mass educational opportunities. Recent studies have shown that Jewish publications enjoy high readership and most of them meet the highest standards of editing as well as printing. . . . ~ They deal intimately and in detail with the activi- ties, hopes and aspirations of Jewish people -locally, nationally and internationally. Jewish print is not a religious medium; rather, it is concerned with Jewish culture and Jewish life. It offers Jewish audiences (about 75% of all Jewish families are reached with this medium) in a Jewish frame of mind when they read the publications and who, as a result, can be sold best with specialized, rather than generic, print executions. 2. Radio Jewish *radio programming is available in such cities as Hartford, Philadelphia, Miami, Boston, and Los Angeles, but the most effective programming is in New York City. 4

While two New York stations have Jewish pro- gramming, WEVD (Alk& FM) does the major share, about 50%. They have regular Jewish programs beginning in early morning and ending at 1:30 p.m. five days a week and other Jewish programs on Sunday. Daily messages and programs aimed at the Jewish audience include Jewish music, including liturgical; Jewish variety/entertainment shows; women programs which feature Jewish home economics, entertainment and interviews with people of special interest to a Jewish housewife audience; and Jewish talk and record shows. 3. Other .There areno TV stations with Jewish-oriented pro- gramming and outdoor/transit efforts are believed to be ineffective. 5

R. J. Rkynolds Jewish Market Study IV. Media Directory Print vehicles (newspapers and magazines) are the primary media available to reach this ethnic market. A. Radio In broadcast, WEVD, New York is the only station worthy of consideration, with specific programming directed to the Jewish market. This station (5,000 watts, 1330 kc) broadcasts 24 hours daily, with a variety of programming appealing to all ethnic groups.(excluding Spanish and Negro). Particular programming emphasis is towards the Jewish and Italian segments of New York's population. B. Newspaper Of the 69 newspapers with editorial directed toward the Jewish market, 32 of them have a circulation of under 10,000 and an additional 11 have circulations ranging between 10,000 to 15,000. Exhibit I lists, by market, the Jewish population and the newspapers available, with publication day, circulation, open line rate and milline rate. C. Magazines . There are 31 Jewish magazines published in the U. S. Most of these publications are issued on a monthly or o ~ bi-monthly basis. ~ ~ 0 ~ v%

Hadassah Magazine is the most powerful single Jewish ~ magazine. It is the official publication of Hadassah, the largest Jewish women's organization. Hadassah maga- zine has a national circulation of 349,000 reaching al- most one out of every four Jewish homes. (Median income of $12,611 with 62.7% college educated.) Exhibit II lists the Jewish magazines, frequency of issue, open rate cost for a page B&W and a page 4-color, as well as CPM circulation. aG 2

