3 1924 055 360 626 REWORD T, THE purpose of this book is to give advertisers first-hand, direct information regarding the attitude of rural mer- chants — and farmers — toward advertised goods, as well as a close view of the exact conditions, as reported by dealers themselves, in the rural districts of New York State. We chose New York State for this investigation as fairly represent- ing the general "dealer problems" which most interest advertisers seeking country and small town dealer distribution and farm trade. CLin order to secure this necessary intimate direct knowledge of farm conditions as they exist, two of our advertising men (and a part of the time three) made a 1500-mile automobile trip, lasting three weeks, through Eastern, Central and Southwestern New York. One hundred and three merchants in the villages and small towns of twenty counties were interviewed, the counties representing both good and ordinary agricultural sections. CThe map on opposite page shows towns covered and route followed. Besides the towns personally visited by our representa- tives, we also secured information — by mail — from village and small town merchants in forty-three counties. Cln presenting this book, the Commercial Research Bureau of "The National Farm Power" papers — comprising American Agriculturist^ New Engla?td Homestead, Orange Judd Far?7ier, Northivest Farmstead, Southern Farming, Farm and Home and The Dakota Farmer — believes that it is furnishing much valuable information to advertisers, who perhaps are not now taking advantage of this enormous and fertile farm market, of which New York State is a typical portion. ORANGE JUDD COMPANY Publishers AMERICAN AGRICULTURIST 315 Fourth Avenue, New York, N. Y. Western Office - 1518- 1526 Michigan Boulevard Building, Chicago. Hi. Northwestern Office — Sixth Floor Oneida Building, Minneapolis. Minn. Southern Office — 521 Forsyth Building, Atlanta, G«. Eastern Office— Myrick Building, SpringSeld. Mass. Copi/rMjhf line by (Jrangc Judd Co. TODAY the small town merchant is more alive, progressive and up-to-date than ever before — he has to be. The increased prosperity of his trade is one factor; advertising and automobiles is another. Advertising has influenced his trade to the extent that he finds it quicker and easier to sell advertised brands. If he won't carry the preferred lines, the automobile takes his farm trade to the city merchant who does. The small town merchant worries far more today over this city competition than that of the mail order houses. Of course, one finds a dealer now and then who says: "I can sell my trade anything." But we quote from a clothing dealer in Lima, in central New York, who said: "When I go to buy anything myself, I hate to have the clerk argue with me. So I keep what my trade calls for — it saves time and wind." The merchant in the small town is beginning to pay more attention to the appearance of his store. Electric lights, often the indirect system, are a common sight. The model type, metal trimmed, plate glass windows are to be seen. The merchants appreciate good window trims, but fully 95% say that they are "flooded" with a lot of useless dealer helps, signs and placards. One objection is that "they clutter up the store." Another is that many are totally unfit for selling the farm trade. In one village store, which had 90% farm trade, a sign portrayed the advantage of owning a bicycle because one could get home quickly from the office to play golf. The nearest golf course was 40 miles away! In two towns we were told that a good local newspaper was the crying need. On an average, the merchant who is fairly progressive spends about $150 to $250 a year in the local paper. Some use not only the local papers in town, but those of nearby towns. Most merchants said they were glad to use the electros which advertisers send them. The majority of merchants circularize their trade at least twice a year — generally in the early spring and fall. Some gladly send a list of their customers to the manufacturer. Of course, there are a few merchants who are opposed to carrying advertised brands. In a town of about 5,000 people, where the merchants have organized both a Chamber of Com- merce and an Advertising Club, we found several who, as far as possible, sold unadvertised lines. The reasons were that they made greater profit per article, and that they were not going to build up a trade, and then, perhaps, have the agency taken away from them by the advertiser, were he not satisfied with results. One merchant used the electros sent by the advertiser after he had sawed off the name of the brand! As a rule, the merchants oppose the "farmer agent." An implement dealer complained that a farmer, selling the same line that he did, was a habitual price cutter, and cashed in on the demand that he (the merchant) had created through local advertising and circularizing. The "country merchant," Mr. Advertiser, is worth your careful study. In the United States he is the outlet to reach 53.6 per cent of the population — over fifty million people live in towns of 2,500 and under. Oi/dL-li-k^ i>^sL.^U ^^^■^:.