S 571 .0575 Copy 1 THE ROAD Tb MARKET Copyright, 1922 The American Institute of Acriculture Chicago The Road to Market The American Institute of Agriculture n 326 West Madison Street CHICAGO r I "* HIS booklet contains the story of a new -*- idea in agricultural education and of the establishment of an institution to work out that idea. It is a recital of how a hundred men throughout the United States, each a prominent leader in some phase of agricul- ture or the distribution of farm products, have pooled their knowledge and judgment in the preparation of the first comprehensive educational courses on agricultural market- ing ever planned in the United States or any other country. In the plain facts you wilt' find tremendous significance and even ro- mance if you are vitally interested in cur- rent movements for better business organiza- tion of the farming industry. J. R. HOWARD. President. The American Farm Bureau Federation. ©C1A68885 NOV -8 1922 ADVISORY COUNCIL James R. Howard, Chairman President, American Farm Bureau Federation since its organization in 1919; Formerly, President Iowa Farm Bureau Federation; Formerly, Professor of English and History; Country Banker; Farmer and Stock Raiser; demons, Iowa. Sydney Anderson Chairman, joint Congressional Commission of Agricultural Inquiry; Chairman, President Harding's Agricultural Conference; Organizer, National Transportation Insti- tute; Member of Congress since 1913; Lawyer; Lanesboro, Minn. Julius H. Barnes President, Chamber of Commerce of the United States; President, Barnes-Ames Co.; Klearflax Linen Rug Co., and Mc Dougall-Duluth Shipbuilding Co.; Formerly, United States Wheat Director; Formerly, President, United States Grain Corporation; Chairman, Institute for Public Service, New York; Wheat-exporter and Business Executive — New York City and Duluth, Minn. Bradford Knapp Dean, College of Agriculture, University of Arkansas; Director of Arkansas State Ex- periment Station; Formerly, Chief, Office of Extension Work in South, States Relations Service, U. S. Department of Agriculture; Formerly, County Attorney, Wright County, Iowa; Fayetteville, Ark. S. J. Lowell Master of the National Grange since 1919; Formerly, Master of the New York State Grange; Formerly, Manager, Pomfret Fruit Growers Association; Formerly. Member, Food Supply Commission; Fruitgrower; Fredonia, New York. Edwin T. Meredith Publisher, '"Successful Farming"; Formerly, Secretary of Agriculture; Formerly, Presi- dent of Associated Advertising Clubs of the World; Director, Chamber of Commerce of United States; Chicago Federal Reserve Bank; Formerly. Member, Industrial Conference; Member, Board of Excess Profits Advisers; Member, Labor Mission to Europe; Des Moines, Iowa. Harvey J. Sconce Trustee of University of Illinois; Member of Executive Committee, American Farm Bureau Federation; First President, Illinois Agricultural Association; Delegate to Convention of International Institute of Agriculture, Rome, Italy, 1920: Formerly, President, Illinois Seed Corn Breeders' Association; Member, Advisory Committee, Illinois College of Agri- culture; Farmer; Sidell, Illinois. Louis J. Taber Director of Agriculture in Ohio; Formerly, Master of Ohio State Grange; Member, Executive Committee, Ohio Farm Bureau Federation; Member, Executive Com- mittee, Ohio Dairymen's Association; Vice-President, Farmers' and Traders' Life Insurance Co.; Director, Eastern Ohio Milk Producers' Association; Director, Farmers' Supply Co.; Farmer; Barnesville, Ohio. iC*--o--4>c>^aX pounds per person in the United States. -why milk prices are higher in some cities than in others, -why some dealers hedge their contracts. -why standards for butter are more clearly defined than for cheese, -why wholesale cheese dealers are located mostly at country producing points while butter dealers are located at wholesale terminal markets. The Dairy Marketing Course Tells When -when to expect a change in the price of butter, -when to sell milk at wholesale, -when to change your method of selling, -when the consumer can control milk prices, when marketing associations are likely to need trained men. -when dairy statistics may be your only basis for estimating future prices, -when consumers can cooperate with farmers to reduce the cost of milk delivery, -when storage supplies influence the demand for fresh products, -when weather makes prices drop, -when future trading is an advantage to manufacturers. The Dairy Marketing Course Tells Where -where to store butter to the best advantage. -where to get personal help in changing local marketing conditions. -where to learn about export markets. -where to get reliable dairy statistics. -where to find local retail customers. -where to get help in advertising a local retail trade. -where to get help in conducting a mail order trade in cheese. -where to learn the accepted standards of dairy products. -where to exhibit dairy products to help build a demand for what you make. -where to learn how to lower transportation costs. -where to locate a creamery, cheese factory or condensery. The Dairy Marketing Course Tells What -what factors determine prices. -what factors determine quality. -what railroad classification butter takes. -what railroad classification condensed milk takes. -what services packers render. -what track-sales are. -what consignment sales are. -what capital is required to operate (1) creamery, (2i wholesale house, (3) jobbing house, -what causes failure, -what determines credit. 