Carson City daily appeal. [volume] (Carson City, Nev.) 1907-1930, 1915-05-26
BOTH ENDS AND THE MIDDLE

The Rctoier-the Newspaper-the Consumer.
There you have it-both ends and the mddle-and the three work
ing in harmony should make any community prosperous
The one. cannot prosper without the other IN 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
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
peace, prosperity and happiness-or we may just drift along with the
tide, pick up the crumbs that are thrown or way, and grumble because
the Lord provides for Others and apparently forgets or 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 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 II we will soon
become prosperous and happy and contented-a people enjoying to 'e
But if W 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 lone-the commercial stagnahon of II common community
will be the natural sequence Of our short sightedness.
No community will prosper without the presence OF a variety of
stores, shops and other marts OF commerce IN rad hey are as nee
essary as the ground that we till and the sun and rain that produce
our crops.
No store or shop a survive without the loyal support of the ON
muniy-the whole community.
The interests of the retailer and the consumer are me in common
the success of the depend upon the cooperation of the other.
But these We interests that should be working in harmony ar
often too wide apart-separated by a yawning gulf of indifference and
neglect.
And the body portic-the community as a Wholesalers, and stag
mates, and withers, and dies
But there is a remedy.
And herein comes the province of the middleman-ths newspaper.
From a commercial standpoint the local newspaper is simply a $50
between"Tt 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 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 not ad-
verlse-because he is slower than his III of town competitor.
But If NJ merchant is alive to his opportunities, if he uses the ad-
vertising columns of the paper to bring his goods to the favorable at
tennon of the buyer, then he is meeting competition, is making an
effective bid or tn home trade, and invariably achieves prosperity.
Men of brains realize that i: is to their w individual interests to
foster their W community by trading with their home institutions.
Blu. the eeker-th buyer-never goes O a haystack for a needle.
He follows the lure of the we'll written advertisement, and if thai
advertisement happens to be a n out of town concern using another
paper, then it is generally the ut of town retailer who get 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 arr the two ends, with this
be but n verdict-prospenty.
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 consumer is waiting?
Or will he remain passive and let stagnaton 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