96th Anniversary Special Section

St. Louis American, Black businesses helped African Americans make historic gains

By Alvin A. Reid

St. Louis American

The St. Louis American was founded on March 17, 1928, just under 18 months before the stock market crash and The Great Depression which stretched from 1929 until the late 1930s.

The worldwide economic crisis crushed thousands of U.S. businesses, but it did not stop the progress of Black Americans or Black-owned business interests like the American

The Freedom’s Journal, recognized as the first Black owned newspaper, was published in1827, and others including Frederick Douglass’ North Star would soon be available.

By 1928, scores of Black newspapers were being published. This included several in the St. Louis area. A decade after the American was first published, the number of Black newspapers was nearing 250.

From 1881 to 1909 According to its archives, the National Colored Press Association (American Press Association) operated as a trade association from 1881 to 1909. The National Negro Business League-affiliated National Negro Press Association filled operated from 1909 to 1939, and the Encyclopedia of Chicago reports that the Chicago-based Associated Negro Press (1919–1964) was a subscription news agency “with correspondents and stringers in all major centers of Black population”.

In 1940, Chicago Defender Publisher John Sengstacke led Black newspaper publishers in forming the trade association known as the National Newspaper Publishers Association.

In 1940, Chicago Defender Publisher John Sengstacke led Black newspaper publishers in forming the trade association known as the National Newspaper Publishers Association.

The St. Louis American was founded 12 years earlier and was one of many Blackowned businesses that not only survived but also grew stronger as the nation reeled during The Great Depression.

Image courtesy of the Chicago Defender

and Chattanooga, Tennessee. The chain of publications would eventually grow to 50 after his death.

Black-owned newspapers were part of a surging national African American business community.

The number of Black-owned businesses doubled from 20,000 in 1900 to 40,000 in 1914. By 1920, there were tens of thousands of Black businesses. Most were small business, however Black owned insurance companies were becoming large. Historian Juliet Walker called 1900–1930 the “Golden age of Black business.”

The National Negro Bankers Association, the National Negro Press Association, the National Association of Negro Funeral Directors, the National Negro Bar Association, the National Association of Negro Insurance Men, the National Negro Retail Merchants’ Association, the National Association of Negro Real Estate Dealers, and the National Negro Finance Corporation were established during this period.

“By remaining somewhat neutral and taking a moderate Republican stance on topics in politics, the newspaper gains supporters even in Jim Crow Georgia and grows into one of the most successful Black-owned businesses in the country.” Scott was shot and killed outside of his home in 1934. No one was ever convicted of his murder. Scott also owned Black newspapers in Memphis

In August 1928, William Alexander Scott II founded the Atlanta World, In 1932, Scott renamed the publication the Atlanta Daily World, making it the first Black daily newspaper in the United States. The Atlanta Daily World reported on “issues within the Black community including police brutality, segregation in schools, and lynchings,” according to its history.

On Nov. 6 1928, Oscar De Priest became the first Black American to represent a northern, urban district when he was elected to Congress representing the South Side of Chicago. He became the first Black American elected to Congress in the 20th century and the first Black Congressperson from the North.

Something else happened in

See American, D2

As we reach our 96th year, The American honors its past, looks toward its future

Donald M. Suggs

St. Louis American publisher

Many daunting challenges remain but in many respects, the landscape of our region and indeed the country is quite different from what it was 96 years ago. The separate and unequal existence that is perpetuated by institutional racism is still a harsh reality for many citizens, especially Black Americans. Historically their plight fell mostly upon deaf ears among the complicit mainstream press. (More recently some mainstream newspapers have accepted responsibility for their past negative reporting and editorials. In December 2020, the Kansas City Star apologized for decades of their racist coverage of Black people).

For many years after the

American Civil War until the civil rights movement of the 1960s and beyond, white-owned newspapers across the South unabashedly encouraged white supremacy. It was in response to this hostile media environment that a group of frustrated businessmen and civic leaders pooled their resources to establish a media outlet that covered the dire circumstances faced by the Black St. Louis community. And though much has changed, several issues raised in the inaugural edition of The St. Louis American – which hit newsstands on March 17, 1928 – remain obstacles that prevent St. Louis from becoming its inclusive, prosperous top-tier city. As we celebrate our 96th uninterrupted year of publication, The American

continues to work towards being relevant in the continually changing media environment. We remain committed to honoring the intention of our founders.