^, IN New York State the centers of farm trade may be divided roughly into three classes. First, the small village, or "cross-roads" store; secondly, the town of 5,000 to 15,000 population — often the "county seat" — of the size of Cortland, Ithaca, Canandaigua, Hudson ; and thirdly, the larger city of the type of Rochester, Syracuse, Binghamton and Elmira. The small village store carries a fairly complete line of groceries, and usually dry goods, underwear, boots and shoes, and notions. Of late years automobile accessories have been added, and the Standard Oil "Socony" pump is a familiar sight. Many of the groceries consumed on New York State farms are purchased in the "cross-roads" store, though con- siderable are purchased at town grocery stores by farmers located near town. In the towns of the "county seat" size the farmer buys his implements, hardware, clothes, boots and shoes. Implement and hardware stores are found both in the smaller villages and large cities, but the bulk of the buying of this nature is in the towns. In the towns one often finds a jewelry and a drug store and a furniture store which often combines the undertaking business. City stores, especially the clothing stores, have considerable farm trade. At least one or two large implement and seed houses are located in each "up-state" city in New York State. The automobile is bringing the farmer more and more in direct trading contact with the larger towns and cities, and a very determined effort is being made by some of the small town merchants to meet this city competition. The towns of Canandaigua (population 7,515) and Lockport (3,368) , for example, are urging "buying at home" to meet the compe- tition of Rochester, 30 and 20 miles away respectively. COn the pages following we show the lines and brands of goods which farm families buy from typical "average" stores in the villages and towns of New York State. Comments of dealers are also given, and, in some instances, the methods used by the more progressive merchants to increase their farm trade. ^mntcui jjJj-i-iJ^iin gn-J^Vzi^irf ^_/ ^ft. . 7^ -i-C'^O^ w >i!!^-7i:i'il.>jii*3^-.-^?«r^-.^-^i:^~>.;J?.._:=.iT>i^.aa-i>iSil2!it£>ii^ THE MAIN STREET OF THE VILLAGE OF MADISON, N. Y. Showing in the Center the Large Department Store of Bicknell Brothers — 98% Farm Trade A GENERAL store, which has steadily grown until it now occupies two stores next to the original, is that of Bicknell Brothers, in the village of Madison (317 population) , Madison County, New York. Ninety-eight per cent of its trade is with farmers, who come from 15 miles around. Four to five people are em- ployed, and the business amounts to over $60,000 a year. Most of their stock consists of goods which have been "well advertised" in farm papers, many different brands in the same line being carried. Well advertised brands of shoes were well displayed in the show window of the depart- ment containing dry goods. On the second floor a line of household furnishings is carried. The store is well lighted by electricity. "It's always easier to sell advertised lines," said Mr. Bicknell. "Their makers have got to back them up — otherwise it's useless to advertise them. The fact that they're advertised is always an inducement to us to carry them in stock. Corsets? Yes, farm women are just as careful of their personal appearance as city women. Our trade calls for them by name: Warner, R & G, and Nemo are the lines we sell. We sell about 100 pairs of silk gloves a year, also silk shirtwaists." "Most of the farmers around here own automobiles. We are agents for the Studebaker. Electric lines run through the country, and many are using electrical appliances in the home although I can think of eight farmhouses that have acetylene systems where electricity doesn't reach them." FOURTEEN miles from Utica, New York, is the village of Deansboro (350 popu- lation), in Oneida County. There are two general stores in the village. The larger, under the name of C. W. Dexter, does a gross business of about $53,000 a year. Ninety-five per cent of his trade is with farmers. The type of farming is general, and considerable hops are raised in this section. Three clerks are employed. A wagon delivers to within a radius of 10 miles. The village postoffice is located in the store. No advertising is done in the paper published in a nearby town, nor is the trade circularized. Below is given the lines of brands carried, which are fairly representative of the typical village store. GROCERIES CLOTHING Quaker Puffed Rice Postum Cereal R & G Corsets Kellogg's Corn Flakes Baurer Oats Slidewell Collars Mother's Oats Bon Ami Burson Hosiery H-O Breakfast Food Sapolio Utica Mills Underwear Ivory Soap Fels-Naptha Goodyear Rubbers Pearline Old Dutch Cleanser Wright's Health Underwear Snowboy Washing Powder Fairy Soap Durham Hosiery Wool Soap Instant Postum Paramount Knitting Co. Hosiery Fairbanks Soap White House Coffee Bass Shoes Chase & Sanborn Teas and Coffee Lenox Coffee Hurd Shoes Dwinell-Wright Teas and Coffee Royal Cocoa Ball Band Boots Baker's Chocolate Dold's Corned Beef Beechnut Bacon Campbell's Soup MISCELLANEOUS Libby's Potted Meat Gold Medal Flour Liquid Veneer Wyman's Sardines Fleischman's Yeast Ever -ready Razors Ceresota Flour None-Such Mince Meat Ingersoll Watches Drake's Cake Pompeian Olive Oil Russwin Food Cutter Sunshine Biscuits Diamond Salt Alabastine Babbitt's Lye Mendelson's Lye Atlantic Pails Horlick's Malted Milk Niagara Starch Hess Stock Food Karo Syrup Minute Tapioca Colgate's Preparations Jello Knox Gelatine Mennen's Talc Powder Davis Baking Powder Cleveland Baking Powder Beechnut Gum Crisco Royal Baking Powder Chesebrough Vaseline Shredded Wheat Le Page's Glue U. S. National Biscuit Co. line is not sold in this store, but their distribution is very widespread in towns and starts of this sixe. Besides the Dexter store, in this village, the farm trade is also reached by the store of E. W. Stafford, who states that farmers generally ask for goods by their brand names. Mr. Stafford says that they know the brands and what they want, and that it's a hard matter to get them to change to