4 R. J. fJXrULS TOBACCO CUHPAh7 JP;nISH tiP,W5PAPr'.RS Jewish Pub. ::. t P02 • A:blic4tion Bate Oirc. N. Y. 12,500 Jewish World Thurs. 5,886 a , Ga. 16,0CiU Southern Isree•tite Fri. 4,200 Czty, h. J. 1U,00c' Jewish Necord Fri . 470 3 . , ~U4 . Jcwi:h Tir.:',::s Fri. 16,5 ~ 3;. : :n,ham, Ala. °,500 J or c•.:ish r~nit Fri. 3,288 :;C ~:Cr. fi7ss, 176,Cuo ~ • ,:e~i ~~s. . ~~~vocatc Th;:rs. 23,919 •Jewish Tinies (Prookline ) . Thurs. 1v,5c0 !o. PI. Y. 25,000 Luff~zlo Jcwish Review Fri. 13,500 N. J. 14, 565 Voice Bi-~•, ~ek1y 5,6CO 26;',0C~0 ~entinel Thurs. 30.oz9 Ci:io 27,5U0 i=.I:Frican Israelite Thurs. Ohio %3 5, (iV ( ,' .) .V e er s [' !•1 . 1, ,%50 H<:ights Sun Fress(Cleve. Hts)Thurs. 44,16E3 Hillcrust Sun j:essenLer Thurs. 22,964 Ohio 'Korth, Tex. 10,.r1C0 22,6C0 Ghio JekisY: Chronicle Texas Jewish Post Thurs. 7„CO ~ Uh:.o 7,!x:C, L•aytor_ Jewish Chronicle Thurs. 6,j90 2t .OCG ' L^.tcrriouaa;ain .Jcwish News Fri. 4,5CG e, S,0(.G JEy:ish News Thurs. 15, 5CO ;,ex County, N. J. 1(iG,OC'0 Jewi sh News Fri. 25,174 'N. C. 8,CK;0 Axeric4n JEwish Times UL :iOGY, Monthly 5,M .• ..., %.o:, . :er.. 2U,0(:O v'~.:iSa :'crald 1loice T'turs. 4,3CY) ::o-if•r3trr•en Ctys. 111,CiC'0 Jcwish St^ndarcl Fri. 7,150 ,:2:oj n01; s, ZnU. 22,890 Jewi sh Chr or•ic',e Fri. 1U,U;,U . ac~:' oaviile, F1a. 4,5CJ0 -.tOu.`.herYi Jewish Weekly Fri. 28, 5CC' Jacksonville Chronicle Fri. 25 U{~~ , City, ",c. 22,UC4? Jeiri sh Ch:•onic:..e Fri. 11,1r1C0 2;0C.U Isr3eli.te Fr.i. Calif. 5GCG,OCO B'r.o'_ B'rith "i<.ssenger Fr i.. 49,?94 Heritage Thurs. 13,575 Jc;.: sh Voice Fri. 30,200 9,000 riebr e;.r '0:atchmin Thurs. 2,196 eaU6 661oS 130,000 J~•Nish Floridir:n Fri. 20,(;•C`U ~CH:BIT I P:I•e One Cp-n l.i. Rate M 11i^e $ .20 ~ 33 .4.: .40 93.62 .20 sc,.6G .4C .24 71 .75 .50 ~L .55 .20 18.72 .20 a.4 .50 .14 24.5° .50 16.37 .36 L1.15 .40 r 22.79 .30 6.tE .25 1U.~9 .18 ~ .36 47 .18 .18 27.6c .29 E3 .3 5 .35 22 .2C .40 15.62 .35 68.81 .20 45.72 .28 ''8.50 J .15 14.75 .1,0 i3.F? . •.21 8.26 .25 2:..37 .29 3U.01 .3s 7.47 .39 28.21, .35 ~.1.3; .20 b`).53 .30 24.75

1'CRACCO C0I•i} AhY J? ~ I I:; 4 I~;tt S?A P~f~~S F:f.B 1B.'.T I psrj;^ T.ro iVJrkl. V Jewish Putrlication Pub. Dzte Circ.. Open ii. Rate Ulline :.i"&.:z-u•r.ee, YJisc . 24,0C0 Je:dsh Chronicle Fri. 12,PCC :v .30 S 23 . c,4 ::;::nc lis, Minn. <0,5JC klhrican Jewish World Fri. 15,37 8 .40 25 . 57 10,150 Jcwish Civic Press alonthly .26 1C2.23 Yori:::ty,N.Y. 2,381,000 h:c~ra.can F:x::uner Thurs. 91' J`':0 .7o 7 . 52 Auf bau r ri . 29.,630, .50 16.5%3 . Der Yid Bi -Jeekly 7,6G0 .25 3.:.3w , Day-Jcwish Journal Dzi1y C.3 ,3 40 .56 12.70 Jewish For.rard. Daily JJ,J46 .56 1C.j2 .Je:risy Press Fri . 152,026 .75 4.^5 L. I. Jewish Press 2:on thly 2:0,475 .50 24.CC Wcstchest<:r 'Jerftish Tribune Eonthly 6,tL 5C .40 E.C.C6 Nassau i:nrild Thurs. i1,CtC•0 .32 2E.E0 i3ocka Way Journa.l Tucs. 6,G0C .32 5%.43 c?ziI:lcnd, Calif. 12,0cc California Jewish Record S er.i-!•,onthly t{C1, 10 ~ .36 ~ 34.01 ~ ieebr. 7,OC0 Jewish J'ress F ri. , 3,1Clu .11 37.10 N. J•. 15,000 American ?ost ?•i2d. 3,500 .115 32 .31 0 330, 5cx0 J c:wi sh Exr:on ent F:•i . 66,132 .50 7.43 J,_::ish 1'imes Thurs. 34, 220 .40 1'• .1119 t';tt !:burrh, Pa . 45,0CC . . J--w:,sh Chronicle Thurs. 15,540 .50 31.63 Gre. ti.CUC Jetrisa R tV ~ ew M~..•:.th; ;/ 3,0(;0 .36 117.~~ . rc v; cence, R . I . 19,6("0 Jewish : era? d Fri. 13,251 .24 Ko. 57,5W J:wish Li;~it Bi-Yleekly 15,450 .3k 21.63 : t . L ~'Y.~., 1.1a21• 10,C0(. Jewish News bi=r1 eek:.y 2,950 .25 . 83 .3;. Inn a.:Lonio, Tex. 6.M) L'nai B"rith Voice Mc,nthly 10,5C0 .36 33 7 0 F r::r:ci: co, Calif . 7_;,~GE: Jewish Cv::^;unity 3ulletin Fri. 14, 605 Ga. 3,5CC; Jewisr:Ne:rs Mont'.ay J.,3CC .36 <72-21 Jea7 'L1e, 1•ia°.h. 12,500 The Transcript Sc::u-"lont.'~1y 20C :i .21 15 49 r;ass. 10,835 Jewish ',•leekly P'c'ws Thtrrs. , 7,335 ~ .<U . <^ .c0 Tol%;40, U:iio 7,000 Jewich News r:onth ly 2,40:, .~5 lc<.23 T rentorr, IN. J. 9,5(%0 Amcr ican Jewish Life i•ionthl;,r 9,200 .26 2'1.7H J,;wi sh Cor:.:iuni.ty Reporter I-icn tZly ~ ,uCO .27 E8.:,7 m .,uc;;cr:, Ariz. 6,50C Arizona ~'cst Fri. ~,6~, CD .14 5- . °, 3 Del. B,7C0 .i_~.is!: Voice B1-4eei{ly ()VCi .12 39.3< , t•:an: . 10,0JC; Jewish Civic Leader Thurs.. S ~ ,>'.) .30 15.69 Ohio 5,5CO Jerris•rs Tira.s Fri. 0,989 .11 12 . G3 6A06 86LOS

