Carson City daily appeal. [volume] (Carson City, Nev.) 1907-1930, 1915-06-04
BOTH ENDS AND THE MIDDLE

The Reta1er-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, n neithe 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 70
one 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 OIL
peace, prosperity and happiness-or we may just drift along with the
tide, pick up the crumbs that are thrown II 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 us with intelligence and health and energy
and the power to accomplish things.
With that His work is done and the rests up to us.
Ii we make the best OF that which He has given us we will soon
become prosperous and happy and contented-a people enjoying to "e
fullest OF Ifes blessings.
But if we neglect the gifts with which He has endowed us the pen
atty of failure will fall upon our W shoulders-the responsibility will
be ors alone-the commercial stagnation of our common community
will be the natural sequence of or short sightedness.
No community will prosper without the presence OF a variety OF
stores, shops and other marts OF commerce and trade. They are as lee
essary as the ground that w e till and the II n rain nal prod"S
O. r crops.
No store or shop can survive without the loyal support of the
munty-the whole community.
The interests of the retailer and the consumer are one in common
the success of the II depend upon the cooperation of the other.
But these two interests that should be working in harmony re
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, and withers, and dies.
And herein comes the province of the middleman-this newspaper.
From a commercial standpoint the local newspaper is simply a go
Oetween'-it. is the medium of carrying the message from the merchant
to the consumer.
The consume reads the paper and if he sees nothing in its adver-
Using columns of which he stands in need it is but natura that in many
cases he should drift to other points for his wares.
The local business man is forgotten simply because he does n OF ad-
7ertse-because h: is slower than his out of town competitor.
But if the merchant is alive to his opportunities, if he uses the ad-
vertsing columns of the paper to bring his goods to the favorable at
tenhon 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 %
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 oncern using another
paper, then it is generally the ut 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
be but ne verdnt-prosperity.
This paper stands willing o 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 waiting?
Or will he remain passive and let stagnafon become the con,n,o,
lot because the message is EVE told, because the community ,s5
floats out to other points? He will render the final verdict