goods that are unknown to them. The Stafford store is well stocked with "advertised brands." THE FINE DOUBLE STORE OF W. L. FENNER, ALMOND, N. Y. MR. W. L. FENNER, proprietor of a gen- eral store located at Almond (600 popu- lation), Allegany County, says: "We prefer to handle advertised goods. We've got to make an effort to move goods that are un- advertised." Ninety-five per cent of his trade is with farmers, and he says that they usually call for groceries by name. Practi- cally all of Mr. Fenner's large stock is made up of well-known brands. FARMERS' WIVES BUY PREPARED FOODS "None-Such Mince Meat is a good seller among our farm trade. The farmers' wives of today do not work as hard as they used to, and are buying more prepared foods," says Mr. Pitcher of Pitcher & Wayne, a general store at Voorheesville (550 population), in Albany County. MOST FARMERS OWN AUTOMOBILES NOW A town of 3,000 population in the central part of the state recently put in brick pave- ment through the main street. The old hitching posts were not reinstated, to the disgust of the small minority of farmers who as yet do notownautos. A "cross- roads" store grocer, a mile from the village, wrote an adv to be published in the local paper, saying that he still had hitching posts, and invited the rig own- ers to trade at his store. The publishers, how- ever, were afraid to an- tagonize the merchants in town and refused to accept the copy. THE MAIN STREET OF VOORHEESVILLE, N. Y. ^8 STORE OF FRED R. HIXSON, CLARKSON, N. Y. AS a typical example of the grocery stores selling to the farm trade, we show the store of Fred R. Hixson of Clarkson (350 population), Monroe County, N. Y. Ninety-eight per cent of his trade is with farmers. Competition comes from the town of Brockport (3,000 population), one mile away, and Rochester, 18 miles away, which is reached by railroad, an electric line, and a concrete state road. Mr. Hixson has run this store for 22 years; is a member of the Rochester Chamber of Commerce ; advertises in the local papers, and circularizes his trade. He carries advertised brands because he has to. He says farmers call for goods by name. A jobber's private brand of chocolate, which he tried to push, failed because his trade insisted on Baker's. He sells the following lines of groceries, which are fairly representative of those found in nearly all the small stores iii the rural sections of New York State : Quaker Puffed Rice Cream of Wheat Postum Cereal Kellogg's Krumbles Royal Cocoa Runkel's Cocoa Baker's Chocolate Crystal Domino Sugar Dunham's Cocoanut Baker's Cocoanut None-Such Mince Meat Van Camp's Canned Goods Lea & Perrin's Sauce Blue Label Ketchup Royal Label Ketchup Tryphosa Davis Starch Diamond Dyes Shinola Shredded Wheat Kellogg's Corn Flakes Lipton's Tea Chase & Sanborn's Teas and Coffee White House Teas and Coffee Armour's Bacon Beechnut Bacon National Biscuit Company Lines Gold Dust Bon Ami Ivory Soap Fels Naptha Sapolio Old Dutch Cleanser Beechnut Gum Wrigley's Gum Colman's Mustard Church's Soda .>V;J^(^4«|^f> Tm s« UiihiiS SISSON & SMALLEY STORE, CUBA, N. Y. De Voe's Paints Lucas Paints Ingersoll Watches Fisk Tires Three-In-One Oil New Perfection Stoves Anchor Brand Wringers Carborundum Yale Locks Keen Kutter Line Cattaraugus Cutlery Winchester Fire Arms and Ammunition Universal Portland Cement 1900 Washers IN Allegany County, in southern New York, is the town of Cuba (1,874 population). It contains three hard- ware stores, but the firm of Sisson & Smalley do a business of about $60,000 a year. Their trade extends for a radius of 12-16 miles, and 75% of it is with farmers. They say that advertised goods sell a lot faster than those unadvertised, and for that reason prefer them. They built up their trade by using the local paper and giving out circulars. The lines carried are about what one usu- ally finds in hardware stores in New York State small towns. Sal-Vet Westfield Bicycles Planet Jr. Implements De Laval Separators Mobiloils Johnson's Floorwax Bissell Carpet Sweepers Duntley Vacuum Cleansers Domestic Vacuum Cleansers Alaska Freezers Columbia Dry Batteries Splitdorf Spark Plugs Campbell's Varnish Stain Arcadian Malleable Ranges Summit Stoves P. D. Beckwith Stoves Sargent Hardware Dri-Foot The Farmer Is the Best Posted Man on What He Needs "Seventy-five per cent of our trade is with farmers," says the Bierce & Schaich Hard- ware Company in Fredonia, a town of 5,000 population in Chautauqua County, N. Y. "The farmer today is the best posted man on what he needs. Many farm women come into this store with a slip in their hand containing the names of brands they want to buy, and ask: 'Do you handle this and that?' " 10 A MERCHANT who values the farm trade to the extent that he owns lo hard- ware stores in towns located in agricultural districts is George W. Peck. "I would rather have the business of one farmer than that of ten mechanics," says Mr. Peck. "The mechanic may buy $10.00 worth of tools during the year, but many farmers spend $200 to $400 in implements alone." His main store is at Elmira: the other nine Peck stores are in the following towns: Bath 5)449 population Geneseo 2,253 population Bradford 225 population Prattsburg 696 population Cohocton 958 population Penn Yan 4,725 population Dansville 4,015 population Canandaigua 7>5I5 population Corning 13,459 population Mr. Van Patten, the manager of the Bath store, says that about 75% of the trade of his store is with farmers. The inventory averages $16,000-$ 18,000, and the cost of doing busi- ness is figured at 17^^%. Well-known, advertised brands of hardware are sold, and implements are carried to