ive publicity for coffee.
Among other things, it put a nation-wide emphasis on iced coffee as a
delectable summer drink and, for the first time, stressed the correct
making of the beverage by drip and filtration methods instead of by
boiling, which had long been one of the most crying evils of the
business.

[Illustration: CHART SHOWING MONEY SPENT ON ADVERTISING COFFEE AND
SUBSTITUTES

Only advertisements printed in magazines and periodicals are considered
in making this calculation]

_Package Coffee Advertising_

Coffee advertising began to take on a distinctive character with the
introduction of Ariosa by John Arbuckle in 1873. Some of the early
publicity for this pioneer package coffee appears typographically crude,
judged by modern standards; but the copy itself has all the needful
punch, and many of the arguments are just as applicable today as they
were a half-century ago. Take the handbill copy illustrated. It was done
in three colors, and the argument was new and most convincing. The
reverse side copy is also extremely effective. Note the expert-roaster
argument and coffee-making directions; some of these may still be found
in current coffee advertising.

Most of the original Arbuckle advertising was by means of circulars or
broadsides, although some newspaper space was employed. Premiums were
first used by John Arbuckle as an advertising sales adjunct, and they
proved a big factor in putting Ariosa on the map. Mr. Arbuckle created
the kind of word-of-mouth publicity for his goods that is the most
difficult achievement in the business of advertising. It caused so deep
and lasting an impression, that in some sections it has persisted
through at least five decades. The advertising moral is: Get people to
_talk_ your brand.

Since the death of its founder, the Arbuckle copy has been changed to
fit modern conditions. That it has kept pace with all the forward
movements in business and advertising is evident from the specimens
which help to illustrate this chapter. A significant change is to be
noted in the fact that, for the first time in its history, "the greatest
coffee business in the world" has adopted a policy of advertising to the
trade as well as to the consumer, thus giving its publicity a well
rounded character which it formerly lacked.

The evolution of other notable package coffees is also shown by
illustration. Several concerns blazed new trails that have since been
picked up and followed by