Carson City daily appeal. [volume] (Carson City, Nev.) 1907-1930, 1915-10-02
BOTH ENDS AND THE MIDDLE

rhs Retsiler-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 n cannot prosper without the other, and neither a NEE
with success without the cooperation of the other two.
Therefore, o achieve prosperity for this community it become
the paramount duty OF all concerned to work in harmony-to labor t.
one common end-to protect the homes that give us shelter and t
conserve the interests of the people who constitute the community.
We may make of this community a hive of industry and a realm Q
peace, prosperity and happiness-or we may just drift along with tn
tide, pick up the crumbs that are thrown u way, and grumble because
the Lord provides for others and apparently forgets r existence.
1t will be as W e make it-no other way.
The Lord has provided us with intelligence and health and energ,
and the power to accomplish things.
With that His work is done and the rest is up to IS.
Ii e make the best of that which He has given US W e will soor
become prosperous and happy and contented-a people enjoying to III
fullest OF hfes blessings.
But if W e neglect the gifts viii which He has endowed us the pen
atty of failure will fall upon our W shoulders-the responsibility viii
be ours alone-the commercial sagnaton OF u common communt,
will be the natural sequence OF u short sightedness.
No community will prosper without the presence of a variety o
stores, shops and other marts of commerce and trade. They are as nee
essary a the ground that W till and the IL and rain that produce
our crops.
No tor or shop car survive without the loyal support of the com.
munity-the whole community.
The interests of the retailer and the nsum are in common
the success of the depend upon the cooperation OF tine other.
But these two interests that should be working in harmony are
often to wide apart-separated by a yawning gulf of indifference and
neglect.
And the body poltc-the community as a Wholesalers, and stag
mates, and withers, and dies.
But there is a remedy.
And herein comes the province of the middhman-this 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.
The consume reads the paper and if he ses 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 mn is forgotten simply because he does not ad-
'ertse-because he is slower than his OIL of town competitor.
But If the merchant is alive to his opportunities, if he uses the adj
vertiSng columns OF the paper to bring his goods to the favorable at
tention OF the buyer then he is meeting comIe tion, is making an
effective bid or TIL home trade, and invariably achieves prosperity.
Men of brains realize that it is o their WI individual interests K
foster their own community by trading with their home institutions.
But III seeker-the buyer-never goes to a haystack for a needle.
He follows the lure Of the we'll written advertisement, and if tia.
advertisement happens to be an III of town 'concern using another
paper, then 1t IS generally the III of town retailer who gets the bust
less.
But the remedy should be applied.
he TWO ends II hi middle should get closer topether for +a
good OF the community.
The local retailer and the consumer are the two ends will this
paper as the middle and if all will unite in the common nus there VIII
be but n verdict-prosperty.
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 waiing?
Or will he remain passive and let sagnation become the con,noo,
OF because the message is meyer told, because the community east
II to other points? He will render the final verdict