The American was founded in 1928 by Judge Nathan B. Young and several prominent African American entrepreneurs and community leaders – including the legendary Homer G. Phillips. With humble, but idealistic beginnings, The American launched as an eight-page tabloid with a circulation of just over 2,000.

Donald M. Suggs

Later that year, Nathaniel Sweets joined The St. Louis American as an advertising manager. His devotion helped solidify the paper as a beloved St. Louis cultural treasure and a leading voice for the Black community. “The American should carry news tailored to the African American community and anybody who wants to know about it,” Sweets was quoted as saying. He served as publisher of The American for more than 45 years. Throughout the 1940s, ‘50s, ‘60s, and ‘70s, The American continued to gain respect and readership, due to its legendary editor Bennie G. Rodgers. It was his 50-plus year tenure with The American that led to his being dubbed as “Dean of Black journalism in St. Louis.”

the community thanks to a “for us, by us” editorial model.

As we extend into the middle of the third decade of the 21st Century, there is much to celebrate. Among them is The American’s evolution from an eight-page tabloid print product, to a multi-media brand that reaches a combined audience of close to half a million monthly readers in print and our digital and social media platforms. We want to thank our loyal print and digital readers, our rapidly growing online audience as well as our advertisers and donors – who have helped keep our print product and digital platforms completely free to the public.

past and present – for their hard work, professionalism, dedication and commitment to our mission of service to the community. We want to continue to provide exceptional journalism for our print readers, online audience, social media followers, advertisers and attendees at our recognition events. In the spirit of our founders, we will remain steadfast in using our platforms to help foster equity and inclusion– which is still a work in progress for the St. Louis area nearly a century after Judge Young, Homer G. Phillips and their colleagues, united to offer journalism that sheds light on the necessity for constructive change.

We would like to again express our gratitude to those who have supported The American from then until now – it would be impossible to continue this work without your support.

Over the decades, The American became a trusted source for the Black community with its reporting of issues ranging from breaking news and politics to religion, business, education, sports and entertainment. The American also earned a sense of ownership from

Much of the credit for our success has been due to our American team. Our staff is to bring responsible journalism to the community on a daily basis and committed to produce events that recognize and celebrate individual Black excellence – and they do so with collegiality and mutual respect. We take pride in the fact that several members of our organization have spent more than 20 years of their professional lives as part of The American family, Kevin M. Jones, our Chief Operating Officer served the American for more than three decades, a distinction shared by very few media outlets. We are deeply grateful to them and all of our team members –

The American looks forward to connecting and engaging with a new generation on our growing digital platforms enabled by innovative technology. This transformation will allow us to extend the legacy of the American brand and continue to carry out our mission for generations to come.

Donald M. Suggs has been the publisher of The St. Louis American since 1984.

A bundle of memories about The American

By Fred Sweets St. Louis American

Every day of my life a different memory of the St. Louis American surfaces. My favorite recollection today is riding along with the editor, Bennie G. Rodgers, to the Faithful Word Printing plant on S. Jefferson, where the American was printed.

Bennie G. Rodgers

The year was 1960. I would listen to the printing press start from a low rumble and rise to a deafening roar as the papers rolled off. Then we would drop a few bundles at Union Station where the St. Louis American taxicab drivers would hand out newspapers to arriving passengers.

The St. Louis American Taxi CAB Co. was

American

Continued from D1

that 1928 election that changed history - and

presumptive presiden-

race between President Joe Biden and Donald Trump

For the first time, Black voters voted in large numbers for Democrats, not Republicans.

Other newsworthy events of 1928 included:

-Claude McKay’s Home to Harlem wins the Harmon Gold Award for Literature.. The book was later challenged by WEB DuBois for casting Black people

in stereotypical roles and images.

-The first machine-sliced, machine-wrapped loaf of bread is sold in Chillicothe, Missouri.

