The Algona Upper Des Moines from Algona, Iowa on April 11, 1957 · Page 21
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The Algona Upper Des Moines from Algona, Iowa · Page 21

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Location:
Algona, Iowa
Issue Date:
Thursday, April 11, 1957
Page:
Page 21
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Algonq Upper Des Moines " Good Neighbors" -T Feature Page Wins National Magazine Recognition EXCERPTS FROM "FARM IMPLEMENT NEWS" EDITORIAL PAGE: By £. j, Baker, Jr., Editor aad Publisher "An opportunity was presented recently to study the effect of companion - line merchandising linked with farm equipment, not by a single example, but by a group of implement dealers in a single community — Algona, la." We were triggered on this by a group good-will advertisement run in the Algona Upper Des Moines — local weekly newspaper — underwritten by a score or more of retail service organizations in Algona, each of which occupied space at the bottom of the page, with lines and services indicated." "Among these were five implement firms, and four of them listed one companion line or more in addition to farm equipment." "Here was an opportunity .to make an analysis of merchandising diversification where single individual apti- tude could be ruled out by general application of principle." , » "So we tore out the ad from the Algona Upper Des Moines, sent it to Contributing Editor Al Nelson and asked him whether he would go to Algeria and make a survey of companion lines, with no other ax to grind than to get the facts." "This he did. Farm Implement News is highly satisfied with the report, in part because it confirms our prior beliefs and more because it isolates the many factors that affect companion-line success and evaluates each individually, for good or not so well. Store location and double vs. single bases of operation are examples, with each 'side of each argument, you might say, proving out on the books in Algona." "To the sales manager and branch manager who would prefer that his franchised dealers devote practically all their retailing effort to his \lines and begrude sharing it with some organizations outside this field, we ask each to recall that his own company may be a striking example of prpfit in diversification. Few producers these days make a single line of tools — plows, harvesters, wagons — as once was the case." "Companion lines, well selected, after keen consideration, and appropriately, capitalized — those which are of the character that the dealers' customers are already buying from more distant or less gracious suppliers—have demonstrated in the Algona case study that they lower overhead, increase volume, level sales curves and return a profit^ in proportion to the capital and character devoted to them." "Al Nelson has presented the facts. They are, worth study by every member, of the industry 'who, seeks knowledge of what the future has in store."- • > : ARTICLES REPRINTED IN BRIEF ABOVE AND TO RIGHT APPEARED IN MARCH 25, 1957 ISSUE OF FARM IMPLEMENT NEWS MAGAZINE THE "ORIGINAL" FARMER-BUSINESSMAN UDM FEATURE 'Farm Implement News' Publishes 6-Page Feature Article On Algona Implement Firms EXCERPTS PROM "FARM IMPLEM ENT NEWS" FEATURE ARTICLE By Al P. Nelson "Has the time come for the average implement dealer to add companion lines in an effort to provide a relatively steady flow of sales over a 12-month period?" !.-• ' £ .' "Four out of five farm implement firms of Algona, Iowa, a thriving agricultural community of 6,521 population, think so and have added a variety of companion lines in recent years. In fact, a few of the firms have had companion lines for many years." "These four firms, Bradley Bros.. (Allis-Chalmers, Massey-Harris, Oliver and Gehl)> Algona Implement Co., (International Harvester); Taylor Implement Co.; (Case, New Holland); and Ernie Williams (John Deere) did an aggregate volume of about $2,650,000 during 1956, which , is sizeable for 'any agricultural area in the nation." x t "Of this $2,650,000, approx- , imately $742,000 can be credited to companion-line sales. This averages out at 28 per ' cent." "The companion lines handled by these four dealers include automobiles, motor trucks, tires/ ^appliarjces, feed and fertilizer. Two of the dealers who tried adding automobiles as companion lines have discontinued them. At the present time two dealers — Taylor Implement Co. and Ernie Williams — handle new and used automobiles and say they are making a profit on these companion lines." Your Farm Implement News reporter spent several days in Algona visiting implement dealers, inspecting their quarters, talking with Chamber of Commerce officials and agricultural