Judge, 1912-01-20 · page 2 of 24
Judge — January 20, 1912 — page 2: what you’re looking at
What you’re looking at
This cartoon satirizes the debate over whether advertising increases consumer prices. The illustration shows a man rushing toward a bank with a bag of money on a cart, captioned "Does Advertising Increase the Cost of Living?" The accompanying text presents both sides: a shoe manufacturer argues advertising costs are passed to consumers, while a counterargument claims advertised goods actually sell better in volume, reducing per-unit costs and allowing lower prices. The debate reflects early 20th-century concerns about rising living costs and business practices during the Progressive Era, when advertising was still a relatively new and controversial commercial practice. The page is primarily advertising for Leslie-Judge Company publications.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
The LAKEWOOD HOTEL LAKEWOOD, N. J. THE HOTEL THAT MADE LAKEWOOD FAMO! NOW OPEN UNDER THE DIRECTION OF MR. LOUIS FRENKEL, OF THE HOTEL KAATERSKILL KAATERSKILL, N.Y Vol. LX’ January 20, 1912 Copyright 1912. by Lestie-Judge Company. En- tered at the Post-office at New York as Secon, glass Mail Matter. Cabie Address, “ Judgark. Telephone, 6032 Madison Square. “Published weekly by Lestie-Judge Company, Brunswick Building, 225 Fifth Avenue, New York. John A. Sleicher, President. Sleicher. Secretary. Lakewood is one hour and thirty minutes from New York city, and for its climat>, its pine trees, A. E. Rollauer, Assistant Treasurer. and its wonderful dry air it has no equal Prospective patrons going to Lakewood will find the Hotel Lakewood one of the best managed hotels in the world Special inducements will be made for parties who wish to spend the season at this wonderful resort _ There is also in connection with this hotel one of the finest 18 hole golf courses in America NTS: The hotel will be conducted on the most exclusive lines on the American plan. F. H. NUNNS, Manager What do you think? Perhaps this comment of a well known shoe manufacturer will throw some light on the question. There's a charge for store rent and a charge for tising in the price you pay for very pair of shoes,” he s: That is rather frank; isn’t it? “The charge for rent is a necessity,” he continues. Then comes the vital question, “Does the advertising add to the cost of selling, per pair, or reduce it? Let's see. “A store paying $20 a day \. for rent, and selling twenty pairs of shoes, without ad- vertising, would have to arge you a dollar per pair, for rent alone. postage-pai “.n attractive picture, suital y to this request as shown by t “Tf, by spending $20 per di additional for advertising, the ume store sells two hundred pairs of shoes, as it can, instead of twenty pairs, then the rent and advertising combined would cost only twenty cents per pair, instead of a dollar. “Tt is a favorite argument with unadvertised shoe stores that they can give better value than the » for instance, be- cause they do not advertise. It would be just as sensible to ) can give better alue beea they have not trade enough to employ more than one salesman. “It is the volume of sales that reduces the cost of selling each pair, and the quickest and best way to get volume, when the shoes are of the right kind, is by advertising. PICTURES FOR PRIZ’ for framing, will he sent ch person who m: coupon asa priz C, HOFFMAN ing Manager Leslie-Judge Company 4} In answering advertisements please mention JUDGE. It will be Cover Design, “ Yours, with Love” James Montgomery Flayg The Birth Machine Editorials— The Mob “In the Hands of His Friends” New States Tariff for Versonatities Caustic Comment Alfred Booth Kuttner A Little Journey into Physical Geography Carleton G. Garretion Deterrent of Crime Melandburgh Wilson A Sym-phony from the Germas Success Reflections of Uncle Ezra kilis O. Jones Koy k. Moulton Inspiration The Modern Woman Charles Sarka SUBSCRIPTION RATES One year nbers « Six munths, or 26 numbers Thirteen weeks - - S Subscriptions payable in advance by draft on New York, or by express or postal order. Postage free in th cies, and Mexico, To Ca cent ar fur po ald $103 a year. Eurorean Ac pany, Bream's Ui Chancery Lane, B.C. lo br \ ede COvera, Paris: Saarbach's News Esehanue, 16 John Street, Adelphi, London; 56 Rue de 1 1 Clara Strasse, Mainz, ( ubseriptions and advertising for all the pu cations of Leslie-Judce Company will be regular rates at any of the above offices Contributors must include @ stomped and eelf. essed envelope with all n of the latter when found unavailable ited States, its depend tan Provinces to all fe be guaranteed. We receive such material, submit- ted for publication, only on ccndition that we shall not be held responsible for its lors or injury while in our hand If Junar: cannot be found at any news-stand, the publishers will be under obligations if that fact Le promptly reported on postal card or by letter. BACK NUMBERS: | 10 cents per copy ; 1911, 2 cents; 1919, 30 cents The contents of J are protected by copyright in both the United States and Great Br Western Apvertisine Orricr: Marquette Building, Chicaco, NL LESLIE-JUDGE COMPANY 225 Fifth Avenue, New York appreciated. comicbooks.com