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Editorial
March 12, 1937
St. Paul Recorder
Saint Paul, Ramsey County, Minnesota
What is this article about?
The editorial highlights B.F. Goodrich's rapid gain in the Negro automobile tire market via targeted advertising in Black newspapers and hiring over 1,000 Black workers, appealing to buyers who prioritize job opportunities for their community.
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GOODRICH LEADING THE PARADE
Most of the several million Negro motor car owners are today buying Goodrich-Silvertown tires and accessories. Just two years ago this was not true. Other advertised brands gave the B. F. Goodrich Co. a run for the Negro market.
Almost over night the Negro car owner became "Goodrich-Silvertown conscious." In many cities this was accomplished by the use of liberal advertising space in the leading Negro newspapers. In other cities in addition to the ads the firm employed colored salesmen. Most of these Negro salesmen worked up as did Jimmy Slemmons, the Minneapolis salesman, from the position of car washers.
Over 1,000 colored men are employed in the various service and accessories stores of this corporation scattered throughout the country.
At the Akron plant of the B. F. Goodrich Co., the parent organization, many black faces will be seen helping turn out tires which Goodrich claims are the best on the market.
The Negro buyer, knowing as he does the peculiar labor problems of his people, is approaching each purchase he makes these days with a more critical attitude. Firms like the Goodrich-Silvertown people are getting his business because he feels he is getting, not only good merchandise, but more important to him, a chance to earn a living and a chance to advance.
Watch the tires as they go by and you will see Goodrich-Silvertowns are leading the parade in the Negro market.
Most of the several million Negro motor car owners are today buying Goodrich-Silvertown tires and accessories. Just two years ago this was not true. Other advertised brands gave the B. F. Goodrich Co. a run for the Negro market.
Almost over night the Negro car owner became "Goodrich-Silvertown conscious." In many cities this was accomplished by the use of liberal advertising space in the leading Negro newspapers. In other cities in addition to the ads the firm employed colored salesmen. Most of these Negro salesmen worked up as did Jimmy Slemmons, the Minneapolis salesman, from the position of car washers.
Over 1,000 colored men are employed in the various service and accessories stores of this corporation scattered throughout the country.
At the Akron plant of the B. F. Goodrich Co., the parent organization, many black faces will be seen helping turn out tires which Goodrich claims are the best on the market.
The Negro buyer, knowing as he does the peculiar labor problems of his people, is approaching each purchase he makes these days with a more critical attitude. Firms like the Goodrich-Silvertown people are getting his business because he feels he is getting, not only good merchandise, but more important to him, a chance to earn a living and a chance to advance.
Watch the tires as they go by and you will see Goodrich-Silvertowns are leading the parade in the Negro market.
What sub-type of article is it?
Trade Or Commerce
Labor
What keywords are associated?
Goodrich Silvertown
Negro Market
Colored Salesmen
Black Employment
Akron Plant
What entities or persons were involved?
B. F. Goodrich Co.
Jimmy Slemmons
Negro Newspapers
Editorial Details
Primary Topic
Goodrich Tires Dominance In Negro Market Through Black Employment
Stance / Tone
Positive Promotion Of Goodrich Hiring Practices
Key Figures
B. F. Goodrich Co.
Jimmy Slemmons
Negro Newspapers
Key Arguments
Negro Car Owners Prefer Goodrich Silvertown Due To Advertising In Negro Newspapers
Goodrich Employs Colored Salesmen, Many Promoted From Car Washers
Over 1,000 Colored Men Employed In Goodrich Service Stores Nationwide
Black Workers At Akron Plant Produce Tires
Negro Buyers Critically Support Firms Offering Employment Opportunities To Their People