Vanguard has  kicked off a campaign to emphasize the importance that costs play in long-term investing. The centerpiece of the campaign is the mobile At-Cost Café, which sells hot and cold cups of coffee for $0.26, or one-fifth the average price.

The café is designed to raise awareness among investors about the impact of costs and help them understand how minimizing costs in their investment portfolios can potentially enable them to save more.

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