Baristas Coffee Company, Inc. (BCCI)

[BobSinCA]

K-cup consumer advertising seems premature.

Certainly, the stock market is not excited by this news, with low volume and pps staying within its recent range.

I can see advertising once there is distribution, but to have consumer advertising prior to having retail distribution channels established does not make sense to me; not clear Amazon and other online sites will drive sufficient volume to support magazine advertising, even a low circulation magazine such as Country Weekly (64K in 2011, per Wikipedia). Perhaps BCCI will advertise as part of a 'group' ad, which might make sense.

For example, as they have done within an Advertising Section within Inc. Magazine.

Perhaps announcement of national grocery store distribution will be coming soon. Hopefully, advertising dollars will be saved to support promotions there (coupons, etc.), as that space will not be maintained without volume (as hopefully learned during the ice cream fiasco). Coupons were not enough there -- and I don't think Country Weekly magazine will be enough for k-cups.