Carson City daily appeal. [volume] (Carson City, Nev.) 1907-1930, 1915-05-27
BOTH ENDS AND THE MIDDLE

The Rctaler-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 one cannot prosper without the other, and neither can meet
with ucces without the cooperation of the other two.
Therefore, to achieve prosperity for this community 1t becomes
o os $500 aa y !" o@o+aot ta h onss hat o;e us shelter and to
conserve the interests of the people who constitute the community.
We may make of this community a hive of industry NJ a realm OF
peace, prosperity and happiness-or we may just drift along with the
tide, pick up the crumbs that are thrown or way, and grumble because
the Lord provides for others and apparently forges u 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 we make the best OF that which He has given II W e will soon
become prosperous and happy and contented-a people enjoying to 'e
fullest of lfes blessings.
But if W neglect the gifts with which He has endowed US the pen
atty of failure Will ln upon u own shoulders-the responsibility will
be ours aone-the commercial stagnauon of our common community
will be the natural sequence of our short sightedness.
No community will prosper without the presence Of a variety OF
stores shops and other marts of commerce and trade. They are as nec-
essary as the ground that we till and the SUI and rain that produce
our crops.
munity-the whole community.
The interests of the retailer and the consumer are n in common
the success of the one depend upon the cooperation of the other.
Rut these two interests that should be working in harmony are
often too wide apart-separated by a yawnmg gulf OF d'herenc
mates, and wither, and dies.
But there is a remedy.
And herein comes the province of the midd1eman-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
The consumer reads the paper and if he e nothing in its 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-
vertse-because he is slower than his IL of town competitor.
But if the merchant is alive to his opportunities, if he uses the ad-
vertHing columns of the paper to bring his goods to 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 W individual interests 20
foster their own 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 we'll written advertisement and if tina;
advertisement happens to be al out of town concern using another
paper, then it is generally the ut of town retailer who gets the BUSH
ness.
But the remedy should be applied.
The two ends and the middle should get closer together or IN,
common good of the community.
The local retailer and the consumer are the two ends, with this
paper as the middle, and fa all will mite in the common cause there will
be but n verdict-prosperiy.
This paper stands willing to do its part.
The nsume is willing to do mis- 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 waitinop
Or will he remain passive and let stagnaton become te comnoon
lot because the message is ever told, because the comnnunn c,es
floats III @ other points? He will render the final verdict