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Introduce New Ad Program

Courier Plays Host At Kickoff Luncheon To Madison Avenue

  C. Melvin Patrick, advertising manager of The Courier's New York edition, played host to over 150 members of the advertising, public relations and manufacturing fraternity on Jan, 10 in the Belmont Plaza Hotel as an introduction to the nation's most effective advertising and merchandising program. 
  • The program is designed specifically to reach and sell to the thousands of Negro Americans who want the best.
  This luncheon served as announcement that the Pittsburgh Courier Publishing Company had already launched its full scale promotional program, based on the 1958 Home Service Fairs and its new forthcoming Rotogravure women's magazine section, "Women's Whirl."
  
  MRS. ROBERT L. VANN, president and treasurer of The Courier, personally welcomed more than 150 top Madison Avenue Advertising Agency officials, plus manufacturers and public relations operatives. 
  • The courier expects that more than 150,000 people will attend the 10 projected 1958 Home Service Fairs.
  Courier advertising director, J. Walter Carroll, revealed that Courier fans are slated to be presented in New York, Philadelphia, Pittsburgh, Detroit, Washington, New Orleans, Los Angeles, Oakland, Calif,; Cleveland, and Chicago. Mr. Carroll asserted, "The home service fairs bridge the gap that [[torn text]]
  In addition, Mr. Carroll stated that the Home Service Fairs give the advertiser the opportunity to establish brand and product identity. 
  • He said, "Increased brand identification will bring increased consumer confidence. In an effort to increase the effectiveness of this program, The Courier has instituted a new consumer research and product survey. The results of this survey will show advertisers the areas in which they are weakest.
  "This service will provide a continuous flow of information to advertisers that they would not secure in any other fashion with regards to the Negro market."

  CARROLL THEN pointed out that "Women's Whirl," a Roto Supplement, will provide a new area of sales development for manufacturers and their agencies that heretofore has not been available. "Women's Whirl" will be available in full color, duotone and monotone. This will be another "first" for America's Greatest Weekly newspaper.

  OTHER SPEAKERS included Mrs. Evelyn Cunningham Haines, who pointed out the need for such an addition to The Courier's services. Comptroller Lorenzo Hill pointed out the need for new and effective research material on the nation's Negro market. He announced that The Courier's research and survey program will be under the direction of Dr. Jesse F. Gloster, head of the Department of Economics at Texas Southern University. 
  William C. Page, promotion manager of The Courier, will [[unclear]] the merchandising program that many manufacturers are seeking in order that they may reach and sell to the Negro market. 
  A complete listing of the guests present at the affair is as follows:

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At table two were, seated, Mrs. Isadora Rowe, Courier theatrical writer; William Rowe, representing the Rupert Brewery; Frank McElmoyloe of Morey Humm and Warwick; Fred Cook of Pet Milk; Jim Avery and Wendell P. Alston of Esso Standard Oil: Mrs. louise Prothro of the Pet Milk Company; Herb Wright and James Bowling of the Philip Morris Company.--Layne Photo.

[[image]]
This particular table seated Richard Webb of the British Information Bureau; Mrs. Alma Johns, women's commentator for New York Station WWRL; Eyre Saitch and Desmond O'Connor of the F. and M. Schaefer Brewing Company, and Shirley Mereday.--Layne Photo.

[[image]]
Seated at the table for Ballantine Beer were James Shisgall, Grey Advertising; Mrs. Joyce Callender, assistant director of the Grace Del Marco School; Bernie Kreswell, George Fenne and Elston Howard of Ballantine Beer; Charles Tomlinson and Frank J. Mahon of the William Esty Advertising Agency; Jack Pierson of Ballantine Beer and David N. Delany of Air France.--Layne Photo.

[[image]]
Seated at the speakers' table were Lorenzo Hill, Courier comptroller; Mrs. Evelyn Cunningham, co-editor of Women's Whirl; Melvin Patrick, New York edition advertising manager; Mrs. Vann, Joseph LaCour, Interstate sales manager, and J. Walter Carroll, Courier advertising director.--Layne Photo.

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January 25, 1952

Courier Magazine Section

Transcription Notes:
lists is guests is very small and blurred, not transcribed yet.