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Judge, 1912-04-13 · page 20 of 24

Judge — April 13, 1912 — page 20: what you’re looking at

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Judge — April 13, 1912 — page 20: Judge, 1912-04-13

What you’re looking at

This page mixes advertisements with two short satirical pieces. **"Success in Advertising"** is a mock-serious tribute to an advertiser's dedication, quoting an unnamed businessman's sacrifices—sleeping little, constantly scheming, distributing free samples to desperate mothers, spending all money on advertising a food product. The satire is genteel: it celebrates obsessive entrepreneurial hustle and self-promotion as moral virtue, presenting advertising itself as requiring "courage" and "confidence." The piece gently mocks American commercial culture's elevation of relentless salesmanship. **"Summer Residence for President Taft"** (partially visible) depicts a Kentucky colonel in New York praising President Taft's supposed plan to spend summer at Mammoth Cave. The joke appears to mock Taft as needing a remote, cool refuge—implying criticism of his presidency or appearance. The colonel's elaborate language ("magniloquent wave") suggests satirical exaggeration of Southern pretension. Both pieces exemplify *Judge* magazine's urbane, class-conscious satire of American ambition and politics circa 1910s.

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Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.

CO. ENCH P. H. Detroit Marine Engine Uses Gasoline or Kerosene OREATES? EN. OINe BAROAIN abe | | Advertising ot Advertising —A Series ot “We are advertised by our loving friends,” so reads the advertisement of an infants’ food. Itis true. But, before it could be true, what "ar | a burden of work, and worry, and sacrifice the parts Seod for © Works, 1297 Jefferson Ave., Detroit, Mich. like bungry wolves and keep yon busy if you after them with my wonderful flanclariag balt MAGIC-FISH-LURE. Best fish bait ever invented. You catch ab string of fish while the other fellows are ing fora bite, Price 25. = box,” Positively {= guaranteed, Write for Free Booklet and my special offer of one box tobelp introdace it. J.¥.GREGORY, Dept. M, St. Louis, Mo | Read Judge’s Library April issue now ready At all Newsdealers 10 Cents — | fortable re: One Block from New Pennsylvania Station Hotel Imperial On Broadway Thirty-first to Thirty-second The ideal place to lunch or dine. Where excellence of cuisine pre- vails, where service of the finest is efficient, yet unobtrusive. Amidst luxurious surroundings, en- tertained with music by an unexcelled orchestra. Luncheon, Dinner, or an After-Theatre Supper—in the Palm Garden, or Cafe is a distinct treat. Convenient to theatres, new shop- ping district, and all lines of trans- portation. ‘ Popular Prices. ROBERT STAFFORD Proprietor Booklet will be mailed on reque: COPELAND TOWNSEND Maneges € at In answering advertisements please maker endured! There has never been a moment,” he says, ‘sleeping or waking, since L started this enterprise, t I have not thought or dreamed of some way to prove it known, I he on kened in the idea, and would lic and develop that ide mind.” “1 soon found that that plan was endangering my health. Then I would have a block of pape and matches on the chair beside my bed. ened—in the night, was useful about the business, Lv y get up and note it down. This would enable me to crystalize that idea, and keep it where it would be safe, and | would go back to bed and to sleep.”” “What has made my business successful? It has been advertising; it has been the giving away of sa pless it has been personally visiting sick children; it has been corresponding with despairing mothers: i has been issuing circulars of advice; and it has been | every other good means that I could think of.”” the first bottle of the food was madi e than twenty-five thousand dollars, and to All the money Thad, ai t into ——"s Food. T gave up a com y. and moved into a small house t | im; awa int 1 to spend mi a | that time i Tcould get h - my nm fe her adve agency. for furt Think of it! When advertising requires that of a man; when he has to have such confidence in the merits of an article that he can overcome mountains of discouragement in order to win | your confidence, are you not moved to choose | his brand of goods, in preference to an unad- vertised brand? He has paid the price of success. His trade-mark is his badge of courage. Ki ea WWE frees attractiv t € Offer ue WATT De ¥ furnishes informati je fur peren coupon. Pictur fra for Name Address J. April is mention JUDGE. It will be | | Summer Residence for President Taft, The Kentucky colonel was browsing on a Wall Street mint julep—the mint julep of that over-financed section not being better than elsewhere in Manhattan, but better than none to the colonel’s taste. “Tam in the city of New Yo: mission of national importance ona he |said, with a magniloquent wave of his ‘hand. “‘As you are aware, this is the season of discussion on the subject of a summer residence for President Taft, and, as far as I have been able to learn, Jno place has been thus far sug. | ge 1 which is wholly unobjectionable. |My mission is simply to supply the one altogether desirable summer resi- for Judge Taft, and that place, sir, is Mammoth Cav dence in the grand old commonwealth of Kentucky, sir. We offer there, sir, an unmeasured area of invigorating and continuous shade, with a temperature never above 54 and never below & ith no tempestuous winds, no cloudy skies, no drizzling rains, no deadly lightning and crashing thunder, no biting frosts, no sizzling sunshine, no climatic variableness of any kind nothing, sir, but meteorological im- mutability. Within that area of ever- lasting calm, sir, are streams in which | to fish, long distances to be traversed on which the foot of man has never trod, broad spaces where golf may be played at any hour of the day or night by sim- ply pressing a button and turning on the electric light, natural baseball parks, sir, where the national game may be indulged in with no postponement on account of the weather, and over all a no “There, sir, the President may sleep under a blanket every night and wander bareheaded where he listeth, without fear of sunstroke in any form. And, sir, never within all that expanse of | territory has the eye of man ever rested fupon & mosquito nor ever has he felt the ‘insidious tickle of that elsewhere preva- jlent pest, the domestic fly. “These are but a few, sir, of the in- estimable advantages of Mammoth Cave as the site of the summer capital of this great and glorious republic, sir, and well may we say there is not an- other on earth like it. But, sir, there are other than natural advantages in Mammoth Cave for a President seeking rest, for within its charmed environs no visitor may penetrate except he come through the one narrow way leading into it, and this may be always under the surveillance of the President's advisers land guards, This alone would make it the perfect of perfects, sir; but more |may be said, for Mammoth Cave is appreciated. comicbooks.com