31 The American Institute of Agriculture COURSE No. 4 Marketing Cotton From the standpoint of exports, in dollars and cents, cotton is the world's most important crop. And the United States, both in production and export, leads the world. Technical enough for the professional cotton factor, broker, or mer- chant, this course is yet simple enough to be easily understood by a be- ginner. The marketing of cotton is carefully considered from the stand- point of the grower, from the standpoint of the local buyer, from the stand- point of the manufacturer. In fact, in these lessons there are facts that are of the greatest importance to business men in general, as well as students, lecturers, and extension workers. County agents in cotton growing territory will find that this course will now open a new field of usefulness for them. No matter how much experience a county agent may have had in the growing of cotton, he has not been able to accumulate as much marketing information as the planter in his territory actually needs. Some county agents are planning to make this course the basis of a series of educational meetings. Others are arranging to have some of their planters study the course individually. The lessons are both thorough and practical and are prepared from the stand-point of the man who wants to know. They tell specifically the how, the why, the where, and the when of the cotton marketing business. As proof of this statement, consider the following abbreviated list of topics treated in the course. These are only a few selected entirely at ran- dom from the hundreds of subjects handled. This gives you an idea of the thoroughness; and when you study the lessons, remember that every one is by a national authority. 32 Every Lesson By A National Authority The Cotton Marketing Course Tells How — how to get the most from warehouse receipts. — how to take advantage of a cooperative marketing association. — how Egypt influences the English demand for American cotton. — how to get outside help in organizing a cooperative cotton marketing association. — how to know what your local marketing expenses amount to per pound. — how to manage a cooperative without losing members. — how to dispose of the lower grades to good advantage. — how to build up a reserve that will make you independent of credit. — how to put yourself in the position of being able to sell or hold as you think best. — how trading in futures helps to make a business safe. — how to save the expense of getting cotton to market. The Cotton Marketing Course Tells Why — why uniform standards are necessary. — why India's crop of cotton may raise prices in America. — why cotton must be made into smaller bales for export. — why England prefers to buy from Egypt and India when she can. — why there are more cotton mills in New England than in the South. — why despite this fact, the South manufactures one-third more cotton than New England. - — why so much cotton goes to Europe and comes back here as manufactured articles. — why^ cotton prices fluctuate. — why warehouse receipts have made Southern banking more safe. — why spinners' and growers' interests are identical. The Cotton Marketing Course Tells When —when future prices control plantings. — when to market cotton seed. — when to study marketing statistics. — when to get government inspection to determine grade. — when to store in a public warehouse. — when to purchase insurance. — when cooperative marketing is likely to be a success in your community. The Cotton Marketing Course Tells Where - — where the American mills are located and why. — where improvements may be made in the present system of marketing. — where to store for a long hold. — where to find a better market. — where to get reliable reports on crop conditions. — where to get accurate informaton regarding the cotton goods market and its probable influence on cotton prices in the future. The Cotton Marketing Course Tells What — what future trading does for cotton. — what influences the demand for cotton, —what England does with all the cotton she buys from us. — what changes the World War caused in cotton marketing. — what legislation can and cannot do. — what services are rendered by the cotton exchanges. 33 The American Institute of Agriculture COURSE No. 5 Marketing Fruits and Vegetables Seldom will you find a man — it probably would be impossible — whose experience and knowledge of the great and rapidly developing fruit and vegetable industry is as broad as this course. The reason is obvious. This course represents the combined efforts of national authorities — each an expert in his chosen field. Each is a specialist. It would take years to get the experience and training of any one of these men, yet they have formulated and crystallized the results of their life-time experiences into fascinating lessons which fairly teem with practical, "how to do it" information. You can avoid all of the costly mistakes and use only the proven, time-tried methods. This course has not been prepared with only actual growers in mind. It covers the entire field from harvesting until the products are in the consum- ers' hands. Progressive truck-farmers and orchardists want to know what happens to their products after they leave their hands, and whether they can do anything to reduce the wide spread between the prices they receive and the prices consumers pay. Progressive wholesalers want their buyers and other employees to have a broader grasp of the whole marketing field, so that their services can be made more effective. County Agents, extension work- ers, college professors, cooperative association officials and similar groups must keep in touch with the forward movement in marketing. Consumers, bankers, business men interested in the farm field — in fact there is no class, because of the universal interest in food, which will not find in this course both the answers which trouble them and practical suggestions which they can apply to their daily home life or business. Interest in marketing is uni- versal, and this course has been prepared to meet the needs of all groups. And it is practical, for the great need is for a more complete understand- ing of all parts of the road to market by all groups. 