Part II.] ADVERTISING PRODUCTS. 53 



England within the next twenty years, and these people just 

 live to get back here. 



Then consider how broadcast over the United States are the 

 people who within a generation or two emigrated from New 

 England. These all with one accord give attention when you 

 talk about New England, for I take it that there are two sides 

 to this advertising proposition about which we are thinking. 

 Sometimes in the advertising business we dangle our bait over 

 one fish in order to catch another. There are what we call the 

 direct and the indirect results of advertising. 



Much money is spent in advertising that never results in 

 any direct increase of business. Of course, millions of dollars 

 are wasted every year in advertising, but that is through stu- 

 pidity. There never was any advertising properly done that 

 did not accomplish results more or less beneficial, and, if you 

 were to decide to advertise New England farm products, the 

 first result would be to call the attention of the farmers of 

 other sections to the fact that New England can raise farm 

 products. A transformation has gone on in the farm situation 

 in the great farming States of the west. Land has become so 

 high in price that the small farmer can no longer afford to own 

 it. He is selling out to the big farmer, who has the capital to 

 farm on a big scale. Where can these men go? A few of them 

 are going to Canada to settle in the wilds of the Northwest, 

 some of them 500 miles from the nearest railroad. A few are 

 coming back east as far as Pennsylvania and New York State, 

 but more of them should come to New England. As a matter of 

 fact, New England must bring them back, and if Massachu- 

 setts, for example, will back up the kind of work your State 

 secretary is doing, it will fetch them back, and the abandoned 

 farm will read like a fairy tale. You must have farmers to have 

 a healthy community. It is quite fashionable to abuse Ger- 

 many just now because of her so-called militarism. To say 

 that the German people are nothing but an army in disguise 

 is a great mistake. No nation of Europe, unless it be France, 

 has been so careful to keep among her people that healthy 

 balance between those who work at manufacturing and those 

 who till the soil, and in no country in Europe has the 

 farming industry been so adequately developed as in Germany. 



