There is a Parcel of Coffee-Berry to be put to publique sale upon Wednesday, the 23, instant, at 6 a clock in the evening at the Globe Coffee-house at the end of St. Bartholomew Lane, over against the North Gate of the Royall Exchange.... And if any desire to be further informed they may repair to Mr. Brigg, Publique Notary at the said Globe Coffee-house.
Dufour's treatise on The Manner of Making Coffee, Tea and Chocolate, published in Lyons, 1684, was generally regarded as propaganda for the beverage; and, indeed, it proved an excellent advertisement, being quickly translated into English and several other languages.
In 1691 we find advertised in the Livre Commode of Paris a portable coffee-making outfit to fit the pocket.
The first coffee periodical, The New and Curious Coffee House, was issued at Leipzig by Theophilo Georgi in 1707, being a kind of house organ for what was, perhaps, the first kaffee-klatsch; the publisher-proprietor, however, admitted that the idea of making his coffee salon a resort for the literati was obtained from Italy.
First Newspaper Advertisement Solely for coffee in the United States
New York Daily Advertiser, February 9, 1790
In chapter X we have described a number of broadsides, handbills, and pamphlets having to do with the introduction of the coffee drink into London between 1652 and 1675. The advertising student would do well to refer to them because they serve to show how completely the true merits of the beverage were lost sight of by those who urged its more fantastic claims. It is interesting to note, however, that this early copy was of a high order of typographical excellence; indeed, the display letter used for the word coffee is often like that found in copy in the United States two hundred and fifty years after. Also, it should be noted that "apt 'illustration's' artful aid" was first employed in 1674. Again, note this curious contrast. Two hundred and sixty-nine years ago all the resources of advertising were being laid under contribution to make propaganda for coffee as the great cure for many ailments of which nowadays the enemies of coffee would have us believe coffee is the cause! Those who have possessed themselves of the facts about coffee know that both arguments are equally fantastic.
Coffee was mentioned in shop-keepers' announcements appearing in the Boston News Letter as early as 1714, and in other newspapers of the colonies during the eighteenth century, usually being offered for sale at retail with strange companions. In 1748 "tea, coffee, indigo, nutmegs, sugar, etc.," were advertised for sale at a shop in Dock Square, Boston. The following advertisement from the Columbian Centinel, Boston, April 26, 1794, is typical:
GROCERIES AT NO. 44 CORNHILL
Norton and Holyoke