By Cash Michaels
Over the past 100+ years, the times have always proven tough for the Black Press in North Carolina.
The challenges to survive have never lacked in number, or degree of severity. And yet, the courage, vision and commitment of Black newspaper publishers to overcome those obstacles and serve the African-American community of our state throughout the many decades, stands as a testament to the GOD given purpose of the Black Press’ resilience, mission and progress.
There can be no question that Black newspapers have played an integral role in the growth and well-being of their respective communities, and in doing so, the state of North Carolina. The Black Press aren’t just brick and mortar businesses, but family centered enterprises reflective of the highest of community values and standards – GOD, service and commitment..
It is also no secret that while many NC Black newspaper founding pioneers like Paul Jervay Sr. of The Carolinian of Raleigh; Thomas C. Jervay Sr. of The Wilmington Journal in Wilmington; Louis Alston of Durham’s Carolina Times; or Dr. John Kilimanjaro of the Carolina Peacemaker in Greensboro were among the bold pioneers who blazed the path their respective publications still follow today, the First Ladies of the Black Press, their wives, were also vital to their survival and longevity.
Enough can’t be said or written of their boundless support in and out of the home, in addition to raising and rearing the publishers’ children, and, at times, either working an outside job, or toiling in the office or pressroom, helping to produce the next edition. None of the founding publishers would have ever succeeded without the love and devotion of their First Ladies.
And because publishing a weekly Black newspaper was very much a family affair, as the children of the publisher grew, the responsibility of maintaining the small business enterprise was handed down to them, with many becoming associate publishers, editors, office managers and in many cases, publishers themselves. People like Mary Alice Jervay Thatch of The Wilmington Journal; Vivian Edmonds of The Carolina Times; and Paul Jervay, Jr. of The Carolinian.
When the community needed a visionary editorial voice to press the need for freedom, justice and equality, the NC Black Press was there even before the Civil Rights Movement, stating the case. When Black men were thrown in prison, or worse, for allegedly interacting with white women, courageous Black publishers like Paul Jervay, Sr. were writing bold editorials challenging the criminal justice system to cease the undemocratic practice of all-white juries.
Indeed, the NC Black Press has proven to be a bridge between communities, consistently calling for a world where all human beings respected each other’s rights, and made the effort to understand our differences without bloodshed. Black newspapers also called for more improved educational, social and business opportunities for a community denied these vital tools for survival in the wider world.
When it came to business, pioneering Black publishers had no choice but to be innovative in a segregated, yet changing world. Getting significant advertising consistently on the pages of their Black newspapers was a constant challenge in order to keep their doors open, lights burning, and employees paid. That meant those businesses who wanted to attract Black patrons, knew that the best vehicle with which to reach them was through the local Black newspaper. Those businesses also had to demonstrate that they respected the Black consumer, and delivered a quality product and service. For the Black publishers, they had to wear many hats beyond just running their papers. They had to hit the streets to sell their newspapers as the best vehicle with which to reach the Black community.
They also had to switch their many hats, and steer their enterprises when it came to news gathering and newspaper production/distribution. To say these pioneers had to be “jacks-of-all-trades” in order to survive, is an understatement.
While the production rooms of today’s Black newspapers boast sophisticated computers like Macintosh which do the work of several production people to laying out a page, back in the day, it indeed took skilled craftspeople who worked on linotype machines, then Friden machines and CompuWriters to turn a Black newspaper out. Everything done had to be logged in order to keep accurate record of the tasks accomplished.
Logs also helped keep track of advertising and distribution revenues, with each department in the newspaper being responsible for the revenue being produced, as to support the budget of the news department. This practice was commonplace in Black newspapers across the state as the NC Black Press continued to grow, modernize and attract hundreds of thousands of readers.
Fast-forward to today, where every Black newspaper in North Carolina is published in blazing color, unlike the old days of black and white pictures and grey graphics. The reporting is fresh, hard-hitting and community-based, but also shares what’s happening in the Black community from across the state, nation and world.
And they’re all published online, too!
Indeed, given the new challenges facing the African-American community, the Black Press of North Carolina is needed now more than ever before, to add clarity and perspective that is unique to Black newspapers. Whether it’s reporting the increasing attacks on affirmative action or DEI (diversity, equity and inclusion), the unleveling of the “playing field” or the resegregation of our public schools, NC’s Black Press continues to fearlessly seek the truth on these issues and more in the proud tradition of our pioneers.
And we do so to make a better North Carolina for our families and communities.
That’s why it’s more important than ever for everyone to support the Black Press of North Carolina in ALL areas. Purchase a subscription or e-subscription to the Black newspaper in your community. Have everyone in your church or civic organization subscribe. Advertise, and encourage your church, businesses or civic organizations to take out ads. Let’s us show you what target advertising in your local Black newspaper can do your business or event.
Have something to say about an issue in your community, or a story you read about on our pages? Then let the community know your thoughts and feelings with a letter to the editor, or even an op-ed in the editorial section. And read powerful and insightful columns and commentaries from some of our communities best op-ed writers there too.
Given all that’s happening in our community, and in the world around us, again, we need our NC Black newspapers more than ever before. We survive only because our community and its institutions stand with us as we report truth to power.
And as long as our community continues to support us, NC’s Black Press will remain where it’s always been…here, to serve.
