The more things change, the more they stay the same
This is a 1941 ad from Life Magazine. (Click on the image at right for a full size version.)
The ad starts: "RULE NO.1 is about making coffee. To get all its rich and satisfying flavor, use a heaping tablespoonful for each cup."
That proportion isn't far from today's recommendation of 65 grams/liter, or two level tablespoonsful for each 6oz cup.