Carson City daily appeal. [volume] (Carson City, Nev.) 1907-1930, 1915-05-21
FRIDAY EVENING
BOTH ENDS AND THE MIDDLE

The Retaier-the Newspaper-the Consumer.
There you have i-both ends and the middle-and the three work
ing in harmony should make any community prosperous.
The cannot prosper without the other, and neither cn meet
with success without the cooperation o. the other two.
Therefore, to achieve prosperity for this community 1t becomes
the paramount duty Of all concerned to work in harmony-to abo /"
ne 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
peace. prosperity and happiness-or We may just drift along with the
tide, pick up the crumbs that are thrown our way, and grumbie eau
the Lord provides for Others and apparently forgets II existence.
1t will be as W make it-no other way.
The Lord has provided us with intelligence and health and eners,
and the power to accomplish things
With that His work is done and the rest is up to us
If we make the best of that which He has given us W will soon
become prosperous and happy and contented-a people enjoying to te
But if W neglect the gifts with which He has endowed us the pen
atty of failure will fall upon our W shoulders-the responsibility will
be ours aone-the commercial stagnaton Of our common mnuh
will be the natural sequence OF our short sghtedness
No community will prosper without the presence OF a variety OF
stores, shops and other martso OF ommerc and trade They are as nee
essary as the ground that W e till and the III and rain that produce
u crops.
No store Or shop cal survive without the loyal support of the com
munity-the whole community.
The interests of the retailer and the consume areo in common
the success of the n depend upon the corporation Oft the other
But these two interests that should be working in harmony are
often too wide apart-separaed by a yawning gulf of Indifference n
neglect
And the body poltc-the community a a Wholesalers, and stag
mates, and withers, and dies.
And herein comes the province of the midd1eman-this newspaper.
From a commercial standpoint the local newspaper is simply a go
between"-it is the medium Of carrying the message iron the merehan
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 to other points for his wares.
The local business mn is forgotten simply because he does o adj
vertse-because he is slower than his on of town competitor.
But if the merchant is alive to his opportunities, if he uses the adj
verhsing 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 to
foster their own 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 that
advertisement happens to be a 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
common good OF the community.
The local retailer and the consumer are the two ends, with TINS
pap as the middle, and if all will unite in the common cause there will
be but n verdct-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?
Will he send that message for which the consume is waiting?
Or will he remain passive and let sagnation become the COMMON
lot because the message is never told, because the community cash
floats ut to other points? He will render the final verdict.