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Reciprocity translates to respect

Believe it, or not, but I hate to beat my own drum. However, I must tell it like it is. Even if it sounds like bragging. On the other hand, since I have no problem with naming every other research source (I use to prepare Publisher’s News Analysis), I wouldn’t be objective if I failed to note that African American News & Issues’ archives is one my best research sources. Especially when I go online seeking little known (positive) info and data about Black America and/or unique, politically incorrect Black History. Surely, if I wasn’t the publisher of that valuable research source, nobody would have a problem with me saying that it was. Nevertheless, if you’re computer literate, you can easily see for yourself.

Just search for news and issues impacting Black America since 1996, and you’ll find that we’re the only newspaper that consistently reports historical facts about African Americans that other publications shy away from. However, when I already know that we’re Texas’ widest circulated newspaper with a Black perspective, I shouldn’t be surprised when an Internet search (for little known facts and/or historical data about African Americans), re-directs me back to our own newspaper? For example, I was looking for a preface to validate the title of this Analysis and was pleasant surprised when the results of AOL’s research engine referred me to the July 28-August 3, 2004 edition of African American News & Issues. Moreover, it sent me to Black Texan’s Perspective’s people column.

I found: “Twilite- Zone.Com-- It’s amazing how many Christians don’t know that The Golden Rule (‘Whatever you wish that men would do to you, do so to them’), which is found in Matthew 7: 12), is the Ethic of Reciprocity that’s found in the scriptures of nearly every religion, rather than being exclusive to the Holy Bible? Ergo, we defer to Hinduism’s, ‘One should not behave towards others in a way which is disagreeable to oneself. This is the essence of morality. All other activities are due to selfish desire,” from Mahabharata, Anusasana Parva 113.8 –Bud Johnson.” It surprised me that our old African warrior wrote the very text that I’m using to reprimand him with. As you know, our most unique editorial policy is to name and shame people who fail to practice what they preach?
Therefore we had a problem when Bud’s Eyeview (ON: Bread & RESPECT), in our August 25-August 31, 2004 edition, didn’t name the store. And that’s a no-no. High school newspaper’s can use hints and veiled references, but ambiguity violates the integrity of a free press. Perhaps it was an oversight? Even so, Bud violated one of the tenets that he constantly preaches to our editorial staff. Including me. I know he didn’t omit the Foodarama store (8077 Antoine @ W. Gulf Bank), out of fear. And he certainly had no reason to grant the food chain special consideration. After all, “Reciprocity,” is what our folks meant when they said, “If you scratch my back, I’ll scratch yours.” And to my knowledge, Foodarama has never supported a damn thing in our community.

As much as I hate to bust my free press mentor, I can’t overlook his goof. Even if he used his (tongue-in-cheek) lament, “Hey, I’m an old man.” And, although I love and respect the man, I must defer to City Councilwoman, Carol Mims Galloway, who loves to remind him (about a disagreeable column years ago entitled: “What’s Love Got To Do Withit?”), whenever they meet each other with a sincere hug. Humor aside, I’m talking serious business here, because I’ve learned the hard way that the best way people, whom you support… can show that they appreciate and/or respect your support, is to support you and your community in return. That, in essence, is what the Golden Rule is all about. Reciprocity is also the foundation of America’s much praised, but much exploited capitalistic economy system.
Furthermore, that’s the main reason African Americans get no respect, insofar as we’ve historically supported people who not only don’t support “US,” but don’t even appreciate or respect us. Although it has been proven that the corporations-- targeting the Black consumer market, through Black newspapers-- became number one almost immediately. But our people still go for the okey doke that the best way to reach the Black community is through the mainstream media, although we’ve constantly explained that newspaper advertising is more about politics than business. Common sense should tell media buyers (Especially those who deal specifically with the Black media), that a Black newspaper that distribute over 300, 000 copies in five major Texas cities and have an estimated 2 million readership is the best way to reach the Black community.

Especially, if you factor in our Web Page (www.aframnews.com), which increases those numbers ten-fold. Yet, we haven’t ever gotten the almost automatic ads, such as: Foley’s, Kroger’s, government bid notices, elected officials (supported by the Black faces in high places), that we jump on without fear or favor, et al. They, unlike Fiesta’s Stores and H. E. B. (that recognize us as a valuable vehicle to reach the Afrocentric, grassroots Black consumers) play games. We can’t say enough about Fiesta’s Keith Jacobson and H. E. B.’s (so and so and so), because they not only advertise with us, but support everything I’m a part of, rather than play games to deprive us of a few advertising dollars that we would use to make us a more effective watcher on the wall for Black America.

The same as Bank of America, Continental Airlines and too many more to mention (We’ll pay our, for real, supporters of the Black community a special tribute in our 10th Anniversary edition.) I know, I know, you think I just have an axe to grind with advertisers that refuse to support a newspaper that has an uncompromising Black perspective editorial policy. Conversely, I must say, if anybody tries to use our butt kicking editorials (that often name and shame those who work against the Black community),as an excuse, they insult your intelligence. They think you’re too dumb to realize that, whenever one of those big companies get charged with racial discrimination, they rush to the Black media (that they always had an excuse not to spend advertising dollars with in the past), with a full page.

And, believe me, they don’t say a mumbling word about our higher ad prices (commiserated by a much higher circulation), when they want to apologize to Black America for disrespecting “US.” That’s not reciprocity. That’s repentance. But if it brings us more bucks, so that we can give you more political clout. …We’ll take it.