Carson City daily appeal. [volume] (Carson City, Nev.) 1907-1930, 1915-05-22
BOTH ENDS AND THE MIDDLE

The Rctoier-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 cannot prosper without the other, neither cal meet
with success without the cooperation of the other two.
Therefore, to achieve prosperity for this community it becomes
the paramount duty of all concerned to work in harmony-to labor to
ne 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 realm Of
peace, prosperity and happiness-or w may just drift along with the
tide, pick up the crumbs that are thrown our way, and grumble because
the Lord provides for others and apparently forgets our existence.
1t will be as we make it-no other way.
The Lord has provided u S 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 we make the best of that which He has given us W e will soon
become prosperous and happy and contented-a people enjoying to Elk
fullest OF Ifes blessings.
But if we neglect the gifts with which He has endowed us the pen
atty of failure will in upon II w shou1ders-the responsibility will
be ours one-the commercial stagnahon of IL common community
will be the natural sequence Of III short sighedness.
No community will prosper without the presence OF a variety of
stores shops and other martso OF commerce and trade. They are a. &c
essary a. the ground that we till and the IL and rail- that produce
No store Or shop can survive without the loyal support of the COM
munity-the whole community.
The interests of the retailer and the consumer are one in common
the ucces of the n 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 yawnng gulf of indifference and
neglect.
And the body poHtic-the community as a Wholesalers, and stag
mates, and withers, and dies.
But there is a remedy.
And herein comes the province of the midd1eman-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
the consumer.
The consumer reads the paper and if he sees 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 man is forgotten simply because he does not ad-
vertse-because he is slower than his out of town competitor.
But If the merchant is alive ito his opportunities, if he uses the adj
verthing columns of the paper t bring his goods to the favorable at
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 t. their W individual interests to
foster their 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 well written advertisement, and if tina:
advertisement happens to be al out of town concern using another
paper, then it is generally the nut of town retailer who gets the bust
less.
But the remedy should be applied.
The two ends and the middle should get closer together for inc
good of the community.
The local retailer and the consumer are the two ends, with this
paper a the middle, and if all will unite in the common nus there will
be but n verdct-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 waitnp7
Or will he remain passive and let stagnaton become the omn
lot because the message is lever told, because the community cash
floats out % other points? He will render the final verdict