African American births of note in 1928 included:

February 26 – Fats Domino, Pianist and singer-songwriter (d. 2017)

April 3 - Earl Lloyd, the NBA’s first Black player (d. 2015)

April 4 - Maya Angelou, poet and novelist (d. 2014)

April 16 – Dick “Night Train” Lane, among the first Black NFL players elected to its Hall of Fame (d. 2002)

September 22 - James Lawson, Civil rights activist, minister and professor

founded in 1949 to provide all St. Louisans alternate transportation. By the way, if you stand at the Milles Fountain (Meeting of the Waters) facing south, you will notice two arched entrances to Union Station. The elaborate taxi stand on the left was for whites only.

The one on the right was where you could find all the Black- owned taxis including the St. Louis American fleet awaiting their fares. Those days are gone, as are most taxicab companies, thanks to ride-sharing technology. Let’s hope print newspapers don’t meet the same digital fate.

October 17 - Lerone Bennett Jr., Scholar, author (d. 2018)

December 30 –Bo Diddley, African-American musician (d. 2008)

It should be noted that Lewis Howard Latimer died on December 11, 1928. He was an African-American inventor and patent draftsman, and his inventions included an evaporative air conditioner, an improved process for manufacturing carbon filaments for the light bulbs, and an improved toilet system for railroad cars.

In 1884, he joined the Edison Electric Light Company where he worked as a draftsman.

Sweets family kept the faith

Longtime publisher raised a family of journalists and a newspaper

St. Louis American staff

Melba A. Sweets was already a young woman of 19 when the first edition of The St. Louis American rolled off the presses back in March 1928.

In 1932, her husband Nathaniel A. Sweets would become publisher of the fledgling newspaper and she would become the newspaper columnist soon after. A former English teacher, she was suited for the job of helping to write and edit the newspaper.

“I was always good in English,” said Mrs. Sweets, who was born Feb. 26, 1909 and remained a feisty editor, always ready to offer her criticism of the paper, long after she retired.

“They used to call me chief critic because that’s what I was,” she said, laughing.

“She loved words so much. She respected them. She wanted everyone who worked for the paper to embrace her love of the language,” Ann Scales Style editor for the Boston Globe, said of Mrs. Sweets. “She cared about words and how they were used more than anybody I know.”

Scales, who worked under Mrs. Sweets at the American in the 1980s, is one of the many Black journalists – including her own children– schooled under the scrupulous editor who advanced far in the field.

Her son Fred Sweets said, “The folks she’s helped become better people and better journalists – besides me and my sister – included Donald M. Suggs, Gerald Boyd, Bob Joiner, Sheila Rule, Greg Freeman, Ken Cooper, Kevin Boone, Ann Scales and Jabari Asim.”

Her daughter Ellen Sweets said, “She worked with so many people who have gone on to other publications – the Post Dispatch, L.A. Times, US News & World Report, Business Week, The New York Times.” Ellen was a food writer for the Denver Post, Fred, who lives in Miami, Florida, worked for years as a photographer and editor at the Post-Dispatch and Washington Post. A third child, Nathaniel Allen “Buzzy” Sweets, Jr., also worked as a photojournalist for the American between service in the military and a career at the St. Louis County Court. Buzzy, who lives in North County, remembered a symbol of Mrs. Sweets that will live long in the memories of journalists who worked with her.

“The most famous thing was her red pen,” Buzzy said. “Every time somebody would make a mistake, she would go through the paper, mark up the mistakes with her red pen, and show it to everybody.”

Mrs. Sweets’ husband, the late Nathaniel A. Sweets, Sr. (who passed in 1988), bought the American in 1932 and later sold it to a group that included Suggs in 1981. She continued to write for the American – and mark it up with her red pen – for years after the sale of the paper.

“Hers was a tough love for the newspaper and the journalists who produced it,” Suggs said. “Her total dedication to quality writing and the nurturing of young writers are an enduring contribution to the American’s progress as a newspaper.”

