From The EDITOR t PUBLISHER
STUDY FINDS BLACKS NEED OWN PAPERS
“Black newspaper readers show
increasing desire and need for their own
community newspaper.” Black readers
will go out of their way to buy a black
paper, and will pay a bigger price for it,
according to a recently-released study by
Amalgamated Publisher Inc., New
York-based national advertising repre
sentatives.
The study, “Newspaper Readership
Dynamics in the Black Community,” is
the first in-depth survey of newspaper
readership among blacks, done by blacks
and sponsored by black publishers.
Behavioral Systems, Inc., Chicago
market research, management consult-
ers, conducted the survey. The sample
used 1,620 black residents, heads of
households between the ages of 18-55, in
16 cites, selected for highly-concentrated
black population and socio-economic
distribution. Washington, D.C., Atlanta,
New Orleans, and Detroit were the first
four m density.
An average of 101 respondents were
interviews in each city, and data were
collected between December, 1973, and
January, 1974.
Almost three-fourths of those inter
viewed were above high school level with
professional or business training. About a
fourth of the sample held administrative
positions. A third of those questioned had
incomes between $8,000-$15,000. Over
half were married, and had homes of
their own.
The study compared black papers to
metro papers. Findings that 72% blacks
purchase black papers from newstands or
stores. Metro papers were purchased,
according to interviews, by subscription.
44 per cent indicated buying dailies by
subscription and 47 per cent used the
newstand.
When and where were these
newspapers read? Findings showed most
newspaper reading by the sample was
done in the evening hours at home. And
black newspapers (40%) are more likely
to be read at this time of the day than are
metro dailies.
71 percent of the respondents indicated
first tendency to read the front page of
black newspapers. 58 per cent indicated
glancing at metro daily front pages.
Sample showed a stronger tendency for
black readers to browse through their
own newspapers. The percentage was 42
per cent compared to 28 percent for metro
dailies.
However, “reading the sports section
is a relatively strong first tendency for
regular readers of metro dailies (16%),
but not so for regular readers of black
newspapers (5%).” the survey conclud
ed.
The survey also found: “While one out
of two persons discards daily newspapers
after reading them, one out of three
regular readers of black newspapers
leaves the paper at home, and almost one
out of five gives it to someone."
Are black readers familiar with black
newspapers? According to the survey,
“two out of three persons were familiar
with at least one black newspaper in their
city,” and “men, those under 35” and
“men with incomes of $10,000 or more"
were most familiar.
For example, over 90 per cent of the
sample in four cities were familiar with
their black community newspapers: 97%
knew the Call and Post in Cleveland.
Ohio: 92% knew the Afro-American in
Baltimore; 92% knew the New Pittsburgh
Courier in Pittsburgh; 91% knew the
Forward Times in Houston.
The lowest sample of readers familiar
with black community papers was in San
Francisco, with 34% familiarity for the
Post and 25 percent familiarity for the
Sun Reporter.
Nearly a third. 31 %, of the sample said
they liked “local, community news and
news about blacks.”
Overall the survey found “two out of
five persons (43%) feel that black
newspapers are about the same or better
than metropolitan dailies.” And almost
one out of four rated advertisement in
black newspapers "good-excellent." In
fact the survey indicated: “one of three
persons felt that ads make a bigger
impression in black newspapers than
metropolitan dailies."
Reasons for black readers to prefer ads
in black newspapers cited “pride,
progress, support of people and helping
black businesses, and fulfilling black
needs," as major criteria.
Interestingly the type of advertising,
blacks would like to see more of in black
newspapers was: in the areas of classified
(35%), clothing (34%), food (30%),
entertainment (24%), travel (18%),
automobiles (11%), with lowest percen
tage going to alcoholic beverage ads
(4%).
It Like It Is’
THE TRIBUNAL AID
Week’s
Capsule
by Alfred Hinson
Serving Davidson, Firsytii. Guilford, Randolph, Rockingham and Rowan Counties
VOUJME II, NO. 52
WEnNESDAY. MAY 21, 1975
15 CSJTS PER OCPy - $6.00 PER YEAH
Member of NORTH CAROLINA BLACK PUBLISHERS ASSOCIATION
Graduation Becomes A Reality To Motlier
HIGH POINT On the
afternoon of May 18, a
long, hard struggle became
a reality to a dedicated
mother, age 41, of five
children ranging in ages
frorri 12 to 18 years.
