Carson City daily appeal. [volume] (Carson City, Nev.) 1907-1930, 1915-05-29
BOTH ENDS AND THE MIDDLE

The RctaIer-the Newspaper-he Consumer.
There you have it-both ends and the middle-and the three work
ing in harmony should make any community prosperous.
The one cannot prosper without the other, and neither a 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-to protect the homes that give US shelter n 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
the Lord provides for others and apparently forgets u Existence.
1t will be as W make it-no other way.
The Lord has provided us with intelligence and health and energy
and the power o accomplish things.
With that His work is done and the rest is UP to US.
If w e make the best of that which He has given IS We will soon
become prosperous and happy and contented-a people enjoying to sne
fullest of les blessings.
atty of failure will El upon u W shoulders-the responsibility will
be ours alone-the commercial stagnaton of or COMMON community
will be the natural sequence of our short sightedness.
storesls bons and Other martso OF commerce and trade. They are as nee
essary a the ground that we till and the sun and rain that produce
our crops.
munity-the whole community.
The interests of the retailer and the consumer. 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 too wide apart-separated by a yawning gulf Of indifference and
neglect.
nates,a and wthers, and dies.
But there is a remedy
And herein comes the province Of the mddeman-ths newspaper.
From a commercial standpoint the local newspaper is simply a $50
beween.-t is the Medium of CARRYING he MESSAGE from the merchan
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
he should drift to other points for his wares.
n local business nan is forgotten simply because he does not ad-
sertise-because he is slower than his out of town competitor.
But if the merchant is alive to his opportunities, if he uses the adj
vertSing columns of the paper to 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 o their W individual interests o
foster their own community by trading with their home institutions.
But the seeker-the buyer-never goes o 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 concern using another
paper, then it is generally the Ii 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 consumer are the two ends, with this
paper as the middle, and if all will unite in the common aus there Will
be but II verdict-prosperity.
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 waitnp7
Or will he remain passive and let stagnation become the connou
lot because the message is never told, because the community cash
floats III to other points? He will render the final verdict