"There is so much to learn about farming in any community that one man cannot hope to learn it alone. The experience of the community is of the utmost value to every farmer. Different men try out new varieties of crops, new machines, different breeds of animals, different methods of raising crops, different methods of building construction, different ways of saving labor. Each man gets the 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