8       THE GREATEST FARM TRADE ZONE.
THE DUPLICATION BUGABOO
We clearly show that the use of all important local farm papers is economical and does not over-emphasize duplication. No valid reason can be advanced for not putting a Minnesota farm paper onto a list, other than a small appropriation.
National farm papers were not included in this compilation, because the local circulations are of first importance in any section. Some large national advertisers can ignore economical buying of space, but the average advertiser wants to buy the farm paper of first importance in the home. The local paper is of first importance and can be bought at a lower rate per agate line. "Localized circulations" admit of choosing the circulation that most effectively backs the distribution of the manufacturer, or that is most effective in meeting competitive lines. One can thus boost weak "dealer distribution" or effectively back strong dealer sections. One can thus go light or ignore drought or flood sections. For example, if the cotton territory is not right, you can wait until conditions are right when your campaign is based on local and sectional circulations. When the grain farmers are extraordinarily favored by war prices, combined with good crops, it is easy to concentrate the strongest advertising where the extraordinary profits are most in evidence. The rise of prices on five grains in Minnesota within one month 1914, added over $40,645,000.00 to the net profits of Minnesota farmers alone and gave proportionate increases to farmers of adjacent states. This condition of course invites focused advertising through mediums reaching these prosperous farmers, such as is impossible through national  circulations.
THE NORTHWESTERN AGRICULTURIST A BOOSTER
THE bulk of the material in this booklet is for the purpose of putting the importance of the Twin City Trade Zone before the eyes of the advertiser. Sixteen farm papers should be benefitted. All of these papers are worthy of serious consideration. Their consistent use will materially aid any well planned agricultural campaign to win the farm trade of this most important field. We would not be human not to differentiate the value of The Northwestern Agriculturist at this point.
The Northwestern Agriculturist does not pattern after other farm papers. It has a strong individuality and personality. For twenty-two years under the same editorial and business management, it has been teaching farmers not only how to produce but particularly how to market their products to their best advantage.
The chief end of farming is not production, but profit. The biggest problem of the farmer is not merely scientific agriculture, though that is important—it is the marketing of his crops in a fair and advantageous market.
This does not mean at all the demagogue's antagonism to middlemen; they have their legitimate function in commerce. It does not mean the arousing or encouraging of class prejudice; far from it. It simply means that so long as the Department of Agriculture certifies that the farmer gets only forty-five per cent of the price the consumer pays for food, the sober fact exists that the fifty-five per cent spread between farmers and consumers is literally and seriously "the biggest end of farming." This is the key to The Northwestern Agriculturist and its great strength with 125,000 of the most intelligent and progressive farmers in America.