ADVERTISING 
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classes is a waste of money, for they have 
neither the means nor the desire to indulge in 
such extravagances. Very naturally the great 
demand among these people, as it is among 
persons of this class elsewhere, is for the neces 
sities of life—cotton goods, textiles, patent 
medicines, shoes, farming implements, hard 
ware, machinery, tools and the like. These 
are the things required by the farmer and the 
laborer who make up the greater proportion 
of the world’s population, and perhaps the 
very best way to reach them is through the in 
fluence of the middle man, the jobber and the 
local storekeeper. Of these three, the village 
merchant is by far the most important with 
the masses. He is always a man of standing 
in his community. He is invariably respected 
and looked up to. His word among many 
amounts to law—his judgment final. He is 
the moneyed man of the neighborhood. He 
carries the peons on his books—helps them 
along in hard times, and when crops are short 
—extends credit when he thinks it wise to do 
so and curtails it when proper. He is there