Carson City daily appeal. [volume] (Carson City, Nev.) 1907-1930, 1915-08-07
BOTH ENDS AND THE MIDDLE

The Rctoler-the Newspaper-the Consumer.
There you have it-both ends and the middle-and the three work
ing in harmony should make any community prosperous.
The n cannot prosper without the other, and neither can meet
with success without the cooperation OF the other two.
Therefore, to achieve prosperity for this community it becomes
tn paramount duty OF IL concerned to "ork IN harmonic iaDo, !"
one common end-to protect the homes that give us shelter and to
conserve the interests of the people who constitute the community.
We may make of this community a hive of industry and a realm OF
peace, prosperity and happness-or W e may just drift along with the
the Lord provides for others and apparently forgets gu existence.
1t will be as we make it-no other way.
The Lord has provided US with intelligence NJ health n energy
and the power to accomplish things.
With that His work is done and the res is up to u.s.
If we make the best of that which He has given US we will soon
become prosperous and happy and ontented-a people enjoying to 'e
But if we neglect the gifts with which He has endowed u the ell
atty of failure will fall upon our shoulders-the responsibility will
be u alone-the commercial stagnston Of our common community
will be the natural sequence of III short sightedness.
stores, shops and other marts of commerce and trade. They are as nee
essary as the ground that w till and the sur and rain that produce
our crops.
No tore or shop car survive without the loyal support of the com
munity-the whole community
The interests of the retailer and the consumer re n in common
the success of the IN depend upon the cooperation of tine other
But these two interests that should be working in harmony are
often to- wide apan-separated by a yawning gulf OF indifference and
neglect.
And the body poliic-the community a a whoe-sufers and stag
mates, and withers, and dies.
And herein comes the province of the mddeman-this newspaper.
From a commercial standpoint the local newspaper is simply a go
between"-t is the medium of carrying the message from the merchant
to the consumer. ~.
The consumer reads the paper and if he sees nothing in its adver-
Using columns OF which he stands in need it is but natural that in many
he should drift to other points for his wares.
The local business man is forgotten simply because he does not ad-
,ertse-because he is slower than his out of town competitor
But if the merchant is alive to his opportunities, if he uses the ad-
verising columns of the paper to bring his goods to the favorable At
tenhon of the buyer, then he is meeting CONF ettion, is making az
effective bid for the home trade, and invariably achieves prosperity.
Men of brains realize that it is to their own individual interests e
foster their own community by trading with their home institutions.
But the seeker-the buyer-never goes to a haystack for a needle.
He follows the lure Of the well written advertisement. and if tina:
advertisement happens to be an out of town concern using another
paper, then it is generally the VI of town retailer who gets the bust
ness.
Blu. the remedy should be applied.
The W ends and the middle should get closer together for the
common good of the community.
The local retailer and the consumer are the two ends, with this
paper as the middle, and if all will unite in the common aus there Will
be but one verdict-prosperty.
This paper stands willing to do its part.
The consumer is willing to do mis- parts waiting for the message
from the retailer.
Our advertising columns will carry the message.
But what of the retailer?
Will he send that message for which the consumer is waitng?
Or will he remain passive and let stagnation become the common
floats out to other points? He will render the final verdict.