Carson City daily appeal. [volume] (Carson City, Nev.) 1907-1930, 1915-06-03
BOTH ENDS AND THE MIDDLE

The Rctoler-the Newspaper-the Consumer.
There you have it-both ends and the midde-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 this community it becomes
the paramount duty of all concerned Ito work in harmony-to labor to
ne 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 we may just drift along with the
tide, pick up the crumbs that are thrown III way, and grunble because
the Lord provides for others and apparently forgets r 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 u.s..
Ii we make the best of that which He has given us we will soon
become prosperous and happy and contented-a people enjoying to I'll
fullest OF les blessings.
But if we neglect the gifts with which He has endowed us the pen
atty of failure will fal upon our W shoulders-the responsibility will
be III alone-the commercial stagnaton of our common community
will be the natural sequence of II short sightedness.
No community will prosper without the presence OF a variety OF
stores, shops and other martso commerce and trade. They are as nec-
essary as the ground that W e till and the II and rain that produce
our crops.
No store OF shop ca survive without the loyal support of the o m
munhy-he whole community.
The interests of the retailer and the consumer are n in common
the success of the ne depend upon the corporation of the other.
But these two interests that should be working in harmony are
otter to wide apart-separated by a yawnlng guilt OF indifference nj
And the body potr-the community Is a Wholesalers, and stag
nates,.a and withers, and dies.
But there is a remedy.
And herein comes the province of the middleman-ths newspaper.
From a commercial standpoint the local newspaper is simply a go
between'-it is the medium of carrying the message from the merchant
to the consumer.
Using columns of which he stands IN need it is but natural that in many
cases he should drift o other points for his wares.
Ae iodl DuoHess h"h Is "Sotlen supply DecauS lie dOe no. Id
yertse-because he is slower than his on Oft town competitor.
But if the merchant is alive to his opportunities, if he uses the ad-
verhsing columns OF the paper to bring his goods to the favorable at
tenhon of the buyer, then he is meeting competition, is making an
effective bid for the home trade, and invariably achieves prosperity.
Men of brains realize that it is o their W individual interests 20
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 an ut of town oncer using another
paper, then it is generally the ot 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 >
common good of the community.
The local retailer and the onsume are the two ends, with this
paper as the middle, and if all will unite in the common cause there will
be but m verdict-prosperhy.
This paper stands willing to do its part.
The consumer is willing to do his 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 waitinp?
Or will he remain passive and let stagnation become the common
lot because the message is never told, because the community cash
ut to other points? He will render the final verdict
LILLE