The Harvester World: Volume 9, number 7, July 1918

              subordinates, for, if advertising is done at all, it must be right. This is the job that presents itself week after week and that makes most merchants satisfied to do the best they can without advertising. This is the reason why so many local papers run "business cards" instead of live, timely advertising.
Now, we know that publishers of small town papers are busy men, but are they not also business men? The advertising should produce most of the paper's income. It should also produce profit for every steady advertiser. If all the merchants in town are not advertisers, the differ¬ ence in prosperity between the steady advertisers and the non-advertisers should be so apparent that it could be used as a lever to pry the non- advertisers into the paper. Local advertising will pay for more attention than it now gets from the publisher, especially along the line of help to advertisers   in  the preparation and
display of result-producing copy. A letter received this week from a country paper publisher who is alive to his opportunities tells better than we can why the country paper produces results for local adver¬ tisers. This publisher, Mr. J. P. O'Furey of Hartington, Nebraska, says "The country paper goes directly into the hands of home people who read everything in it carefully, including the ads. It enables the advertiser to take ad- • vantage of local trade conditions and tell a new story every week. It will not only get the attention of the head of the house today — it will impress the advertiser's name on the young men and women who will be the buyers tomorrow and next year. It will couple him up with the live things of the com¬ munity and make him a sharer in its progress and prosperity." Then Mr. O'Furey goeSP«n to give an example:
" Geo. Schlies of Mapleton (may his tri be increase), bought at receiver's sale five years ago, a broken-down hardware and implement business. George uses a half page ad every week in the Mapleton Press and his business in 1917 totaled around $130,- 000 in a town of 1,208 people. He contracts for a space large enough to tell his story in big, readable type, with lots of pictures to catch the eye and carry their message of detail. His copy is always seasonable and timely— not a year old."
In that last sentence is the reason, combined, of course, with good mer¬ chandising, for Mr. Schlies' success. But every advertiser cannot produce that kind of copy without help, at least in the beginning. Does it not strike you, Mr. Country Paper Pub¬ lisher, that it might be worth while to try your hand at creating a Schlies or two in your own town? When you get one going, the rest will come easier.

forefront in reducing the number of cars necessary to transport its immense production. Many compliments have been passed by governmental officials, who were familiar with these transactions, on the Company's attitude and practice along this line.
In addition to what this Company can do in early manufacturing and shipping and storing of machines needed for early spring work, now that the railroads are under governmental operation and that Director General McAdoo is surrounded by a corps of the most experienced and capable railroad officials gathered from many of the larger systems within the United States, we have a right to expect a very decided improvement in the transporting of freight. Many practices are already being introduced that will tend to increase the daily average movement of railroad cars, and as the year progresses many others will be put in use that will be of great help to the commerce of the country.
.Of course the railroads of the country, now operated as the United States railroads, are to be used primarily for governmental purposes in the interest of the prosecu¬ tion and earliest conclusion possible of the war that is upon us, and none of us desire to get in the way of this io the least degree, and it is cause of favorable com¬ ment on the part of the railroad administration officers that the shippers and receivers of freight throughout the United States are exercising such great patience and agreeing to many practices that in the past would have caused serious comment — all for the purpose of win¬ ning the war.
It therefore behooves each one of the Harvester Com¬ pany's great family who has to do with transportation in any of its varied forms, to co-operate heartily and sincerely with the government in increasing the facili¬ ties and efficiency of the railroads wherever possible.
The Next Freight Crisis


It will interest our outside organization to know that in the traffic department during the past winter there -were five and sometimes six earnest, energetic and capable men who were constantly traveling from one part of this great country to another in an effort to keep the factories supplied with raw material and with cars in which to ship the outbound goods. These are men whose praises are seldom sung, but who really are indi¬ vidually responsible for the volume of business that this Company has been able to get to its selling force during this present season. Many times our factories were at the point of shutting down, but for some par¬ ticular car that one of these good men was actually riding in, through snow and sleet and zero weather, that the factories might be kept going, and our selling organ¬ ization have goods available for the farmers' earlj^ use. I delight in honoring these men, and in singing their praises wherever opportunity offers, and while most of us were comfortably seated in our well-heated, well- lighted and well-ventilated offices, these men were out during all  kinds of weather,   undergoing all sorts of
inconveniences and hardships in the Company's welfare. And it is equally my pleas¬ ure to assure our selling organiza¬ tion and our fac¬ tory people that these men, if their lives be spared, will be just as ready ttie coming winter to undergo these hardships.