All About Coffee by William H. Ukers (best new books to read .TXT) ๐
CHAPTER II
HISTORY OF COFFEE PROPAGATION
A brief account of the cultivation of the coffee plant in the Old World, and of its introduction into the New--A romantic coffee adventure Page 5
CHAPTER III
EARLY HISTORY OF COFFEE DRINKING
Coffee in the Near East in the early centuries--Stories of its origin--Discovery by physicians and adoption by the Church--Its spread through Arabia, Persia, and Turkey--Persecutions and Intolerances--Early coffee manners and customs Page 11
CHAPTER IV
INTRODUCTION OF COFFEE INTO WESTERN EUROPE
When the three great temperance beverages, cocoa, tea, and coffee, came to Europe--Coffee first mentioned by Rauwolf in 1582--Early days of coffee in Italy--How Pope Clement VIII baptized it and made it a truly Christian beverage--The first Europe
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Charts Showing Per Capita Consumption and Coffee and Substitute Advertising
Among the many long-established advertised package-coffee successes may be mentioned:
Arbuckle's Yuban and Ariosa; McLaughlin's XXXX; Chase & Sanborn's Seal Brand; Dwinell-Wright's White House; Weir's Red Ribbon; B. Fischer & Company's Hotel Astor; Brownell & Field's Autocrat; Bour's Old Master; Scull's Boscul; Seeman Brothers' White Rose; Blanke's Faust; Baker's Barrington Hall; Woolson Spice Company's Golden Sun; International Coffee Company's Old Homestead; Kroneberger's Old Reserve; Western Grocer Company's Chocolate Cream; Leggett's Nabob; Clossett & Dever's Golden West; R.C. Williams' Royal Scarlet; Merchants Coffee Company's Alameda; Widlar Company's C.W. brand; Meyer Bros.' Old Judge; Nash-Smith Tea and Coffee Company's Wedding Breakfast; J.A. Folger & Company's Golden Gate; Ennis Hanley Blackburn Coffee Company's Golden Wedding; M.J. Brandenstein & Company's M.J.B.; Hills Brothers' Red Can, the Young & Griffin Coffee Company's Franco-American, and the Cheek-Neal Coffee Company's Maxwell House.
It was estimated that the amount of money spent by the larger coffee roasters upon all forms of publicity in the United States in 1920 was about $3,000,000.
Charts prepared by Charles Coolidge Parlin of the division of commercial research of the Curtis Publishing Company, and checked by the Publishers' Information Bureau, show the advertising for coffee and for coffee substitutes in thirty leading publications from 1911 to 1920; and compare the advertising for coffee and coffee substitutes in 1920 with a chart of per capita consumption. It should be noted that the figures exclude all other forms of advertising, such as newspapers, bill-posting, street-car signs, electric signs, and so forth.
Experience has proven that a package coffee, to be successful, must have back of it expert knowledge on buying, blending, roasting, and packing, as well as an efficient sales force. These things are essential: (1) a quality product; (2) a good trade-mark name and label; (3) an efficient package. With these, an intelligently planned and carefully executed advertising and sales campaign will spell success. Such a campaign comprehends advertising directed to the dealer and to the consumer. It may include all the approved forms of publicity, such as newspapers, magazines, billboards, electric signs, motion pictures, demonstrations, and samples. One phase of trade advertising which should not be overlooked is dealer helps. The extent to which the roaster-packer, or the promoter of a new package coffee, should utilize the various advertising media or go into dealer helps must, of course, depend upon the size of the advertising appropriation.
Many roaster-packers supply grocers handling their coffee with dealer helps in the shape of weather-proof metal signs for outside display, display racks, store and window display signs, cut-outs, blotters, consumer booklets, newspaper electros, stereopticon slides, moving pictures, demonstrations, samples, etc. Dealer selling schemes based on points have also been found helpful in promoting sales.
Advertising to the Trade
Until a comparatively recent date, the green coffee importer, selling the roasting trade, has not realized the need of advertising. He has inclined to the belief that he did not need to advertise, because, in most instances, green coffee is not sold by the mark; and, to a certain extent, price has been the determining factor.
During late years, however, many green coffee firms have come to realize that there is a good-will element that enters into the equation which can be fostered by the intelligent use of advertising space in the coffee roaster's trade journal. Also, a few importers are now featuring trade marks in their advertising, thus building up a tangible trade-mark asset in addition to good will.
For a number of years the green coffee trade used the business card type of advertisement; but some are now utilizing a more up-to-date style of copy, as typified by the advertisements of Leon Israel & Brothers and W.R. Grace & Company. Specimens of other green coffee advertising of the better kind are here reproduced.
Advertising campaigns in behalf of package coffees can not be fully effective without the proper use of trade publications. Advertising in the dealer's paper has many advantages. It is good missionary work for the salesman. It creates confidence in the mind of the dealer. It is an excellent means for demonstrating to the retailer that he is being considered in the scheme of distributionโthat no attempt is being made to force the goods upon him through consumer advertising alone. Trade-paper advertising also offers the packer the opportunity to acquaint the dealer with the selling points in favor of the brand advertised, thus saving the time of the salesman. An increasing number of coffee packers are now using the advertising columns of trade papers, and some typical advertisements are reproduced herewith.