34 Every Lesson By A National Authority It is impossible in this brief space to give a comprehensive idea of all that this course contains. Only a thorough reading of the course will do that. The attached brief list of topics selected at random from the lessons may give some idea, however, of the scope of the course and the practical treatment of the various subjects. These are but a few of the hundreds of specific topics covered in these lessons. The Fruit and Vegetable Marketing Course Tells How — how to reduce the biggest single charge in marketing. — how to lower the spoilage loss of fruit. — how to sell apples to advantage when the market is flooded. — how to find the best market for tomatoes. — how to save on the expense of delivering produce to a city market. — how good business methods will reduce commission charges. — how to select the right container for the market you choose. — how to market unknown varieties. — how to know when to market through a cooperative. — how to buy packages at reduced prices. — how to learn the grade that will sell best on any market. — how to utilize culls. — how to pre-cool fruit. — how Northwest growers overcome freight handicap. — how to check up on the condition of your fruit in cold storage. — how to plan your crops so that each vegatable will be ready at the time of highest price. — how to sell to best advantage to local retail customers. — how to get government help in finding the best market. — how to know when it will pay to store instead of sell. — how to develop a mail order business for fancy grades of either fruits or vegetables. — how to determine which varieties of fruits will sell best. — how to protect yourself when your shipment is refused by the receiver at the termi- nal market. — how to borrow money to finance marketing fruits and vegetables. The Fruit and Vegetable Marketing Course Tells Why — why commission men sometimes ask you tc pay freight in advance. — why railroads sometimes refuse shipments of fruits or vegetables. — why so much fruit is spoiled before it reaches the consumer. — why auction markets help stabilize prices. — why some commission men repack into baskets fruit that has been shipped to them in bushel boxes. — why some orchardists cannot, get as much locally for fruit as is paid for fruit of the same quality that has been shipped across the continent. — why apples in storage sometimes total six millions barrels. ■ — why the nationality of growers sometimes prevents local cooperative success. — why some varieties are a drug on the market when others, not so good in quality, sell fast. — why there is a growing tendency to plant fewer varieties. 35 The American Institute of Agriculture -why potatoes are more often stored near the point of production. -why certain varieties of apples are more profitable commercially despite the fact that they take more years to come into bearing, -why some good quality fruit is at times left to rot on the ground in the orchard, -why distributors finance the fruit and vegetable industry in some sections and not in others. The Fruit and Vegetable Marketing Course Tells When when to sell locally. -when to organize a local cooperative marketing association, -when to watch reports of cold storage holdings, -when to market through a commission man. -when to join a national marketing organization, -when you can afford to advertise. when to solicit the trade of wholesale buyers such as hotel and restaurant men. -when to ship in refrigerator, ventilator, or heater cars, -when to accept less than carlot orders, even though you have enough to make full car loads, -when to draw a draft against the man to whom you consign, -when to seek a foreign buyer. -when to get cooperation in lowering marketing costs, -when to sell through the auction. The Fruit and Vegetable Marketing Course Tells Where -where to find the market that is most responsive. -where to get help in case of disputes with commission men. -where to get information on official standards. -where cooperative methods were first developed successfully. -where the government gets its information on which to base standards. -where to get the most reliable reports on crop conditions. -where to get information on world demand. -where to learn of new markets. -where to find foreign buyers. -where to arrange for storage space. -where to find a market for by-products. -where to have the surplus canned. -where to find a market for dried fruits. -where to sell yellow apples. The Fruit and V egetable Marketing Course Tells What -what determines prices. -what are the effective ways of increasing demand, -what is the proper method of filing a claim against the railroad, -what are the peculiarities of the different markets, -what a reefer is. -what to do when your shipment is refused at market, -what legislation can and cannot do. what is done with fruit that is put into storage and frozen solid. -what are the commercial possibilities of dehydration. 36 Every Lesson By A National Authority COURSE No. 6 Marketing Poultry and Eggs The preparation of this course was not a task for a fluent writer. It was not the task for one or two men. Neither was it a task for a professional market man. None of these men, nor indeed, all of them together could have compounded the information in these lessons, for the very good reason that their experiences were not broad enough. This course helps the local producer, to furnish scientific principles for the teacher and professor, to give a well rounded education to the student, to supply practical plans for the county agent or extension worker, to pass on valuable experiences to the organizer or manager of cooperative associa- tions, to offer lecture material for the institute worker, to supply country bank- ers with information on which to base loan policies, to inform legislators so that they may enact just laws, to enlighten the commission man so that his work might be dove-tailed into the efforts of others to better advantage, to educate retailers so that there may be less lost motion and less unnecessary expense in this phase of marketing, and to inform consumers so that their demands may be adjusted to the most economical means of moving poultry and poultry products from the farm to the home. With all this to be accomplished, it is plain that the experience of many men had to be drawn upon. The actual writing of the lessons was accom- plished by many national