For rural Americans, the debate over establishing a parcel post evoked all the hopes and anxieties associated with the expansion of mass society at the turn of the century. Parcel post, today an accepted and seemingly inconsequential government service, was originally seen as a linchpin in the emerging industry of mass culture. The media of mass communication advertised products and ran stories acclimating readers to a consumer society, thereby encouraging demand for mass-produced goods that were distributed, finally, by parcel post. Opponents of parcel post foresaw a decline of small towns, a centralization of production and distribution, a disruption of the ‘natural’ relations among labor, retailers, and consumers, and the aggrandizement of urban culture. At the other extreme, proponents claimed that parcel post would increase consumer choice, reduce the cost of living, and bridge the widening chasm between urban and rural life. Thus, the simple act of carrying a parcel from Chicago to a farmer's lane became freighted with a panoply of issues agitating the nation.