"Safe As Milk" was prominently advertised in "Billboard", "World Countdown" and elsewhere in June 1967. However, the band's planned appearance at the Monterey Festival that month fell through, and the record did not achieve popular success, failing to chart in either the United States, where none of Beefheart's albums would ever enter the top 100, or in the United Kingdom, where the band would enjoy modest success with later works such as "Trout Mask Replica" (1969). John Lennon had two "Safe As Milk" promotional stickers on cupboard doors at his home.