Q R. J. hF.'lIy'0:,u5 ;Uu,1CC0 C0.'~LpANY ,'USClhL';~L..7 J?'N T: iH E'.i •,t. i~ Pa~e !,-C . : l . I • C ircuion Co~"k CPt~~Ji • Co „, ~`t+ a CP:''~ k.iprican Zionist Monthly 47,500 $ 420 5 8.84 ~ - B :.L~.3: c~n Yo::t'.:ly 18,411.0 200 10 85 - '6 rotcerhood Bi :.o:a.h1y 4 0 . C:;O /,CG . 5.71 500 7 14 ;.o .GC:ct~,~.ary I:onthly 65jCO0 GC0 - 9.23 1050 . 16 15 Con~ress Bi Week7,y r31 :•~ euk1y 35,666 300 8.41 . 0i•::,en::; o7s Quart-:rly 64,500 500 7.75 .!orttLly 349, '2 9 2350 6 73 3oCO 8 59 rr1G 1y 5,2100 297 . . 57,.12 . Hi:7.:^rut Photo b:onthly 43,839 NA NA N :,!jrscl Investors Bi-Mon`„h:.y 22, 5C•0 NA NA a•R ror•; ri hl ont y 126,0CC 890 7.06 1090 s.55 J:xM~s~;~~^t Post 1•lc)rlo;sy µ1.1, Vvv 'L`iA j c-wrysh Frontier I•,onthly NA _ NA Gua rdinn :1on t~.1y 15,0c.~ NA NA i:,:: Ho:.:cr,:i}':er Bi.-:1oii':nly ho~,000 3DO 7.50 ':?1i :r tr- rly 10,000 INA NA ::on th ly 16,250 2C0 1<.31 ;~t.l n !•tc:•ly 12 OCO NA _ NA Lzfe ~i-t~~nthly 1(i,OCO S:A i1li . r V~tl'.:•7n k:on ',.h l y Mon t} t'_.y 100,Cj0C 300 500 16.67 5.00 4nc.' Life ~-~ _-~•.on thly 25,000 N A NA "~C.:: tI't aJ1 K'rJl l i.Cl l y 1?.,r~'~C• 20C,` 16.67 ;-ion:en NIOn } %i ly 23,500 700 29.79 J~atienrsl ~c::~sh y:on'.h ly 214,'i4F3 875 4.G7 1475 E.~7 el Pan;.zi Wc•d:Ies(lay 35,C(.-0 NA _ NA Friday 14,517 500 3µ.44 :1onthly 16 „YJ0 200 11.s3 ;tC~14 btaed or. circulation ') i',.i!n .,.A - hot Av-ilaolp * a.uzBzx II Uc, Lc One . .C~'osin?, „ Ds•es One :•ior.th in advance 1st of mo . prec. isste ~.o . 1st of iao. prec. issun ::io. 1st of mo. prec, issue --c. 1st of mo. pre:, issue :r.o. ,y,~~cia De^n: V ~ _n V

