316 
American Agriculturist, March 29,1924 
“E” for Texas too! 
All-Day Conflagration 
shows Fire-Chief new points 
about Ford Lubrication 
A TEXAS town* has two 
Ford fire trucks. A fire 
started in the morning. It raged 
all day. The Post Office and 
several business buildings were 
destroyed. 
Truck Number One, lubri¬ 
cated by a well-known oil, went 
to work—pumping, hard, con¬ 
tinuous work—at 6:30 A. M. 
By 9 o’clock the engine was 
seriously overheated. The water 
was boiling. In the two and one 
half hours a gallon and a half of 
oil was consumed. 
The crank-case was drained 
and a different oil poured in. 
Within 30 minutes the engine 
again badly overheated and the 
water boiled. 
In desperation, a third brand 
of oil was tried. This, too, 
lasted only 30 minutes. When 
the drain plug was removed the 
oil ran out and “ foamed up like 
a batch of hot molasses.” 
"E” Thrives on Hard Jobs 
The Fire Chief was then urged 
to use Gargoyle Mobiloil “E.” 
A gallon of “E” went into the 
Ford engine at 11 o’clock. The 
engine ran continuously until 
7 that night—on the same oil 
plus about a quart more. No 
overheating. No boiling. “ The 
boys could tend to the hose 
instead of the engine.” 
• Name of the town on request. 
Tractor Lubrication 
The correct engine lubricant for 
the FORDSON TRACTOR is 
Gargoyle Mobiloil “BB” in summer 
and Gargoyle Mobiloil “A” in win¬ 
ter. The correct oil for all other 
tractors is specified in our chart. 
Ask for it at your dealer’s. 
Truck Number Two went 
through the same difficulty and 
got the same welcome relief 
from Gargoyle Mobiloil “E.” 
What "E” Offers Your Ford 
Some of the marked benefits of 
using Gargoyle Mobiloil “E” 
in a Ford engine are these. Less 
carbon; better bearing lubrica¬ 
tion ; positive and immediate 
clutch engagement and disen¬ 
gagement ; thorough lubrication 
of transmission sleeves, gears 
and bearings; thorough lubri¬ 
cation of every frictional 
surface. 
For the differential of your 
Ford car use Gargoyle Mobiloil 
“CC” or Mobilubricant as 
specified by the Chart of 
Recommendations. 
Fair Retail Price 
30c A Quart from Bulk 
When the dealer sells a quart of 
Gargoyle Mobiloil from bulk for less 
than 30c, he does not make his fair, 
reasonable profit. Lower prices often 
accompany sub^itution of low-quality 
oil for genuine Gargoyle Mobiloil. 
Prices are slightly higher in Canada, 
the Southwest, and the Far West. 
y0Br ftidt- 
Mo .biloil 
E 
A 
Jr 
// / 
Address our nearest branch: 
New York (Main Office) Minneapolis 
Boston St- Louis 
Chicago Des Moines 
Phikde'phia gS City. Mo. PottTand, Me 
Pittsburgh Milwaukee Springfield, Mass. 
iXnapolis Buffalo New Haven 
Rochester 
Oklahoma City 
Peoria 
Albany 
What Is Real Cooperation? 
An A. A. Radio Talk Broadcast From WEAF 
W E discuss the mat¬ 
ter of cooperative 
marketing as a subject of vital interest to the 
leaders of business and professional life, as well 
as to the farmers, because the United States 
is still essentially an agricultural country. Un¬ 
less agriculture is put on a proper basis so that 
the farmers can have a real and substantial 
spending power, all business and all national 
life are bound to suffer. 
Take the southern States where they have so 
much cotton and tobacco. In the years from 
1910 to 1920, the average family income of the 
1,400,000 families engaged in raising cotton 
was less than $390 a year; and the average in¬ 
come of the 450,000 tobacco-raising families 
less than $360 a year. Now you can imagine 
how much food or clothing you can buy for 
that! What amount you could pay in taxes 
for roads or schools or salaries for school teach¬ 
ers; what you can subscribe for newspapers or 
magazines; what you can buy in enlightenment 
or social progress, _ 
with an income of —-— 
less than $360 a year. 
That is why the 
southern tier of 
States has been be¬ 
hind the northern 
tier in their social 
and educational and 
cultural] progress; 
because they are 
primarily founded on 
agriculture; and the 
farmers have no 
spending power with 
which to buy even a 
decent standard of 
living. We have 
come to learn that we 
all have to pay at¬ 
tention to the things 
that make for eco- ___ 
nomic progress in ■ 
agriculture. 
Of course our colleges have been teaching 
farmers how to make two blades of grass grow 
where only one grew before; but they have 
often forgotten to teach them how to get as 
much for the two as they used to get for the one. 
They have spent an enormous amount of time 
and energy in teaching production; but they 
have not generally shown the farmers how to 
convert that production into enough money 
with which to buy a decent standard of living. 
So the farmers are to-day running in two 
channels. Some depend on politics, high tar¬ 
iffs and subsidies and all kinds of governmental 
action with which to bring a false type of pros¬ 
perity to the farmers. The other stream is run¬ 
ning along straight economic lines, trying to see 
if there is an economic solution to their trou- 
By AARON SAPIRO 
.Aaron Sapiro on Cooperative 
Marketing 
-yHE article on this page is the first of 
1 a series of three addresses on coopera¬ 
tive marketing broadcast by Mr. Aaron 
Sapiro from WEAF station on American 
Agriculturist farm radio program. Mr. 
Sapiro has a national and even world¬ 
wide reputation as a student of and 
expert in this great marketing move¬ 
ment of farmers which has swept from 
one end of the country to the other in 
the last few years. 
