SEPIA APPROVED: /f, C. Major Professor Minor Professor Director of the Department of Journalism Dein of the Graduate School Ponder, Janace Pope, Sepia. Master of Arts (Journalism), May, 19'73, 126 pp., 9 photographs, bibliography, 10 titles. This study of Sepia magazine was researched as a historical project in order to trace the progress of a twenty-five-year-old Negro publication begun as a sensational news sheet and expanded to a pic- toral, entertaining magazine aimed at the middle-class black. The study shows how Sepia has survived in spite of its strongest competitor Ebony, and how it rose from a mediocre publica- tion to a higher quality publication. Sources of data included two major primary sources: Mr. George Levitan, publisher of Sepia, and Mrs. Adelle Jackson Martin, ex-managing editor of Sepia. Other interviews were conducted with members of the editorial board of Sepia, as well as with the art and production staff. In addition to the interviews, back copies of Sepia an<^ Negro Achievements, the forerunner to Sepia, were used to analyze the formula followed in each decade of Sepia's life. The thesis is organized chronologically since each decade was clearly defined as to Sepia's journalistic progress. The first chapter ?, introduces the reader to Sepia's earliest beginnings and takes Mm into Chapter H, which is a detailed study of Negro Achievements. Chapter III is a biographical sketch of George Levitan, pub- lisher of Sepia. Chapter IV begins with the actual analysis of content of Sepia during 1950-1959 and is titled "Decade of Change." It describes the sensational formula used during this decade and how the publication gradually changed to a news-entertainment organ. Chapter V, titled "The 1960's and Coming of Age," discusses the saga of John Howard Griffin, a white journalist who traveled the prejudiced roads of the Deep South as a Negro, an event which earned Sepia journalistic acclaim. Chapter VI concludes the study with suggestions that Sepia move towards the ever growing middle-class Negro whom it now reaches more than any other Negro publication; that the publication, in order to progress, must make additional notable contributions to the Negro race such as the John Howard Griffin episode; that the magazine must continue to upgrade its technical production; and that it must acquire a better grade of advertising. The conclusion also notes George Levitan's obvious impact on the publication, and suggests that Levitan's possible decision to sell would drastically alter the publica- tion. SEPIA THESIS Presented to the Graduate Council of the North Texas State University in Partial Fulfillment of the Requirements For the Degree of MASTER OF ARTS By Janace Pope Ponder, B.A, Denton, Texas May, 1973 TABLE OF CONTENTS > LIB • ISB Page 1 RETURN TO: 4 Name S Phone* • Do not trim • Rub attached • Match • Pocket Binder :lesf Pictures • Portfolio • Strip back cover STAMP COVER AS FOLLOWS: • Strip • Rebind • Recover • Recase 39 • Pocket • Mend Color 58 • 86 • HSS • SP PSAI • SSS NOT BOUND: • Paper • Margin • Other 108 RETURNED FOR: To BINDERY • Portfolio 115 • Other BIBLIOGRAPHY 125 in CHAPTER I INTRODUCTION Negro Achievements was a publication begun in August, 1946, by a half black and half white man named Horace J. Blackwell. With little knowledge of journalism or business, Blackwell had an idea to publish a magazine "just for the Negro. " He. was tired of the higher class magazines such as Ebony or Look, which he considered too far above his people. Negro Achievements, containing interesting highlights of the Negro community, was first a news magazine. However, Blackwell later found that this sort of publication would, not sell. Consequently, he changed the formula to consist of true stories about the Negro. In order to maintain the authenticity of the stories, no copyreading was ? allowed. Therefore, when Blackwell died in 1946', the magazine was far from being a quality publication. George Levitan, wealthy, white, and Jewish, bought the World Messenger Publishing Company in 1951 and proceeded to make the magazine one of the nation's better Negro publications under the new name Sepia, Until 1.960, Sepia was a mediocre publication with little direction. In I960, a man named John Howard Griffin, a white con- tributor for Sepia at the time, went on a lonely journey into the deep South disguised as a black man through the use of medication. The trip produced a series of stories by Griffin for Sepia, and also the book titled Black Like Me. The series was written before the book and marked Sepia's swing toward the top. Sema's struggles were no easier than the Negroes' struggle. Always fighting to raise itself, Sepia went from a true-story type magazine to an organ of total entertainment to a well-varied