Advertising by Various Mediums
Billboard and other outdoor advertising, also car cards, are being used to a considerable extent for coffee publicity. Painted outdoor signs have been the back-bone of one middle-west roaster's campaign for a number of years. Both car cards and billboards are growing in popularity because they enable the coffee packer to reproduce his package in its natural colors and permit also of striking displays. Such firms as Arbuckle Brothers, New York; Dayton Spice Mills, Dayton, Ohio; W.F. MCLaughlin & Company, Chicago; the Puhl-Webb Company, Chicago; the Bour Company, Toledo; B. Fischer & Company, New York; and the Cheek-Neal Coffee Company, Nashville and New York, are consistent users of this character of advertising. Electric signs also have proved effective for coffee advertising. Reproductions of some characteristic outdoor and car-card advertisements are to be found in these pages.
Motion pictures are a comparatively new development in coffee advertising. One of the first coffee roasters to adopt this plan of publicity was S.H. Holstad & Company, Minneapolis. The film used depicted the cultivation and preparation of coffee for the market, also the complete roasting and packaging operations. The A.J. Deer Company, manufacturers of coffee mills and roasters, Hornell, N.Y., was another pioneer in the use of coffee films. Jabez Burns & Sons, coffee-machinery manufacturers, followed with an educational coffee picture. The National Packaging Machinery Company, of Boston, is another concern that has utilized films for advertising purposes, showing its machines in operation in a coffee-packing plant. Many roasters made use of the coffee film produced by the Joint Coffee Trade Publicity Committee.
In using advertising films, it is customary for the roaster to arrange for a showing at one or more theaters. The advertising in the local papers features the coffee brands, also the name of the local dealer, the latter being furnished with tickets which he distributes among his retail customers. There are several concerns making a business of supplying commercial films and of getting distribution for them.
Another form of theater publicity is that of the advertising slideโstereopticon views thrown upon the screen between feature pictures. Many packers find these are effective for cultivating the dealer, it being customary to show the brand name, together with that of the local distributer.
Advertising for Retailers
When retailers analyze the people to whom they sell coffee, they usually find three types. First, there is the woman who thinks she is an expert judge of coffee, but who is unable to find anything to suit her cultivated taste. Then there is the new housewife, possibly a bride of a few months, who knows very little about coffee, but wants to find a good blend that both she and her husband will like. The third is the most acceptable class, the satisfied people who have found coffee that delights them, day after day.
How Coffee is Advertised to the Trade
Left to right, good examples of green coffee publicityโcenter, well-arranged package-coffee copy
W. Harry Longe, a Texas retailer, has prepared the following "ready made" copy appeals for the three classes. To "Mrs. Know-it-all-about-Coffee," this style has been found effective:
IMPROVE THE COFFEE AND YOU IMPROVE THE MEAL
The corner of the table that holds the coffee urn is the balancing point of your dinner. If the coffee is a "little off" for some reason or otherโprobably it's the coffee's own faultโthings don't seem as good as they might; but when it is "up to taste" the meal is a pleasure from start to finish. If the "balancing point" is giving you trouble, let Any Blend Coffee properly regulate it for you. 35 cents, three pounds for $1.
ANY TEA & COFFEE COMPANY
For the good lady who is anxious to find a suitable blend of coffee, and who desires information, this is a good appeal:
A SUCCESSFUL SELECTION
Of the coffee that goes into the every-morning cup will arrive on the day when Any Blend is first purchased. Many homes have been without such a success now for a long time, but, of course, they didn't know of Any Blendโand even now it is hard to really know Any Blend till you try it. That is why we seem to insist that you ask for an introduction by ordering a pound.
ANY BLEND TEA & COFFEE COMPANY
Taking both classes and dealing with them alike:
"BLENDED TO BALANCE"
Is a good descriptive phrase of Any Blend coffee, for care is taken in the preparation that the strength does not overpower the flavor. The aim of the blender is to get an acceptable and delightful drinking quality. He has been more than successful, as you will see when you try Any Blend, 35 cents, three pounds for $1.
ANY TEA & COFFEE COMPANY
The satisfied class, of course, is not averse to making a change, and it is well, occasionally, for the dealer to let his own satisfied customers know he still believes in his goods. The argument might take this form:
A SERVICE THAT SAVES
Is the serving of Any Blend, when coffee is desired. Any Blend saves many things. It saves worry, for it is always uniform in flavor and strength. It saves time, for when you order Any Blend we grind it just as fine or just as coarse as your percolator or pot demands. Any Blend also saves expense, because there is no waste, as you know just how much to use, every time, to make a certain number of cups. 35 cents, three pounds for $1.
ANY TEA & COFFEE COMPANY
Again, possible new customers may listen to this appeal:
TO PROVE YOUR APPROVAL
Of Any Blend coffee, you are asked to try just one pound. We know you will like it, for it is blended and roasted and ground as an exceptional coffee should be, with the care that a good coffee demands. Prove to yourself that you approve of this method of preparing coffee. 35 cents, three pounds for $1.
ANY TEA & COFFEE COMPANY
In some households the cook is permitted to do the ordering, and usually the cook does not read the daily papers with an eye for coffee ads. To reach this individual through her mistress:
CAN YOU NAME YOUR COFFEE?
Or is it one of those many unknown brands that comes from the store at the order of your cook? Let the cook do the ordering, for you are lucky if you have one you can rely upon, but tell her you prefer Any Blend to the No-Name Blend you may now be using. Any Blend has one distinct advantage over all others; It Is freshly roasted. Tell the kitchen-lady, now, to order Any Blend.
ANY TEA & COFFEE COMPANY
Advertising by Government Propaganda
Advertising coffee by government propaganda has been indulged in with more or less success by the British government in behalf of
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