ration: JOINT-COMMITTEE MAGAZINE AND NEWSPAPER COPY, 1919]

[Illustration: COPY THAT STRESSED THE HEALTHFULNESS OF COFFEE,
1919-1920]

Supplementing this Brazilian contribution, is the fund raised by
voluntary subscriptions from the coffee trade of the United States on
the basis of one cent per bag handled annually. This American fund is
used for the expenses of administration, for educational advertising
outside of magazine and newspaper space, and for various kinds of trade
promotion and dealer stimulation.

[Illustration: THE JOINT COMMITTEE'S HOUSE ORGAN]

The first advertising appeared in April, 1919, in 306 leading newspapers
in 182 large cities, with a total circulation of more than 16,000,000.
The cities chosen represented all the centers of wholesale coffee
distribution.

Magazine advertising began in June of the same year, using twenty-one
periodicals, all of national circulation. This list has been changed
from time to time to meet the special needs of the campaign.

More than fifty grocery-trade magazines have carried the committee's
dealer advertising, although not all of these have been used
continuously. Every part of the country was represented on the
trade-paper list.

Full pages have been run each month in nine of the leading national
medical journals. These advertisements were written by a physician of
national reputation. Under the caption, "The Case for Coffee," these
advertisements have discussed the properties of coffee from the
physiological standpoint, and have asked the doctors to judge it fairly.

From the start the committee's advertising has been broadly educational.
The properties of coffee have been discussed; charges against coffee
have been answered. The housekeeper has been told how to get the best
results from the coffee she buys; hotel and restaurant proprietors have
been reminded that many of them owe their prosperity largely to a
reputation for serving good coffee; new uses have been exploited for
coffee, as a flavoring agent for desserts and other sweets; employers
have been taught the important service good coffee may render in
increasing the comfort and efficiency of their working forces.

[Illustration: INTRODUCTORY MEDICAL-JOURNAL COPY]

Magazine and newspaper advertising is only the nucleus of the campaign.
The effect of such "white space" publicity is increased by simultaneous
efforts to "merchandise" the campaign, to stimulate the interest of the
wholesale and re