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 retail 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:
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.