Judge, 1921-12-17 · page 35 of 36
Judge — December 17, 1921 — page 35: what you’re looking at
What you’re looking at
This is an **advertisement for Judge magazine** disguised as editorial content. The illustration shows a kneeling figure in formal dress presenting wrapped gifts beneath a starry, festive sky—depicting the ease of gift-giving through subscription. The text promotes Judge subscriptions as a solution to Christmas shopping stress. Rather than last-minute scrambling for physical gifts, the ad suggests simply mailing a check to gift Judge subscriptions ($5/year) to multiple people. The copy emphasizes the year-round pleasure recipients will enjoy from the magazine's humor and featured writers (William Allen White, Heywood Broun, et al.). The satire is implicit: the "wise man" who learns from experience avoids Christmas shopping altogether by giving subscriptions instead—practical, effortless, and appreciated. This reflects both early 20th-century consumer culture and Judge's self-promotional strategy, positioning the magazine as the thoughtful, convenient gift choice.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
The Wise Man Never Makes the Same Mistake Twice “bristnas Chonguls No, thankness goodness, you won’t have to go through that again. That idea of worrying one’s self sick for weeks over ‘“‘what to give for Christmas,” of rushing out at the last minute on Christmas Eve, of picking over the remnants and left-overs of the early shoppers, of ploughing home through the snow with a lot of junk—I’ll say thank goodness, that’s over! Now—why all I do is to make out a list, sign a check, mail it and it’s done——just like that! And their Christmas isn’t over by the morning after—it keeps right on, week after week, through the year. And tickled?—Why, they’re just tickled half to death! Love it—why the pictures, the color, the jokes—that zippy stuff by William Allen White, Walt Mason, George Jean Nathan, Jimmy Waldron, Heywood Broun and Walter Prichard Eaton—say, it’s great! Sure, I love those College Wits and the Stories to Tell and Digest of the World’s Humor. Five dollars a year is acinch! Just youtry it. Make out your list, Five per for each and you’re done. Do it now and mail it to JUDGE, 627 West 43d Street, New York, to-day because there isn’t much time left, old top.