Carson City daily appeal. [volume] (Carson City, Nev.) 1907-1930, 1915-09-02
BOTH ENDS AND THE MIDDLE

The RetsHer-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 n cannot prosper without the other, and neither can 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
n 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
peac prosperity and happiness-or we may just drift along with the
tide, pick up the crumbs that are thrown u 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 md energy
and the power o accomplish things.
With that His work is done and the rest is up ito us.
If we make the best OF that which He has given is W e will soon
become prosperous and happy and contented-a people enjoying to Ill
fullest of ifes blessings.
But if w neglect the gifts with (which He has endowed us the pen.
atty of failure will fall upon u shouders-the responsibility Will
be oursa lone-the commercial stagnadon OF our IN mmon
will be the natural sequence of our short sightedness. .
No community will prosper without the presence OF a variety OF
stores, shops and other martso OF commerce and trade. They ar as Zee
essary as the ground that we till and the SUI and ram hi 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 one 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 o wide apart-separated by a yawning gulf of indifference and
neglect.
And the body poltic-the community a S a whoe-sufers, and stag
mates, and wnhers, and dies.
And herein comes the province of the middeman-this newspaper"
From a commercial standpoint the local newspaper is simply a go
0etween'-t is the medium of carrying the message from the merchant
to 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
cases he should drift ito other points for his wares.
The local business al is forgotten simply because he does not adj
se<tise-because he is slower than his out OF town competitor.
But if ne merchant is ahve to his opportunities, if he uses the adj
vertsng columns Oft the paper to bring his goods to the favorable at
tention OF the buyer, then he is meeting comp tton, 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 tt
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 n out of town concern using another
paper, then it is generally the out 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 the
comm good OF the community.
The local retailer and the consumer are the two ends, with this
paper as the middle, and if all will unite in the common causet there viii
be but IN verdct-prosperty.
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 consume is waiting?
Or will he remain passive and let stagnation become the common
lot because the message is eve told, because the community cash
floats ut to other points? He will render the final verdict