authorities, but dozens of others should be given credit for a very important part in checking, editing, and collaborating to make these lessons complete, accurate, yet simple and understandable. Judge for yourself the practicability, the scientific completeness, and the universal interest embodied in this course by reading the following topics copied at random from the hundreds of topics covered in the course on Marketing Poultry and Eggs. 37 The American Institute of Agriculture The Poultry Marketing Course Tells How -how "the egg board" prices influence the egg market. -how to keep posted on market conditions. -how the poultry business has become the most universal of all farming operations. -how prices are stabilized by adequate cold storage facilities. -how poultry commission men operate. -how to change the type of eggs your hens produce. -how poultry markets in large cities influence local prices. -how to select eggs that will keep best in storage. -how to grade poultry for the different markets. -how to lower transportation costs on live fowls. -how to know when it will pay to fatten poultry at your local station. -how to reduce the losses from egg breakage in shipping. -how to get immediate cash for shipments. -how to estimate the prices a month in advance. -how eggs laid in China affect the prices of eggs laid in New Jersey. -how to finance the marketing of poultry and eggs. The Poultry Marketing Course Tells Why -why Petaluma, Cak, has become the most famous egg producing section in ihe world. -why New York dealers pay a higher price for white eggs. -why Chicago is a good market for eggs of any color or size. -why some retailers will not buy from a farmer. -why selling short on the future board sometimes eliminates speculation. -why infertile eggs are better for infants and invalids than fertile ones. -why Leghorn fowls and broilers are sometimes preferred to the larger breeds. -why in many cases April storage eggs are better in August than fresh August eggs. -why some retail stores build up a big demand at advanced prices when their egg supply is entirely from one farm, -why there is an exceptional opportunity for real constructive work in the poultry marketing industry, why local buyers often make more profit than the farmer himself. -why farmers often profit more from eggs and poultry than do professional breeders, -why backyard flocks of less than 50 hens affect the great city markets, -why methods of processing eggs such as "sterilizing" are becoming popular. -why raising poultry exclusively for meat is not usually profitable. The Poultry Marketing Course Tells When -when it pays to store eggs. -when it pays to dress your poultry before shipping it. -when the local market is the best place to sell, -when to make use of future trading, -when to study government statistics, -when to advertise. -when to change the breed of fowls that produce the eggs you sell, -when to combine your shipments with those of your neighbors, -when it pays to form cooperative marketing organizations. 38 Every Lesson By A National Authority The Poultry Marketing Course Tells Where -where to locate a wholesale buyer to take your whole output. -where to get accurate price reports. -where to get the best egg packages for certain markets. -where to secure legal help that will prevent you from losing on account of misunder standing some marketing law. -where to learn the latest transportation rulings that affect your shipping, -where to get outside help in organizing a marketing association, -where to get a reliable manager for a local poultry packing plant, -where to locate to make marketing less expensive, -where to locate to produce the best quality market eggs. The Poultry Marketing Course Tells What -what happens to your poultry and eggs after they leave your hands. -what it costs to store poultry and eggs. -what factors determine prices. -what is the greatest single cost in marketing poultry. -what is done with Chinese eggs shipped into this country. -what determines the amount of credit you can get. -what are the advantages and disadvantages of selling poultry at auction. How Lessons Are Sent To You I" ESSONS are sent in the way that will be most convenient and helpful to ■*-^ you. In general practice, you will receive at least one lesson a week. Sometimes it is important that you have two or even three lessons on hand at the same time. The close relationship of subject matter in a group of lessons sometimes makes it easier and more practical to study them together as a unit. The system of getting lessons to you when they will help you most, has been carefully worked out. You may be assured of a high degree of indi- vidual attention in this respect. Your progress will be watched as though you were the only one in the class. Your own personal convenience will be considered in establishing the rate of mailing new lessons. Why The Lessons Are Easy To Master TF you are provided with the facts only, you may not be able to comprehend *- their importance or to understand their relation to each other. Conse- quently, the Executive Staff has provided with the lessons, six study features, which will make it easy for you to get the most out of what you read. These features are as follows: 1. Who the Author Is, And What His Experience Has Been. 2. How To Study The Lesson. 3. Lesson Outline. 4. The Lesson Itself. 5. Glossary of Marketing Terms. 6. Review Questions and Master Problems. 