Judge, 1911-07-01 · page 22 of 24
Judge — July 1, 1911 — page 22: what you’re looking at
What you’re looking at
This page is primarily a **Schlitz beer advertisement** with accompanying humorous comic vignettes from *Judge* magazine. The main ad argues that Schlitz should be purchased in **brown bottles** to protect beer from light decay, which damages flavor. It emphasizes the brand's Milwaukee heritage and massive production scale ("a million barrels a year"). The surrounding **comic strips** are brief, unrelated jokes typical of the era: - Billy complains about taxi meter costs - A woman seeks fortune-telling advice on choosing a husband - "Better Turn Over" mocks a timid suitor lacking courage to propose - Rural characters discuss ripe apples These comics serve as filler content, standard in magazines of this period. The page reflects early-20th-century advertising practices: combining product promotion with light entertainment to engage readers. The Schlitz messaging focuses on practical product superiority (glass color = freshness) rather than lifestyle branding.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
the Br ew 4. Billy—"' Say, Jule, T oughta have one of those | taxi registers on me ; bet I'm up to four dollars now !"" Many Americans prefer beer | /““*~" Wil! Mi! Look out! faa Ii 2 When in Doubt.—‘‘I wish I kne in a light bottle. which one of those young men to marry. Most brewers follow the course of | Lpellore ! shall consule: a! fortune: least resistance. | etree eee cent, Consult Brad- Light starts decay even in pure beer. ‘nicker—*You didn't go Dark glass gives protection against light. J Schlitz is sold in brown bottles, to protect its purity from the brewery to your glass. The first Schlitz was brewed in a hut over 60 years ago. Now our agencies dot the earth. Our output exceeds a million barrels a year. If you knew what we know about beer, you would say, “Schlitz—Schlitz in Brown Bottles.” ' Order a case from your dealer teday. | | watched the new janitor move New York Sun. See that crown or cork is branded “‘Schlitz."* | Sole The Beer |) That Made Milwaukee Famous S. (Crashes, moans and things.) Better Turn Over.—Fay—‘‘Is that fel- low of yours ever going to get up the courage to propose?’’ May—"‘I guess not. He’s like an May—‘'Yes; the more time he gets, the less sand he has.’’—Philadelphia Times. | iH i ip | 10c. Judge’s Library 10c. July Number SOLD BY ALL NEWSDEALERS OOO Sm 6. Mr, Gitibred—" Hey, Jule, the apples sre ripe; come on kid, go to 'em."’ In answering advertisements please mention JUDGE. It will be appreciated. comicbooks.com