Carson City daily appeal. [volume] (Carson City, Nev.) 1907-1930, 1915-05-28
BOTH ENDS AND THE MIDDLE

The RctsIer-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 IN cannot prosper without the other, and neither car 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 70
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 reamo d
peace, prosperity and happiness-or w 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 forgets II eNstence'
1t will be as we make tho 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 W e make the best of that which He has given us W e will soon
become prosperous and happy and contented-a people enjoying to 5he
fullest of lifes blessings.
But if W e neglect the gifts with which He has endowed us the pen
atty of failure will fall upon u W shoulders-the responsibility will
be oursa one-the commercial stagnauon of ii 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 martso of commerce and trade. They are as nec-
az the ground that we till and the sui n rain tina 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 tine other.
But these two interests that should be working in harmony are
often too wide apart-separated by a yawnlng gull OF Indifference n
neglect.
mates, and withers, and dies.
But there is a remedy.
And herein comes the province of the midd1enan-this newspaper.
From a commercial standpoint the local newspaper is simply a ego
between"-t is the medium of carrying the message from the merchant
The consumer reads the paper and if he SCI 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 mar is forgotten simply because he does not ad-
7ertse-because he is slower than his IL of town competitor.
ut II ne merchan is alve o his opportunities, if he uses the ad-
vertsing columns of the paper to bring his goods to the favorable at
tenton 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 to their W individual interests to
foster their W community by trading with their home institutions.
But the seeker-the buyer-never goes t o a haystack for a needle.
He follows the lure of the well written advertisement, and if tina:
advertisement happens to be a 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 tla
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 us 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 waitino7
Or will he remain passive and let stagnation become the common
lot because the message is eve told, because the comnnrnn each
floats out to other points? He will render the final verdict