Carson City daily appeal. [volume] (Carson City, Nev.) 1907-1930, 1915-07-29
BOTH ENDS AND THE MIDDLE

The Retaner-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
one 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 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 and energy
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 eontented-a people enjoying to 'e
fullest of 1fes blessings.
But if W e neglect the gifts with which He has endowed IS the pen
atty of failure will fall upon u W shoulders-the responsibility will
be ours alone-the commercial stagnadon of m community
will be the natural sequence of our short sighedness.
No community will prosper without the presence of a variety OF
stores, shops and other marts of commerce and trade. They re as zee
essary a the ground that we till and the sui n ram that produce
u crops.
No store or shop a survive without the loyal support of the com
munity-the whole community.
The interests of the retailer and the consumer are ne in common
the success of the IN depend upon the cooperation of the other.
But these two interests that should be working in harmony are
often to- wide apart-separated by a yawnmg gulf OF Indifference n
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 thu local newspaper is simply a go
between'it is the medium of carrying the message from the merchant
to the consumer.
The consumer reads the paper and if he ees nothing in its adver-
Using columns of which he stands in need it is but natural tina. in many
cases he should drift to other points for his wares.
The local business mn is forgotten simply because he does not ad-
serhse-because he is slower than his out 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 n
effective bid for the home trade, and invariably achieves prosperity.
Men OF brains realize that it is to their own 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 an out of town concern using another
paper, then it is generally the ot 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 this
paper as the middle, and if all will mite in the common cause there Will
be but ne verdct-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 tine consumer is waiing?
Or will he remain passive and let stagnaion become the common
lot because the message is never told, because the community cash
floats out to other points? He will render the final verdict