South Bend news-times., 1921-05-27

tNOnunueu from fast 1iit u'tHtI
turned the old general store into a
women's and children's store. He
did not specialize on clothing. But
he limited his stock 20 those things
IN which a woman IS naturally in
terested-clothing and house FUR
nishings and groceries.
He studied the methods OF the
larger city stores and adapted them
20 his requirements one little de-
tai will show how closely ne studies
his business. The store IS divided
into departments. The grocery de-
partment IS at the extreme end OF
the store. Customers patrOnizing
this particular department are thus
forced 20 pass the tempting show
cases OF the other departments.
And ne advertises. That IS one Of
the main reasons for his success. The
town alone could not support his
store. Il is necessary for him 10
reach the people who live at dis
lance. and induce them 20 make Wis
its 20 the town instead OF filling out
money order applications payable 10
the mail order houses. One new
business idea he uses IS very effec-
tive. He has appointed agents IN
the surrounding small towns He
pays these agents. so long as they
remain ION the job" with cards.
good for three months, emitting
them 10 a IS per cent discount on
certain articles. Their work IS 70
report TO him weekly, on printed
forms, any information that viii put
him in touch with new customers.
II a girl becomes engaged. or
couple is married, he knows about
Il. and is after the business that
usually results from such events. He
knows also whenever a new house
Is built. or an old house is remodeled
or a new family moves into the ter
ritory.
In seven years this young man has
built up "A business that Is known for
miles around. Seventy-hve per cent
OF his business is done with farmers
and their families. who drive or mo-
tor in from points so miles away.
That is the reason why. during the
past year. he has been able 20 do a
business OF more than S7SO,OOO in a
town whose population does not run
much over 1900.
Tremendous Opportunities.
Hundreds OF small towns hold
similar opportunities for young men.
Wealth Is actually increasing faster
in the rural districts than in the
cities. The American farmer and his
family are no longer satisfied 10 eX-
ist on the very barest necessities OF
life. They are buying luxuries and
conveniences in large quantities
The Introduction OF electricity alone
into farming communities is creating
a tremendous demand for electric
churns. washers. irons. fans and
vacuum cleaners. Water systems.
porcelain sinks, wall paper, paint
and varnish. better house furnish
ings-these are only a few of the
things that are selling heavily in the
rural districts.
An expert has figured that the
American farm market has a wealth
OF $4,000. .000, 900. These figures are
so big that they don't mean a great
deal, so well come down 10 prac-
teal case. You have seen the little
raised approach at the entrance 70
a barn. 10 doesn't measure much
more than six inches by five feet
Just enough 10 clear the sill. A man
ru-hose business is selling re-enfOrced
steel for concrete recently did a little
figuring. He says that If he could
sell the steel necessary for all the
farmers Of America TO re-enforce
their barn approaches, he would
need more OF that metal than is
now used in all the office buildings
and manufacturing plants Of the
country put together.
Doesn't that give you a pretty
good idea OF the wonderful farm
market? Part OF that market is
around you. The chain stores are
spreading out from the cities. This
mail order houses have secured quite
a hold on the farmers trade. But II
YOU decide TO build up a business ir
your community YOU need not worry
over their competition. The mai
order houses give no better values
than IL is possible for local mer-
chant 20 give. And a man or woman
always prefers 10 trade with a friend
whenever that is possible. The younG
man with a capacity for friendship
and a Coodly share Of brains and
energy has every assurance Of sue
cess I'm small town merchandising
Ranking in the Bushes"
But merchandising IS only one ot
several fields i'm which the small
town offers excellent opportunities.
The president OF one OF our bis
Pacific coast banks devotes an un.
usual amount OF time 10 the develop.
ment Of his employees One day h,
called two clerks into his private Of
fee
IT believe" he said. chat YOU tw,
young men are going 90 make gooC
al banking But you need httl'
broader experience with banking
problems than your work here az
fords YOU. ] have made arrange
ments for a job for each OF you II
a country bank. on these jobs yol
will be called upon 90 do a little o
everything. You Will become bank
ing factotums When your eduCa
ton is completed there IS an exec
utlve position here for each of YOU
Ycu have a week 90 think IL over"
The young men thought well O
the proposition, and disappeare'
into the bushes" But the presi
dents plans went awry. Neither mai
returned 60 him one wrote him
long letter in which he listed som
OF the advantages OF a smail-towl
job over a city job--the cheape
living cost. the more heaithful sur
ioundincs. and the chance TO max
Iaore intimate friends. The othe
man. in a telegram. quoted Caesar
according 10 I.onEfeiIow; Bette
be first ln 2 lItfLa IherIan Yillag