In 1967, Ebony Magazine placed a full page ad in the New York Times titled “We’re Dreaming of a Black Christmas”. In it, Ebony shares a dream of one day seeing a society that recognizes the value of Black Americans to the economy and for representation. The ad also highlights key economic stats regarding Black households and a stern reminder that Black people aren’t fooling with that White shit like Look Magazine or Ladies Home Journal, meaning they are missing out on Black dollars. The ad also reminded “the others” that Ebony Magazine had a readership of 2.5 million households a month. Bloop! Catch that. Text of the letter included in the ad can be found below.
Never forget, they need our dollars more than we need their shit.
Merry Christmas to my Black Brothers and Sisters across the globe. May your Christmas be Black AF. I mean that!
One of these days more advertisers will realize that the American Negro’s blackness goes deeper than his skin; that the Negro finds white-oriented advertising colorless, unrealistic, unbelievable; that the Negro responds to advertising in which he can see himself – advertising that makes use of his hinger for status and recognition.
One of these dats more advertisers will realize that our cities are growing darker every day; that Negroes already represent 28% of the aggregate central-city population in 78 key cities; that 95% of the country’s 23 million Negroes live where 2/3 of the retail sales are made.
One of these days more advertisers will realize that the Negro is not the white man’s burden; that hes earning $30 billion a year; that he spends a greater percentage of his income on food, home furnishings, and personal care items than white people of comparable income do.
One of these days more advertisers will realize that Ebony discusses Civil Wrongs, the Not So-Great Society, Negro fraternal groups, Negro Weddings, and Negro employment; that Ebony’s concern with the Negro way of life reaches 2,500,000 households every month, of which 31.4% of the male head earn more than $10,000 a year; that 88% of Ebonyreaders never take home Ladies Home Journal; that 79% never even glance at Look.
Maybe one of these days us Christmas. We can dream, cant we?
The magazine that gets to the heart of the Negro market.