39 The American Institute of Agriculture i'he t'.an Oho Conducts This Lesson Professor C. Larsen Born and reared in Lenmark, wiiere cooperation hae probably gone far- ther than' in any other country, Professor Iarsen had an ideal background for, the splendid work he has cone in America to further the development of co- operation among producers. Before beginning his work of teaching and organizing in^ diet ed both a graduate and a post-graduate course in Typical Introduction to Author You can readily understand that you wdl appreciate what is said in a lesson muck more if you know something about the author. That is why you are given an intimate view of the author's personality. You will be impressed with the stern school of ex- perience through which the majority of the authors have passed in order to reach their present position of authority. HCD TO STUDY LSSSOII A Use as a basis for your study, the study outline, and be sure that you have this well in mind before starting to read the lesson. This ^outline shows you the eight main sections and the subdivisions, arranged in a special order to emphasise certain portant that you losep in mind the titles of study. For example, 90T)le These helps make study pleasant and easy. Every Lesson By A National Authority OIOSSATiY OF MATJ-ETING TESMS Used in Lesson A assembling, n. Act of bringing together to make larger quan'titi in marketing, this refers to the bringing together of smaller farm products to make up carloads or shiploads. broker, n. A person who negotiates sales or cont a commission or fee for his s> carlot assembler, n. One who rient. Practically the same aally purchases the The lesson and the glossary of marketing terms are filled with new facts. How to Study the Lesson These lessons are not simply compilations of facts. Every student wishes to get the most possible out of his study, and so foremost educators give suggestions for study- ing each lesson. You are shown exactly how to proceed, and you are told how to associate the various ideas in the lesson with those you have already learned. A Typical Lesson Outline Each lesson is mapped for you, so that you may have a bird's eye view of the whole lesson before you proceed. The study outline serves somewhat the purpose of a road map — it shows you where you are going and how to get there. The Lesson Itself The lesson itself is printed from large, clear type with plenty of space between lines. The paragraphs are short. The sentences are short. There are frequent headings, dividing the different thoughts. Photographic illustrations, maps, and drawings are used liberally. These pictures are selected with care, to make the text more clear. Glossary of Marketing Terms To be proficient in marketing, you must be famdiar with all technical marketing terms. It has been necessary to provide this special glossary so that there will be no question in your mind as to the meaning of any part of any lesson. Furthermore, this glossary enables you to make use of any technical terms that will mark you as an ex- perienced man in the business. A Typical Problem It is the ability to apply your knowledge that really counts. To merely learn facts mechanically does not take you far. You must know how to interpret and use those facts. The most effective device to help you apply what you have learned is the master problem, many of which are provided with each course. These problems are made up of actual situations that are typical of those you may have to contend with. The solution of these problems is the indication that you have really mastered the instruction. 41 The American Institute oe Agriculture You Are More Than a Student- You Are a Member of a Service Institute T^HE advantages of an Active Membership in The American Institute of -*- Agriculture are not confined alone to the period during which training is being taken. You receive service for years afterward. There are 10 important features to which membership entitles you. They are provided because of the determined effort upon the part of the Institute to fill a public need for complete, authentic, marketing knowledge. The Institute is a permanent organization, and at all times stands ready to help and assist you in all matters pertaining to your advancement in the field of marketing. 10 IMPORTANT MEMBERSHIP FEATURES 1 — Complete Specialized Course of Practical Training Each commodity course is complete in itself and consists of a series of specialized, practical lessons devoted to the marketing of that particular commodity. All lessons and assignments are personally prepared by men who are recognized specialists in their particular fields of marketing. Each course of training moves smoothly from one lesson to the next in a clearly connected, easily grasped style. More particular details as to the completeness of the lessons and the manner in which the subject matter is presented have been discussed elsewhere in this book. 2 — Timely Marketing Talks These are the appetizers of training service. The Talks are informal discussions and stories of special phases of marketing. They are distinct from the subject matter covered in the regular training courses and are presented in an informal and personal style, not at all technical. You will find in these Talks, many delightful sidelights on marketing which serve to provide a fund of supplementary knowledge necessary to a complete familiarity with marketing problems, both past and present. Some of the subjects covered are: An Hour with a Market Reporter. Why Cooperation Succeeds in Denmark. Our Ancestors Experience with Price Fixing — 2700 B. C. to 1800 A. D. U n published Story of a Speculator. Tricks of the Trade. The City Consumer's Problem. Physical Losses in Marketing. Story of a Famous Grain Corner. Taking Unnecessary Marketing Risks. A National Marketing Program. The Farmer's Share of the Consumer's Dollar. Motor Trucks — A Factor in Marketing. Vegetable Oils as Competitors of Live Stock and Dairy Products. Publicity and Propaganda in Marketing. Limitations of Congress in Dealing with Marketing. (And many other interesting subjects including stories of outstanding marketing successes.) 