publi- cation for the black race. Experimentation, courage, and a strong hand helped Sepia to find itself in the journalistic world. This thesis concerns the development of Sepia from its birth to its maturity in the 1970's, its changes over a twenty-five year period in formula and content, its leadership throughout the years, its place in the black man's world, and its future. The thesis delves into the audience to which Sepia appeals, and shows how Sepia tries to reach the middle-class Negro, a unique effort in black journalism. The study further shows the relevance of Negro journalism, a subject where extensive research is just beginning. - 3 Interviews were conducted with George Levitan, publisher., at Good Publishing Company in Fort Worth, Texas, and with other employees during a three-week period beginning on June 9, 1972, ard ending on July 5, 1972. Plant observation began on June 9, 1972, with one week spent, in each department from noon until six in the evening. After the initial observation period was completed, a series of interviews was con- ducted to gather information about the various issues of Sepia. Information for analysis of content was obtained from stacks of old Sepias stored in supply rooms at Good Publishing. One of the drawbacks involved in researching the topic was the lack of numerous back copies of Sepia. Only assumptions could be made concerning the missing issues, since very few key people could remember speci- fics about individual issues. Sepia rose from a third-rate publication to a highly-regarded publication. This study seeks to show how the magazine is significant in the overall development of Negro journalism. CHAPTER II NEGRO ACHIEVEMENTS, 1946-1951 During the middle 1940's, Negroes had moved slowly along the road of rebellious struggle in their attempt to find a place in democratic, white America. Their struggle, like those of most minority groups, had been long and with little reward. Torn by preju- dice and poor background, the Negro man. had little to offer society which often left him prideless and broken. Horace Jefferson Blackwell, a Negro man who grew up as a white, attended white schools, and lived with his white grandfather, * was repulsed at the Negro's place in the United States. Everywhere he turned he saw mistreated Negroes who seldom raised a hand to defend themselves. 1 Statement and general information by Adelle Jackson Mar- tin, long-time secretary and ex-managing editor to I-I. J. Blackwell's publication Negro Achievements, Fort Worth, Texas, July 24, 1972. It must be noted that during Blackwell's editorship, Adelle Jacks cm remarried,changing her last name to Martin. She will be referred to throughout the paper as Martin. Throughout the remainder of this chapter her statements are quoted and discussed without further foot- noted attributions. * Blackwell, when old enough to make it on his own, left the white race to become a Negro. "He entered a black world in more ways than one. He was bitter, but he realized revenge on whites would do little good. That's} when he decided to publish some kind of magazine," said Mrs. Martin. Blackwell, born out of wedlock in Pratt County (Kansas), ^ August 23, 1893, to a white father and a black mother, said, "Negroes need a form of expression where at least they can say what 3 they feel." He felt strongly about the Negroes'long-time suppression and wanted to see them grow from a stifling position to a strong posi-s tion among men. His dream was to publish a paper where Negroes could tell their story "in their language. " After he began his publication, one policy stood: no corrections on true story material. "If the story was in third grade language, that's what Mr. Blackwell wanted. Some of the writers hadn't ever been to school and the stories 2 "Horace J. Blackwell," Negro Achievements, IV (May, 1950), 17. It must be noted that Pratt County is not in Texas. From information gained through the Sheriff's office, Dallas, Texas, the only Pratt County listed in the County Directory is in Kansas. 3 Martin, interview. 6 showed it; but, no matter how crude, they stayed," explained Mrs. Martin. Blackwell became interested in publishing a paper through. &. used clothing store he owned where he also sold Negro newspapers* "His sideline developed into his mainline," said Mrs. Martin, He wanted to make money from his venture in journalism, but he also had a desire to do something for his race which, by the ag© of twenty-three, he had decided was to be his only race, from that point disclaiming his half-white heritage. "It was hard for him to be black because he didn't have on© black feature, " said Mrs. Martin. In selling clothes he had met people who were willing to help him start a Negro publication and who often gave him advice.