The Yale expositor. (Yale, St. Clair County, Mich.) 1894-current, 1913-09-11
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REACHING THE
RURAL COMMUNITY
Retailer Must Help Increase Buy
ing Capacity to Enlarge
His Business.

A town don't stop at the city limits,
either in the civic or trade relations.
The outlying community plays an i'm
portant part in the circulation of
money in the town center. Retailers
in the small towns have in the past
particularly lacked in getting the
trade in the outlying districts. A great
corporation of implement manufac-
turers have taken up a work in the
proven successful to degree far be-
yond their expectation. Their slogan
is Cultivate and Educate" They are
teaching the farmer how to select bet
ter seed. how to better cultivate his
field and the most profitable crops
which he can grow for his immedi-
ate market They have sent corn ex-
perts such as Professor Holden into
the backward states. They have run,
aided by the state, special agricultural
trains in charge Of staff OF lecturers
IN agricultural subjects. The enect
OF these lectures has been felt in the
interurban and rural districts. The
productiveness of the farms has in
creased. The quality OF the crops has
been bettered. There has been less
waste and more money 10 spend.
There is a saying that the more money
a man makes the more he will spend.
1t is as equally true of the farmer as
OF any one else. The retailers in all
lines are bound to feel the results OF
any education given the farmer in his
agricultural pursuits. Therefore, ii is
up to the retailer to join in with the
movement and to become a part OF 1t.
There need be nothing philanthropic
about it any more than there is any
thing philanthropic about an invest
ment. II is easy to win farmers over
provided they have the money TO
spend
That's why it is up TO every retailer
to help increase the farmers buying
capacity. This is the age of service.
The percentage OF business which
comes to man unsolicited is growing
less and less every year The retailer
must rush out from the narrow con-
fines of his small SURROUNDING COM
munity into the greater fields which
lay beyond it. The question arises
in the mind Of the retailer, how may
| reach the rural population If | deem
il profitable? / cannot afford to spend
any great amount of money for their
education along agricultural lines.
The expense must not fall upon any
one individual. but it must enlist the
whole heart and enthusiasm OF mer-
chants who are public spirited enough
TO help, for they have no chance to
lose and every chance to gain. 1t
must be a spirit such as has been dis
played in the booming towns OF Al
berta and Saskatchewan where each
one works for his neighbor, and find
their profits swollen by il in the years
reckoning. The movement for self
sustaining communities Is on the in.
crease. Now that a new plan is -four
fishing, with its present growth it
should, in the future, offer a fruitful
increase per capita wealth. We are
not preachers or prophets, yet every
thoughtful merchant will sooner or
later come to a realization that this
movement, now in the infancy, will
some day reach enormous proportions.
Why not build now for the future?
Why not be a step in advance OF the
times? The trailer the man who
looks behind, never has travelled the
road to success as rapidly as he init
mated. Then let each of us be one
IF tho laa dprs inefpad of ono 81 tho
trailers, and take time to give this
matter the thought which it deserves.
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