attract the farm trade. Mr. Peck is President of the National Bank of Bath. "The two banks of this town carry deposits of nearly a million and a half dollars, and 75% of these come from farmers. The farmer is not only running his farm on a more scientific basis than he did four or five years ago, but is also improving his home. We do a good business at our Elmira store in- stalling electric lighting plants, pneumatic water systems, and heating outfits among the farm trade; in fact, I am considering putting on a man to do nothing but push this phase of this business." AND HERE'S ANOTHER TYPI- CAL HARDWARE STORE FROM the illustration this looks like a hardware store in a large city. This three-story building, with base- ment and annex of The Biggs Company, in the town of Trumansburg, whose popula- tion is 181 1, would be a credit to any city. A nice display of Goodyear tires was in the window on the left. Six clerks are regularly employed to care for the trade, 90% of which is with farm- ers. In addition to a complete line of well- advertised brands of hardware and imple- ments, Studebaker and Chevrolet auto- mobiles are sold. According to Mr. Wm. P. Biggs, about every farmer around there has an automobile. About 20 Bull Tractors were sold last year. the biggs company, trumansburg, n. y. n INTERIOR VIEW OF THE STORE OF CARL N. BEUERLEIN, BROCKPORT, N. Y. IN Monroe County, a good fruit county, is the town of Brockport (3368 population), 20 miles from Rochester. On the main street is Carl N. Beuerlein's store, whose trade covers a radius of 10 miles, 75% with farmers. He does a business of $30,000 a year, and figures cost of doing business a little over 15%. He circularizes his trade, sends his mailing lists to advertisers when requested, and last year spent about $500 in advertising, making good use of the electros supplied by advertisers. "The farmer today is a very different proposition than he was 10 years ago," says Mr. Beuerlein. "Then, if we sold a farmer a $15.00 suit we did a very good thing. Today we sell a lot of our own custom-made suits to farmers at $35.00; also sell the Hart-Schaffner & Marx line. We sell more silk hose to our farm trade than lisle hose. "The farmer is better read than the average town man, and he has time to read the advertisements carefully. I believe in carrying advertised goods, for they are much easier to sell, and I do not cut the prices of standard lines." The following lines were found in Mr. Beuerlein's store: Hart-Schaffner & Marx Clothes B V D Underwear Porosknit Underwear Munsingwear Kenosha-Klosed-Krotch Underwear Chalmers Winter Underwear Yale Underwear Lion Shirts and Collars Paris Garters Knox Knit Hose Tower Slickers Headlight Overalls Carhart's Overalls Spalding's Baseball Line Paramount Knitting Co. Hose 12 ILLUSTRATIVE of the type of new stores which are starting in business, is the Park Tog Shop in Cuba, a town of 1874 population, in Allegany County. This store has been in business less than a year, but judging from appearances of the store, the advertised lines handled, and the way its owners are making an effort to develop business, it ought to "make good." The show window was attractively dressed, featuring the "Arrow" line of collars and shirts. The interior of the store is lighted by an indirect electric system. Electros and cuts furnished by advertisers are used to make the copy attractive and to "hitch-up" with the farm paper and maga- zine advertising. Monthly calendars are sent out to their list of customers, the trade cularized, and billboards used. A PARK TOG SHOP WINDOW, CUBA, N. Y. is cir- Farmers Are Posted on Styles, Too From a clothing merchant in Southwestern New York: "When I started in business 18 years ago we could sell a farmer a suit five seasons old. But now the young farmers around here are getting to be rather particu- lar. Yesterday we had to shorten the trouser cufifs a half inch for one farm boy. They know all about patch pockets, the shape of shoulders, tight-fitting trousers, and we have to deliver the goods. On an average, farmers buy $17.00 to $25.00 suits. Farmers are good buyers of 'Arrow Collars' — we have had no demand for rubber or paper collars for the last 10 years." And this from C. L. Volschow & Son of Lockport: "Farmers are just as good buyers as city fellows. They buy just as good clothes, if not better. We sell them custom-made clothes at $20.00, $25.00 and $27.00. On THE PARK TOG SHOP, CUBA, N. Y. ready-made, $25.00 is the average price." ^Hi ^^^^H ■ 1 ■■ 1 -t t^^^^K^S ^Lfll ^■^^ IIh ^hI n Sy H^HW VH '^fKUlP^rm **""' W'',p IH|| H f^J^ml^^m '^ If I' w// "M^TJm 1 'i-W « ff ' W'- Wt 1 r P4IH "t ■> ^^HHe ir ■^■•k ' .^^H ■■ sT' I 13 INTERIOR VIEW OF THE STORE OF HODGE BROS., COBLESKILL, N. Y. ADRYGOODS and clothing store in a small town, which does a business of over $100,000 a year, is that owned by Hodge Bros, of Cobleskill (2394 population), in Schoharie County. 