hrown upon the screen between feature
pictures. Many packers find these are effective for cultivating the
dealer, it being customary to show the brand name, together with that of
the local distributer.

_Advertising for Retailers_

When retailers analyze the people to whom they sell coffee, they usually
find three types. First, there is the woman who thinks she is an expert
judge of coffee, but who is unable to find anything to suit her
cultivated taste. Then there is the new housewife, possibly a bride of a
few months, who knows very little about coffee, but wants to find a good
blend that both she and her husband will like. The third is the most
acceptable class, the satisfied people who have found coffee that
delights them, day after day.

[Illustration: HOW COFFEE IS ADVERTISED TO THE TRADE

Left to right, good examples of green coffee publicity--center,
well-arranged package-coffee copy]

W. Harry Longe, a Texas retailer, has prepared the following "ready
made" copy appeals for the three classes. To "Mrs.
Know-it-all-about-Coffee," this style has been found effective:

IMPROVE THE COFFEE AND YOU IMPROVE THE MEAL

The corner of the table that holds the coffee urn is the balancing
point of your dinner. If the coffee is a "little off" for some
reason or other--probably it's the coffee's own fault--things don't
seem as good as they might; but when it is "up to taste" the meal
is a pleasure from start to finish. If the "balancing point" is
giving you trouble, let ANY BLEND Coffee properly regulate it for
you. 35 cents, three pounds for $1.

ANY TEA & COFFEE COMPANY

For the good lady who is anxious to find a suitable blend of coffee, and
who desires information, this is a good appeal:

A SUCCESSFUL SELECTION

Of the coffee that goes into the every-morning cup will arrive on
the day when ANY BLEND is first purchased. Many homes have been
without such a success now for a long time, but, of course, they
didn't know of ANY BLEND--and even now it is hard to really know
ANY BLEND till you try it. That is why we seem to insist that you
ask for an introduction by ordering a pound.

ANY BLEND TEA & COFFEE COMPANY

Taking both classes and dealing with them alike:

"BLENDED TO BALANCE"

Is a good descriptive phrase of ANY BLEND coffee, for care is taken
in the preparation that the strength does not overpower the