W. Leonard Evans Jr., founder of Tuesday
magazine, dies at 92
By Trevor Jensen
(June 27, 2007)
W. Leonard Evans Jr., a pioneering African-American advertising man,
published a magazine aimed at black readers called Tuesday that came with
many Sunday newspapers in the 1960s and 1970s.
Mr. Leonard, 92, died Tuesday, May 22, in Tucson, Ariz., after suffering a
severe stroke, said his wife, Maudelle.
Mr. Evans formed Tuesday Publications and began putting out Tuesday
magazine, which featured articles on positive contributions by blacks, in
the 1960s. He added Tuesday At Home magazine in the early 1970s. The
magazines were inserted into the Sunday editions of 23 newspapers,
including the Chicago Sun-Times and later, the Chicago Tribune. The
magazines reached more than 4 million subscribers, a 1973 Tribune article
reported. The magazines got their name from the day that magazines for
blacks had traditionally been printed in the North so they could get to an
audience in the South by the end of the week.
Born in 1914 in Louisville, but raised on Chicago's South Side, Mr. Evans
attended Fisk University in Nashville for two years before receiving a
business degree from the University of Illinois. In 1975, he received an
Illini Achievement Award from the U. of. I. Alumni Association.
He worked as an advertising executive with Arthur Meyerhoff's firm in
Chicago before starting an agency in New York that targeted
African-Americans, his wife said. He fought to convince clients that black
consumers were an attractive market, his wife said.
"It wasn't easy to get business to advertise to the black market," his
wife said. "He did what couldn't be done, that was his focus, always."
He made the same argument throughout his career. In 1968 he gave a speech
to the Audit Bureau of Circulations in Chicago titled, "Black is a Growth
In the mid-1950s, Mr. Evans started the National Negro Network, a
collection of about 40 radio stations that aimed shows like "The Story of
Ruby Valentine" at black listeners.
Mr. Evans retired to Arizona in the mid-1970s.
Mr. Evans also is survived by two sons, Leonard and Midian.
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