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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
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