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 possi 
bilities 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 cap 
able of providing the things they require. 
Their first orders may be small, but they be 
come enormous buyers when they find the 
article adapted for their needs. The Euro 
pean marts which might have supplied the 
things these nations require in their growth 
cannot do so for a long time to come, thus giv 
ing us an ideal opportunity to capture these 
markets and at the same time introduce Ameri 
can methods throughout the length and 
breadth of the land.