competing brands.

[Illustration: 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,