SELLING TO FARMERS
Business men of the country spend 850 million dol
lars a year for advertising to reach city dwellers, but
only 30 million is reaching the smaller, rural commun
ities.
Samuel R. McKelvie of the Federal Farm Board
states that this disaproportion in advertising efforts
was all the more striking when it is considered the
smaller communities of the country have a normal
purchasing power of ten billion dollars annually.
He might have gone further by stating that no
class of prospective customers are more responsive to
honest advertising than people residing in the rural
districts.
They read newspapers more thoroughly.
Merchants would do well to give more eonsidertion
to newspapers with which to reach the rural popula
tion.