drunk in many plaies (sic).

The _Intelligencer_ for December 21, 1663, contained the following
advertisement:

There is a Parcel of Coffee-Berry to be put to publique sale upon
Wednesday, the 23, instant, at 6 a clock in the evening at the
Globe Coffee-house at the end of St. Bartholomew Lane, over against
the North Gate of the Royall Exchange.... And if any desire to be
further informed they may repair to Mr. Brigg, Publique Notary at
the said Globe Coffee-house.

Dufour's treatise on _The Manner of Making Coffee, Tea and Chocolate_,
published in Lyons, 1684, was generally regarded as propaganda for the
beverage; and, indeed, it proved an excellent advertisement, being
quickly translated into English and several other languages.

In 1691 we find advertised in the _Livre Commode_ of Paris a portable
coffee-making outfit to fit the pocket.

The first coffee periodical, _The New and Curious Coffee House_, was
issued at Leipzig by Theophilo Georgi in 1707, being a kind of house
organ for what was, perhaps, the first kaffee-klatsch; the
publisher-proprietor, however, admitted that the idea of making his
coffee salon a resort for the literati was obtained from Italy.

[Illustration: FIRST NEWSPAPER ADVERTISEMENT SOLELY FOR COFFEE IN THE
UNITED STATES

_New York Daily Advertiser_, February 9, 1790]

In chapter X we have described a number of broadsides, handbills, and
pamphlets having to do with the introduction of the coffee drink into
London between 1652 and 1675. The advertising student would do well to
refer to them because they serve to show how completely the true merits
of the beverage were lost sight of by those who urged its more fantastic
claims. It is interesting to note, however, that this early copy was of
a high order of typographical excellence; indeed, the display letter
used for the word coffee is often like that found in copy in the United
States two hundred and fifty years after. Also, it should be noted that
"apt 'illustration's' artful aid" was first employed in 1674. Again,
note this curious contrast. Two hundred and sixty-nine years ago all the
resources of advertising were being laid under contribution to make
propaganda for coffee as the great _cure_ for many ailments of which
nowadays the enemies of coffee would have us believe coffee is the
cause! Those who have possessed themselves of the facts about coffee
know that both arguments are equally fantastic.