Carson City daily appeal. [volume] (Carson City, Nev.) 1907-1930, 1915-05-24
BOTH ENDS AND THE MIDDLE

The Rctoler-the Newspaper-the Consumer.
/. There you have it-both ends and the midd1e-and the three work
ing in harmony should make any community prosperous:
The cannot prosper without the other, and neither can meet
with success without the cooperation of the other two.
Therefore, tic achieve prosperity for this community it becomes
mo rommon endHto ,rotsct h. homes that Rive 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 o.
peace, prosperity and happiness-or, we may just drift along with the
tide, pick up the crumbs that are thrown our way, and grumble becauN
the Lord provides for others and apparently forgets or existence
1t will be as we 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..
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 FIX
fullest of lfes blessings.
But if w neglect the gifts with which He has endowed us the pen
atty of failure will ln upon II W shoulders-the responsibility will
be oursa lone-the commercial stagnahon of our common community
will be the natural sequence of our short sightedness.
No community will prosper without the presence OF a variety u
stores, shops and other marts OF commerce and trade. They are as zee
essary as the ground that we till and the sui rain tina produce
our crops.
No store Or shop can survive without the loyal support of the com
munity-the whole community.
The interests of the retailer and the consume are n in common
the success of the n depend upon the cooperation of the other.
But these two interests that should be working in harmony are
often too wide apart-separated by a yawning gulf of Indifference and
neglect.
And the body poltc-the community a a Wholesalers, and stag
mates, and whhers, 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 ego
between'-t 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
he should drift to other points for his wares.
The local business ma 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 O his opportunities, if he uses the a-
verting columns of the paper to bring his goods to the favorable at
tention 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 to their W individual interests to
foster their own community by trading with their home institutions.
But the seeker-the buyer-never goes o a haysack 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 ut of town retailer who gets the busi-
ness.
But the remedy should be applied.
The two ends and the middle should get closer together for the
good of the community.
The local retailer and the consumer are the two ends, with this
paper as the middle, and if all will mite in the common us there will
be but n verdict-prosperiy.
This paper stands willing to do its part.
The consumer is willing to do mis- 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 vaitne7
Or will he remain passive and let stagnaton become the conn7
lot because the message is never told, because the omnun cash
floats III to other points? He will render the final verdict