R. J. MNOIDS TCBACCO COMPANY .VtGAZI NT~~ Jy7I:*I McMZT zz P~~e 1V0 Pa r.~ 1 P.zge 4-C TVblication FrcGuency Circul:ition Cost,: CoRty- Closing Dates United S;-n:,gog,te Quarterly z40rOW $ 750 ~ 3.13 ~ X a. $ - P.: ~:i•:w :~cr.;••n's .Ls3Cue Quarterly 165,,000 2S0 1.70 NA - CLtlook You.^.;; Israe1 r.onthly 28, s97 450 15.57 NA - ViNS:point r NA - Not Av4i1ab1e ' *Open Hate ba sed on circulation ?/15/69 William Eaty Corrpany I;edia Dvpartmcnt tSb6 B6L0S

~ r ~ N

R. J. Reynolds Jewish Market Study V. Execution Development Advertising to the Jewish consumer can be adapted from most general media campaigns. It can be used most effectively by tying in some important facet of Jewish life and culture to the national campaign. Today's Jewish market is peopled with a very "in" younger generation. They have the economic resources to buy and to do what they wish. They take advantage of the Kosher resort areas in the Catskills, the Jersey, Florida, and Carribean beaches, the theater, racetracks and favorite dining spots. These upscale, social outlets offer a broad advertising envi- ronment for selling to Jew~sh people. Settings and situations should be current and "in" and be readily identified as "Jewish". Photography should catch reality and conviction. Principals, in appearance and fashion, should be selected to reflect an upscale and "with it" atmosphere. They should not be heavy "Jewish" types al- though people who are obviously "non-Jewish" will be un- acceptable also. Their.dress should be reasonably high- styled to fit the situation. Radio copy also should follow the strategy described above. d

R. J. Rey nolds Jewish Market Study VI . Special Merchandising Since 1961, R. J. Reynolds has recognized the existence and importance of the separate and distinct Jewish market by advertising its products with specially directed copy appeals, promotions, sampling, and other merchandising activities. This has been accomplished through the utilization of the Joseph Jacobs Organization. While compensated as Jewish media sales representatives, they have functioned as a Reynolds advertising agency at no extra cost. Since 1919, they have served as a Jewish marketing/media specialist and have worked with manufacturers, service orga- nizations, and agencies to stimulate sales among Jewish con- sumers, especially in New York City. They have capabilities in creative and production efforts relative to distinct Jewish directed copy appeals. They operate one of two ways: . Provide advice and counsel on creative approaches with the regular ad agency producing the ad, or . Create and produce ads billing regular agencies for out-of-pocket expenses and taking no com- mission. In order to make Jewish media a~lvertising more effective, Reynolds uses the regular merchandising support offered by Jacobs. They maintain a fourteen man merchandising force

that covers New York's major Jewish areas on a year-round basis. They call on grocery and drug chains, co-ops, and independents to put up display material, maximize distribution, and to assure consistent and effective promotional cooperation. This unique manpower is available to all Reynolds products promoted in Jewish media at no extra cost. Jacobs' services are available to no competitors. In addition to this regular support, they offer complete merchandising services for a fee. Joseph Jacobs men carry and put up regular display material supplied by the advertiser. However, it is generally more effective to prepare special display material if the Jewish media advertising carries a special Jewish theme. This theme then can be reinforced in special display material which will be prepared on request. The major Jewish holidays are excellent subjects for special merchandising activities. Due to the great volume of media space placed by Joseph Jacobs, it has excellent relations with the'Jewish publications and continually gains free publicity. As a result, Jewish media promoted products receive strong additional publicity, a service provided by Jacobs at no cost. 2

F:xhibit I R. J. Reynolds Jewish Market Study Jewish Market Merchandising Options Joseph Jacobs' Regular Merchandising Support In order to make Jewish media advertising more effective, the Joseph Jacobs Organization maintains two merchandising crews who cover New York's major Jewish areas on a year round basis.. Each crew has six men, and a working supervisor. Each man in his own familiar territory works on a store by store "down- the-street" coverage of retail outlets, grocery and drug chains, cooperatives and independents. The men are stra- tegically routed and closely supervised. This unique manpower is available to all RJR products promoted in Jewish media at no extra cost. More specifically, the Joseph Jacobs merchandising men: . Check stock. Rotate older stock. Pack out back room merchandise. Check price structure and obtain approval for corrections. Work for increared facings, floor and window displays. o . -A Put up display material. d .o Talk up product stories and advertising efforts z . . ~ ~~ . ~i Inform outlets of special promotions, features, etc. Sell dealers on the importance of stocking and displaying your product.