Jabari Asim, who started in journalism as a columnist and editor with Take 5 magazine and later at the Washington Post, and now is associate professor of writing, literature and publishing at Emerson College and editor in chief of the Crisis magazine, remembered receiving her critical calls after each issue of the paper was published.

“Because everyone knew that she was calling to go over the mistakes she found in the issue, the phone would get handed to me, the new guy,” Asim said. “A friendship developed between us as soon as I realized, and quickly realized, that inevitably, she was right.”

Up from the Ville

Mrs. Sweets was born in St. Louis on February 26, 1909 and grew up at several addresses in The Ville, including a four-family flat in the 4200 block of Cote Brilliante near Cora Ave. She remembers a time when Blacks were not allowed to live west of Taylor Avenue. Her father Oscar Samuel Ficklin, studied chemistry by correspondence while working as a porter at Union Electric and eventually became that company’s first Black chemist. Her mother, Ocarsenia Ficklin, was a teacher until she married. The young Melba was an only child. “Her father was also a taskmaster,” Ellen said. “He impressed upon her at an early age the importance of education.”

Mrs. Sweets attended Simmons School, Sumner High School, Sumner Teachers College (her mother’s alma mater) and Howard University.

“In her time at Howard, she would sit on the lawn in Anacostia, the histor-

ic Black section of D.C., and talk with Sterling Brown and Langston Hughes,” Ellen said.

She and Hughes were to remain lifelong friends.

She was a graduate of Stowe Normal Teachers College (now Harris-Stowe State University). She briefly attended Howard University before running out of money and returning to St. Louis. She landed a job teaching English at Cottage Avenue School, located near the football field of today’s Sumner High School.

She taught in St. Louis public schools from 1930 until her marriage in 1937. Chuck Berry was one of her students.

“Married teachers had to give up their jobs to the single people who were waiting for work.” Mrs. Sweets told Doris A. Wesley in the 1999 book Lift Every Voice and Sing

“So because I happened to marry a newspaper man, that’s how I got into writing.”

Nathaniel Sweets was a graduate of Lincoln University in Jefferson City. He made plans to attend law school, but he never made it. Instead, he marked time as a waiter for the railroad until he entered the newspaper business.

“Nobody had money,” Sweets said. “My husband was not a writer. He was a good hearted businessman and a good salesman. He made a lot of friends. He had the gift of the gab. He knew the business side. He not only sold the paper, he sold ideas to people, influenced people and others to put money into the paper.”

(He also founded the St. Louis American Cab Company in 1949 to promote the newspaper.)

Together, the Sweets would help grow the newspaper from the inside out, beginning with not much more than their souls and a love for journalism.

“The American was always a center of activity for our family, leading up to Thursday’s publication day,” Fred Sweets said. “I remember lively discussions about what would be on the front page. I remember her laying out the paper with Bennie Rodgers. Hearing the press ‘roar.’”

The Sweets worked to keep the paper published during the hardship years of the Great Depression. Time and time again they rose to the occasion, learning as they went, working part-time and full-time with little to no pay with the help of people like Executive Editor Emeritus Bennie G. Rodgers, who joined the staff during World War II and stayed for more than 50 years.

“My husband knew I was a worrier. He never let me know how bad things were,” Sweets said.

“I think he put himself in the grave, trying to give his family the best, even when he didn’t have anything.”

We’re Tellin’

For about 55 years, from around 1930 to 1985, Sweets and a friend, Thelma Dickerson, wrote a column called, “We’re Telling.” Mostly they wrote chit chat about life in the Black community and people came to refer to them as “Mel and Thel.”

Langston Hughes once described it as the best such column he had ever read.

“Every once in a while we got into things deep but mostly it was social, homey stuff – who had babies, who got married, who went away,” she said.

“It was about young people. Also we wrote social news, obituaries. Maybe we were paid $10 a week.”

At times she tackled controversial topics, such as the 1947 appearance in St. Louis of the singer and activist Paul Robeson, who was then being Red-baided as a Communist. She considered her news story about Robeson’s death in 1976 as her most important piece of journalism.