42 Every Lesson By A National Authority 3 — Personal Contact Problems The Personal Contact Problems serve to give practical proof of your ability to put into practice the marketing knowledge given you in your course of training. Each problem is of sufficient importance to challenge the keenest thought of men of leadership type, for whom this training service is intended. They are not "cut and dried" questions — the kind that can be answered by Yes or No. Each problem is specially prepared by the Institute Staff with the particular pur- pose in view of getting a fair test of your grasp of the subject you are studying, and your ability to put what you have learned to practical use. The problems are sent out in separate pamphlet form. The Master Problem takes up a situation that might easily exist in marketing work in your own community or field of activity. All conditions surrounding the situation and all circumstances are pointed out. You then arrive at a solution basing your answer on the knowledge which you have gained from the foregoing lessons and other instruc- tion given you in the course. You are encouraged to work out the solution exactly as though it were your own individual problem. In this way you gain confidence in your own ability to handle actual marketing situations. Two types of examinations are used: First, Specific Master Problems explained above. Second, Questions covering in a general way the outstanding points in the text. The two types of examination have a two-fold value. The second serves to review the main points of the text, and the first to test your ability to apply these points to practical problems such as you must necessarily meet in your every day work. When your solutions are sent in they are personally examined, corrected, and re- turned with constructive criticism when it is necessary. The experts who have this important service in charge are not only specialists on the marketing subjects over which they have supervision, but they are trained to judge the merits of the solution from the standpoint of the thought and ideas which it contains. In addition to the criticism of your answer, you are given a model solution. 4 — Consultation Privileges At any time, before or after completion of training, members have the privilege of consulting with the Institute on any matter of general or special character connected with the marketing of farm products. Through this service you have the opportunity of getting individual advice from the Institute's special staff and its group of consulting specialists. You will find this service of great assistance to you, not only while taking the training courses, but also in after years when special problems trouble you. This is particularly true when you are seeking employment, for you can offer your prospective employer a permanent source of marketing information through your con- sulting privileges. A broad policy is adhered to in throwing the doors of the Institute wide open to members when it will in any way serve to assure their advancement and success. A liberal use of the consultation privileges is constantly encouraged. 5 — Three Years' Subscription to "Modern Marketing" '"Modern Marketing" is a magazine published by the Institute for its members. It is devoted to current marketing topics, and to the interpretation of market reports. Up-to-the-minute articles written by eminent authorities will appear from time to time. Special emphasis will be placed on articles which analyze current market reports, point out features to look for in the daily market reviews, and explain significant current marketing conditions. It will contain news of the marketing field which will keep you up to date on new developments. A three years' subscription is included with member- ship at no additional cost. 43 The American Institute of Agriculture 6 — Washington Service The Institute maintains a service Bureau in Washington, D. C. to keep you informed and up-to-date on marketing developments, not only in this country but in foreign lands as well. The Washington Bureau is in constant touch with all affairs touching marketing in the National Capitol, such as developments in Congress, the Department of Agriculture, Department of Commerce, Federal Trade Commission. It will give you any reasonable service that may assist you in your training or in handling personal marketing problems. This includes the obtaining of government publications and the securing of special information from government officials or technical men in Washington on the subject of marketing; reports on crop and market conditions in different parts of the world; reports on warehouse holding; latest information on current business conditions or reports on the status of any special legislation. 7 — Personal Service This feature is probably the strongest evidence of the Institute's personal interest in your welfare. Close relations between you and the Institute are established from the start. In addition to consultation privileges in connection with your marketing training, the staff of the Institute will be glad to advise you on matters of personal interest such as the selection of a school or college for your son or your daughter; how to outline a course of supplementary marketing reading; or help you secure speakers for agricultural meetings. This service is personal just as the name implies and if the Institute Staff is not in a position to advise you on any matter, you will be referred to others who are. 8 — Services of Employment Bureau The Institute maintains an Employment Bureau which serves as a clearing house for men who desire to secure positions and for executives of private enterprises, agricultural colleges, Bureaus of Markets, or officers of cooperative organizations, who are looking for men to fill important positions. Through the Employment Bureau every effort is made to advise members of good openings in the marketing field, suitable to their qualifications after completing train- ing. The Bureau is constantly in touch with leading men in all phases of the marketing field and consequently learns of openings which might not come to your attention through ordinary channels. The Bureau does not guarantee to secure employment, but every assistance will be given in helping you secure a position where working conditions will be agreeable and remunerative. 9 — Dictionary of Marketing Terms The Dictionary will be a ready reference book for the student as he proceeds in the course of study and it will define the marketing terms and phrases which he will encounter in the lessons and marketing talks as well as in newspapers and trade journals. 