sher to its misleading character. This trade
paper, from its start, had been urging the coffee men to organize for
defense. The agitation bore fruit at last, first in the starting of the
National Coffee Roasters Association, and later in the inception of the
movement that resulted in the international advertising campaign for
coffee now in progress in the United States.

Meanwhile, the cereal coffee-substitute had been thoroughly discredited
by governmental analysis, although even today newspaper publishers are
to be found here and there who are willing to "take a chance" with
public opinion and who will admit to their advertising columns such
misleading statements for the substitute, as "it has a coffee-like
flavor."

[Illustration: A GOLDBERG CARTOON, 1910]

[Illustration: NEWSPAPER COPY USED BY CHASE AND SANBORN ABOUT 1900]

In the United States today, coffee advertising has reached a high plane
of copy excellence. Our coffee advertisers lead all nations. The
educational work started by _The Tea and Coffee Trade Journal_, fostered
by the National Coffee Roasters Association, and developed by the Joint
Coffee Trade Publicity Committee, has laid low many of the bugaboos
raised by the cereal sinners. The coffee men, however, have left
considerable room for improvement. There are still some who are given to
making exaggerated claims in their publicity, who make reflections upon
competitors in a way to destroy public confidence in coffee, and who
display an ignorance of, or a lack of confidence in, their product by
continuing to claim that their brands do not contain what they assert
are injurious or worthless constituents. It is to be hoped that in time
these abuses will yield to the further enlightening influence of the
trade press, and of the organizations that are continually working for
trade betterment.

Before the international coffee campaign started in 1919, the National
Coffee Roasters Association promoted two national coffee weeks, one in
1914 and another in 1915, wherein excellent groundwork was done for the
big joint coffee trade propaganda that followed. Some original research
also was done along lines of proper grinding and correct coffee brewing.
A better-coffee-making committee, under the direction of Edward Aborn of
New York, rendered yeoman's service to the cause. Much educational work
was done in schools and colleges, among newspaper editors, and in the
trade. This campaign was the first co-operat