Carson City daily appeal. [volume] (Carson City, Nev.) 1907-1930, 1915-09-01
BOTH ENDS AND THE MIDDLE

The Rctsler-the Newspaper-the Consumer.
There you have it-both ends and the mddle-and the three work
ing in harmony should make any community prosperous.
The 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 1t becomes
the paramount duty of all concerned o work in harmony-to labor to
common end-to protect the homes that give us shelter and to
We may make of this community a hive of industry and a realm OIL
peace, prosperity and happiness-or we may just drift along with the
tide, pick up the crumbs that are thrown u way, and grumbe because
the Lord provides for Others and apparently forgets our existence"
1t will be as we make it-no other way.
The Lord has provided us with intelligence and health and energy
and the power to accomplish things.
With that His work is done and the rest is up to u.s..
If W. make the best of that which He has given US W e will soon
become prosperous and happy and contented-a people enjoying to 1e
But if W. neglect the gifts with which He has endowed Is the pen
atty of failure will fall upon II own shoulders-the responsibility will
be u alone-the commercial stagnadon of u m community
will be the natural sequence of ur short sightedness.
No community will prosper without the presence OF a variety OF
stores, shops and other marts OF commerce and trade. They ar IS
as the ground that We till and the II and rain tina produce
u crops.
No store or shop cal survive without the loyal support of the com
munity-the whole community.
The interests of the retailer and the consumer are oe in common
the success of the n depend upon the cooperation of tine other
But these two interests that should be working in harmony ire
often too wide apart-separated by a yawning gulf of indifference and
neglect.
And the body poIic-the community as a Wholesalers, and stag
mates, and wthers, and dies.
But there is a remedy.
And herein comes the province of the middleman-this newspaper.
From a commercial standpoint the local newspaper is simply a $50
between"-t is the medium of carrying the message from the merchant
to the consumer.
The consumer reads the paper and if he see nothing in its ad7e7-
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-
sertise-because he is slower than his IL OF town competitor.
But if ne merchant is alive o his opportunities, if he uses the adj
verting columns of the paper to bring his goods to the favorable at
tenton of the buyer, then he is meeting conn ehtion, is making an
effective bid for the home trade and invariably achieves prosperity.
Men of brains realize that it is to their W individual interests to
foster their own community by trading with their home institutions.
But the eeker-th buyer-never goes to a haySack for a needle.
He follows the lure OF the we'll written advertisement, and if tina:
advertisement happens to be a out of town concern using another
paper, then it is generally the out of town retailer who gets the bust
ness.
But the remedy should be applied.
The two ends and the middle should get closer together for the
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 us there viii
be but n verdict-prosperity.
This paper stands willing to do its part.
The consumer is willing to do MS 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 waitine?
Or will he remain passive and let stagnation become the common
lot because the message is eve told, because the community cash
floats out o other points? He will render the final verdict