Judge, 1912-02-17 · page 2 of 24
Judge — February 17, 1912 — page 2: what you’re looking at
What you’re looking at
This page is primarily **advertising and editorial content** rather than political satire. The main feature is "Advertising of Advertising—A Series of Weekly Talks—No. 5," titled **"The Living Age."** Dr. Charles P. Thwing argues that life's greatest thing is **physical fitness**, contrasting the "blacksmith" (who develops strength through actual labor) with the "professor" (whose gymnasium exercises develop muscles but lack practical application). The satire critiques how modern advertising promotes physical culture without real-world utility. The accompanying illustration shows two men on a motorcycle—likely representing the contrast between practical strength and mere appearance. The article concludes that true strength comes from meaningful work, not just exercise marketed by publications like *Judge* itself—a self-aware critique of advertising culture.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Hello, Bill ! While they last, you can have an artist’s colored proof of the . P.O. E. COVER . which appeared last issue Send 25c in stamps at once, as the supply is limited. JUDGE 225 Fifth Avenue New York Réemoh Gers NotIimitations The greatest triumph of the electric | furnace a marvelously reconstruct fem. Looks like a die- mond—wears like a di mond-brilliancy guaran- teed forever—stands filing, fire and acid like a dia- mond. Has no paste, foil, or artificial backing.” Set only in 14 Karat Solid gold mountings. 1-30 the cost of diamonds. no glass—will cut gi ‘on approval. Money cheerfully refunded if not perfectly eatis- factory. W De-Luxe Jewel Book: e asking, Address Remoh Jewelry Co. 469. Broadway St. Louis, Mo, “The Living Age” Dr. Charles F. Thwing says that, to him, the greatest thing in life is life, and this is assur- edly “The Living Age.” No better fed, no_ better housed, no better educated, entertained or traveled people ever lived, than the great pub- lic reached by publications such as th Standards of even twenty- five years ago are, in many irections, totally inadequate now. Take the standards in advertising, forexample. We will pass over fraud and those features so commonly talked about, and take the one of mere interest. Twenty-five years ago insur- ance companies, if they adver- \ tised at all, did so with a \. brief “‘card.” Today, well, 4. compare this with the cao old. ie Note the title and the \ illustration. aN * Measurements,” Gey. the advertise- ment reads, N In answering advertisements please mention JUDGE. “show these two men to be of equal muscular development. But a lifting test shows the blacksmith to be 20 per cent. the stronger man. The explanation of this dif- ference in strength is that the “professor” of phy culture has, by the use of hi stem” of gymnastics developed his muscles alone, while the black- smith, by actual work at his trade, has developed, not only his muscles, but the tendons which attach the muscles to the bones Ability to do work is the re: test of strength. How is a fire insurance com- pany’s strength determined? By a lifting test, similar to the applied to the strength of these two men—the test of actual work done.” Thatis helpful, thought stim- ulating; isn’t it—the kind of literature one does not want to miss, and it may solve a prob- lem for you now, in insurance or out of it. lila aH VGfeccse < Advertising Manager LESLIE-JUDGE CO. \, Picture Offer — An attractive picture, suitable for fram- will be sent postage-paid to each person who \_ makes a reply to this coupon ‘ It will be appreciated. Judge Vol. LXII. No. 1583 Copyright 1912, by Lestie-Judge Company. En- tered at the Post-office at New York as Second. class Mail Matter. Cable Address, “* Judgark."” Telephone, 6032 Madison Square. Published weekly by Lestie-Judge Company. Brunswick Bullding, 225 Fifth Avenue, New York. John A. Sleicher, President. Reuben P. Sleicher, Secretary. A. E. Rollauer, Assistant Treasurer. CONTENTS: Cover Design =. Charles Sarka Little George's Diary + Robert W. Sneddon The Smith Reform . William J. Lampten A Dramatic Critic’s Confession Kuarf Remlap Editorials— Combines in Restraint of Trade Snobs Chicago Paupers Where Are the Muck-Rakers? Tariff for Politics Only Tit for Tat Stage Folks We Admire Carleton G Garretion The Potts. + Carolyn Wells Presenting the Pessimist . Charles C. Jones A Leap Year Man to His Father Terrell Lowe Holliday Judge's Detective Bureau The Modern Woman High Fliers, Attenti JUDGE of March Second is your num- ber Whether you are an aviator, a bird | ora lover of nocturnal festivity among i} the white lights, this High Fliers’ num. | ber will interest, instruct and amuse you Its program will consist of star acts by || top liners. You will like this number, so will your friends, relatives, wives and husbands Better have your newsdealer | reserve a JUDGE of March 2 for you | SUBSCRIPTION RATES. One year, or 52 numbers : 7 $5.00 Six months, or 26 numbers - - 250 Thirteen weeks = = =e 1.25 Subscriptions payable in advance by draft on New York, or by express or postal order. Postage free in the United States, its dependen- cies, and Mexico. To Canadian Provinces add 50 cents a year for postage; to all foreign countries ald $1.00 a year. Eurorean AGENTS — International News Com- pany, Bream's Building, Chancery Lane, London; Brentano's, Avenue de COpera, Pari Saarback's News Ezehange, 16 John Street, Adelphi, London; 58 Rue de la Victoire, Paris; 1 Clara Mainz, Germany, Subscriptions and advertising for all the :publi- cations of Leslie-Judge Company will be taken at regular rates at any of the above offices. Contributors must include a stamped and self- addressed envelope with all manuscripts, otherwise return of the latter when found unavailable cannot be guaranteed. We receive such material, submit- ted for publication, only on condition that we shall not be held responsible for its loss or injury while in our hands or in transit. If Jupae cannot be found at any news-stand, the publishers will be under obligations if that fact be promptly reported on postal card or by letter. BACK NUMBERS: Present year, 10 cents per copy; 1811, 20 cents; 1910, 30 cents, ete. ‘The contents of JuncE are protected by copyright in both the United States and Great Britain. Western Apvertisine Orrice: Marquette Building, Chicago, Ill. comicbooks.com