Judge, 1913-04-12 · page 24 of 24
Judge — April 12, 1913 — page 24: what you’re looking at
What you’re looking at
This is primarily a **direct-mail advertisement**, not political satire. It promotes the "Booklovers Shakespeare"—a 40-volume illustrated edition of Shakespeare's complete works. The page uses a common early 20th-century marketing tactic: claiming "slightly damaged stock" requires clearance at drastically reduced prices ($1.00 versus the regular $25-$58 retail). The "sweeping cut in price" headline emphasizes the discount. The small theatrical photographs on the right (Princess in the Tower, Richard III and Anne, Death of Warwick, Lear, Sir John Falstaff) illustrate scenes from various plays, serving as visual marketing. The appeal targets educated middle-class readers: Shakespeare is framed as a necessity for "modern education" and "literary delight." The offer includes free examination with a coupon before payment. There is **no political satire** visible here—this is straightforward advertising using period-appropriate sales psychology: urgency ("miss your chance"), social aspiration, and the perception of getting premium goods cheaply.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
40 VOLUMES LIKE THESE) ACTUAL SIZE, 7x5 IN. swEEFING CUT IN Booklovers Shakespeare ESIRING to close out all “slightly damaged stock,” we offer with- out reserve every set on hand—and onlv a few are now left—of that great popular edition, the BOOKLOVERS SHAKESPEARE. Some of these sets are in perfect condition, but here and there a volume shows slight signs of handling or perhaps its cover is a trifle discolored, Not one person in a hundred would detect these blemishes, and most publishers would trust to their passing unnoticed. Our method, how- ever, is to forestall possible criticism, and to offer the books ata sweeping cut in price—a cut that more than offsets any slight imperfections. This notice will not appear again. Every Word Shakespeare Wrote NOTE THESE GREAT FEATURES ‘They make Shakespeare easy to read, to under- stand and to appreciate. Topical Index dn which you can find ine any desired passage dn the plays and porms. Critical Comments en the plays and characters They are selected from the writings of Caerides tat, fami A complete ume, explaining reer dif cult, doubtful or ebvalete word. Two Sets of Notes One for the general reader and a supplementary ut for Paden. Arguments Thee gto of each pl lerasting preste Study Methods which furnish the equivalent course of Shae Life of Shakespeare by Dr. tract Gollancz, with eritical essays by Walter University Society, New York. may send, prepaid, for my examine BOOKLOVERS tof the ‘OU must have a set of Shakespeare. The reading of Shakespeare is a ne- cessity of modern education, as well as a literary delight. The BOOKLOVERS is admittedly the best Shakespeare in existence. It is printed in large type and with ample margins, from new and perfect plates, on pure white paper of avery high grade. There are 40 dainty volumes of great beauty, 7x5 inches (just the size for easy handling), 7,000 pages in all, handsomely and durably bound in half- leather and superbly illustrated. There are 40 full-page plates in colorsand 400 repro- ductions of rare woodcuts. The mere hand- ling of these charming volumes affords a keen sense of artistic satisfaction. The BOOKLOVERS is an absolutely complete and unabridged edition of Shake- speare. Each volume contains a complete play and all the notes that explain that play. These notes are the most complete and valuable ever offered to readers of Shake- speare. You Get the Entire Set for $1.00 %° Money with Coupon. Free Examination. ——_$$_———— entire 40-volume set of the BOOKLOVERS SHAKESPEARE will be sent for examination, N A prepaid to any address, if you will fill up and return promptly the coupon in the comer. We allow you ample time for a careful, intelligent and unprejudiced examination of the set in the comfort and privacy of your own home. i If you are satisfied—and we know you will be—that the BOOKLOVERS SHAKESPEARE. is without a peer, you retain possession of the entire 40-volume set and send us $1.00 only. Can anything be fairer than this proposition? “for mo money nor. our expense. may be paid at the rate of $2.00 a month. We ask If you are disappointed, you may return it at ‘The balance You Must Be Prompt You will probably miss your chance if you don’t send the coupon at once, as there has been enthusiastic response to this offer. sold through agents has been $58.00. bave the privilege of paying for it a little each month. ‘The regular price of the BOOKLOVERS wher You can get a set now direct for $25.00, and you No comment is needed. Avoid Disappointment—Order Now. The University Society 44-60 East 23d St. New York comicbooks.com