Carson City daily appeal. [volume] (Carson City, Nev.) 1907-1930, 1915-09-28
BOTH ENDS AND THE MIDDLE

ne et"11-tAe -
There you have i-both ends and the middle-and the three work
ing in harmony should make any community prosperous.
The n cannot prosper without the other, and neither can me'
with success without the cooperation OF the other two.
Therefore. to achieve prosperity for this community it becomes
oe seo ona 10 ;s e4am Fl pf ~ nson,e who constitute the community.
We may make OF this community a hive of industry and a realm Of
tide SICK IN the crumbs that are thrown ~ a and grumble because
the Lord provides for others and apparently forgets existence
1t will be as W e make it-no other way.
The Lord has provided us with intelligence and health energy
and the power to accomplish things.
With that His worl is done and the rest is up to US
II we make the best OF that which He has given us W will soon
become prosperous and happy and contented-a people enjoying TO He
fullest OF Ies blessings.
But if we neglect the gift with which He has endowed IS the pen
atty of failure will fall upon u W shoulders-the responsibility will
be ors alone-the commercial stagnation Of u common community
will be the natural sequence Of short sightedness.
No community will prosper without the presence OF a variety OF
stores, shops and other marts OF commerce and trade. They arr as nee
essary as the ground that We till and the u and rain that produce
our crops.
No store or shop a survive without the loyal support of the com
muniy-the whole community.
The interests OF the retailer and the consume are ne in common
the success of the depend upon the cooperation of the other.
But these W interests that should be working in harmony are
often too wide apart-separated by a yawnng gulf OF indifference and
neglect.
And the body pontc-the community as a wholesalers, and stag
nates, and withers, and dies.
But there il a remedy.
And herein comes the province of the middfeman-this newspaper.
From a commercial standpoint the local newspaper is simply a go
between'-t is the medium of carrying the message from the merchant
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 ma is forgotten simply because he does not ad-
sertise-because he is slower than his out OF town competitor.
But if tne merchant is alive to his opportunities, if he uss the ad-
verting columns of the paper 0 bring his goods to the favorable at
tention of the buyer, then he is meeting come ttion, is making a n
effective bid for the home trade and invariably achieves prosperity.
Men of brains realize that it is o their own individual interests &
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 a n ut of town concern using another
paper, then it is generally the out of town retailer who gets the bust
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 unite in the common cause there VIII
be but n verdict-prosperty.
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 larry the message.
But what of the retailer?
Will he send that message for which the consumer is wating7
Or will he remain passive and let sagnation become the common
10 because the message is never told, because the community cash
floats out t. other points? He will render the final verdict.
ftt+ II. t5tGsta Il ++"+
Everybody wants to see better country roads round here M hose
who live off of the community should do their share toward its upkeep,
either through local taxation OF by voluntary contribution.
Our local business men have dug down into their pockets again
and again for all sorts OF laudable objects in the way of contributions
long as they remain in business.
Like the good old Jersey . ', they have beer MIXED 81 long
and SO often and for such varied purposes that digging" has become
almost second nature to them.
But there is me IA who is rolling gin wealth that has been gather
ed in from tn rural districts, and that man has yet to make his first
dig. At any rate o appears to have yer heard of him contribut-
ing a single penny for the alienation OF local conditions.
He is the mail order man, and it is high time for him to dig.
Many Of you have been sending him your money for these many
years., depeuHg the M OndllOn OF yOu nome omnunt n
order that he and mis- may ride in expensive automobiles and wear rca
furs, laces and diamonds
He counts his wealth by the millions, all contributed by his dear
friends from the country districts. a few hundreds to him would be
but a drop in the bucket, yet it would mean much to you if expended in
improving the roads that you must travel in earning your daily bread.
Now suppose each n OF you good people who have been handing
your hard earned money e to the mail order mn in the past just
write him a letter and tell him your roads are sadly in need of repairs.
just tell him that when the rains come the mud is deep, and traffic -
difficult, and it is hard for you to earnt the golden dollars that go to
swell the great wealth he car never spend.
Tell him that you have been his friend in the past. Now ask him
to prove his methe by becoming your friend in the present, with a few
hundreds for better roads.
Ask him to dig" and dig deeply. If he is your friend-f he cares
a rap for you-he will dig. But if he thinks only of what he al squeeze
out of you, he won't dig.
Write him today, and see if he digs