12  SELLING  LATIN  AMERICA

were  to  raise  their  standard  of  living  to  that
of  the  United  States  at  the  present  time,  it
would  be  the  equivalent,  so  far  as  market  possibilities ­
  are  concerned,  to  creating  three  new
Americas.  Each  day  sees  some  progress  in
this  direction,  and  with  it  a  desire  for  more  of
the  comforts  of  modern  civilization—for  more
of  the  things  which  go  to  make  up  the  full  and
complete  life.  This  means  employment  for
their  people—civic  progress—and  prosperity.
Their  markets  are  easily  reached,  the
merchants  willing  to  buy,  our  producers  capable ­
  of  providing  the  things  they  require.
Their  first  orders  may  be  small,  but  they  become ­
  enormous  buyers  when  they  find  the
article  adapted  for  their  needs.  The  European ­
  marts  which  might  have  supplied  the
things  these  nations  require  in  their  growth
cannot  do  so  for  a  long  time  to  come,  thus  giving ­
  us  an  ideal  opportunity  to  capture  these
markets  and  at  the  same  time  introduce  American ­
  methods  throughout  the  length  and
breadth  of  the  land.