experiences of all;
if a man is following a type of farming different from his
neighbors, he cannot hope to try all these things. He is not
likely to progress very rapidly."[24]

These advantages occur if there be a true community; i.e., if through
communication one may learn the experience of others, but in some cases
the experience is of little value because it is not available.

Finally farmers are coming to find it profitable to establish the
reputation of a community for advertising purposes. So at the railroad
station we are faced with the sign, "Kalamazoo, the home of celery." We
know of "Kalamazoo, direct to you" stoves, but we had forgotten that it
is one of the oldest and best celery-growing communities in the country.
Thus increased specialization gives very real advertising values to a
community which builds up a reputation for its products. But such a
reputation is simply the recognition by the outside world of the
character of the community. Thus ability to advertise itself is a very
real index of its solidarity, and the desire to be able to gain
advantage from advertising may become a real motive for activities of a
community, as it does with many an individual. The ability to advertise
but shows the economic value of the creation of a real community.

Common interests in the farm business form the primary bond for the
establishment of true rural communities, and the strongest of these
common interests are those involved in the problems of marketing.

FOOTNOTES:

[18] See "The Evolution of the Country Community."

[19] See Hamlin Garland, "A Son of the Middle Border."

[20] Land Tenure in the United States with special reference to
Illinois, University of Illinois, "Studies in the Social Sciences," Vol.
V, No. 3, Sept., 1916, p. 124.

[21] See John M. Gillette, "Constructive Rural Sociology" (1st Ed.),
Chapter III.

[22] For an excellent discussion of "Processing Farm Products," see
Theodore Macklin, "Efficient Marketing for Agriculture," Macmillan, New
York, 1921, Chap. VI.

[23] "The National Being, Some Thoughts on Irish Polity," p. 57, Maunsel
& Co., Dublin and London, 1916.

[24] "Farm Management," p. 98, Macmillan & Co., New York, 1913.

CHAPTER VII

HOW MARKETS AFFECT RURAL COMMUNITIES

We have already observed the influence of transportation and the growth
of markets in revolutionizing the self-sufficient farming of the pioneer
and the industrial self-d