The Topeka state journal. [volume] (Topeka, Kansas) 1892-1980, 1922-06-12
SHOW TO FARMERS
President of H. S. A. G.. Talks to
Clubs at Milwaukee.
Markets Should Advertise to
Farmers More, He States.

Milwaukee, Wis, June IL. That
the crucial time has arrived for ad-
vertising to WELD an important in
fluence in assisting farmers and farm
organizations to market products, was
the statement of DR.. w. NJ. Jardine,
president of the Kansas State Agri-
cultural college, Manhattan, Kan, in
an address before the annual conven-
ton of the Associated Advertising
clubs of the World, in session here.
Mr.. Jardine poinred out that here
tofore the farmer has been acquaint-
ed only with one side of the advertis-
ing business-he has been functioning
largely a target"
Advertising has been directed gen.
erously at the farmer, because of his
recognized purchasing power. AS
producer the farmer is a recognized
success, but he has been a poor sales
man." the president added.
But agriculture is undergoing a
epochal transition. "Organization'' is
heard on every side.
They recently have learned to sell
comparatively said the speaker, ito
organize for the purpose of market
ing their products and to respect their
organizations. The American farmer
is organizing today as he never or
ganized before. Even his boys and
girls are organizing. The next gen
Grafton of farmers is going to grow
up dlItdOy SOlQ 10 the lQSd OIL organ
ization."
The first thing the farm organiza-
tions are interested in is marketing
The pioneers in successful co-opera-
tive marketing-largely fruit produc-
ers-already are recognized. National
and state organizations of livestock
men all over the country are proving
that publicity applied to the selling
end of their business, pays" Mr.. Jar
dine added.
Almost every breed of livestock
now boasts a national promotion or
gan with a selling and boosting ma
chinery carefully set up and ever run
ming. Many of these journals have
attained high rank as ma gaines and
have done much thru carefully con-
trolled publicity to further the inter-
est of the breeders and stabilized
prices
"a still more hopeful sign of agri-
cultures awakening to its opportunity
in craftsmanship is forecast in the
smaller communities. Several states.
entirely unorganized ten years ago,
every county. Other states are COM
Pletely equipped with county agent
organizations.
The Grange is a nationwide asso-
citation that has its members working
IN small units studying the problems
o. marketing as well as those of pro-
dUcing. The Farmers Union, the
Farmers Equity Union. the United
StSteS Grain Growers, Inc, and the
National Wheat Growers, are others.
There are hundreds of pig clubs, calf
clubs. corn clubs, and wheat clubs
among the younger agriculturists, and
farmers daughters have organized
hundreds of canning clubs and garden
clubs.
Here are figures that ought to in
terest you. In 1920 the number of
cooperative buying and selling organ
izations in the United States were IA
600. Sales and purchases were re-
ported by 624,527 farms. The value
Of the products sold thru the organ
iZations was S721, 615,639 and the vail
ue of the products purchased was SS4,-
615.669. Had all the farms in the
United States bought and sold on the
same proportion, the figures would
have been: value of products sold, So
EOS, 06O,316; value of products pur-
chases, 1857. 224,151."
President Jardine declared adver-
tisers have a big opportunity before
them which has been neglected for the
past few years-"that of jumping in
and helping the farmer with his SELL
ing"
81 feel that now is the Psychological
mOment-perhaps the psychological
year or period would be more correct
for you to make your advances. The
farmer is looking your direction, and
while he may not take to your ideas
as rapidly as does the business man
who has been sold to them for the
past twenty years, I am sure that
little tact on your part will ultimately
benefit Won both great