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EVENING LHPGEB-PBILADEEPHIA. FRIDAY. JUNE II, Ml
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FOR THE WHOLE COUNTRY
The second of four advertisements descriptive of The Country Gentleman
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The advertiser's method, of developing a national market has
changed in recent years.
The old method was to scatter publicity broadcast The mod
ern method is:
(1) Decide how large the market is, and where located.
(2) Select a few publications of large circulations, well dis
tributed so as to reach a maximum of the actual market.
(3) Concentrate all the force of the advertising in big, powerful
blows in these few mediums.
The use of this intensive, economical and productive method
to reach the national farm market has been made more practical
by the rise of The Country Gentleman combining the two
strengths of (a) national scope and (b) frequency of publication.
A weekly national farm paper was not only unknown but was
'believed to be impossible until The Country Gentleman proved
j otherwise. It was said that only a sectional paper, or one special
t jizing on some one phase of agriculture, could succeed.
That dictum has been refuted by the success of The Country
Gentleman during the past four years on the platform of
1 ' A country publication for the whole country.
The Country Gentleman systematically searches out the most
up-to-date methods wherever they may happen to be in operation,
and carries the news to farmers in other localities who have similar
problems.
Jones, of Oregon, grows Hood River apples, and is making
large profits yearly.
He must watch the pests, the problems and the probabilities of
apple-growers everywhere. For, though they may differ from his
own, they will surely affect him in some waythis year, or next, or
perhaps even more remotely.
He is investing his profits and some borrowed money besides
in larger orchards and better equipment.
Banking on the future as he thus does, he must know about
the vast acreage being planted in the East, must be able to estimate
the quantity and quality of Eastern apples a few years hence, and
their influence on his markets.
The potato-grower of Aroostook needs to know about the
methods of potato men in the South. The ranchman of Texas must
follow the activities of breeders in the North. The diversified
former of the Middle West wants to watch what is being done by
specialists in each crop in many sections. Progressive farmers
everywhere have this same need for a wide outlook upon the par
ticular branch of agriculture in which they are engaged.
So, too, all of these men have dozens of problems which are
not specialized, but general. They have the same need for ideas on
marketing, farm finance, bookkeeping, insurance for the news of
public affairs which affect the farm, for suggestions about com
munity life, good roads movements, the rural school and church.
Their wives have the same need for recipes and sensible clothes
and housekeeping hints.
All of these people, wherever they live, whatever their crops,
can profit by the experience of people elsewhere. They need a
national farm paper.
Nearly half of the farm land in this country is controlled by men
not actually living on the land. The absent owner needs a national
farm paper. ' '
Every year more than 500,000 farmers move on to some other
farm. The man who is in Iowa this year may be in Missouri next
year, raising an entirely different crop. This man needs a national
farm paper.
The Country Gentleman works on the same principle as the
United States Department of Agriculture. It sends men to every
section to study local conditions, and passes the information on to
the rest of the country.
An editor of The Country Gentleman in the past two and a
half years has traveled 60,000 miles, and has visited every State in
the Union, hundreds of farms and every center of agricultural
activity, has talked with every kind of farmer, absorbed the ideas of
the men that are doing big things in agriculture.
Another editor was raised in the Middle West, another in the
East. The contributors are farmers who are on the job in the East, .
North, South and West.
The paper has a Washington correspondent, constantly writing
or telegraphing the latest results of Government research. Nothing
there mat affects the modern farmer escapes immediate attention.
By such a policy, The Country Gentleman has obtained a.
circulation of 350,000 in every part of the United States.
To the manufacturer who wants a national market it offers an
opportunity to reach in each agricultural center the most prosperous
and progressive farmers.
It makes possible an attack upon the entire national market by
concentrating first upon the most responsive centers and upon the
most influential group of agricultural leaders in each of those centers.
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THE CURTIS PUBLISHING .COMPANY
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