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Marketing Joe Louis

In response to:

'The Man with the Golden Smile' from the November 18, 2004 issue

To the Editors:

In reference to Joyce Carol Oates’s review [“‘The Man with the Golden Smile,'” NYR, November 18, 2004]: Joe Louis was shrewdly managed by black men, not whites.

Richard Nininger

Joyce Carol Oates replies:

Joe Louis was skillfully managed by two black men (Black, Roxborough) and financed by Mike Jacobs, a Jewish boxing promoter who built a financial empire on Louis. I had been thinking of the legendary Mike Jacobs when referring to the strategic ways in which Louis was marketed to appeal to a white audience.