She traveled to Castro-era Cuba and wrote a series about her journey. She proudly remembered a piece she did on Jim Crow laws in St. Louis, when she profiled an actress who opposed segregation yet who was appearing at the segregated American Theater. The front page cried, “Never again” as the actress vowed to never play the segregated theater again.

In 1977 and 1978, Melba Sweets served on juries for the Pulitzer Prize – becoming only the second African American at the time to have done so. Twenty one years later, her son Fred accepted a Pulitzer Prize on behalf of a photo team at the Associated Press. Nathaniel “N.A.” Sweets, who suffered from diabetes, died in 1988 at age 87. He was named Publisher Emeritus of the paper.

It took an unexpected injury to an ankle late in life to slow down Mrs. Sweets. When she turned 90, friends and family threw a bash for her at a local church and people traveled from out of town to help celebrate.

After her retirement, she continued to

scrutinize the newspaper – not only for mistakes but for familiar faces: Frankie Freeman, Dr.

Burke III and countless others.

Melba Sweets herself made for a striking photograph - eyeglasses, a head of white hair and the intense focus.

Her modest home was filled with photographs of family, friends and icons such as famed dancer and educator Katherine Dunham and former presidents Bill Clinton and Jimmy Carter.

Late in life, she reminisced about a five-cent American printed in black and white, unlike the brightly colored pages that dominate today’s complimentary editions. Also, she recalled the paper didn’t have a lot of photos, unlike today’s edition. Nearly everyone working at the paper had other jobs because the paper couldn’t pay people full-time salaries –again, unlike today’s operation which supports a full-time staff.

Mrs. Sweet was a staunch member of Pilgrim Congregational Church. Prior to that she was at All Saints Episcopal.

“She was a very spiritual person,” Fred said. She also was a cancer survivor. She underwent a radical mastectomy years ago but declined chemotherapy. “She has seen it wipe out too many of her friends,” Fred said.

Even as her health declined in her later years, she remained an avid reader and critic of journalism.

Buzzy said, “As long as she could, a young man would bring her the paper every week – until she got to the point when she just couldn’t read it anymore.” Her fierce advocacy for proper English remained with her until the end. Ellen said that in her final days at Barnes-Jewish Extended Care, her mother regularly corrected the nurses when they spoke improperly.

“One day, she was refusing to eat,” Ellen said. “One nurse Sylvia said, ‘Mother Sweets if you don’t drink this for me, I’m gonna split an infinitive.’”

“Mrs. Sweets was an extraordinary woman who continued to inspire many with her words of wisdom and kindness,” said Dr. Consuelo Wilkins, who cared for her from 2003 until her death. “Even on days when she didn’t feel her best, she was always concerned about the well-being of others and managed to brighten any room with her warm smile.”

Melba A. Sweets died Nov. 4, 2006, at 97.

In addition to the Sweets’ three children, Melba Sweets was survived by eight grand-children Hannah Sweets of Aspen, Colorado), Nicole Marie Sweets (of St. Louis), Alecia Sweets Maclin (of Atlanta), Glyn Adrienne Sweets (of Chicago), Matthew Sweets (of Reston, VA), Tara Sweets (of St. Louis), Teresa Sweets (of St. Louis), Taryn Williams (of St. Louis).

Photo by Melba Sweets / St. Louis American American publisher N. A. Sweets with his daughter, Ellen Sweets, in 1943. Ellen Sweets would became the first Black female reporter at the St. Louis Post-Dispatch and later the first Black food writer at the Dallas Morning News.

Documents of American’s establishment tell story of its historic creators

‘To secure and publish news and literary material’

By Alvin A. Reid St. Louis American

On Friday August 3, 1928, in Jefferson City, Missouri Secretary of State Charles U. Becker “set my and affix the Great Seal of the State of Missouri” to a set of documents that would be historic.

At 12:56 p.m. Wednesday August 8, 1928, the documents were filed and recorded by St. Louis Recorder William L. Tanne. The St. Louis American Publishing Company was officially recognized by the state and city of St. Louis.

Nathan B. Young Jr., an attorney and new St. Louisan, helped officially incorporate the business, which had started publication of the St. Louis American earlier that year on March 17, 1928. He would become the newspaper’s first editor.

