A Spotlight of Our Community Champions: William Leonard Evans Jr

William Leonard Evans Jr. (c. 1914 – May 22, 2007) was a pioneering African American businessman whose ventures significantly impacted media and advertising, notably through the creation of Tuesday magazine and the establishment of the National Negro Network.

Early Life and Education

Born in Louisville, Kentucky, Evans was the son of William L. Evans Sr., an architect and secretary of the National Urban League, and Beatrice Evans. After two years at Fisk University, he transferred to the University of Illinois, earning a business degree in 1935.

Career in Advertising

In the 1940s, Evans contributed to one of the first extensive studies examining the purchasing habits of Black consumers in Baltimore, Philadelphia, and Washington, D.C. He later founded his own advertising agency, Evans and Durham, Inc., in New York City, before joining Arthur Meyerhoff & Company in Chicago. There, he developed marketing campaigns targeting Black consumers for companies like Pet Milk, Philip Morris, Wrigley, and Armour.

William Leonard Evans Jr. made significant contributions to advertising, media, and representation for African Americans during the mid-20th century. His efforts in the advertising world, including his work with Ebony magazine, the creation of the National Negro Network, and the establishment of Tuesday Publications, were revolutionary in amplifying the voices of Black communities and creating targeted marketing and media content.

Advertising and Work with Ebony Magazine

Evans’ work in advertising began with a focus on reaching the African American market, which had been largely ignored by mainstream advertising. He understood the power of the African American consumer base and sought to create campaigns that would speak directly to them. This included working with companies like Pet Milk, Philip Morris, Wrigley, and Armour, to develop strategies that specifically targeted Black consumers.

One of his notable contributions in this regard was his involvement with Ebony magazine, one of the leading African American publications at the time. Evans recognized that the Black community needed more representation in advertising and the media, and Ebony, under the direction of John H. Johnson, was one of the most influential platforms to reach this audience. Evans worked to build bridges between advertisers and Ebony, helping to integrate African American voices into national advertising strategies. This collaboration with Ebony magazine was crucial in providing Black consumers with relevant advertising that resonated with their needs and desires, something that had been overlooked by mainstream media until then.

The National Negro Network

In December 1953, while at Meyerhoff, Evans helped create the National Negro Network (NNN), a groundbreaking initiative that aimed to establish a Black-owned radio network in the United States. At the time, African American radio stations were scattered and lacked coordinated programming that could reach a broad national audience. The NNN sought to remedy this by creating a network of over 40 radio stations that could broadcast content specifically catered to African American listeners.

Evans was instrumental in ensuring that the network was not just a business venture, but a platform for promoting Black culture, issues, and voices in the media. The National Negro Network was one of the first of its kind to give Black Americans a dedicated media outlet that could rival the mainstream radio networks. Though the network lasted just over a year due to challenges with securing enough advertising revenue, it marked a significant milestone in the history of Black media and advertising, demonstrating the demand and importance of Black-oriented programming. The network operated for just over a year before ceasing due to insufficient advertising.

Tuesday Publications and Tuesday Magazine

Evans' most significant media venture was the creation of Tuesday Publications in 1961, which launched Tuesday magazine. This was a bold attempt to create a publication that would highlight the positive aspects of African American life and culture, focusing on Black achievements, politics, and contributions to society. At a time when most mainstream publications either ignored or portrayed African Americans in a negative light, Tuesday sought to challenge those stereotypes by offering a platform for uplifting stories and important topics within the Black community.

The magazine was distributed as a supplement in major newspapers, including the Chicago Sun-Times, which helped it gain widespread circulation. At its peak, in 1973, Tuesday was distributed in the Sunday editions of 23 major newspapers across the U.S., reaching over 4.5 million readers. This made it one of the most successful and influential Black-owned publications at the time.

Tuesday magazine’s content was curated with a focus on the African American experience, covering everything from politics to entertainment, social issues, and culture. It became a significant platform for showcasing the successes of African Americans in various fields and provided a voice for the Black community in a predominantly white media landscape. The success of Tuesday marked a key moment in the rise of Black media and advertising, establishing Evans as a pioneer in promoting Black culture through media.

