Carson City daily appeal. [volume] (Carson City, Nev.) 1907-1930, 1915-08-06
BOTH ENDS AND THE MIDDLE

The RetSHer-the Newspaper-the Consumer.
There you have it-boh ends and the mddle-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
one common end-o 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 o. industry md a realm OF
peace, prosperity and happmess-or W e may just drift along with the
tide, pick up the crumbs that aret thrown our way, and srumble because
the Lord provides for others and apparently forgets u existence
1t will be as W e make i-no other way.
The Lord has provided is with intelligence and health and energ
and the power to accomplish things.
With that His work is done and the rest is up to u.s..
If 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 III
fullest of hfes blessings.
But if we neglect the gifts with which He has endowed us the pen
atty of failure will fall upon u own shoulders-the responsibility will
be ours alone-the commercial stagnation of u common community
will be the natural sequence of III short sghtedness.
No community will prosper without the presence of a variety of
stores shops and other mars of commerce and trade. They are as nec-
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 consumer are n in common
the success of the depend upon the cooperation of tine other.
But these two interests that should be working in harmony are
often to wide apar-separated by a ya"n'ng guilt OF indifference and
neglect.
mates, and withers, and dies.
But there is a remedy.
And herein comes the province of the middleman-this newspaper.
From a commercial standpoint the local newspaper is simply a ego
between"-it 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 dit is but natural that in many
cases he should drift to other points for his wares.
The local business man is forgotten simply because he does not ad-
yertEe-because he is slower than his IL of town competitor.
But if tn merchant is alive to his opportunities, if he uses the ad-
vertsing columns of the paper to bring his goods % the favorable at
tenton 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 individual interests &c
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 an out of town concern using another
paper, then it is generally the out 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
The local retailer and the consumer are the two ends, with this
paper as the middle, and if all will unite in the common ause there Will
be but n verdict-prosperty.
This paper stands willing % 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 tine consumer is wanins7
Or will he remain passive and let stagnaion become the common
lot because the message is never told, because the community cash
floats IL 20 other points? He will render the final verdict