Exhibit I (Cont'd) When stock outs exist in chains or co-ops, attempt to set orders placed in chain book, or through co- operative warehouse. Submit complete reports of all services rendered. 2

Exhibit II R. J. Reynolds Jewish Market Study Joseph Jacobs Full Time D9erchandising/Sales Option It is possible to obtain the services of Joseph Jacobs mer- chandising/sales crews on a full time exclusive basis for special drives in New York's major Jewish marketing areas. In effect, for the period involved, a firm has a trained full-time specialized selling organization. There are more than 3,000 independents more important than the in these areas. Many of them are chains but, because of their size, seldom receive the merchandising attention that the Joseph Jacobs men can provide, especially to back up Jewish media advertising. The Jacobs men pick up goods from wholesalers and sell for cash off the car, either obtaining original distribution or plugging distribution holes in established brands. These activities are coordinated with the firm's division managers. They perform a complete merchandising activity - arrange floor and shelf displays, push preferred stocks, talk up the Jewish media advertising and put up available display material. They also may be directed to do special work in chain outlets in addition to their off-car sales coverage. Here the men attempt to enter orders into the chain order book, maintain

Exhibit II (Cont'd) correct shelf position, increase facings, put up display material, pack out merchandise and, in general, effect a better disposition of products. Prior to major Jewish holidays they assist in erecting Kosher departments. Written reports of this work are regularly submitted to the client. The charge for this service is $1,250 a week for six men and a working supervisor, including automobiles, insurance and taxes. Whether or not Joseph Jacobs men are employed for the special full time services described above, all products promoted in Jewish media receive the regular Joseph Jacobs merchandising backup. ,

R. J. Reynolds • Jewish Market Study VII. Competitive Advertising Expenditures Two cigarette firms, Liggett & Myers and Philip Morris, eliminated their-Jewish advertising budget in 1969. British- American reduced its budget by two-thirds and is only adver- tising Viceroy. While American Tobacco maintained its 1968 level, P. Lorillard increased its budget by 43%, or $26,000. Advertisements for True were halted and the Kent and Newport . budgets each were doubled. R. J. Reynolds increased its 1969 budget by $57,000, most of which went for-the promotion of DORAL. Total WINSTON in- creased its budget marginally. Part of the increase was due to a Jewish radio effort for WSK-M in early 1969. Marlboro had no Jewish effort and no firm used the outdoor medium. Jewish Advertisinc.L Expenditures (By Company/By Year) (000) 1968 1969 Total WINSTON •$132 $145 R..J. Reynolds 159 206 P. Lorillard 60 86 British American 70 27 American Tobacco . 20 20 Philip Morris 5 - Liggett & Myers 48 -

R. ' -d . Reynolds WINS=0N Jewish Advertisin Ex enditures Histor B Year B Brand'B Media (000) Year Brsnd Mag. News. TV Radio Od. Total 1965 W85 $ 7 $ 41 $ - $ 53 $ - $101 WS,KS - - - - - - W.V. - - - - - - Total $ 7 $ 41 $_ - $ 53 $ - $101 _' 1966 W85 $ 8 $ 34 $ - $ 54 $ - $ 96 WS"K S - - - - - - W:: - - - - - - Total.$ 8 $ 34 $ - $ 54 $ - $ 96 1967 W85 $ 12 $ 24 $ - $ 19 $ - $ 55 WSY.S - 12 - 26 - 38 WM - 4 - 21 - 25 Total $ 12 $ 40 $ - $ 66 $ - $118 1968 W85 $ 6 $ 25 $ - $ 35- $ - $ 66 WSKS 6 25 - 35 - 66 WM - - - - - - Total $ 12 $ 50 $ - $ 70 $ - 132 1969 W85 $ 7 $ 27 $ $ 35 $ - $ 69 WSKS 7 27 35 - 69 WM - - 7 - 7 Total $ 14 $ 54 $ - $ 77 $ - $145 CGH/dm 8/22/69

Loews' Theatres Jewish Adverti`sing Expenditures History By Year/By Brand/By Media Year Brand Ma .. News. (000) TV Radio Od. Total 1968 Kent $ - $ 20# $ S - $ - $ 20 Newport - 20# - 20 True - •20# - 20 Century, - - Erik - - Old Gold - - Total $ - $ 60# $ - $ - $ - $ 60 1969 Kent $ - $ 43# $ - $ - $ - $ 43 Newport - 43# - - - 43 True - - - - - - Century - - - - - • - Erik - - - - - - Old Gold - - - - - - Total $ - $ 86 $ - $ - $ - $ 86 #Includes National Publications British-Arnerican Jewish Advertising Expenditures History By Year/By Brand/By Media Year Brand Mag. News. (000) TV Radio Od. Total 1968 Kool $ - $ 10# $ - $ - $ - $ 10 Viceroy - 40# - - - 40 Raleigh/ Belair - 20# - - - 20 Total $ - $ 70# $ - $ - $ - $ 70 1969 Kool $ - $ - $ - , $ - $ - $-- Viceroy - 27 - - - 27 Raleigh/ - - - - - - Belair - Total $ - $ 27 $ - $ - $ - $ 27 $Includes National Publications CGH/dm 8/27/69

