Morning appeal. [volume] (Carson City, Nev.) 1877-1906, 1877-05-04
ABOUT ADVERTISER TIL E
CHE AND OTHER PAPERS

Ialr exchange is no TODDoIy by d iali
exchange we might mean an honest and hon
orable newspaper contemporary In one
sense we do. In another sense We mean
something else, as will appear by what follows
When the MORNING APPEAL advertises any
thing it expects to get paid for it or receive,
in some sort, an equivalent. Cord wood, po-
tatoes, garden produce, beeswax, honey,
hams, milk, dairy butter, or winter turnlps,
any of these are vastly better than nothing,
tho money in hand is preferred. SO also
if we take special pains to advertise live
newspaper we expect to be advertised III turn
This maintains the eternal balance of things
and promotes the of good feeling For
example, if we make fond, conspicuous men
ton of Bro Cassidy, Bro. Boruck, Bro. Ben
nett or Bro. Pickerings paper We expect the
MORNING APPEAL to receive like mention in
return. at the hands of those Journalists.
You tickle me and I'll tickle you has main
tanned itself as Just basis of interchange OF
goods, wares and accommodations since the
very earliest days of commerce, barter and
mutual admiration. Now it will be observed
that the APPEAL has not joined in the general
cry of denunciation against the San francisco
Chile, for it's bearish course toward the
stock market Why have we not thus vented
our hot and burning indignation! Are we aP-
athletic and callous and lost to all the finer
sensibilities of human nature and the stock
jobbing trade We think not. But we have
reason to suspect that even if we devoted an
entire column, each day, to the most pungent
and acrimonious denunciation of that pubilca-
ton we should not receive a corresponding
amount of profitable abuse in return. More
over, it may be said in parenthesls that we
have our doubts of the influence even OF the
Chile upon the stock market We think
that all markets, for horse-feed and calicoes
rs well as that for mining shares fail when
ever their customers run out OF money and
get hopelessly in debt-as the small custom
ers, the feeders of the stock market have
done Furthermore we beg to express the
opinion that if our people, one and all, rich
and poor, provident and prohigate, had not
been gambling in stocks for the last four or
five years this would have been the most OPP
ulent little city in any new State. But still
we note the admirable unanimity and con-
stancy with which the stock sustaining press
abvertises not only the influence but the cir
culation and the manifold characteristics of
the Chile aforesaid. 1t will be observed |
that we do not spell out in full the name of
that print We should be doing the Morn
ING APPEAL the I'M Justice of making 1t vehl-
Gle of gratuitous advertising if we did. If
that publication desires the wide and widen
ing influence of notice in our columns, there
must be some understanding protocol, as
it were, looking to mutually of tattery or
abuse, as the case might suggest We value
our utilization and know something of what
Mr.. E. P. Whipple calls The Economy of In
vective. We shall not waste our sweetness
nor our acerbity nor yet most common
place Indifference upon anything or anybody,
without quid pro quo-unless, indeed, We
do it i'll the promotion of the Era of Pacltica
ton or some such general good. Not even
the most scurrilous of our contemporaries
shall have any abuse of ours, gratis. The
business of advertising is legitimate one;
and we are not disposed to disregard true bust
ness principles by wasteful misapplication
of its functions, even for pay. Much less in
giving vent to a vicarious indignation
After that old war horse, Van Moltke, had
blown his bugle blast into the ear of the Ger {
man Parliament, letting them know how far