The Half-Century Magazine

In 1916, Anthony Overton established the Half-Century Magazine as a venue to more effectively market Overton Hygienic Manufacturing Company products. To deflect charges of shameless self-promotion, Overton put forward a female employee as the owner, editor, and public face of this women-oriented periodical. Overton’s skullduggery included submitting anonymous editorials and publishing articles under a pseudonym (McAdoo Baker) to convey his beliefs regarding business enterprise, racial identity, and personal conduct. Above and beyond Overton’s deception, the Half-Century created a commercial environment where black female readers were not exposed to racially insulting personal care products ads. This advertising policy, along with Half-Century’s sponsorship of a contest extolling the beauty of African American women, enhanced Overton-Hygienic’s position in the marketplace.