Carson City daily appeal. [volume] (Carson City, Nev.) 1907-1930, 1915-09-29
BOTH ENDS AND THE MIDDLE

There you have it-both ends and the mnddle-and the three work
ing IN harmony should make any community prosperous.
The one cannot prosper without the other, and neither NEE
with success without the cooperation OF the other two.
Therefore, to achieve prosperity for this community 1t become
the paramount duty OF all concerned to work in harmony-to labor t
common end-to protect the homes that give us shelter inc t
conserve the interests of the people who constitute the community
We may make OF this community a hive of industry and a realm o
peace, prosperity and happiness-or we may just drift along with tn
tide, pick up the crumbs that are thrown way, and grumble becaus
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 n eners.
and the power ITO accomplish things
! With that His work is done and the rest is up to u.s..
If W. make the best sft that which He has given us we will soo'
become prosperous and happy and contented-a people enjoying to 4
fullest OF les blessings.
But if W neglect the gifts with which He has endowed us the pen
atty of failure will fall upon u W shoulders-the responsibility will
be orsa one-the commercial stasnadon Of our common community
will be the natural sequence of or short sghtedness.
No community will prosper without the presence OF a variety 0
stores, shops and other martso OF commerce and trade. They are as nee
essary a the ground that we till and the SUI and rain that produces
u crops.
No store or shop al survive without the loyal support of the com
munity-the whole community.
The interests of the retailer and the nsume are n in common
the success of the one depend upon the cooperation Of the other.
But these two interests that should be working in harmony ars
often too wide apart-separated by a yawning gulf OF indifference and
neglect.
And the body poltic-the community a a wholesalers, and stag
mates, ad wthers. and dies.
But there is a remedy
And herein comes the province of the middleman-ths newspape.
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.
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 man is forgotten simply because he does not adj
,ertse-because he is slower than his III of town competitor.
But if the merchant is alive to his opportunities, if he fuses the ad-
vertHing columns of the paper to bring his goods to the favorable at
tention of the buyer, then he is meeting conn ethion, 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 tt
foster their community by trading with their home institutions
But n seeker--the buyer-never goes to a haystack or a needle.
He follows the lure OF the well. written advertisement and if tina;
advertisement happens to be N out of town concern using another
paper then 1t is generally he III OF town retailer who gets hi Ds'-
But the remedy should be applied.
The We ends and the middle should get closer together for the
common good OF te 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 aus there viii
be but n verdict-prospenty.
This paper stands wiling 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 retaner?
Will he send that message for which the consumer is waiting?
Or Will he remain passive and let stagnation become the common
lot because TIT message is we told, because the community cash
floats out to other points? He will render the final verde.
1FT HIM t66GGiT Il ++++
Everybody wants to see better country roads around here,a and those
who live of of the community should do their share toward it's upkeep,
either through local taxation Or by voluntary contribution.
Our local business men have dug down into their pockets again
and again for all sorts of laudabe objects in the way of contributions
to this, that and whatnot, and they will probably continue % dig as
long as they remain in business.
Like the good old Jersey COW, they have been MIXED o long
and Sc often and for such varied purposes that digging" has become
almost second nature to them.
But there is n man who is rolling in wealth that has been gather
ed in from the rural districts and that man has yet to make his first
dig. At any rate, 40 N appears to have ever heard OF him contribut-
ing a single penny for the alienation of local conditions.
He is the mail order man, and it is high time for him to dig.
Many OF you have been sending him your money for these man
ear, depleUHS Ic HnanSl COHultoH OF u HoHc community III
order that he and mis- may ride in expensive automobiles and YEA rrl
furs, laces and diamonds.
He counts his wealth by the millions, all contributed by his dear
friends" from the country districts. a few hundreds to him would be
but a drop in the bucket, yet it would mean much to you if expended in
improving the roads that you must travel in earning your daily bread.
Now suppose each n of you good people who have beer handing
u hard earned money over to the mail order MAJ in the past just
write him a letter and tell him your. roads are sadly in need OF repairs.
Just tell him that when the rains come the mud is deep, and traffic .
difficult, and it is ha1d for you ito earn thu golden dollars that go to
swell the great wealth he al ever spend.
Tell him that you have been his friend in the past Now ask hml
to prove his metue by becoming your friend in the present, with a few
hundreds for better roads.
Ask him o dig" and dig deeply. If he is your fnend-if he cares
a al for you-he will dig. But if he thinks only of what he cal squeeze
out OF you, he won't Dig
Write him today, and see if he digs.
But in the meantime, Just remember that responsible merchants are