T t d-++La 1lzands 1965 ='P prmAj+ rr~ra es rLw--TCa fM1tBOG I'.f..'Y as r-ao cr es. 2Ci1L 19U/ ^1R BewMa rlss2as es YL'7TOH SL7 K='m Y'~T'.1!OL ut17e (eSlSYr) T`O'O cA: s. (a/r) raru. t/1?J69 Ew+rlaed 9/1P./69 (1) R. J. R..OSad TOD.CCO CO:tP/WY 1965-1969 LSTIMATBD_MWOR COHPETITIVB EMIC RDVI=1SI1R3 bXPF1m1TIfltE HfSTORY BZ ZP,AR/B7 R"AN9/BY_MIA ' --(000) Ne Exn1B1T z _1~wa1n!~s 1Grm re 2e aLon Rrd1e Oa6door GIAld1 3^M-ah-S`le1f~ T_ ot z Ne ".ro Jevlah S eh 2o MfF- J eh SimnSaff Total Nopro Jnrieh S nle8 20 ~ Me. .o J.vie9 S:wtil!kA Se~ .1L !26 t 7 t- ! 33 t- S41 $6 $47 t--!- i 11 i il $167 $53 $47 t2b7 i- i- 36 7 6 49 - 24 6 30 - - 11 11 47 38 4S 13~ - - - 9 - 9 - 56 - 56 - - - - - 23 - n - - ~ ~ - = ieb $23 $6 $113 =- 1121 $32 $133 =- i- $22 $22 S3L'1 f114 i139 $566 _- f- $31 = e i - : 39 t- $34 : 6 $40 :- :- t so $ so :27 $54 iso 1331 :- t- - - - - - - - - - 41 7 6 54 - 16 6 22 - - 50 50 653 7 61 721 99 - 9 - 22 - 2i - - - - - 4 - 4 - - ~ ~: - x = = = = = -, a t ~ = i M2 = = ttn~ l:0, t R {I rO t- s7: t1: t NR t- t- j1ne t1oM iriL uS $157 $1.211- $59 t- :17 $12. $ - $ 29 t- tZ. $ 4 t2e $ - :- tss tss :- 319 t37 :s6 •- S- - - - - - 12 4 lb - - 6 6 it) I 26 26 53 - - :7 - - 17 - 4 1 S - - - - :ft) 2r7 21 10 31'f - - 4B e E 64 - 6 7 13 - - 25 25 110 ij sr.j a+ - 2 - 2 - - - - - - - - - - - - - Z- ~ =109 ~ i e i 1J9 t- $46 $16 t 62 t- S- t•.1 $92 $5" s66 a131 l7VI3 $68 S- Spaeia 1 7fsro Kteet - ~ wI1FTON SY.S %irG-fin Yfr.-w~: jS.17".04 v;a37G!! P°1.G-r.LS (:vvele1 WBro) i- !- t 33Z' - - 220 - - to = = w i- t- _ 83& t- S- t4A - r 1. - - 59 9% - - 35 = = m t- - $39 l1,s" S- :- : V•e - - 75 - - 340 - 6e sv - - 2 :- i6e $1.143 S9th6 961OS