Upon the official document were written the initials (and one first name) and last names of the business’ first board of directors.

Listed in order, with the number of shares, were:

R.W. Kent (275 Shares)

C.U. Turpin (100 shares)

D.R. Clarke (10 shares)

H.G. Phillips (100 shares)

Arthur Dowd (15 shares).

Richard Kent, was owner of the St. Louis Stars, a world champion Negro baseball team.

Charles Udell Turpin, Missou-

ri’s first Black elected official, was owner of the Booker T. Washington Theater at Market and 23rd St. Turpin’s theater was one of the first in the nation to be owned and operated by Black entrepreneurs. Some historians believe it was the site of Josephine Baker’s first performance.

Rev. Douchette R. Clarke, was rector of All Saints’ Episcopal Church, and the historic church is still serving its congregation today.

One of the most renowned St. Louis citizens, Homer G. Phillips, was a lawyer and civic activist. Phillips was best known for his work with city alderman in the early 1920’s to pass a bond issue to improve the city’s public works system and build a hospital to serve the Black community.

The hospital, which opened several years after Phillips’ untimely murder, bore his name. Phillips’ murder remains unsolved.

Arthur Dowd was a Sumner High School teacher Robert P. Watts and Ruth Miriam Har-

ris, former president of Stowe College, later Harris-Stowe State University, were also investors as was Dr. Thomas A. Curtis, a Black dentist and the first Black president of the St. Louis branch of the NAACP.

As stated on its incorporation documents, the St. Louis American Publishing Company was formed:

“To print, publish, and issue a newspaper, “The St. Louis American;” to secure and publish news and literary material suitable to said newspaper; generally, to carry on the business of printing, bookbinding and such other businesses as may be convenient and necessary; to purchase, build, lease, or otherwise acquire such building, offices, plants, and machinery as may be necessary or useful to carry out the objects and purposes of this company.”

Nathaniel Sweets came to the newspaper less than a year later. Sweets helped keep the American alive for more than 45 years as an owner/publisher.

Michael Butler, St. Louis Recorder of Deeds, displays the Articles of Association for the St. Louis American. Facsimiles of the historic papers were presented to award winners during the 2024 St. Louis Black History Celebration on Feb. 28, 2024, in the City Hall rotunda.

While the original incorporation papers sated “this corporation shall continue for the term of fifty year,” 96 years later, the American Publishing Company and the St. Louis American are still in operation, with the addition of the St. Louis American Charitable Foundation, to serve the community as it did when they were created in 1928.

Historic night at City Hall

The American’s Articles of Association were sitting undisturbed until earlier this year Recorder of Deeds Michael Butler’s office came across them in its archives. Butler was inspired to create facsimiles of the first page, frame them, and present them to recipients of Community Service awards during the St. Louis African American Heritage Celebration on Wednesday, February 28, 2024 in the City Hall rotunda.

“As part of our Black History Month celebration, I directed the Recorder’s Archive Department to present each honoree with an essential piece of St. Louis history,” Butler explained.

“We searched for a document representing each of our honorees’ respected fields - politics, entertainment, and media. And so, I was proud to have presented each awardee with a replica copy of the Articles of Association for the St. Louis American Publishing Company.

“This document represents the lineage and history of African Americans in St. Louis, from the beginning of the St. Louis American Publishing Company until today’s generation. Historical records such as this reaffirm our commitment to preserving our African American heritage, amplifying our voices, and building a brighter tomorrow for future generations.”

This year’s awardees were KSDK Anchor Rene Knott, the City of St. Louis License Collector Mavis Thompson and EncoreSTL founder Effrem Thomas Boudreau Grettenberger.

“First of all, the recognition at the celebration of Black Heritage is one of the most humbling moments of my life,” said Knott.

“But to also receive a piece of history from the St. Louis American brings more significance and meaning to the award. The newspaper is a valued resource and voice for Blacks living in our area. I now have something to commemorate not just the day but also our history as a race.”

Butler said, “The American is an institution in St. Louis.

“We thought there was not a better way to tie together the American’s history and our Black history celebration.”

Courtesy photo