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

fe Retsner-the Newspaper-the Consumer.
There you have it-boh ends and the middle-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 his community 1t becomes
o os p~amo" .n ny ~ n~osct 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
tide, pick up the crumbs that are thrown our wy, and grumble because
the Lord provides for others and apparently forgets u existence.
1t will be as we make it-no other way.
The Lord has provided u S with intelligence and health energy
and the power to accomplish things.
With that His work is done and the rest is up to u.s.
If W e make the best of that which He has given us we will soon
become prosperous and happy and contented-a people enjoying to he
fullest OF les blessings.
But if we neglect the gifts with which He has endowed us the pen-
atty of failure will fall upon u own shouhers-the responsibility will
be ours alone-the commercial stagnation of common community
will be the natural sequence of III short sightednes
No community will prosper without the presence of a variety OF
stores, shops and other mars OF commerce and trade. They are as nee
essary as the ground that we till and the III ram IA proou's
No store or shop can survive without the loyal support of the COM
munity-the whole community.
The interests of the retailer and the consumer are n in common
the success of the depend upon the cooperation OF the other
But these two interests that should be working in harmony re
often to wide apart-separated by a yawning gulf OF indifference n
neglect
And the body polhic-the community as a Wholesalers, and stag
mates, and withers, 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 ego
between"-t is the medium of carrying the message from the merchant
to the consumer.
The consumer reads the paper and if he es nothing in its adve7-
Using columns of which he stands in need lit is but natural that in many
cases he should drift to other points for his wares.
The local business man is forgotten simply because he does not ad-
serhse-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.
tention OF the buyer, then he is meeting conn etiton, is making an
effective bid for the home trade, and invariably achieves prosperity
Men OF brains realize that it is to their individual interests t.
foster their w 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 we'll written advertisement, and if tina.
advertisement happens to be al out of town concern using another
paper, then it is generally the out of town retailer who gets the bust
less
But the remedy should be applied.
The two ends and the middle should get closer together for tne
common good of the community.
The local retailer and the consumer are the two ends, with this
paper IS the middle, and if all will mite in the common aus there Will
be but one verdict-prosperhy.
This paper stands willing t do its part.
The consumer is willing to do mis- parts waiting for the message
from the retailer.
Our advertising columns will larry the message.
But what of the retailer?
Will he send that message for which the consumer is waiting?
Or will he remain passive and let stagnation become the common
lot because the message is eve told, because the community cash
floats out t. other points? He will render the final verdict