present they furnish the food elements needed at a 

 lower price. That is, the war has compelled farmers 

 to think and to act as the result of conscious thinking 

 instead of proceeding in their habitual way. 



In our own diet we are now compelled in many 

 instances to substitute other articles of food. Prices 

 of many foods are much higher, so we are giving more 

 thought to the buying of foods. We seek information 

 from the printed pages of periodicals, books and 

 newspapers. The same principle is now operative 

 more or less in many lines. Hence, the message of the 

 printed page has far more attention-value than in 

 ordinary times. Therefore, the manufacturer seeking 

 to break into a market with a new line or to establish 

 his product under his own name and brand has an 

 unusually favorable opportunity. At the same time, 

 he who is already established in the market needs to 

 be more keenly alert, for he can now rely less on 

 habit to hold his market. 



Advertising to the Farm Market 



National advertising to the farm market is likely 

 to prove unusually effective at the present time and 

 to be increasingly effective in the future. The farm 

 market offers a vast and constantly growing oppor- 

 tunity for the sale of a great variety of merchandise. 

 Farming is the industry of predominant importance 

 in the United States. Farm income or buying power 

 has vastly increased. It is likely to further increase 

 in the future. The standard of living on the farm is 

 rapidly rising. The family on the farm increasingly 

 demand a far greater amount and variety of machin- 

 ery and merchandise. They exercise much finer taste 

 in selecting. Farm families are now far more accessi- 

 ble and trade is concentrated over a much wider area 

 in local shopping cities. The farming population is 



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