tail trade, to encourage private-brand advertising, and
to reach the consumer by other kinds of publicity recognized as
essential factors in a well rounded national advertising effort. These
activities may be summarized as follows:

[Illustration: TELLING THE DOCTORS THE TRUTH ABOUT COFFEE, 1920]

INFORMATION SERVICE. This department answers inquiries and supplies
material for household editors, and for newspaper and magazine writers.
Through a national clipping service, it keeps in touch with all
published matter relating to coffee. Its special duty is to answer
attacks on coffee and the coffee trade. Merchants and dealers make it a
practise, when they find misleading articles or editorials in their
local newspapers, to send clippings to the committee's headquarters to
be handled there as the situation warrants.

SCIENTIFIC COFFEE RESEARCH. Twenty-two thousand, five hundred dollars of
the American fund have been appropriated thus far for scientific coffee
research at the Massachusetts Institute of Technology. The reports of
this research will be distributed to the coffee trade throughout the
country, and should prove valuable in all branches of coffee
merchandising. The findings will be distributed by the committee to
schools and colleges, and to consumers through national advertising.

[Illustration: SOME OF THE JOINT COMMITTEE'S ATTRACTIVE BOOKLETS]

THE COFFEE CLUB. This organization was established for the purpose of
educating the consumer through constructive team work by the roasters'
and jobbers' salesman and the retail dealer. Under this plan, the
committee has distributed 50,000 transparent signs for dealers' windows,
and 5,000 bronze coffee-club buttons for coffee salesmen. By reference
to the Coffee Club in national magazine and newspaper advertising, the
retailer is given a chance to tie up with the campaign. Membership in
the club is limited to those who are contributing to the publicity fund,
and to their salesmen and customers. The club publishes a monthly
bulletin in newspaper form, giving the news of the campaign. This has a
circulation of 27,000 among wholesalers, salesman, and dealers.

[Illustration: MORE MEDICAL JOURNAL COPY, 1920]

BOOKLETS. The committee has published six booklets, which have reached
a total circulation of more than one and a half million copies. These
booklets are sold at cost to the coffee trade. The committee reports
that, on an average, one hundred requests for them are