Mrs. Delia Harris of 1521
Graves Avenue, graduated
from High Point College
with a Bachelor’s Degree in
Sociology.
“Deedee", affectionate
ly called by her friends,
decided after 12 years of
family raising to return to
school and complete her
formal education. She first
attended Ohio State Uni
versity for one year in 1969,
but unable to continue, she
dropped out.
For ten years, she had to
double as both mother and
father to her children. After
the youngest became old
enough, “Deedee" enroll
ed in High Point College
where she recently gra
duated.
As a reward to her from
some of her friends, Mrs.
Harris was honored with a
luncheon at the home of
Mrs. Betty Dockery. Fol
lowing the meal, “Deedee"
was presented gifts from
her mother, Mrs. Esther
Tyson; her sister, Mrs.
Emmoline Alston; Sister-
in-Law, Mrs. Odessa Ty
son; and friends, Mrs.
Yvonne McCall, Mrs.
Ernestine Dockery, Mrs.
Geneva Randall, and Mrs.
Elizabeth Sharpe.
Sharing in her joy are her
five children, Ronald L.,
age 17; Jessie D.. age 15;
Johnnie L., age 14;
Jacqueline L., age 13; and
Randall, age 12.
Black Culture Week At Sandhills
NATIONAL
Census Bureau surveys now show a surprising shift
in the movement of both population and industry. The
data reveals non-metropolitan areas growing at a faster
pace than metropolitan areas.
There is no single identifiable reason for this shift in
population. It is understandable, however, that
industry will go where the people are. Nevertheless, it
is speculated that some of the reasons for this shift can
be attributed to the fact that people want quiet places in
which to retire; people follow industry to find jobs;
people are opposed to having their children grow up in
an asphalt jungle, etc. There are many other reasons
for this shift and the reality of the movement will soon
be felt by both metropolitan and non-metropolitan
areas.
STATE
Health Education and Welfare Department (HEW)
officials released a study last Sunday which revealed
welfare waste that totals about $1 billion a year. The
waste is attributed to administrative errors and
cheating by recipients.
The report further indicated a range of agency errors
with Delaware having a low of 28.4 per cent - with a
majority due to recipient error or cheating - to 72.9 per
cent in North Carolina.
North Carolina’s top welfare official, David T.
Flaherty, said that errors in the welfare program cost
about $4 million a year. He further stated that to correct
these errors would cost about $16.9 million a year.
Flaherty said that the HEW findings were misleading
and did not give an adequate assessment of the North
Carolina welfare program. He does not deny that
clerical errors are -made in the program nor does he
deny that cheating is done by recipients. He does feel it
unwise however to employ 2170 additional persons to
rectify the current problem at a cost of $16.9 million per
year.
Most errors were made with the Aid to Families with
Dependent Children program. A “corrective action
plan" has already been implemented by the state, but
it is too early to evaluate its effectiveness, according to
Flaherty.
Howard N. Lee, mayor of Chapel Hill recently
announced that he would not seek a fourth term for
mayor of that city. He statedc that he loved being
mayor of Chapel Hill but it is now time for someone
with new ideas, new concepts, and new leadership to
take the reins.
Mayor Howard Lee implied during the morning news
conference that he is seriously considering entering the
race for the Democratic nomination for lieutenant
by Gaye Payne,
Chapel Hill Correspondent
SOUTHERN PINES --
“Blackness means we are
sensitive to what’s happen
ing to brothers and sisters
in other parts of the world,
in rural America, and in
urban America,” said
Kellev Alexander, Jr.
Alexander delivered the
keynote speech for the first
annual Black Culture Week
at Sandhills Community
College in Southern Pines.
“Blackness," said Alex
ander, “has taken on a new
meaning. It means that we
must do, rather than talk
about doing.
According to Alexander,
blackness has taken on as
many different meanings as
there are colors in the
rainbow. Blackness is not
so limited it can be defined
through the type books
read, the way the hair is
worn nor by behavior
patterns. Blackness is no
'A Very Present Spirit’
by C. Warren Massenburg
RALEIGH - Shaw Uni
versity was founded De
cember 1, 1865 as an
institution to teach freed-
men to read and interpret
the Bible. This led to the
formal training of ministers
and teachers followed by
the preparation of doctors,
lawyers and pharmacists.
