The sun. [volume] (New York [N.Y.]) 1833-1916, 1915-07-04

II VIC u toh SOihS w 49,
only but organize u foreign trade,
with all the indispensable contribu-
tory activities implied, South America
Is entitled to first attention.
In 1918 the OF Latin
America totalled nearly three billions.
Imports were 1902 s 1853: exports
were 1851 .655.O49 greater. A healthy
favorable balance" not excessive. a
drain; with a dazzling development Of
In prospect to support its
growth: rich mines. millions of acres
meant for omniterrestr'al sranaries
and millions more of pasturace to sup
port the carnivorous lord of creation;
vast areas of forest. coffee enough for
two continents and sugar to sweeten
IL. In the first half of his book DIR.
Aughinbaugh surveys. country by
country and with statistics. the trade
opportunities Of Latin America; the
second half Is the characteristic and
more interesting one.
II Is not by accident hat Germany
has enjoyed the fruits Of leadership in
with South America; no
military campaign was ever planned
with more e%xactness of detail or car
iitu but IIvIt NSteIltl itdilN lIltu ilfIS
In this commerce.. which began after
the F'ranco-Prussian a First. the
Government commission. establishing
.se entente. Ttcn. ofncials q trade
bodice. Hcr-er Prcsesscren a~d writers
in economies. studying and reporting.
Americans are reluctant to plant
banks where they mean to trade. but
Germany made credit relations the
first object of inquiry. The home land
is plastered witi printed matter intro
ducing South America to Johann and
Adolph. Commercial schools begin to
specialize in the teaching of Spanish
and Portuguese. Students are drilled
in Latin American methods and
etiquette. Emigration Is q ged.
co'onies are established Chile is full VI
Kultur. Peaceful penetration with an
eye to no mere conquest but to
assimilation:
The real ambassador Of commerce, the
travelling man, courteous. familiar with
trade customs. national mannerisms. and
speaking both Spanish and Portuguese
perfectly. was on the scene early. paying
particular attention to the demands OF the
merchant. II q certain style Of cloth was
too wide. the obliging German made Il Of
the dimensions required. II the color was
too subdued for the aboriginal customer of
the native merchant. the pattern and pig
ment were changed to sui; the buyer.
No attempt was made to force
the storekeeper to adopt the customs of
Europe In anything, but stress was laid on
the fact that their only objec, was to
oblise In every way the buyer.
That Is the way To get repeat
arla~, ~l.- c- 80,
with f1nesse; hut he far outdoes Yam
kee 'shrewdness." Americans have
lost much business in South America
by offering something just as good"
The last step in the process was the
development of the German merchant
marine. But that subject as applied
to American conditions in too sad to
dwell upon.
British participation in Latin Amer
lean trade. second only To Germany's,
rests upon her Investments in local
n national securities. her leadership
in constructive enterprise. building
railroads. dredging harbors and lining
them with docks. France, II may he
fair to say. caters particularly to the
demand for Injuries. Spain and Por-
tugal trade upon the loyalty OF their
transplanted citizens. But Germany
has gone straight to the individual citl-
zen and created In him the made in
Germany" appetite. even while bow
ing to his original p~rejudices. An
American manufacturer sends a man
TO Brazil with snowploughs. Eng
land gives six months credit says
"A merchant to the German salesman.
MY people will give you eight" re-
plies the German: and gets the order.
The German speaks To his prospect
in that gentleman's own tongue. and
initiates his courtesy and gentlemanly
manner. The North American-who
has to combat a most unfiattering and
hampering reputation Of Yankee
shrewdness. carefully cultivated. the
author says. by his European competi-
tors-well. DIR. Aughinbaugh tells of
one who in the dining room of the
best hotel in Lima endeavored to make
known his wants by pointing at the
menu. squealing and granting: Il was
trying to tell these burned fools
wanted ham" Less crude perhaps but
no more sensible is the expenditure by
some firms of large sums on printed
duNtTllsllk LOT tII'HldlloH III 'ouiltllfs
where the ratio of illiteracy may run
as high as So per cent.
DR.. Aughinbaugh's details OF bust,
ness between the lands north and
south Of the Panama Canal will open
the eyes of business men, even a
those who have had considerable en-
perience In that trade, And for his
Excellency the general reader" there
is in these pages an easily separate
abundance of enlightenment on the
human" side of our interesting
%neighhors on the south.
, Blu, II is regrettable that those VIII
speak with such authority In their
premises as this author does should
neglect. for whatever reason. to pound
the senseless legislation that drives
the American flag from the seas.
Essays for the C~OllcRlnn.