Carson City daily appeal. [volume] (Carson City, Nev.) 1907-1930, 1915-06-02
BOTH ENDS AND THE MIDDLE

The Retaier-the Newspaper-the Consumer.
There you have it-both ends and the midde-and the three work
ing in harmony should make any community prosperous.
The one cannot prosper without the other, and neither meet
with success without the cooperation of the other two.
Therefore, to achieve prosperity for this community 1t becomes
o oa nmmo endYto nroect the 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 OF
peace, prosperity and happness-or w may just drift along with the
tide, pick up the crumbs that ire thrown III way and grumble becaus
the Lord provides for others and apparently forgets our Snstence
1t will be as we make it-no other way.
The Lord has provided is 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 'ae
But if VIZ neglect the gifts with which He has endowed us the pen
atty of failure will idu upon u own shoulders-the responsibility will
be ours aone-the commercial stagnaton of our common community
will be the natural sequence of our short sightedness.
stores shops and other martso of commerce and trade. They are as nee
essary as the ground that we till and the and rain that produce
II crops.
munity-the whole community.
The interests of the retailer and the consumer are n in common
the success 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 yawning gulf of indifference and
neglect.
mates, and whhers, 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 $50
beween'-t is the medium of carrying the message from the merchant
to the consumer.
The consumer reads the paper and if he es nothing gin 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 mar is forgotten simply because he does not ad-
vertise-because he is slower than his out of town competitor.
But II the merchant is alive to his opportunities, if he uses the adj
verthing columns of the paper o 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 20
foster their w community by trading with their home institutions.
But the seeker-the buyer-never goes o a haysack for a needle.
He follows the lure Oft 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 bust
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 consume are the two ends, with this
paper as the middle, and if all will unite in the common cause there will
be but n verdict-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?
Or will he remain passive and let stagnaton become the ommou
lot because the message is never told, because the community cash
floats out to other points? He will render the final verdict