Carson City daily appeal. [volume] (Carson City, Nev.) 1907-1930, 1915-06-01
BOTH ENDS AND THE MIDDLE

The Retaier-the Newspaper-the Consumer.
There you have i-both ends and the mdde-and the three work
ing in harmony should make any community prosperous.
The n cannot prosper without the other, and neither ca 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 to work in harmony-to labor to
one m 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 may just drift along with the
tide, pick up the crumbs that are thrown our way, and grumble because
the Lord provides for others and apparently forgets u Existence.
1t will be a 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 US.
Ii we make the best of that which He has given us W e will soon
become prosperous and happy and contented-a people enjoying to 'he
fullest OF ifes blessings.
But if we neglect the gifts with which He has endowed us the pen
atty of failure will fhl upon u wi shoulders-the responsibility will
be ours alone-the commercial stagnaton OF or common community
will be the natural Sequence of our short sightedness.
No community will prosper without the presence Of variety u
stores, shops and other martso Of commerce and trade. They are as nec-
essary as the ground that we till and tn sui ram tina produce
u crops.
No store or shop can survive without the loyal support of the com
munty-the whole community.
The interests of the retailer and the consumer are n 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 poltic-the community as a Wholesalers, and stag
hates, and whhers, and dies.
And herein comes the province of the midd1eman-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 see 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 maj is forgotten simply because he does not aj-
7ertse-because he is slower than his out of town competitor.
But if the merchant is alive to his opportunities, if he uses the a-
vertHng columns of the paper to bring his goods to the favorable at
tention 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 W individual interests 70
foster their w community by trading with their home institutions.
But the seeker-the buyer-never goes o a haystack> for a needle.
He follows the lure of the well written advertisement, and if tina.
advertisement happens to be a out of town concern using another
paper, then it is generally the IL 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 w ends, with this
paper as the middle, and if all will unite in the common there will
be but n verdict-prosperiy.
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 waitne7
Or will he remain passive and let stagnaton become the m
lot because the message is lever told, because the community CASH
floats IL to other points? He will render the final verdict