We agree with Mr. Sapiro that out of 
the many schemes that are proposed for 
helping farmers, cooperation built on 
proper principles and with efficient 
leadership gives the most promise for 
success. Self-help is the only real help, 
and cooperation is the only practical 
way for farmers to help themselves. 
Mr. Sapiro’s second address will follow 
next week.—The Editors. 
Suddenly they awak¬ 
ened; and to-day they 
are starting in with the true cooperative plan 
and are building toward cooperative marketing. 
What is cooperative marketing in distinction 
to dumping? Perhaps I can express it better if 
I tell you the aim of the movement. The aim 
is to see if by intelligent merchandising meth¬ 
ods the farmer can get his fair share of the 
consumer’s dollar, by., raising the basic price 
of the commodity without sticking the con¬ 
sumer. That can not be done by individuals 
nor by local associations. You know that sup¬ 
ply and demand fix the price of a product— 
but not just the words “supply and demand.” 
It is supply WHERE and supply WHEN. It 
is the amount of the supply at any given TIME 
and PLACE that determines the price value of 
any commodity. 
Take the United States Steel Corporation. 
When conditions are easy and labor fairly well 
down and they have nothing more complex to 
do they make piles of 
steel rails and store 
them at Pittsburgh 
and Gary and other 
points. Do they 
then bring in a 
bunch of men and 
say: “We have a pile 
of rails here; a whole 
year’s average supply 
— make offers for 
them.” No! They 
simply say: “We will 
make them when con¬ 
ditions are cheap and 
store them; and we 
will determine the 
price value of those 
rails by determining 
the quantity at which 
we will move them 
into any given 
PLACE at anv given 
TIME.” And they 
practically name the basic price on rails in 
the country by wise merchandising of about 
50 per cent, of the supply. In short, the 
thing that determines the price value of any 
commodity is the control of the flow of that 
commodity as to quantity, time and place. 
Therefore, we tell the farmers, “when you 
sell alone, you can not control the flow of the 
commodity. When you sell as a local associa¬ 
tion, you can not affect it; but if you organize 
that commoditvf and have a central office, you 
have something to say as to the flow of that 
commodity with regard to quantity, time and 
place. Then you have something to say with 
fixing the price, something to say with making 
the price value of that commodity.” 
Cooperative marketing associations set out 
it tnere is an economic soiuuuu tu mm , ——o —-,, . 
bles—the intelligent marketing of crops, organ- to enable the farmers to have something to say 
. i ii i .1 i* _ _n/tfiAn in flio pnntrn nf flow of t.np snnnlv of the fTODS 
VACUU M OIL COMPANY 
ized solely along the line of economic action. 
The political group is still legislating. But they 
will learn that you can not solve an economic 
trouble by purely political means. You must 
find an economic remedy for an economic ill! 
I speak solely for the group that thinks in 
economic terms of the problems of the farmer. 
This group stands for straight commodity 
cooperative marketing. There is a solution for 
the trouble; and that solution is found in ap¬ 
plying proved business principles to the busi¬ 
ness end of farming. 
There is no mystery to the thing. The farm¬ 
er can produce efficiently; but some change 
op the marketing end of his business is needed. 
* * * 
You have heard of cooperative marketing for 
years; but the fact that a thing is called coopera¬ 
tive marketing wont make it so. For example, in 
Wisconsin, farmers have been induced to 
organize for years in cheese factories; they 
called that cooperative marketing. As a mat¬ 
ter of fact, what they did was to manufacture 
cheese cooperatively; hire their cheese maker 
cooperatively; and then take the cheese of each 
one of these cooperative factories and offer it 
on cheese boards and dump against each other 
on these boards. They had cooperative manu¬ 
facturing, not cooperative marketing, until lately 
when the first real effort was made to federate 
these cheese factories for marketing purposes. 
They had not touched the marketing problem 
at all. They used the words but never got the 
idea. They had over 600 cheese factories, each 
competing against the other, on the Plymouth and 
other cheese boards; they wondered why every¬ 
body but themselves made money out of their 
dairy products. They made cheese compete 
against cheese for the buyer, instead of making 
buyer compete against buyer for the cheese. 
They dumped against each other and helped 
break their own basic prices by dumping that 
cheese. Eventually somebody told them that 
what they had was cooperative manufacturing; 
and that they had never begun to merchandise. 
in the control of flow of the supply of the crops 
grown by him. 
* * * 
You may say, why is it necessary to have one 
kind of organization for the farmer which is 
different from the kind of organization which 
we have in ordinary business? Since men think 
in terms of economics, I will remind you that 
all our modern industrial development is built 
up on group production. The old cottage 
system of home manufacture was abandoned 
over four generations ago. Then men began 
to build their stuff in factories. And because 
they had to have big factories and machinery 
and lots of raw material and payrolls, they 
needed money to carry on this group produc¬ 
tion under the factory system. So what did 
governments do? They set up the artificial 
thing called a corporation, so that men could 
put their money together for group production 
under the factory system and still have limited 
personal liability. A corporation is simply the 
means of enabling a group of men to carry on 
a group production through group capital. 
Then corporations got so big that they had 
to issue stocks and bonds to get outside money. 
They appealed to people not interested in that 
specific commodity but interested in making 
money out of money. They sold stocks to 
people in distant cities who did not care about 
the shoes or ships or chairs the factory made; 
but. who wanted a secure percentage on their 
money no matter how the money was used. 
So group production and group capital led 
straight to group finance. They then walked 
directly into group marketing. 
Marketing is always a group problem. You 
can not market a thing under the sun intelli¬ 
gently unless you know what the other man is 
producing and what the absorbing power of the 
market is at any given time. These things de¬ 
pend on the other fellow. Marketing or dis¬ 
tribution is a group problem, and normal 
industry went straight into group marketing as 
0 Continued on page 321) 
