Carson City daily appeal. [volume] (Carson City, Nev.) 1907-1930, 1915-09-08
BOTH ENDS AND THE MIDDLE

rhe Rctaler-the Newspaper-the Consumer.
There you have it-both ends and the mdde-and the three work
ing in harmony should make n community prosperous.
The n cannot prosper without the other, and neither can NEE
with success without the corporation of the other two.
Therefore,, o achieve prosperity for this community it becomes
the paramount duty OF all concerned to work in harmony-to labor tc
one common end-to protect the homes that give us shelter and tc
conserve the interests of the people who constitute the community.
We may make of this community a hive of industry and a realm 0
peace, prosperity and happiness-or we may just drift along with the
tide, pick up the crumbs that are thrown u way, and grumble because
the Lord provides for Others and apparently forgets our existence.
1t will be as W e 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 us we will soon
become prosperous and happy contented-a people enjoying " -e
fullest of Hhs blessings.
But if we neglect the gifts with which He has endowed us the pen,
atty of failure will fall upon u W shoulders-the responsibility will
be ours alone-the commercial stagnation of our common community
will be the natural sequence of ours short sightedness.
No community will prosper without the presence OF a variety OF
stores, shops and other marts OF commerce and trade. They ire as nee
essary as the ground that W e till and the u and rain that produce
our crops.
No store O shop car survive without the loyal support of the com-
munity-the whole community.
The interests of the retailer and the consumer are n in common
the success of the depend upon the cooperation Of the other
But these w interests that should be working in harmony are
often toe wide apart-separated by a ya"n'ng guilt OF "d'fere"e n
neglect.
And the body politc-the community as a Wholesalers, and stag
natesa and withers and dies.
But there is a remedy.
And herein comes the province of the middeman-this newspaper.
From a commercial standpoint the local newspaper is simply a go
between'-t is the medium of carrying the message from the merchant
to the consumer.
The consumer reads the paper and if he sees nothing in its ad7e7-
Using columns OF which he stands in need it is but natural that in many
cases he should drift ito other points for his wares.
The local business man is forgotten simply because he does OF ad-
'ertse-because he is slower than his O OF town competitor.
But if the merchant is alive to his opportunities, if he uses the adj
vertsing columns of the paper to bring his goods to the favorable at
tenhon of the buyer, then he is meeting conn etion, is making an
effective bid for the home trade, and invariably achieves prosperity.
Men OF brains realize that it is to their own individual interests e
foster 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 a out of town concern 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 consumer are the two ends, with this
paper as the middle, and if all will unite n the common cause there VIII
De but one Verdict-prosperty.
This paper stands willing TO do its art.
The onsume is willing o do MS parts waiting for the message
from the retailer.
Our advertising columns will carryt the message.
But what of the retailer?
Will he send that message for which the consume is watinp7
Or will he remain passive and let stagnation become the common
lot because the message is never told, because the community cash
floats ut to other points? He will render the final verdict