10 — Membership in Institute Membership in the Institute is represented by a Membership Card issued in your name certifying that you are a member in good standing, and as such are entitled to all rights, privileges and benefits of the Institute in accordance with the terms of member- ship application. This card is forwarded with receipt of your first tuition payment. Upon satisfactory completion of training, credit is given for work accomplished and the official Certificate of Active Membership in the Institute is awarded. As an active member of the Institute you become a part of a national organization, whose membership includes the forward looking men and progressive leaders in the marketing field. Its members will take an important part in outlining and carrying out the agri- cultural marketing program of the future. Your full cooperation as an active member of the Institute, will bring the reward which comes to those who participate in an important public service movement. 44 Every Lesson By A National Authority You Can Learn Marketing At Home TTOME TRAINING has established itself as a valuable means of increasing personal success and steady advancement. This country and foreign countries as well, offer hundreds of thousands of examples of men who have attained individual success through specializing in some particular branch of industry by following home-training methods. Some of these men have moved farther up the ladder of success than others. Some have attained wealth — some only a comfortable income — but in no case has it ever been proved that home training of the right kind, backed by the right institution, has failed to return more than dollar for dollar in services rendered. The man who takes home training is in a class by himself. With The American Institute of Agriculture, you are assigned to a special instructor who guides your progress in the study of marketing in a personal way, and at all times gives you constructive criticism and help that will improve your standing in marketing work. Your spare hours are worth money to you when you use them for im- proving yourself through a home-training course in marketing. You do not have to give up your present work. You can spend as much time as you wish on your study. You have the advantage of enjoying daily association with prominent men whose thoughts, ideas, experience, and knowledge are given you in your course of instruction. You rapidly gain confidence in your ability to handle life's problems. The successful methods taught you can be immediately applied to your own field of work which enables you to earn as you learn. You can use the knowledge gained either to help you get more money for your farm products — or to secure a responsible position in the marketing field. Men who expect to achieve personal success must have a specialized knowledge of some one particular branch of industry. You cannot afford to overlook the opportunities which home training in marketing offers you. Read What a Nationally Prominent Man Says: Hon. C. W. Pugsley, Asst. Sec. of Agriculture, when editor of the "Nebraska Farmer," said: "There is no better indication of man's desire to improve his mind and his station in life than the eagerness with which he subscribes for corres- pondence courses of various kinds. Denied the opportunity of attending high school or college, or finding it impossible to take all of the work desired while in school, thousands of America's young and old. satisfy their desire for education by the correspondence route." 45 T he American Institute of Agriculture The More Courses You Take — The Less The Cost When more than one course is taken considerable expense to the Institute is eliminated. Accordingly, the Selective System of Combining Courses has been devised which permits you to take advantage of this saving as shown by the combination rates listed on the application blank. By enrolling for two or more courses, at one time, you will save money by comparison with what the same training would cost if you enrolled for each course separately. Membership Fee Includes All Expenses The price of each course includes permanent membership in the Insti- tute. The prices of the various commodity courses are given on the applica- tion blank and cover full membership and consultation privileges previously described in detail. Save Money By Paying Cash When it is convenient to pay for the entire course or courses, at time of enrollment, a special saving may be realized. The Cash Plan of payment eliminates clerical detail and bookkeeping expense. We are glad to pass this saving on to you in the form of a liberal discount, which you may de- duct from the regular fee of any course or combination of courses selected. This plan is fully explained on the application blank. Time Required The Institute's system of training has been so devised that it will be individual in its application to you. No definite time is set for completing a course of training although the average length will be about ten months. This time, however, may be extended wherever it is necessary. On the other hand, you can go fast as you are able and still accomplish your work in a creditable manner and meet the standard requirements of the Institute. How To Enroll Fill out the application for active membership which accompanies this book. Check the courses of training wanted. Give full information asked for on the reverse side of the application, since this information is used by our Employment Service Bureau as well as our Educational Department in helping you get full service from your membership. The more the Institute staff knows about you, your past training and experience, your present work and your ambitions for the future — the more intelligently you can be helped and guided in your study. Send all remittances in the form of money order, express order, check or registered letter, payable to the order of The American Institute of Agri- culture, Chicago, Illinois. 