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‘Green Book,’ ad study highlighted

Curtis Graves
Curtis Graves recalls his family’s use of Victor Green’s travel guides during the 1940s and 1950s. Image: CBS News

Green memories. A recent “CBS Evening News” report focused on the pivotal guide that African-Americans relied on for more than 30 years to ensure their safer travels.

The Negro Motorist Green Book was first published in 1936 by Victor Green, a New York City letter carrier, to help guide African-Americans to minority-friendly establishments.

Using information from a network of African-American postal workers, the book featured state-by-state listings of fuel, lodging and entertainment resources to help African-Americans avoid discrimination while traveling.

“It gave you the feeling that when you left your home, at least you wouldn’t be embarrassed or demoralized by the experiences of the harshness of segregation,” Curtis Graves, 78, tells CBS.

Print power. People remember physical advertising better than digital ads, a new study has found.

The study by the USPS Office of Inspector General found consumers had higher brand recognition and retention when products were promoted twice in the same medium. Physical ads that included faces were particularly effective.

Digital ads had higher click rates when preceded by physical ads. Ads arriving in the mail also helped cement “strong product memories with high desirability,” according the study.

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