Judge, 1912-09-07 · page 2 of 24
Judge — September 7, 1912 — page 2: what you’re looking at
What you’re looking at
The left page features "The Face You Don't Forget," an article about advertising and trade-marks signed by what appears to be a company executive. The piece argues that memorable faces and symbols—like trade-marks—create lasting customer loyalty and trust. It uses nostalgic examples (a White Horse Tavern sign, children's book illustrations) to justify why established, recognizable brands deserve consumer confidence. This reflects early 20th-century marketing philosophy: that visual identity and familiarity breed commercial success and repeat purchases. The article essentially defends brand loyalty as psychologically rooted in memory and symbol recognition—a foundational concept in modern advertising still used today. The right page is primarily table of contents and subscription information for Judge magazine.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Advertising of Advertising— A Series of Weekly Talks No. 34 The Face You Don’t Forget You may be forgetful of names. Distressing, isn’t it? But to remember a face—a gracious smile, a hand clasp, a pleasant word, makes the world go round. The face you don’t forget is the face of a friend that pleases you. It is a symbol of your truest friend. We have always clung to symbols. As has been said: “Our forefathers in this and the old country bought their to- bacco at the shop with the sign of the Bear, dined at the White Horse Tavern, purchased their clothes at the sign of the Green Gen- tleman, and advertised in the paper printed at the sign of the Gutenberg Press.”’ A child remembers the story in a nurs- ery book when he sees the pictures illus- trating it. Itis the picture the child carries in its mind. And every man and woman is a grown- up child. We photograph a trade-mark upon our memory. Wherever we see this trade- mark it instantly recalls the service that is back of it. We havea mental picture of a past service rendered, of past satisfaction. This gives us confidence in trade-marked goods. That is why it is always safe for you to buy established trade-marked goods. Ifthe trade-mark did not recall to the purchaser’s mind the idea of satisfaction, it would be impossible for the dealer to dispose of the goods. The manufacturer realizes this and he takes every precaution to insure the highest degree of perfection possible for the goods that bear his trade-mark. lla if} Fee < In answering advertisements please mention JUDGE. It will be appreciated. Jud ge Vol. LXIII. September 7, 1912. Copyright 1912, by Leslie-Judge Company. lew York as second-class mail matter. Cable address, * Telephone 6632 Madison Square. 'S Fifth Avenue, New York. John A. Sleicher, President. . E, Rollauer, Assistant Treasurer. CONTENTS Published weekly vs Leslie-Judge Company, Brunswick Building, No. 1612 Entered at the Post-office “Judgark." Reuben P. Sleicher, Secretary ADVERTISERS NUMBER Cover Design—The Lovemobile FLL. Fithian Picturesque America =. . . Harry Grant Dart Editorial ‘Brief Decisions : The Modern Ney That's Different . J. A. Waldron A Wise Non-advertiser W. J. Lampton Advertising of Aeveriilee . . Jesse G. Clare Ads. “oe es George B. Staff A Trick of the Trade LLC. Seva Me Will Never Do It Again Donald A. Kahn Anchored . eee M. Levy A Magazine Romance of Tow day ’, Kee Maxwell In the Public Eye yee Hay, Jr. Mustrations by A. T. Merrick, Sarka, G. Carlson, Ray Rohn, H.'A. Petersen, Johnson, Arthur Lewis, L. Fellows, and others. SUBSCRIPTION RATES One year, or 62 numbers $5.00 Six months, or 26 numbers : : - 250 Thirteen weeks - - - + 125 EUROPEAN AGENTS — International News Company, Bream's Building, Lane. BC., London: Brentano's, Avenue de UOpera, Faris; Saarbach's New “ John Street, Adelphi, London; ia Rue de la Germany. Victoire, Faris: be taken at regular rates at any of the above Contributors must include @ stam otherwine return of the latter when found unavailable cannot such material, submitted for publication, only or condition that sponsible for its loss or injury while in our hands or in transit f that fact be promptly ‘on postal card or by letter. BACK NUMBERS: ete, Britain. Postage free in the United Stat inces add SO cents a year for post to all foreign countries add $1.00 a year. WESTERN ADVERTISING OFFICE Marquette Building, Chicago, Ii. LESLIE-JUDGE COMPANY 225 Fifth Avenue | Passing the Mustard, Slaglebuak, Trade ant Trades mark Jests, etc., etc. Will Jones, Zim, B. Westmacott, Charles Donald McKee, Subseriptions payable in advance by draft on New York, or by express or postal order. 1 Clara Strasse, Mart, Subseriptions and advertising for all the publications of Leslie-Judge Company will and self-addressed envelope with all manurcrtts ye shall not be held re If Jupcr cannot be found at any news-stand, the publishers will be under obligations Present year, 10 cents per copy; 1911, 20 cents ; 1910. 30 centa The contents of Jupce are protected by copyright in both the United States and Great its dependencies, and Mexico. ‘To Canadian Prev: New York City NuMBER of Judge. To begin with there is a most attractive cover—this cover alone is worth the price of the paper. Then, there is page after page of real, live, pithy matter. It’s a number you'll take and nestle back in a chair with your pipe for a good two solid hours’ real enjoyment. Tell your newsdealer to be sure to have a copy for you next week.— Editor of Judge. A SWEET SMOKE —light up. THESMOKERS' comicbooks.com