MN!a*~s- -- -- 2r G~+r ~ BneAs ~-~.e~.in1 Slxvtlah ec 196Q r'=`~eS tz~ori ats ti' ."TCT7 "^`..S80L .sLY (es/sCS) M" xm !^•-"t Th+d.r.. yoat TOTAL t4±c1r1d1.wrie.a r..i ~la.rs~ -~ t- t6 ~- 1 6 - 6 - 6 Sl - - 51 42 to 9 61 AL $135 f= $9 $166 . t33 t t- $33 30 30 - $63 $ t- $63 ts3 t - s - t 53 $53 t - t $ 53 C!ae2ree. U.tLae.l lMS1lMttar. eZu_`•w TaU... e/11/69 ile.i.at 9/17 Rs J. RSS"S.LrS TOMCCO WltPAN1 1p63-1969 mTIlUTED NNdt C0!4'EtITIYB EfPYIC ADV!ATISINO EXPMITURE NISfORT t~!UIT iS BY 2F.AR /IIT ARA1rJ MEDIA 000 Nnwe re Tale.laien R~41e Oetdoor CRA1m Nerro oviah Sasiah o ~ so ~L+h SAi++iah ~ Nep•ro eviah S~wilah ot gerro ev"h Sm1i+b To TO;AL :- $s s 4 S 29 4s : 45 31stt $35 s4n f:Y,l t- f- f- S- t 321 - 25 4 29 - - 44 44 105 35 46' 1e6 - - - - :~•~ 155 - - 155 2D6 - 17 7 24 - - 16 16 3h7 61• 409 309 - 42 t- $67 :,s :Kt S- t- tlOS $205 $765 $70 $155 t99o t- t- s- t - $1 ,143 $40 $230 t 7• t7s t- t- tas tn $210 S. $44 '42St t- S- S- t- t 1e7 - 20/ 7• 27 - - 21 21 44 44 - - - F 1 !G 60 200 70 87 - - 21 21 210 - 44 2% - - - - 392 20 -• - 10 - - ?1 21 - - 43 43 - - - - T. 20 m 20 - -' tild t60/ t2l• $1" t- t- sla $204 t4zo E- $175 t59" t- i- t- t- i 961 t Io t1ol t- $ 30 t- t- t19 $19 $350 _- i39 $309 i- t- t- t- t 491 4 40/ 44 - - 39 38 - - - - 82 20/ 20 t2. t7'Jd t- $94 t- 8- 5 19 $19 $350 - $77 L4rr t- S- t-• s- t 5" ::oure.. for cmprtiti~. Snfoeaetion Je.rSsh - los.ph JaeoAs llreanlsatien N• rr• Na/a1fM (bOmq) - N.«. .,,...•. - MrlSa 1Mpw..n6atlw. 99fl6 86L0S

R. J. nTNOfA4 TCtfACCO COtftffY 1963-1969 nTIMATED MAJCR C0.4FSlITI9E STNt1IC ADYERtISI1R l.XlTFDITUAE XL4TORY BY Y9.AR/BY BRARD/BY WOU (000) ~~ar Ct+-xnr ~ Srands 1958 Ar-rtwt TeDaeop Cmt. T.rqLat s _~r ovi+h Siwtnieh Tot fleve re T eien eno Je.rLeh SA~nleh T denv Jevieh Sptnlsh ot $34 S- S- :34 S- Wr $- :10 35 - - 35 4e lar - 58 1• 1 Ratto NeRro Jevieh SDenlah ot DOQDlt IY (Ca4.) QR,deer _ QIw Ne.cro 7wri~h 3 A Tgtal $40 $- $ 21 $51 :- $_ $ 40 - 11 51 t06 15 L~-w•tt A MIN ~ Chaffurflau tet. t- •- S e4 : 4e :2ol 6 1• $69 i-• _- t- s- su tu 12 12 :23 :29 t- •- $- $ - $ - :- i- :- :- :- a- s- s- - $ i- s- ' s- s- $ - a- _- s- TOtAL $ _ :- s- s- :- $ - s- $ - s- s- s- s- s- s- 4S - - Ls - - - - - - - - - - - - e - - e. - - - s- f e i- _- s- s Soureee, fer eerMtiti..- lnfuaitK ~ ~ Jeviel: - Jo..ph Jaeobs f)rpwleaLSen Otna•e.: r.~soe.1 hsu.Yt.~.. •s„elne.. Tm... e/u/69 lt..le.e 9/17 n.iro 11.gRifne (L'borpr) - r'1H : 80 $ - • 22 $102 ! zS t - $204 s12v S- :- s- $ - :re s- s- :- s- s u9 a ZS s- $204 , su9 $ - S- 1- 6- S ?29 $ - : 5. s2o :2S $ - :- S- :- s 23 ss e •- i 5 Sio S2S •- $ - S- s- s ze L9b6 9005