60% to 70% of the trade is with farmers, who come from 20 to 30 miles around, in their autos. "Farmers buy suits from $18 to $25," said Mr. Hodge. "We carry the Stein-Bloch and Ed. V. Price line. They pay about $4.00 and over for dress shoes, and we sell the young fellows silk shirts at $4.00. "We sell B. V. D., Porosknit, Munsing and Reis underwear. In shoes, the men buy Beacon, Emerson, Stetson and Endicott-Johnson makes, while in the ladies' line, Sorosis, Herrick and Snow White are carried. Interwoven, Ironclad and Onyx hosiery are good lines. In corsets, Gossard, Bon Ton, Royal Worcester and Ferris are popular. "The farm homes in our section have been greatly im- proved of late years. $50 rugs sell best to our farm trade. We do a good busi- ness in wall paper, linoleum and other lines of home fur- nishings." iLinei mm EXTERIOR VIEW OF HODGE BROS.' STORE 14 '""■''"-■■I iXV "^fiS^wl - -\ {r''P\'~, -fv^sf'-J' ' ^■■^"Vfai^TSSWfSi -■--'- - '--- -•- --"r>iS^ THE Canandaigua Drygoods Co. is one of four drygoods stores owned by Lynch Bros. Last year it did a business over $50,000, half of which was with the farm trade. The other three stores are in Batavia, Olean and Penn Yan, all three towns being good centers for farm trade. Mr. Lynch believes in advertised goods. He spends $1200 a year advertising the Canandaigua store alone in the three local papers of that town. In addition to that, his trade is circularized and mailing lists are sent to the manufacturer, but little use is made of signs or placards supplied by advertisers. The store has a front of two large modern windows: a large modern electric sign flashes during the night; 14 clerks are employed. THE FINE MODERN STORE OF THE CANANDAIGUA DRYGOODS CO., CANANDAIGUA, N. Y. "We can't tell the difference between farm women and town women these days," said Mr. Lynch. "Farmers' wives are up-to-date, know the styles, and want the best. $25.00 is the average ready-made suit we sell, and we sell many at $35.00. We sell about 200 pairs of silk gloves a year to farmers' wives, and they buy silk shirtwaists at around $4.00." Of all towns in New York, Canandaigua is as anxious for farm trade as any, and is making special efforts to get it. Read on page 22 what they are doing in this live, progressive town to increase their farm trade. 15 ical M ore s^ir^e "-'■ - ■^^'^^^^' A FINE SHOW WINDOW OF THE A. T. HOYT STORE, MORAVIA, N. Y. MORAVIA, a town of 1393 population, in Cayuga County, New York, has a good jewelry store, which does a thriving trade. Mr. A. T. Hoyt, the owner, who has been in business for 14 years, says that practically all their trade is with farmers. "Advertised goods are the best sellers — we'll sell anything for which there is a call. Farmers offer a good market for gold watches, and the 'South Bend' Watch, which has been advertised in farm papers, is a good seller. Since I have had the agency for the Edison Phonographs have sold be- tween four and five hundred to my farm trade. They are good buyers of silverware. Mr. Hoyt uses every available form of local advertising, using local papers in nearby towns, as well as the local weekly. He is glad to supply mailing lists to advertisers, uses the cuts and circulars which they supply; gives prizes at fairs, etc., etc. Mr. Hoyt pushes the following lines: Gorham Silverware Seth Thomas Clocks Roger's Silverware Oneida Community Silverware Rockford Silverware South Bend Watches Big Ben Clocks Edison Phonographs and Records Elgin Watches Kryptok Lenses Manning, Bowman & Co. Goods Royal Rochester Goods Simmons Chains W. W. W. Rings Standard Sewing Machines Waltham Watches Ever-ready Flashlights Hamilton Watches Hawkes Cut Glass Waterman's Fountain Pens Hull Umbrellas Parker's Fountain Pens Shur-on Glasses Moore's Fountain Pens Pickard Hand Painted China Osby & Barton Rings Singer Sewing Machines Nippon and Haviland China Comments of Other Jewelers "When 'Big Ben' first came on the market, I was afraid to stock it up, for I never had been able to sell an alarm clock as high as $2.50," said C. H. Goss of Cuba, N. Y. "Now I sell as many 'Big Bens' as all the rest together." "Farmers never buy gold-filled rings, but always solid gold, and ask: 'Is this the best you have?' The village fellows buy the gold-filled stuff." This is the comment of A. W. Holliday of Brockport, N. Y. "And young farmers buy diamonds from $35.00 to $75.00," was his further comment. 16 M^^ rsrs mmmm l-w, ^ iT-ft "^ THE druggist in the small town, like his brother in the city, carries on a diversified business. Books, stationery and the leading popular magazines are generally to be found in the rural drug store. It often does a good business in candy, phonographs, cameras, fountain pens, sporting goods and stock food. The store of C. E. Chapin & Co., located in Scio, population 623, Allegany County, 4 miles from Wellsville, is fairly typical of the drug store of the small town. 80^0 of its trade is with farmers who trade from a radius of 8 to 10 miles around. The following lines are carried: Ingersoll Watches Ever-ready Flashlights Borden's Malted Milk Horlick's Malted Milk Wrigley's Spearmint Gum Black Jack Gum Beechnut Gum Alabastine Chi-enamel Campbell's Varnish Stain Sherwin-Williams Paints Colorite Le Page's Glue Xwo-in-One Shoe Polish Mennen's Preparations Colgate's Preparations Pebeco Tooth Paste Lowney's Chocolate Necco Sweets Hershey's Chocolate Prophylactic Brushes Kow Kure Dr. Hess & Clark's Remedies Bag Balm International Stock Food Absorbine Dr. Daniels Vet. Remedies Whittemore Polish Whiz Polishes and Mops STORE OF C. E. CHAPIN, SCIO, N. Y. 17 ■^inf^--^^ A Progressive Druggist IN a small town not far from Albany (Delmar, in Albany County, population 400) is a druggist, Jos. W. Dessert, who has but recently started in business. Many of the farmers in his neighborhood were buying their supplies in Albany, and he decided to get more of this business. As he knew little of scientific agriculture, he decided to study the farmers' problems. He asked several farmers which farm paper was the best, and, acting upon their advice, subscribed to the American Agriculturist. He learned that farmers needed formaldehyde to use for oat smut control, got in touch with the County Farm Bureau Agent, and was told how it could be best put up for the farmers' needs. Not only did he sell a