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Title Ads: Maxwell House Coffee, 12 full-page magazine ads from Life magazine, published 1948-1950.
Object Name Ad, Magazine
Catalog Number 2010.007.0015
Collection Maxwell House Coffee, Hoboken Division, Collection
Credit Museum Collections. Gift of a friend of the Museum.
Scope & Content Twelve Maxwell House Coffee full-page magazine advertisements removed from Life magazine, issues published 1948-1950. Circa 10-1/2" x 14" high.

Maxwell House Coffee operated a factory in Hoboken when these ads were published. It was one of four U.S. plants operated by its owner, General Foods Corp., and was at the time the largest coffee processing plant in the world. All but one ad (no. 11) promoted one of the two radio shows that they sponsored in this period: "Maxwell House Coffee Time" starring George Burns and Gracie Allen (Sept. 20, 1945 to June 23, 1949) or "Father Knows Best" starring Robert Young (August 25, 1949 - Nov. 19, 1953).

Magazine name and page number do not appear on these leaves. Information verified from Life Magazine on-line archive.

1: [Life Magazine, August 14, 1950, page20]; "Everybody knows the sign of good coffee." Illustration: "Swing Your Partner", moonlit outdoor country dance; painting by [James Leland] Lockhart. Products: Jar Instant Coffee, can coffee. Reverse, pg [19]: Englander Airfoam Mattress ad, copyright 1950.

2: [Life Magazine, Oct. 25, 1948, page 109]: "Coffee Time." Illustration: Girl reading; painting by Robert Philipp. Products: jar instant coffee ("News! Now in Instant Form too!"), coffee can, clear class jar. "Maxwell House Coffee Time" starring George Burns & Gracie Allen. Reverse, pg [110]: Seagrams Seven Crowns Whiskey ad.

3: [Life magazine, Dec. 12, 1949, pg 84: "Everybody knows the sign of good coffee." Illustration: carolers singing outside house; painted by [James] Bingham. Products: jar instant coffee, can coffee. "Father Knows Best" starring Robert Young. Reverse, pg [83]: Greyhound Bus ad.

4: [Life Magazine, Dec. 20, 1948, page 38]: "Coffee Time." Illustration: hanging lights on Christmas tree village green; painting by Joseph Hirsch. Products: jar instant coffee ("News! Now in Instant Form too!"), coffee can, clear class jar. "Maxwell House Coffee Time" starring George Burns & Gracie Allen. Reverse, pg [39]: Gibson's Whiskies ad.

5: [Life Magazine, Sept. 27, 1948, page 94]: "Coffee Time." Illustration: truck approaching a diner; painting by Tore Asplund. Products: jar instant coffee ("News! Now in Instant Form too!"), coffee can, clear class jar. "Maxwell House Coffee Time" starring George Burns & Gracie Allen. Reverse, pg [93]: Elizabeth Arden ad, new fall shade Crimson Lilac.

6: [Life Magazine, June 13, 1949, page 94]: "Everybody knows the sign of good coffee." Illustration: "Days End"; fisherman with fire on lake shore; artist name not legible (possibly Stevan Dohanos.) Products: jar instant coffee ("Now in Instant Form too!"), coffee can. "Maxwell House Coffee Time" starring George Burns & Gracie Allen. Reverse: photo illustration for article captioned "infected mice."

7: [Life Magazine, Jan. 24, 1949, page 65]: "Coffee Time." Illustration: ski slope; painting by Paul Sample. Products: jar instant coffee ("News! Now in Instant Form too!"), coffee can, clear class jar. "Maxwell House Coffee Time" starring George Burns & Gracie Allen. Reverse, pg [66]: American Bakers Association ad.

8: [Life Magazine, Nov. 22, 1948, page 67]: "Coffee Time." Illustration: two hunters in snowy filed; painting by James Chapin. Products: jar instant coffee ("News! Now in Instant Form too!"), coffee can, clear class jar. "Maxwell House Coffee Time" starring George Burns & Gracie Allen. Reverse, pg [68]: Englander Airfoam Mattress ad, copyright 1948.

9: [Life magazine, Sept. 12, 1949, page 85]: "Everybody knows the sign of good coffee." Illustration: firemen washing up in firehouse; painting by Stevan Dohanos. Products: jar instant coffee ("Now in Instant Form too!"), coffee can. "Father Knows Best" starring Robert Young ("delightful new...radio show...) Reverse, pg [86]: American Airlines ad with illustration of pilots in cockpit by John Falter.

10. [Life Magazine, June 7, 1948, page 101]: "Part of the American Scene." Illustration: women, girl and a baby gathered in a parlor for coffee; painting by Ben Stahl. Products: jar instant coffee ("News! Now in Instant Form too!"), coffee can, clear class jar. "Maxwell House Coffee Time" starring George Burns & Gracie Allen. Reverse, pg [102]: Kimberly Pockette (Pen) by Eversharp ad with Humphrey Bogart.

11: [Life Magazine, July 10, 1950, page 10]: "Everybody knows the sign of good coffee." Illustration: morning on the farm; painting by [James] Bingham. Products: jar instant coffee ("Wonderful in Instant Form too!"), coffee can. (No radio shows promoted.) Reverse, pg [9]: Admiral Dual-Temp Refrigerators ad.

12: [Life Magazine, May 15, 1950, page 6]: "Everybody knows the sign of good coffee." Illustration: "Sunday Special!"; family with the Sunday newpaper comics section; painting by Dave Mink. Products: jar instant coffee ("Wonderful in Instant Form too!"), coffee can. "Father Knows Best" starring Robert Young. Reverse, page [9]: Western Electric ad.
Date 1948-1950
Year Range from 1948.0
Year Range to 1950.0
Search Terms General Foods Corporation
Maxwell House Coffee plant
Caption 1
Imagefile 074\20100070015.TIF
Classification Advertising
Business & Commerce
Coffee
Manufacturing