their homes, that they milk their cows with a milking 

 machine, separate their cream, pump the water, do 

 the washing, and perform much other more or less 

 exhausting manual labor with a gasoline engine or with 

 electric power. The farm family come home with a 

 broader vision and more open minds. They go more 

 frequently to the city trading center. They visit up- 

 to-date city stores. They mingle with city people. 

 They attend the moving-picture show or the theater. 

 They patronize the ice-cream parlor. In a word, they 

 gradually adopt city standards of living. 



The automobile promotes more efficient farming. 

 If a part is needed in a machine, it is quickly secured 

 and the machine put in working order again. If hog- 

 cholera serum is needed or insecticides or fungicides 

 to fight plant enemies, they are readily secured. More 

 and more in the busy season the family do their shop- 

 ping in the evening or in the noon hour. In a word, 

 with the automobile, labor is more efficiently em- 

 ployed on the farm. Also the automobile tends 

 to raise the standard of farm family expenditures. 

 Many a dealer reports that "whenever an unusually 

 economical farmer has bought a car and paid a few 

 automobile bills his standard of expenditure rises or 

 he sells the car. He does not sell the car." 



Concentration of Farm Trade 



Not only is the buying power of the farm family 

 steadily increasing and the standard of living rising, 

 but the farm family is now more accessible than ever 

 before. More and more the trade of farm families is 

 concentrating in the county seat cities and in cities 

 which are local trading centers. In all agricultural 

 sections dealers generally report that their trade from 

 the farms and villages covers a radius at least twice as 

 large as a few years ago. Hence, the manufacturer 



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