personnel, about trade building, service and farm problems." "General trade trends indicate that while Kossuth County in which these implement firms operate is said to be the largest in the state and contains some of the best soil in the nation, still the trend toward larger farms is resulting in fewer farmers, according to implement dealers." "Many small farmers are selling out, principally to farmers who already have large farms. Does this decrease the market for implements?" "It does somewhat, at least for the present. However, the farmer who acquires more land is going to need more implements to till the soil, and because he has a large operation he will usually 'pay his bills on time, whereas the harrassed smaller farmer may eventually become a collection risk." ' . » . f \ "The larger farmer, too, is very likely to be a better customer for all the related tools and merchandise which accompany a farm dealership. And the larger farmer, too, will spend more money on his farm buildings, on the farm home, including kitchen and appliances, and he .will very likely have two late model automobiles." "Time will tell, after this farm consolidation is nearly completed, whether the total implement purchasing volume of large farmers in this area will equal or exceed what is now being sold to a larger number of small and large farm owners." "Algona implement dealers say this is the period when the establishment of profitable companion lines will enable the aver-age implement dealer to weather the storm, so to ; speak. It will also lay the groundwork for future increased sales that Can come from tapping companion lines sales potentials in the local area." "The dealers interviewed were frank to admit that their operating costs had gone up steadily during the past few years, even though companion lines had been added and some overhead spread." . '/We did just about as much dollar volume in 1956 as in 1955. one dealer said, but we made less profit due to rising cost8._But_we_are_BtUl _. making a t profit, and ^we hope the profit trend will rise from now on. Farmers are buying again, vbut you have to work harder for a deal. But, with us, new machinery sales are ahead of January of last year, and this encourages us." How 'Good Neighbors' Page Was Created Zekan-Robbins Good Neighbors Originated Here For a period of the past nine years, the Zekan-Robbins Company, a firm of low altitude aerial photo specialists of Harlan, Iowa, has served weekly and daily newspapers and farm magazines with their unique product. Publishers and editors in 38 states now employ their services. Using special camera equipment, and with a special flying technique, Zekan-Robbins pilots and photographers "get pictures" of farmsteads that have been .termed the best in their field for clarity and beauty. The firm also has a staff of colorists, who can convert the' phuto of any farm taken into a picture of amazing natural beauty, with" colors of buildings faithfully reproduced. Late last year, when the Zekan - Bobbins Company prepared to launch a new feature entitled "Working Together To Build A Better Community", they wanted to select one "pilot newspaper 1 in which to start the project, and tq work out *h» details of the presentation. After study of various newspapers, they selected the Algona Up- pes PQS Moines. While representatives of the company were here working with member* pf the newspaper staff, the aerial photo program proceeded, and a constant check was made to make certain top quality was maintained throughout' According to Willard Robbing, lu-ad of the; company, Algona w;is chosen for a combination of reasons. First, the farmers of the Algona trade area, he stated, are recognized as unusually progivs- .sivo tine! their farm building toy iiix- pai'Uculudy PHOT RUSHENBERG ANP A £ RIAL PHOTOGRAPHER NIEIS6N How the aerial picture! at Kosfuth County farm* being featured in the Algona Upper Oes Koines "Working Together To Build A Better Community" series wetfe taken is shown w the above photo. Gunner Nielsen, photographer, and Alvin Rushunberg, pilot, for the 2ekan-Robbins Company of Harlan, Iowa, look the photographs using war-surplus aerial cameras as shown above. Nobody knows whose farms werej?hQtogrephed,.not^even^the piljjijanjTphotographer, until readers of this*newT- paper identify the farms when they'are published intWs~ paper, A^lsirjce"~at"a!oy l ~of the" farms pictured indicates that farming is a 'big business' in Kossuth County. In taking the pictures, the photo-plane flew back and forth over the county, covering 900 air miles, and descending to proper l 2JSi s to ** cuw the m ° 8t a «u*al e farm photes Jbrom the air. gekan-Bobbins are pioneers in this adventurous and