If you exercise 10 minutes a day for 90 days, which will give you approximately 30 seconds of fitness residue carrying over to the next session, on the 90th day of exercise, your ten minutes plus residue will give the equivalent fitness value of a 55 minute workout – more than five times what you started with! Advertising residue builds up in the same manner, and like exercise, if stopped suddenly, the residue will remain working, until all its effects have faded. Thus, an advertiser who spends money solely on big seasonal sale ads every three months has no residue at all working to boost his results. The real secret to getting results is building that residue, and Coffee News is designed specifically to accomplish this both effectively and inexpensively. In fact, most businesses that use Coffee News can cut their ad budget by a third, and still get the same or better results.

One last note: the compounding residue value of Coffee News ads are 5% per week. This means the 4th week of advertising is 1.2155 (almost 25%) more effective than the first ad. The 12th week equals 1.7959 – almost 80% more results than the first ad. The longer the ad runs, the more compounded residue, which again ALSO transfers to the other media you may be using.

– From one company’s promotion instruction manual

On average, we each see more than 3,000 different commercial messages daily! Amazing, isn’t it? That doesn’t mean however, that we comprehend 3,000 different commercial messages daily. It means merely that we see them. Advertising is everywhere. It’s on your computer screen. It’s in your car. It’s on the ball cap your son wears. It’s on socks and shoes. Belts and pants. It’s on billboards, of course, and sign posts. It’s on windows, in supermarkets, on cups and flatware. Advertising messages are everywhere!

We can’t possibly read every advertising message we see, or even begin to comprehend each one. And surely we do not respond to most of them — although subconsciously, we may respond more than we realize. (Was buying an iPhone a matter of need, or was it the result of seeing, over a period of days or weeks, countless advertisements for the iPhone?)

In spite of the preponderance of advertising, most of it generates few or no results. It was the great department store developer, John Wanamaker, who said, ”Only half of my advertising is effective. The problem is, I don’t know which half.”

Coffee News provides advertisers the inexpensive repetition of ads needed to establish buyer patterns – weekly exposure with additional exposure through second and more readings. Restaurant patrons are free to take one to share with other friends or put it back in its holder for the next customer to enjoy.

When Coffee News ads are used in conjunction with other advertising – TV advertising for example – the Coffee News ad becomes a re-run of the TV commercial in the reader’s mind This is connected to the topic of Ad Residue, which we will discuss in an upcoming CoffeeFax.

Hints to Intending Advertisers
By Thomas Smith, London, 1885

• The first time a man looks at an advertisement, he does not see it.
• The second time, he does not notice it.
• The third time, he is conscious of its existence.
• The fourth time, he faintly remembers having seen it before.
• The fifth time, he reads it.
• The sixth time, he turns up his nose at it.
• The seventh time, he reads it through and says, “Oh bother.”
• The eighth time, he says, “Here’s that confounded thing again.”
• The ninth time, he wonders if it amounts to anything.
• The tenth time, he thinks he will ask his neighbor if he has tried it.
• The eleventh time, he wonders how the advertiser makes it pay.
• The twelfth time, he thinks perhaps it may be worth something.
• The thirteenth time, he thinks it must be a good thing.
• The fourteenth time, he remembers that he has wanted such a thing for a long time.
• The fifteenth time, he thinks he will buy it some day.