national forces which are taking the farm family out 

 of their isolation and giving them a national view- 

 point. These national forces influence first the leader- 

 ship type of farm families in each locality. Through 

 their influence the whole farming population is raised 

 to a new and higher level. Leadership farm families 

 have on the average quite as large an income as the 

 average city family. They furnish their homes in sub- 

 stantially the same way as the corresponding city fam- 

 ilies. They dress in the same way. The same variety 

 of food is served on their tables. They have equally 

 cultivated tastes in the selection of merchandise. 



The leadership farm families read intelligently 

 both the editorial and the advertising pages of the 

 farm journals which serve the needs of the progressive, 

 scientific, business farmer. Their needs and interests 

 cover a wide range. They include not only the meth- 

 ods, equipment and supplies used in the operation of 

 the farm. They include also the great variety of 

 equipment and merchandise used in the farm home 

 and by the individual members of the family. Each 

 member of the family is interested in the advertising 

 message of the manufacturer who uses the pages of 

 his favorite agricultural journal. This journal touches 

 that in which they are most keenly interested farm- 

 ing. They read its pages from the farm viewpoint. 



But the modern leadership families on the farm 

 are also citizens of the world, with national and even 

 international interests. They read and are influenced 

 by the editorial and advertising message in all those 

 periodicals in which they have confidence. They act 

 more largely as a result of information and less from 

 habit. Hence, he who effectively uses national adver- 

 tising to gain for his product the favor of the leaders 

 on the farm will win his way into a vast and stable 

 market among the millions of farm families. 



[68] 