unusual enterprise. and substantial. Also of importance, Mr Robbins added, was the fact that the AJgona Upper Des Moines is known to be one of Iowa's leading weeklies, receptivo to forward-looking ideas. Basis of the idea for the 'Good Neighbors' feature, said Mr Robbins, was laid in the fact that as a way of life, the businessman on the farm and his neighbor in town have the same interests today. They shave the problems Slid enjoyment of the same clubs, churches, schools and community efforts. "We had considered this idea to* a long period ot time, added Mr Robbing "and we felt after this wnswbprfttion that a feature cembiJjjyii the story oj the builMttsnftn in town with thy ef tb» businessman on the farm would have considerable iniewi to all readers of a newspaper, and also- in its own way. would tell the important story o* "wojrkiag together" ~ of how much one depends on the' oihir. In brief, the businessman* in towa needs the farmer, and the businessman on the iarm needs his town friends — together they 'can go places'." iu lurlhoi' t$pl<utung the de- velopment ot his firm's idea, Mr Robbins stated that "our choice of a pilot newspaper to handle the origination of our proect proved to be the right one. Our representatives were very favorably impressed in working with members of the Algona Upper Des Moines to launch our idea, and were appreciative of the help given them by the Upper Des Moines folks in ironing out details of the project. In addition to that, I want to emphasize that WQ were also impressed, on contacting them, by the very general high caliber and modern standards of Algona business heads. WS had heard that Algona was a very good business town, and irvtimate contact with many Al* gona businesses certainly proved out that statement, concluded M,r Robbins. Iri the months following introduction of the Zekan-Robbins feature here by this newspaper, Q Harlan company has introduced it in many other communities throughout the nation, using the Upper Des Moines presentation as a "sample." Thus, in one way, the name of "Algona", with the feature's participating business firms, has been and is being carried to many distant points. At the present time, Zekan-Rob- bjrjs representatives are introducing the aerial photo feature page in several southern states, including Mississippi,' Louisiana, Alabama, and Georgia. The firm is. requesting several hundred reprints of this page, carrying the Farm Implement News recognj- tfqn, for use in acquainting southern publishers with their idea. According to wold received from B^JSipfe i&e Htrtv* firm has b*#n pjwuantiy surprised by the national recog- fciticia given the project by the magazine farm Implement News- and the firm has ,-^sent eon«»tul»tio*vs to the Jive local firms featured in the mapjiae article. 'Farming Is Big Business', Says Willard Robbins "Working Together To Build A Better Community" is ap appropriate theme today because more and more proof is evident that people in the country and people in town are facing the same problems and can solve them best by understanding each other and 'sharing the work and the rewards of community end area building. # Perhaps there was a time when, figuratively speaking, a barbed wire fence existed around the perimeter of towns and pities in agricultural areas, setting them apart from their- farm neighbors. But today the bpundary where the town leaves off and where the f?»rni begins is becopiing increasingly hard to distinguish- Farmers todjay have a big investment in 'land, livestock, buildings and machinery. More ofien than not, Jhis ecfuals or exceeds the investment of somp business neighbors in town. And more and more.l farming is becoming a, business with problems of buying and sellling^, cost finding, inventory, "tastes, labor, markets, etc., so, complex that only a good "bwsineasmjjjin", on the farm, can succeed. The businessman'^ in town has same problems; — and he that to fe&M hia bua- ho must pfovipU? the service to his customers who are farmers and towns' P*ople • - • Farming in any community is bog busings J > ' Here Are 5 Of The Twelve 'Algona Pictures' In The FARM IMPLEMENT NEWS Magazine Article ALGONA IMPLEMENT CO. ALGONA FLOUR AND FEED CO. BRADLEY PROS. ERNIE WILLIAMS JOHN DEERE TAYIOR IMPtiMiNT CO. Complete Magazine Article On Hand MML- ""*• *» "*" "'^ " w»«iW-»..f»Mi, < , i - «FT "•" . . jf • MjpMpMf * ^ does 004 permit u* i« rep^uc* i» |vjU ih» amojte published i»* tfce-Majch 2$ issue ol Ftm wagasine, excerpts from which ajre gi»e» on tW* f£jE*W 9l tip national magazine are available tor uTlbj livs Al gflw f iioi* i^twted, A itw copi«« ut for i(t*ding ^y «nyoae i»te*este4 *» the Algona

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