Carson City daily appeal. [volume] (Carson City, Nev.) 1907-1930, 1915-05-25
BOTH ENDS AND THE MIDDLE

The Rcoier-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 nee
with success without the cooperation of the other two.
Therefore, to achieve prosperity for this community it becomes
the paramount duty Of all concerned to work in harmony-to labor to
n 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 o.
peace, prosperity and happiness-or we may just drift along with the
tide, pick up the crumbs that are thrown u way, and grumble because
the Lord provides for others and apparently forgets our existence.
1t will be as W e 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 us.
If We make the BEST of that which He has given us we will soon
become prosperous and happy and contented-a people enjoying to Tie
fullest of les blessings.
But if we neglect the gifts with which He has endowed us the pen
atty of failure will fall upon or W shoulders-the responsibility will
be ours alone-the commercial stagnahon of common community
will be the natural sequence of or short sightedness.
No community will prosper without the presence of a variety OF
stores, shops and other martso of commerce and trade. They are as nc-
essary as the ground that W e till and the sn and rain that produce
our crops.
No store or shop can survive without the loyal support of the m
munny-the whole community.
The interests of the retailer and the consume are me in common
the success of the n depend upon the cooperation of the other.
But these W interests that should be working in harmony are
often too wide apart-separated by a yawning gulf of indifference and
neglect.
And the body poHtic-the community as a Wholesalers, and stag
nates, and withers, and dies.
But there is a remedy.
And herein comes the province of the mddeman-this newspaper.
From a commercial standpoint the local newspaper is simply a ego
oetween-t is the medium OF carrying the message from the merchant
the consumer.
The consumer reads the paper md if he sees nothing in it's 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-
vertise-because he is slower than his out of town competitor.
But if the merchant is alive o his opportunities, if he uses the ad-
vertBing columns of the paper to bring his goods to the favorable at
tention OF the buyer, then he is meeting competition, is making n
effective bid for the home trade, and invariably achieves prosperity.
Men of brains realize that it is to their OWN individual interests %
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 well written advertisement, and if thai
advertisement happens to be n out of town concern using another
paper, then it is generally the ut 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
be but ne verdct-prosperity.
This paper stands willing ito 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 tine consumer is waning?
Or will he remain passive and let stagnation become the common
lot because the message is never told, because the community cash
II to other points? He will render the final verdict