good quantity of formaldehyde, but this spring he doubled the sales of Sherwin-Williams paint (a brand well advertised in farm papers), and his farm trade is increasing all the time. Mr. Dessert is alive to the value of "advertised goods." He says he will sell any- thing for which there is a good demand. Furniture Dealers Do farmers buy good furniture? Well, 75% of our trade is with farmers, and it is our most important trade. A farmer and his wife came in the other day and wanted a buffet. They bought the best we had in the store, took it right out to their motor truck and carried it home." This is the comment of J. Froshley & Sons, in Angora (population 1194), in Erie County, of southwestern New York. "Last fall we sold a farmer a solid mahogany dining room set, the best we had in the store, and then a Victrola to match. "We sell a lot of rugs to farmers' wives; they buy cedar chests, too." Mr. George Dunn of Brockport, N. Y., is another enterprising merchant with an excellent farm trade. Mr. Dunn says that there is an ever-growing demand for kitchen cabinets and that last year he sold about twelve Hoosier Kitchen Cabinets to farm families. Mr. Dunn says, too, that he has a very good trade on Stearns & Foster mattresses and Foster Ideal Beds, the latter being a particularly good seller to farmers. 18 Sti.iiiim 1 The Work of a Farm Women's Club / I AO show the interest of farm women in "advertised goods," and their influence with local dealers, the work of a club of 68 farm women in Deansboro (350 popula- tion), Oneida County, organized under the direction of the Domestic Science Department of the College of Agriculture, is particularly interesting. Among other things, this club has been active in making their village storekeeper put in well-known brands of merchandise, which they thought he should carry and which they wanted to use in their homes, undoubtedly influenced through their having seen the advertisements of these goods in their favorite farm papers. A Millinery Store NINETY-FIVE per cent of our trade is with women on the farm. Farm women are "splendid trade," says Miss Fagan of The Fagan Store in Brockport (3,368 population), Monroe County, New York. "They are very much alive to their personal appearance. The farm woman finds what suits her, and is willing to pay the price for it. They pay as high as $12.00 for hats." Phonographs — and Cameras, Too IN the last six months an Edison dealer (The Maxudian Phonograph Co.) in Ithaca sold five $250.00 phonographs to farmers who lived nearby — and they paid cash, too. This business, Mr. Maxudian states, came to him without effort on his part. He said, too, that he was going to get out in his car this summer among the farmers in the surrounding vicinity, believing their trade well worth cultivating. "The farmer is a better customer than the college professor, for he lays cash right down on the table as soon as he decides to purchase a phonograph." In Interlaken (663 population), in Seneca County, the firm of Bennett Bros, (drug- gists), also sell phonographs to farmers. Mr. Bennett says: "It's much easier to sell ad- vertised goods. People know them. Why, just the other day I told one of my friends that I wasn't going to waste my time any more in selling unknown goods. Advertisers co-operate with me, too. It was just a few days ago that I sold a camera as a result of an inquiry which was turned over to me by the Eastman people. "Speaking of phonographs, I used to carry the line, but dropped them because they were too hard to sell. I had to sell the customer not only the idea of the phonograph, but also this particular make. On the other hand, with the Vic tor, for instance [regularly advertised in American Agriculturist and other good farm papers), the sale is already half made. All I need to know is r* that the man is interested, and it's easy then to sell him a Victor, because he knows it, having been 'sold' by them through their advertising." 19 ^1 I^^^^^KT ...jv IW!i*t IByJ^^ ijji_» s fii^Ag _ Et^^P ^B iP THE A. L. DAVIS' SON STORE, BINGHAMTON, N. Y. TO attract from 3,000 to 7,000 farmers and their wives into one's store during a three-day "opening," to receive cash orders in the neighborhood of $7,000, to send the people home happy and boosting for him, is what Mr. A. E. Davis of A. L. Davis' Son, Binghamton, N. Y., has been doing for five years. For three days in February each year the "Annual Opening and Agricultural Institute" is held, and it is becoming a big event in Binghamton's trade, for many merchants are bene- fited by this influx of farm trade. For weeks in advance the "opening" is advertised in the local newspapers, and those of nearby towns. A large mailing list is circularized. An attractive program is sent out announcing music, refreshments and prizes. The three-story building is fitted up especially for the "opening." Well-known speakers on agricultural subjects lecture in a room on the second floor. In an- other room a domestic science laboratory is equipped with the latest models of ranges, washing machines and vacuum cleaners, and women who are well qualified in this work lecture and demonstrate. On the main floor special exhibits of separators, harvesting machines, gas engines, etc., are arranged. About 30 traveling salesmen from the different com- panies attend the opening each year and demonstrate to the prospective buyers. Out in the street a tractor goes through its paces. 