Through the decades the
university has continued to
adjust its goals and
objectives within the gene
ral framework of its motto,
“Pro Christo et Humani-
tate” - “That Religion and
Learning may go hand in
hand and Character grow
with knowledge.” The
institution is recognized as
one of the foremost
institutions of higher learn
ing in the United States.
The largest graduating
class in the history of Shaw
received degrees Sunday
during the annual Convo
cation for the Conferring of
Degrees at Memorial Audi
torium. The Convocation
exercise climaxed three
days of activities which
were sparkled with celebri
ties from throughout (he
country.
Over fifty retired educa
tors who are graduates of
Shaw University were
(Continued on Page 3)
UNIVERSITY
Ctontiniied on Page 2
NEWARK MAYOR HONORED -
Kenneth Gibson, the second term mayor
of Newark, New Jersey was awarded a
plaque from Shaw University [Raleigh,
N.C.] for “Achievement and Leader
ship.” The award was made by J. Archie
Hargraves [right] during activities
surrounding the Convocation for the
Conferring of Degrees held recently.
longer passive, but active.
In his speech, Alexander
told an audience of about
100 people that if things
continue as they are now,
the day of reckoning is not
far away.
“We cannot continue to
exhaust our natural re
sources or to have as many
children as we want,"
Alexander said. In compar
ing the world to a space
ship, Alexander said no one
can leave this planet
without help -- be it
airplane or rocket.
“There is not a person
who can escape the
consequences of any of the
social wrongs in the
world," he said. “Unedu
cated people, people going
to bed hungry at night, and
the population boom arc.
and should be, active
concerns for all of us.
Alluding to ideas found
in thebook, 1984. by the
Victorian author, George
Orwell, Alexander talked
about reversals and the day
of opposites.
Alexander told the au
dience of mostly collegc
students that there were
three answers to avoiding
the terrible consequences
that would beset our
grandchildren.
“We can choose to
separate ourselves from the
rest of the world. But do
you remember when you
attended the separate but
equal school? Remember
that you couldn’t get the
c'ourses you needed to get
into college. Remember
when you really had no idea
what was going on in
chemistry because there
weren't enough chemicals
to do exoeriments," he
asked.
“Also, separate could
Continued on Page 2
Bennett College
Graduates 122
GREENSBORO Bennett
College for Women award
ed 122 degrees at its annual
Baccalaurcate-Coniniencc-
ment Scrvice on Iasi
Sunday. Guest speaker for
the exercise was Miss F.thcl
Paine, associate editor of
Sengstacke Newspapers
and commentator of ''Spec
trum" a CBS opinion
program out of Chicago.
The ncwswonian chal
lenged the graduating class
to join the fight against
governmental insensitivity
to the problems of the
blacks, the elderly, and ihc
poor. She proposed a
nationwide convocation of
1975 graduates to start
action on issues which arc
"threatening to erupt like a
volcano."
Miss Payne said such a
convocation should utili/c
“the best minds” in the
nation's private and public
sector to cause a turn
around from national poli
cies leading to “abandon
ment of the needy.”
Stressing that the nation
needs “new kinds of
strategies to face the new
world, she stated that the
United States cannot re
treat into some type of
post-Vietnam isolationism.
Miss Payne, who was a
reporter during the Viet
nam and Nigerian civil
wars, urged the graduates
to use the Bicentennial to
reaffirm their determina
tion that the mistakes and
inhumanities of the past
Continued on Page 2
Watergate Guard To Play Himself
Frank Wills, the Wash
ington security guard who
discovered the Watergate
break-in will play himself in
“All the President’s Men",
the forthcoming Wildwood
Production, based on the
noted investigative report
ing book by Post newsmen
Bob Woodward and Carl
Bernstein.
Robert Redford and
Dustin Hoffman will star in
the Warner Bros, picture in
the roles of Woodward and
Bernstein, respectively.
Jack Warden will portray
Harry M. Rosenfeld, the
metropolitan editor of the
Washington Post during
the Watergate period.
Warden can be seen
currently as the philander
ing and philandered hus
band in the film, “Sham
poo”. The actor’s many
screen credits include
Continued on Page 2
I PO-OQOOOOC OOCWj I
I Reading Guide
] Pagej I
|Business& Finance.... 2
I ICapsulc News 1
I jClassified 8| |
I .Editorials 41 I
I lEducation
I lEntcrtainnient 7
I 'ladies 3
Notes & Reminders....2
I |Obituarics
I IReligibn 4
] ISporfs 7
Ivouth
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