Audubon County journal. (Exira, Iowa) 1884-1993, 1921-06-09

and skunk traps and lot of other odds and ends
The other merchants of the town predicted ruin
for the youngster. So did the banker of the COM
munity
He'll never be able to compete with the city
Stores" he said.
But the young merchant surprised them He
sent letters to list Of prospective customers
The women's wear was sold in two weeks
From that time on he gradually turned the ola
general store into women's and childrens store
He did not specialize on clothing But he limited
his stock to those things in which woman Is
naturally interested-clothing and house furnish
ings and groceries.
And he advertises. That is one of the main rea
sons for his success The town alone could not
support his store. One new business idea he uses
is very effective He has appointed "agents" III
the surrounding small towns Their work Is to
report to him weekly, on printed forms, any III
formation that will put him in touch with new
customers. II girl becomes engaged, or q couple
is married, he knows about it, and is after the
business that usually results from such events.
He knows also whenever new house is ouiit'
or old house is remodeled q new family
moves into his territory.
In seven years this young man has built up
business that is known for miles around. Sew
enty-five per cent Of his business is done with
farmers and their families, who drive or motor
in from points fifty miles away. That is the rea-
son why, during the past year, he has been aDe
to do business Of more than $7SO,OOO IN town
whose population does not run much over 2'9oo.
Hundreds Of small towns hold similar oppor-
tunites for young men. If ever there were golden
opportunities" small-town merchandising holds
them today. For American farming is fast becom-
ing mighty fine paying business. Wealth is ac-
tually increasing faster in the rural districts an
in the cities. And the American farmer and his
family are no longer satisfied to exist on the very
barest necessities Of life. They are buying lux
o,,lo In lore u
introduction of electricity alone into farming COM
munties is creating tremendous demand for
electric churns, washers, irons, fans and vacuum
cleaners. Water system, porcelain sinks, wall
paper, paint and varnsh, better house furnish
ings-these only few of the things that are
selling heavily in the rural districts.
An expert has figured that the American farm
market has wealth of $S0,000O0O,O0O Part OF
that market is around you The chain stores are
spreading out from the cities. The mail order
houses have secured quite a hold on the farmers
trade But if you decide to build up business
in your community you need not worry over their
competition. The mail order houses give no bet
ter values than 1t is possible for local merchant
to give. And woman always prefers u
trade with friend whenever that is possible. The
young with capacity for friendship and
goodly share of brains and energy has every as
Surance of success in small town merchandising.
But merchandising is only one Of several fields
in which the small town offers excellent oppor-
tunties
The president of one Of our big Pacific coast
banks devotes an unusual amount of time to the
development of his employees One day he called
two clerks into his private office.
II believe" he said that you two young mel
are going to make good at banking. But you need
q little broader experience with banking problems
than your work here affords YOU In big place
like this, you know you are liable to lose your
sense Of perspective.
81 have made arrangements with two of our cor
RESPONDENTS There is job awaiting each OF
YOU in country bank. On these jobs you will
be called upon to do little Of everything You
will become banking factotums. When your edu
cation is completed there is an executive position
here for each of you. You have a week to thini
1t over"
The Young men thought we'll of the PROPOSE
tiop. and disappeared into the bushes" But the
p.asidents plans went awry. Neither man re
turned to him. One wrote him q long letter II
which he listed some Of the advantages OF
sInall-town job over city job-the cheaper llvlnl
cost the more healthful surroundings and tn
chance to make more Intimate friends The othe
nan. in a telegram, quoted Caesar, according t.
Iongfeow: Better be first in little lberia
village than second in Rome"
There are something like thirty thousand bank
IN the United States More than three-fourths Q
these are situated in towns OF less than ten thot
sand populatlon 1t Is in these small-town bank
tbot many of our future banking leaders are bein
formed, for here new idea In banking is bein
developed.
AS one banker has said, 1t has been found goo
business to take interest in people as we'll as frol
them. In other words. the bankers OF the countr
are going out OF their ways 10 help li'e' e'ieA
to grow richer.
/ could mention many instances of the rise
young men in the banking world because OF the
ability In this direction. But space permits OF on
one.
In certain Eastern farming community thel
WERE a few years ago. two banks They wei
very strong competitors. A young man in one
the banks said to the cashier:
"There is just so much money In this colnmunit
Both banks here are falling over each other. tr
ing to induce farmers to bring their business
them. We have II great many good accounts {
ready Why not roll I'D our sleeves and help o.