Thank you for visiting SNEWPapers!
Sign up free
Editorial
February 17, 1928
The Enterprise
Seattle, King County, Washington
What is this article about?
Editorial criticizes Maxwell House Coffee's radio ad using 'Darkies Jubilee' slur, urges boycott and letters of protest to the company and NBC for insulting African Americans.
Clipping
OCR Quality
98%
Excellent
Full Text
Who's a Darkey?
The Enterprise wired the Maxwell House Coffee Company and the National Radio Broadcasting Company, on Wednesday morning as follows:
"Gentlemen:
"If your company plans a Sheeny, Wop, Dago, Chink, Hunky and Cracker Jubilee also, then The Enterprise feels that you have a perfect right to proceed with the Darkies Jubilee, which you advertise over a chain of 26 radio stations, including KOMO, Seattle, for the Maxwell Coffee House Co.
Signed: The Enterprise."
Advertising, whether through newspapers or by radio, is designed to create good will. How much good will can a radio program create, which in one sentence seeks to insult and humiliate twelve millions of people and in the next invites them to purchase their goods.
There are too many good and better grades of coffee on the market for Negroes to drink Maxwell House Coffee. For instance-Crescent Coffee.
Besides, it's time we got good and darn mad and told those radio and coffee people where to get off.
The address of the National Broadcasting Company is in New York City.
The address of the Maxwell House Coffee Company is- Check Neal Coffee Co., Nashville, Tenn.
Write them a stiff letter and tell them your disapproval of such advertising methods.
The Enterprise wired the Maxwell House Coffee Company and the National Radio Broadcasting Company, on Wednesday morning as follows:
"Gentlemen:
"If your company plans a Sheeny, Wop, Dago, Chink, Hunky and Cracker Jubilee also, then The Enterprise feels that you have a perfect right to proceed with the Darkies Jubilee, which you advertise over a chain of 26 radio stations, including KOMO, Seattle, for the Maxwell Coffee House Co.
Signed: The Enterprise."
Advertising, whether through newspapers or by radio, is designed to create good will. How much good will can a radio program create, which in one sentence seeks to insult and humiliate twelve millions of people and in the next invites them to purchase their goods.
There are too many good and better grades of coffee on the market for Negroes to drink Maxwell House Coffee. For instance-Crescent Coffee.
Besides, it's time we got good and darn mad and told those radio and coffee people where to get off.
The address of the National Broadcasting Company is in New York City.
The address of the Maxwell House Coffee Company is- Check Neal Coffee Co., Nashville, Tenn.
Write them a stiff letter and tell them your disapproval of such advertising methods.
What sub-type of article is it?
Social Reform
Moral Or Religious
What keywords are associated?
Racial Slur
Darkey
Radio Advertising
Boycott
Maxwell House
Nbc
African Americans
What entities or persons were involved?
Maxwell House Coffee Company
National Broadcasting Company
The Enterprise
Editorial Details
Primary Topic
Opposition To Racial Slurs In Advertising
Stance / Tone
Strongly Disapproving And Calls For Boycott
Key Figures
Maxwell House Coffee Company
National Broadcasting Company
The Enterprise
Key Arguments
Advertising Should Create Goodwill, Not Insult Millions
Racial Slurs Like 'Darkies Jubilee' Humiliate African Americans
Boycott Maxwell House Coffee And Support Alternatives Like Crescent Coffee
Write Protest Letters To The Companies