Report of Missouri Farmers' Week. 451 



quality. To my mind this interest demonstrated by these farmers 

 and their families at the show arena is the greatest indication that 

 Missouri is actually making progress in the breeding of the draft 

 horse. But it is largely a natural progress. There are many 

 things that may be done that will greatly help the cause. 



One thing is the lack of publicity in this State on the part of 

 the dealer and importer and others who have stock to sell. Farmers 

 are buying automobiles because the manufacturers of the automo- 

 biles are creating a demand or desire for their machines through 

 advertising in the farm papers. There are many manufactured 

 articles, such as cream separators, manure spreaders, gasoline 

 engines, etc., that the farmers are buying by the thousands 

 because they are extensively advertised and given paid publicity 

 in the farm papers. If the horse breeders, importers and horse 

 associations want to make Missouri a leader in draft horse pro- 

 duction, they can greatly aid the cause by advertising. It pays to 

 advertise. It is the greatest known leaven in the advancement of 

 commercialism of the age. It has become a national "habit." 

 The people of America, the great army of consumers, look for 

 your advertisement and expect it. If you do not think so, go to 

 the city, watch the women as they peruse the Sunday morning 

 paper for bargains on Monday morning. Then take up a position 

 of safety inside one of the entrances of these great stores that 

 advertise and watch the scramble of thousands and thousands that 

 crowd and jam these stores. I remember reading last winter of 

 an instance in one of these stores where the crowd was so great 

 the elevators would not carry them fast enough, and women 

 actually slid down the balustrade of the stairway and fought over 

 articles on sale. 



Advertising pays in the draft horse business as well as any 

 other. Take for instance the great annual sales at Bloomington, III, 

 where hundreds of breeders over the state assemble their surplus 

 horses and watch the great crowds that come there to buy from 

 all over the country. What makes them attend in such numbers? 

 Liberal publicity. Take our own Monsees, here in, Missouri, with 

 his great annual jack sale. What is it that draws these great 

 annual crowds to his sale from the rural districts extending from 

 coast to coast? Liberal publicity. 



Now I am going to give some facts about Missouri horsemen 

 and the progress of the draft horse in Missouri as I find the con- 

 ditions outside of the State, and I believe these facts will bear me 

 out in what I say about more publicity and the need thereof. 