20 -,';,i".it ' THE FARMERS COME IN DROVES ' Refreshments are served free of charge. One of the great attractions is the distribu- tion of prizes. Last year the person who ordered the greatest amount of merchandise dur- ing the opening was awarded a 3-H. P. gas engine, the second a mower, and the third a bag of timothy seed. Also general prizes of the nature of implements, seeds, fertilizer, are given to the holders of winning coupons. A coupon is sent out with each invitation on which the name and address must be written. The names are saved and used in adding to the mail- ing list, and secured as they are by means of this annual opening, constitute a live worth- while list. Last year, merchandise, the retail value of which amounted to the sum of $446.00, was distributed as prizes. Mr. Davis hopes to interest other Binghamton merchants to advertise co-operatively in order to induce a larger number of farmers to buy at Binghamton. THE MAIN STREET OF "BEAUTIFUL CANANDAIGUA," N. Y. '-Di4 22>4 35 57>4 80 9iy2 62 >4 7/2 27>4 7/2 95 90 30 2/2 60 95 70 60 A More or Less Common Scene in the Flood District By advertising in American Agriculturist you reach 125,000 just such farm homes as these 26 The "Side Doo^ THE Farm Bureau Agent for Onondaga County gave us the name of George B. Hiscock, near Skaneateles, as a progressive farmer, so we followed a fine road along the west shore of beautiful Skaneateles Lake to the Hiscock farm. Before purchasing this 310-acre farm, Mr. Hiscock took a four-year course of agriculture at the New York State College of Agriculture at Cornell University. He employs from 5 to 7 men to take care of the large orchard and herd of 23 Holsteins, many of which are pure-bred. The dairy is modern in every sense of the word, and well equipped with James fixtures. The floor, of course, is concrete, and the stalls covered with cork. Two large Green Mountain Silos stand at the east end. The milk house is equipped with bottling and sterilizing apparatus, for Mr. Hiscock bottles and delivers his own milk. The barn, in addition to lightning-rod protection, is equipped with 15 Pyrene extinguishers. A large Leader pneumatic system forces water through the house and barn. A Crocker Wheeler dynamo, driven by a gas engine, supplies electricity for the barns, house and yard. A motor truck, which has been in use for some years, is an absolute necessity. Of course, Mr. Hiscock has a pleasure car. An Indian motorcycle is owned by one of his hired men. In his business office, Mr. Hiscock has large maps of his farm, containing plans for his cropping system for some years to come. The office is equipped with a large rolltop desk, typewriter, telephone and a good agricultural library, in which were many Orange Judd text books. Mr. Hiscock states that Dr. Burkett's (Editor of American A griculturist) "Farmer's Veterinarian" was a regular "family bible" in helping diagnose trouble in his live stock. Of course, the American Agriculturist was one of the farm papers taken and, according to Mr. Hiscock, the most liked, the most helpful, and the best for his purposes. ■-■ .;^-.,--i >:^«-.»>x ':«-^Mfc. ;/^.-.;' ^f^::...^' .\^ Mr. Hiscock at Work With His Tractor 27 THE TRACTOR IS THE THING NOWADAYS ''■'|^l,;.-^rti^'"''^ir A N attractive farmhouse, large dairy barn and silo, attracted our attention near /^ Bouckville, Madison County, New York. ^ ^_ Mr. Jacob Fuess, the owner, told us that eight years ago he sold his farm in Iowa, moved to New York State, and had induced several of his old friends to do the same. He purchased 165 acres, on which he raises alfalfa, wheat, corn, hops and peas; 8 horses, 39 cows and a good-sized flock of poultry stock the farm. One of his four sons attended a short course at a nearby state secondary school of agri- culture, and is now helping him manage the farm. Mr. Fuess is proud that all his children are musical, and a good piano, banjos and mandolins in the parlor bore evidence of that fact. His home is heated by a hot water system. A wire running out from town gives him electricity to light the house, barns and yard. His wife was using an electric iron as we passed through the kitchen, and showed us her electric "Regina" vacuum cleaner, and a Westinghouse toaster. A spring on a nearby hill supplies water through the house and jK- bathroom, and the pressure is suflicient to drive a washing machine. A "Child's" 'i^'': fire extinguisher protects the home, and two will be installed in the barns. Mr. Fuess was pleased with an 8-16 Mogul tractor which he tried out last fall, and intends to get one this year. He also expects to put in two milk- ing machines, run by electricity. A Chandler car, the fourth auto he has owned, and a telephone, ^' keep the family from getting lonesome. Of course, the Avierican Agriculturist does its part. ■^T^te. n^'mK^f^,*^ 28 WW iter? dt^B^^i^Hiia WE saw a Chase 8-15 tractor drawing three plows, not far from the town of Bloom- field, Ontario County. Mr. J. H. Appleton, who was running it, said that it had given satisfactory service for two years, and had taken the place of four horses. Four men and seven horses are required to work the 300-acre farm, which is owned by Richard Appleton & Son. Potatoes are the main cash crop of the farm. The tractor is also used for harrowing, running a corn husker and a saw. Two autos have been on this farm for some years. The house is heated by hot water, lighted by a Colt Acetylene system, and has hot and cold water throughout. The American Agriculturist has been taken for years, and is considered one of the best farm papers. Its crop reports are of especial value, according to Mr. Appleton. And Here's Another Farmer That Likes American Agriculturist Best A BULL TRACTOR standing in the barnyard of a farmer near Romulus, Seneca County, gave us the impression that the owner was a progressive man, and we were not mistaken. Mr. Newman farms 200 acres, raising general crops. He has been using the tractor to grind feed. It does the work of four horses, he says, and, of course, he uses it for plowing and harrowing. The house is up-to-date and well built. A "Leader" system supplies running water for the house and barn. The house is heated by a hot water system, and Mr. Newman expects to put in electricity. Of course, he has a telephone. The American Agriculturist was the first farm paper he mentioned when asked what ones he subscribed to and liked best. Messrs. Appleton and Newman are typi- cal of the 125,000 farmers making up the subscription list of American Agriculturist — the spokesman for the substantial business farmers of the Middle States, whose trade is well worth cultivating. 