R. JLkLTNOLD3 T09ACC0 COMPANT 1%S-1%9 E9TIMATBD NAJdI "PEi'STiYL BTNNIC ADVEtTIS1NB EXlGN~Tl~lL HISTOltS F.x1R*IT III BT-YF.AN/6T BRAN//DT_YSDIA • ~~ asines NevsEaperd Tele*ieloe R.41o QRdoor • ONA11D 2.ar b-+.!+h.y & ~ds ~ wish Sputlah To ~ Nexro J.+.ish Ssh ?otal Ne~ro Jevish S s e Nerro evieh Sw~ish 20 !tfre J.vi .h SpRnlah To . T4fAL 1969 sfR ersrn+• _ +rrzraa 85 $60 S 7 6 - $67 S- $27 S 7 s 34 S - ,: - $75 1 75 $177 $35 = e6 $298 S - 6 - 3 - _ - 6 4A YIYSfCJ SSS 33 7 40 - 27 1 28 - - 30 1u - 37 7 L2 - - - - aA YD4T04 1'.4tl8CL 12 - 12 63 - 83 - - - - 95 sAtlx (ES/aD) 106 6 9 121 - 14 7 21 - - 19 19 151 55 206 - - - - ;67 DC'LL - 15 - 15 - 21 - 21 - - - - - 12 - 12 - - - - 48 cdr~_.L. (Nr) ±a .,_ = is -= = =- ~ - - - - - - - - - - re TG'[AL =9 935 i 9 $273 t- 9" $15 $104 t- :- Yt?4 $124 :yT1 yffi 4,48 =66f =- s- 6- s- st,rr,2 Lr.n• TNed... :9ot $47 $- t- $47 $ 2 $43 $ 2 : 47 :- :- 4 77 $77 :187 :- : 84 :V1 $747 :- $3 $150 S s9Q XWWPwt 65 - - 65 176 t3 2 221 - - 77 77 269 - 01 350 Iae - 3 T Ak lYM. - - - - - 9 9 - - 77 77 87 - E4 171 - - - I - 257 C.eROey Erlk 22 • 22 22 md Cold TOtA1. 5112 $ - :112 6179 $86 $13 62" s- 3- $231 :231 $543 $- :271 =Q1L L29S S - s 6 - s)or $1,733 Brttid.•A.+rimn [ael S e7 s S- ie7 6 31 :- S- 9 31 3- :- :46 : !.6 Ss99 : - s 42 $ 611 S- : - : - : - S sOS aew" 6e - 68 S Zl - 32 - - 46 46 349 - rJ. 393 - - - - 539 S ul hAwLair = = = = = • a - - - - 70fAL sus •- $ - $155 i 36 $27 f- $ 63 $ - S- $92 ,: 92 39Le s- S 06 s1,o74 S- S- 3- f- t1,34f. S/1]/69 p..i..A ',//7 .'YIr.: N.RssSM ~tDmVI Y~B . .:7. . . 89A6 861OS

P. J. RF.TNOlDS T09ACC0 C'OMPAt:T 1965-1969 ESTIMATED WWOR CtTSFRfITIV£ LTHNIC ADVI~^Cf1:iINC Y,XFENDITVR£ HISTONT BT OT DlUND&r M.E_DIA 00() CAITSIT 1:2 (GwK.) l Nwe rs lalon Telev 11+u11e OuECoer CRAMO Twa! Cae~o.r~ & 9tvnds ~!O eviah as nee Snvilah Tot Ne ro avish Sp~nish ToC. NeR> _ b Tevieh SponlaR ToaT NeRro Jevish J sh Nro Jevish S ah To TO 1 1969 Ar,riaw Tobaeeo Can6. T.reytoet =42 S- i- i42 i- _- :le i-, i- t]8 ils t96 i- s- i96 i- 3- i- i- ~ 166 Pall tta11 4s - - 48 81 1C - 91 - - 1S lA - - 157 Carlten Iudp Strlk. S3,L.a Th3n. ~ ~ - 42 1J! lS ~ 60 ToT'LI. :132 :- S- :7J2 i 91 i 20 i- 1101 :- i- s 54 s 54 S96 i- $ - t96 s- i- L- t - i )e) ISP•.ct & ri.n Lul S- _- s- i- i 7 i- i- :) i- i- s- $ sll s- :23 •S}4 i- :- :- :- s 77 s.rt - 1 cs..t.rrl.la TofAL S- i- i- t- s 7 i- , i- s 7 i- i- i- i- i12 S-_ i2) s)s s- i- i- i- S38 Ph!]Sp lbrri! ' Als- i - $ - i- i- ~- i- s- s_ ~- f- :.. s- s- :- s- s- :- s- s- S- 3- Yarlbore - 1 - - 1 - - - - - _ 1 _ _ 90 Den.on k M.d6.. 90 - - 9~ ParlLrnC Lift = = = -s - - ~ - - = = ---_ - ' S : = 100 a $90 i 1 i- i- L 1 i- i- S- S- , i- S 9 L 9 - S- :- - ;. . TCfAL i9o i- - ;a:r..._: J..wl:1. -~ ~ -- Joseph Jecoba (h•tianfaatSon e/11/69 o.YSs.1 '1111 69b6 861OS

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