The Parisian. (Paris, Tenn.) 1907-1962, 1915-05-07
BOTH ENDS AND
THE MIDDLE

The Retailer-the Newspaper Consumer.
There you have t-both ends and the middle the
three working in harmony should make any community
The one cannot prosper without the other and neither
can meet with success without the OF the other
two
Therefore to achieve prosperity for this community it
becomes the paramount duty OF all to work IN
harmony labor to common end-o protect the homes
that give shelter and the interests OF the peo
pile who constitute the community.
We may make OF this community hive OF industry and
realm of peace prosperity and happiness just
drift along with the tide pick up the crumbs that are thrown
and apparently forQets our existence
1t will be make it-no other way.
The Lord has provided us with intelgence and health
and energy, and the power to accomplish things.
With that His work is done and the rest is up to us.
If make the best of that which He has given we
will become prosperous and happy and contented-a
people enjoying the fullest of lfe's blessings.
But if we neglect the gifts with which he has endowed
the penalty of failure will fall upon shoulders
the responsibility will be ethe commercial stagna-
ton of our common community will be but the natural
sequence of our own short sightedness.
No community will prosper without the presence of
variety Of stores shops and other mars of commerce and
trade They necessary the ground that till and
the sun and rain that produce our crops.
No store shop survive without the loyal support of
the communicative WHOLE community.
The interests of the retailer and the
in common-the success of the one depends upon the
cooperation of the other.
But these two interests that should be working in har
of Indifference and neglect.
And the body polite the community as whole suffers
But there is A REMEDY.
And herein the province of the middleman-this
newspaper
From commercial standpoint the local newspaper is
simply go betweenit is the medium for carrying the
message from the merchant to the
The consumer reads the paper and if he nothing in
its advertising columns of which he stands in need it but
natural that many he should drift to other points
for his wares
The local business is forgotten simply because he
does not he slower than his out of town
competitor.
But if the merchant is alive to his opportunities if he
the advertising columns of this paper bring his goods
to the favorable attention of the buyer then he meeting
competition is making effective bid for the home trade
and invariably achieves prosperity.
Men of brains realize that it is to their own individual
interests to foster their community by trading with
their home Institutions
But the seeker-the buyer-never goes to haystack
for needle.
He follows the lure of the we'll written advertisement
and that advertisement happens be out of town
using another paper then generally the out of town
retailer who gets the business
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 the two ends
with this the middle and if all will unite in the
common cause there will be but verdict
This paper. stands willing to do it's 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
waiting?
Or will he remain passive and let stagnation become the
common lot because the message told because the
community cash floats out to other points? He will render
the final verdict