Through his work in advertising, the National Negro Network, and Tuesday Publications, William Leonard Evans Jr. played a vital role in changing how African Americans were represented in media. He was one of the first to recognize the potential of a distinct African American consumer market and to champion media outlets that could serve and uplift the Black community. His legacy continues to influence advertising, media, and the African American experience in the U.S.

Civil Engagement and Legacy

William Leonard Evans Jr. was not just a businessman and advertising pioneer, but also a committed advocate for African American rights and representation. His life and career were intertwined with his broader goal of improving social, cultural, and economic opportunities for Black Americans, and he was actively involved in many civil rights and civic initiatives.

Evans understood that the struggles of African Americans for equal rights and representation in mainstream society required more than just economic success; it also required a shift in how Black communities were perceived in the media and by the larger society. This belief drove much of his work, both in advertising and in his other endeavors.

Civic Engagement and Advocacy for Black Representation

Evans used his platform to fight for a greater presence of African Americans in the media, and he was committed to creating positive portrayals of the Black experience. He understood the power of media in shaping public opinion, and he used his work in advertising and publishing as tools to break down the stereotypes that were often perpetuated by mainstream outlets.

His support of Ebony magazine, which became an influential voice for Black culture and achievements, is one example of his belief in media as a tool for social change. By helping to integrate advertising with Ebony, Evans sought to not only create business opportunities but also to elevate the African American voice in the public sphere.

Evans’ creation of the National Negro Network in 1953 was another critical aspect of his civic engagement. The network was more than just a business venture; it was an attempt to create an independent, Black-owned media platform that could empower Black listeners and allow their voices to be heard on a national scale. Even though the network struggled financially and lasted only about a year, its creation was a testament to Evans' dedication to ensuring that African Americans had an equal opportunity to participate in and contribute to the national conversation.

In addition to his media-related work, Evans was also engaged in various civic organizations and causes that advanced the interests of African Americans. His legacy is not just in the publications and advertising campaigns he spearheaded, but in the ways he used his business acumen to challenge the status quo and advocate for Black progress.

Legacy in Media and Advertising

Evans’ legacy in media and advertising is profound. He was a pioneer in recognizing the importance of the African American consumer market and the need for targeted advertising that would speak directly to the Black community. Before his efforts, African American consumers were often overlooked or marginalized in advertising. Through his work with Ebony, his advertising agency, and Tuesday magazine, Evans demonstrated that Black consumers were not a monolith, but a vital and diverse market that deserved tailored, respectful attention.

Evans' ability to blend his business skills with a sense of social responsibility helped pave the way for the future of African American entrepreneurship in media and advertising. His work made it clear that businesses could thrive while simultaneously uplifting communities, and that there was both a moral and economic imperative to ensure representation for marginalized groups in media.

Evans' involvement in the creation of Tuesday magazine is particularly noteworthy. Tuesday was not just a publication; it was an act of resistance against the marginalization of African American voices in mainstream media. It gave African Americans an opportunity to see themselves in a positive light, to read about their accomplishments, and to learn about important social issues affecting their lives. In doing so, Evans made a lasting impact on the media landscape and contributed to the larger movement for African American equality.

Conclusion

William Leonard Evans Jr.'s legacy is a powerful testament to the ways in which media, advertising, and civic engagement can intersect to create meaningful change. His work in advertising and media opened doors for African American representation in a time when such representation was often lacking or misrepresented. Through his work with Ebony magazine, the creation of the National Negro Network, and the launch of Tuesday magazine, Evans not only made significant contributions to the advertising industry but also to the broader civil rights movement.

Evans’ achievements were rooted in his belief that media could be a vehicle for social justice. He recognized that to empower African Americans, it was essential to control and amplify their own narrative. By using advertising and media to showcase the achievements and humanity of Black people, Evans helped to counteract the negative stereotypes that permeated much of American culture. His work continues to inspire and influence the ways in which Black communities are represented in media and how businesses approach marketing to diverse consumer groups.

Through his pioneering efforts, Evans helped to lay the foundation for a more inclusive and equitable media landscape, one where African Americans could see themselves reflected in the stories, advertisements, and narratives that shaped public discourse. His legacy endures in the continued rise of Black media outlets, the ongoing fight for representation in advertising, and the recognition of African Americans as a vital force in shaping American culture and society.