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Black Quotidian: Everyday History in African-American Newspapers

Los Angeles Sentinel - April 6, 1972

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April - Archived Posts
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April 1, 1950: Political April Fools’ Day wishes in Pittsburgh Courier.
April 2, 1966: Pittsburgh Courier sports editor Bill Nunn Jr. on Texas Western championship basketball team.
April 3, 1954: Cleveland Call and Post reports on death of nightclub owner and numbers racket king Bennie Mason.
April 4, 1968: The front pages of black newspapers after assassination of Martin Luther King Jr.
April 5, 1933: Hamilton Lodge Ball and drag performances in New York Amsterdam News.
April 6, 1972: North Carolina Mutual insurance advertisement in Los Angeles Sentinel.
April 7, 1959: Ads for Lydia Pinkham’s tablets and topics to relieve menstrual and menopausal pain in the Philadelphia Tribune.
April 8, 1939: Norfolk Journal and Guide on controversy over Louis Armstrong’s swing version of “When the Saints Go Marching In.”
April 9, 197: Hank Aaron’s record breaking 715th home run covered in the Atlanta Daily World.
April 10, 1909: New York Women’s Business Club featured in Baltimore Afro-American.
April 11, 1936: Chicago Defender on a Howard University student bet gone wrong.
April 12, 1947: Jackie Robinson’s Major League Baseball debut covered in the black press.
April 13, 1948: Philadelphia Tribune reports on killing of World War II veteran George Serrell, who refused to sit in a Jim Crow train car.
April 14, 1979: Disco advertisements in the Cleveland Call and Post.
April 15, 1939: Account from a fugitive from a North Carolina prison in the Baltimore Afro-American. Guest post by Daniel Arico, undergraduate student at Iowa State University.
April 15, 1939: Marian Anderson’s landmark performance at Lincoln Memorial reported in Chicago Defender.
April 16, 1904: Anti-profanity campaign reported in The Appeal. Guest post by Caroline Arkesteyn, undergraduate student at Iowa State University.
April 16, 1959: Francois Andre’s male fashion show at Hollywood’s Moulin Rouge in the Los Angeles Sentinel.
April 17, 1915: Ohio Governor Frank Willis blocks exhibition of racist photoplay, reported in Chicago Defender. Guest post by Alex Bishop, undergraduate student at Iowa State University.
April 17, 1943: African-American women protest racial discrimination at Bechtel-McCone-Parsons airplane modification plant in Birmingham, reported in Chicago Defender. Guest post by Lillian G. Page, MA student in history at the University of Memphis.
April 18, 1942: Eleanor Roosevelt calls for equality in speech at the Hampton Institute, reported in Chicago Defender. Guest post by Connor Callahan, undergraduate student at Iowa State University.
April 19, 1958: New York Amsterdam News on dangerous apartment conditions. Guest post by Mark Speltz.
April 19, 1960: Chicago Defender on racial discrimination and student organizing at Indiana University. Guest post by Samuel Carter, undergraduate student at Iowa State University.
April 20, 1929: Chicago Defender on teen runner killed after winning race. Guest post by Trent Cork, undergraduate student at Iowa State University.
April 21, 1953: Washington Afro-American on discrimination in the U.S. Army. Guest post by Katelyn Culver, undergraduate student at Iowa State University.
April 22, 1950: Housing discrimination in Los Angeles’ Leimert Park neighborhood, reported in Chicago Defender. Guest post by Austin Demers, undergraduate student at Iowa State University.
April 23, 1960: White woman in Alabama beaten for dating black men, reported in Chicago Defender. Guest post by Thomas Esposito, undergraduate student at Iowa State University.
April 24, 1954: Chicago Defender on discrimination in Baltimore hotels. Guest post by Mark Fowler, undergraduate student at Iowa State University.
April 25, 1987: Indianapolis Recorder on black student demands at Purdue University. Guest post by Derek Gilman, undergraduate student at Iowa State University.
April 26, 1930: Indianapolis Recorder on movie theater discrimination. Guest post by Ethan Hill, undergraduate student at Iowa State University.
April 27, 1974: Chicago Defender salutes Duke Ellington on his birthday. Guest post by Luke Johnson, undergraduate student at Iowa State University.
April 28, 1962: Police brutality reported in Indianapolis Recorder. Guest post by Samanvay Kasarala, undergraduate student at Iowa State University.
April 28, 1988: Cleveland Call and Post endorses Jesse Jackson for President.
April 29, 1904: Iowa State Bystander reports on practical joke gone wrong. Guest post by Robert Kinser, undergraduate student at Iowa State University.
April 30, 1960: Student protests in Greensboro, North Carolina reported in the Chicago Defender. Guest post by Samuel Kramer, undergraduate student at Iowa State University.
April 6, 1972 On April 6, 1972, the Los Angeles Sentinel featured an advertisement from North Carolina Mutual, the largest and oldest African-American insurance company. Under the tagline “Black is Prosperous,” the ad informed Sentinel readers: “North Carolina Mutual has become America’s first black-operated life insurance company to reach a Billion Dollars insurance in force. Reaching this goal is important to us. And it can mean something important to you. Because now we’re in a better position to help you achieve your own goals. We’ve got more people in more places. And more resources to help with.”

John Merrick, who was born into slavery and became an entrepreneur, founded North Carolina Mutual in Durham in 1898. In his book Black Business in the New South: A Social History of the North Carolina Mutual Life Insurance Company, historian Walter Weare writes, “Next to the black church and the black college, the North Carolina Mutual remains one of the nation’s oldest and largest African-American institutions; and since the number of its policyholders and employees, past and present, would run into the millions, it probably touched the lives of more black Americans than any other single African-American institution.”¹⁰²

The 1970s were a transition decade for North Carolina Mutual. “In the wake of the civil rights movement,” Weare writes, “the Company reaped an enormous harvest when socially conscious ‘Fortune 500’ corporations farmed out to the Mutual a percentage of their employee insurance. The overall infusion was so great as to stir speculation that the North Carolina Mutual might no longer be able to consider itself a black company. The white largese was short-lived, however. It dried up in the 1980s, along with the underlying social concern, leaving the Company in a bind, culturally as well as economically.”¹⁰³