46 Every Lesson By A National Author i t y Now — Your Verdict A/^OU have read the story — the story of the "Road to Market." ■*- It has opened up to you a wider vision of marketing as a means of helping you gain personal success and advancement. If you are now engaged in farming it has shown you that there is a way to profitably market your products. Can you afford to pass up the opportunities that marketing holds out to you? Your verdict now will decide — and upon your decision will depend a great deal more than you now realize. Specialize in marketing. Feel the thrill, of firm decisive action. Know that the step you are taking is leading you to the fruits of success which you have always wanted to enjoy. You know that the things you do in daily life — the fun and pleasure you get out of life — depend so much on your business progress. Success or failure in your business will decide whether throughout the years to come you are to enjoy independence, prosperity and all those things which go along with a successful career, or whether you must be content to accept the uncertain fortunes of mediocre attainment. The food you eat, your social position, your ambitions, the happiness of your family, and your hopes for recognition in a particular field of endeavor are controlled in a large measure by this matter of making your business pay. Membership in The American Institute of Agriculture will help to in- crease your earning capacity, either in the form of better prices for your products or a larger salary. You have many excellent reasons for taking the opportunity now offered you for getting a thorough, practical training in marketing — training that will give you the specialized knowledge of market- ing practices which you need to forge ahead and put yourself head and shoulders above those who lack your ambition and knowledge. This is an age of specialization. Progressive men everywhere realize the value of adding to their specialized knowledge whenever they can do so. Sometimes it takes a little sacrifice — a little effort — a little money when money is scarce, but isn't it worth the sacrifice, the effort and the money in order to attain success in the work upon which depends your individual progress, advancement and happiness in future years? Y ou have confidence in your ability or you would not have progressed to your present position. You have ability or you would not have achieved what you have achieved. You have determination and the power to decide what course is best for you to pursue. 47 The American Institute of Agriculture Some men lack decision. It is a daily occurrence in the city, in the village, or on the farm, for men to pass up opportunities, which if grasped would entirely change the future years of their lives. Confidence in your own ability, firmness of decision, foresight in dis- criminating good propositions from bad, and the power of personal action are the important factors which indicate whether a man is to move along in the beaten paths of mediocre attainment or whether he is to rise to a respected position of leadership and be pointed out as a man who took the opportunities offered him and achieved success in the work on which he had set his heart. As you read this book, your eyes were opened to a new field just being entered by ambitious men — the field of marketing. Marketing is fascinating — marketing is uncrowded — marketing needs trained men as probably no other industry needs them. The art of selling farm products has assumed immense proportions. It will continue to grow in importance. In fact, it must grow for the progress of agriculture and industry depends upon it. Become a member of The American Institute of Agriculture and assure yourself of becoming a part of a great marketing movement which is today sweeping the country. The Institute is founded for your welfare. Its ideal is public service. Membership will give you many of the things which you have always wanted — things which will help to increase your earning power and enable you to climb into a position of importance in your field of endeavor. Act Now is the time to step into a profession with almost unlimited oppor- tunity for advancement. You never had a better chance for a profitable investment in your own future or one that brings you into such close association with successful, for- ward-looking men, and the progress of agriculture. Recognize your opportunity, act promptly on your judgment. Fill out the enrollment application. Send it in at once. Take the first step in a field of work that holds a future to exceed y° ur fondest dreams. Do it todav. 48 Your Guarantee r pHE American Institute of Agriculture stands -*• alone as a public servant to meet a wide-spread need in a new field. It has built its courses, its training services, and its membership privileges on the firm belief that men who want to enter the marketing field should be given intelligent, authori- tative knowledge and assistance. To guarantee that such assistance will be contin- uously available to its members, the Institute has combed the country from coast to coast for the ideas, knowledge, and experience of those who are recognized specialists in particular fields of market- ing work. Because of this, members may expect to attain an unusual degree of success in the marketing field. The men who instruct them are practical experts and are not experimenters with new ideas. The Institute is well established. It stands high in the estimation of agricultural leaders nationally. It has the good will of agricultural colleges, state universities, and farm organizations. It is backed with ample capital to assure that its ideals for training will be carried out on a broad, constructive basis. Membership in The American Institute of Agriculture affords you the opportunity to associ- ate yourself with a national organization of which you will always be proud and from which you will receive constant help and assistance in marketing work through the years to come. iJt) LIBRARY OF CONGRESS 002 671 707 3