29 ^ For Seventy-five Years the Foremost Agricultural Authority Throughout the Middle States UiMM DillRYINC FAB AND NEA, AGRictnbrtJRist > Ambrican y ■ Agriculturist, I NEW YORK, N. Y. T is the best medium for reaching the farm market of New York and the other Middle States. Its slogan, "Leader of the Farm Press," means what it says. For seventy-five years the key- note of its aim and purpose has been SERVICE It has an unequaled record for originating the movements that have advanced agri- culture and the farmers' interests. It protected its readers against dishonest advertisers as long ago as 1859. It had a regular department to warn them against frauds before the Civil War. It had the first experimental farm in New York State, at Florida, New York, It introduced sorghum into this country. It was the most effective influence in establishing the Sugar Beet Industry. Orange Judd built and equipped the first agricultural laboratory in America. It organized the Five States Milk Producers' Association. Its crop reports have made its readers prosperous by showing them when and how to sell their produce. To its effort largely is due the most recent great reform, the establishment of the Federal Farm Loan Act, the Magna Charta of financial FREEDOM FOR THE FARMER. These and many other positive accomplishments have made American Agricu/turist what it is, and have tied its readers firmly to it. Thev believe in it. They follow its guidance. They know they can safely buy from its advertisers — AND THEY DO. In its field, the Middle States, American Agriculturist has more ciri. uLition, hitter di^tiibuted and at a lower rate, than any other farm paper. That is why Aniiinan Ai^iuuliiii I't is fir^t on so many lists, and why its advertisers use it year after year. 125,000 Circulation Weekly Guaranteed Advertising Rate, 50c per Agate Line, flat On ihe opposite page we show The National Farm Power, of which American Agriculturist is the publication covering the farming interests of New York, Ohio, Pennsylvania and the Middle Atlantic States ORANGE JUDD COMPANY, Publishers Member of Audit Bureau of Circulations Headquarters, 315 Fourth Ave., New York, N. Y. Western Office, ]^18-152fl MichiEran Blvd. Bldg.. Thicago Northwestern Office, Oneida Building. Minneapolis Southern Office. 521 Forsyth Buildintr. Atlanta Eastern Office, Myrick Building, Springfield, Mas: 30 Map shows net paid circulation according to count April 15, 1915 THE NATIONAL FARM POWER The Greatest Influence in the Agricultural World FARM AND HOME ORANGE JUDD FARM WEEKLIES THE DAKOTA FARMER The Leaders of the Farm Press Covering the United States, and comprising FARM AND HOME, Springfield, Mass., and Chicago NORTHWEST FARMSTEAD, Minneapolis ORANGE JUDD FARMER, Chicago SOUTHERN FARMING, Atlanta AMERICAN AGRICULTURIST, New York NEW ENGLAND HOMESTEAD, Springfield, Mass. THE DAKOTA FARMER, Aberdeen, S. D. All Members of the Audit Bureau of Circulations Reaching ONE Out of Every SIX Farm Homes in the United States This combination of seven farm papers, forming The National Farm Poiver, reaches one out of every six farm homes throughout the United States. Each one of these seven papers is edited in its own office — by men on the spot — acknowledged authorities in their different lines on all matters pertaining to agricul- ture — to meet the exact conditions obtaining in the zones in which they circulate. Thus the reading matter of each National Farm Power paper, while strongly local, has a breadth of view that can be given only by trained editors, who have a country-wide grasp of agricultural conditions. The seven National Farm Power papers are studied by the big farmers, grain and live stock growers, who are big busi- ness men, interested in world movements of crops and live stock. This is circulation of the highest grade— zmong the best farmers, the thinkers and buyers— t\K big men in the farming business, who want everything, and who have plenty of money to buy anything. As your business is sectional or national in scope, you can use one or more or all of these papers and know that you are reaching the best farmers in their respective fields. Over 2,000 advertisers are using these seven papers today. Among this number are many of the largest and most influential in the country. 5ampfe Copies. Detailed Advertisins Rates and Circulation Staiemenb on each puhlication elaily furnished on request THE PHELPS PUBLISHING CO. ORANGE JUDD COMPANY THE BUSHNELL CO. i 111. 1 »lt,l.l ^^^^^^^^^^ PubU.her.t PatllBherB: Farm" and Home The 5 Orange Judd Farm Weeklies The Dakota Farmer 315 Fourth Avenue, New York 1518 Michigan Blvd. BuildinS. Chicago Oneida Building, Minneapolis Forsyth Building, Atlanta Aberdeen, S. D. Myrick Building, Springfield, Mass. o«'«;! Soiiiiil #%•«*■ \b (f^'iJ^Jgv, iMB&ffl 31 Adv. 1160 § •I