Carson City daily appeal. [volume] (Carson City, Nev.) 1907-1930, 1915-07-28
BOTH ENDS AND THE MIDDLE

The Ket9ler-the Newspaper-the Consumer.
There you have i-both ends and the mddle-and the three work
ing in harmony should make any community prosperous.
The n cannot prosper without the other, and neither a meet
with success without the cooperation Of the other two.
Therefore, o 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 OF
peace, prosperity and happiness-or W e may just drift along with the
tide, pick up the crumbs that are thrown r way, and grunble because
the Lord provides for others and apparently forgets or 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 res is up to w.
If we make the best Of that which He has given us we will soon
become prosperous and happy and c0ntened-a people enjoying to ne
But if we neglect the gifts with which He has endowed us the pen
atty of failure will fall upon our W shoulders-the responsibility Will
be ours alone-the commercial stagnaton of our common community
will be the natural sequence of III short sightednea"
No community will prosper without the presence of a variety OF
stores. shops and other marts OF commerce and trade. They are a acc
essary as the ground that w till and the SUN and rain that produce
our crops.
No store or shop al survive without the loyal support of the
munity-the whole community.
The interests of the retailer and the consumer are n n common
the success of the me depend upon the corporation OF the other.
But these two interests that should be working in harmony are
often o. wide apat-separated by a yawning gulf of indifference and
neglect.
And the body poitc-the community IS 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
Detween-t is HI medium ot carrying tn message from tn merchant
to the consumer.
The consume reads the paper and if he ses nothing in its adver-
Using columns of which he stands in need it is but natural that in many
cases he should drift to other points for his wares
The local business mar is forgotten simply because he does not ad-
vertse-because he is slower than his ut OF town competitor.
But if tn merchant is alive to his opportunities, if he uses the adj
vertsing columns of the paper to bring his goods o the favorable at
tenton of the buyer, then he is meeting competition, is making a.
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 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 thai
advertisement happens to be al 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 wo 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 as the middle, and if all will. unite in the common cause there Will
be but n verdict-prosperty.
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 retaner?
Will he send that message for which the consumer is waiting?
Or will he remain passive and let stagnaton become the common
lot because the message is lev told, because the community cash
floats II to other points? He will render the final verdict.