Judge, 1922-03-25 · page 2 of 36
Judge — March 25, 1922 — page 2: what you’re looking at
What you’re looking at
# "The Milk in the Cocoanut" This page is **advertising copy** for *Leslie's Weekly*, a rival publication to *Judge*. The title uses a colloquial phrase meaning "the real truth" or "the hidden advantage." The advertisement presents reader testimonials from across the United States praising *Leslie's Weekly* for its varied content—Investment and Automobile Departments, illustrated articles, picture pages, and editorials. Readers describe it as "refreshing," "informative," "instructive," "diverting," and "interesting." The piece concludes that *Leslie's* success stems from readers genuinely liking and enjoying the publication—positioning readership as voluntary enthusiasm rather than habit. The closing "Join the army NOW!" adopts military language common to 1910s-era magazine promotions. This is essentially competitor advertising rather than satirical editorial content.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
The Milk in the Cocoanut— IRST, read a few extracts from a large number of letters received re- cently from readers of Lestiz’s WEEKLY in widely separated sections of these United States: FROM ILLINOIs: “I am engaged in a business that keeps me traveling a good deal and I always make it a point to have the current week’s Lestre’s with me. Its size is handy and its contents are consistently interesting, with articles that are short enough to be re- freshing and not long enough to be boring.” FROM WASHINGTON, D. C.: “I cannot refrain from congratulating you upon the uniformly attractive c ter of Lestte’s. The articles are varied and informative, es- pecially on national topics, and the pictures are particularly likeable. Iam an army officer and you may be sure I shall have Les.te’s follow me wherever I may be stationed.” FROM KENTUCKY: “Lestie’s Investment and Automobile Departments and_ its snappy editorials are alone worth its price to me and in addition there is a wealth of other textual and pictorial material that makes me look forward eagerly to its arrival in our home each week. Keep on making it as attractive as it is now and you may count on our family as one of your strongest boosters.” FROM MASSACHUSETTS: “Your illustrated articles and interesting picture pages make, the strongest hit with us each week in Lestie’s, although we have been regular read- ers of your Investment Department for years and find it of practical help to us. We like your terse editorials, too, because they always have something to say that is worth while reading.” a These extracts and many other similar expressions received by Lrs- Lik’s are the best indications why this Weekly’s army of readers throughout the United States is constantly growing. Its readers find it likeable refreshing, informative, instructive, diverting, interesting each week. Thus, Les.ie’s readers themselves furnish the best explanation for its growing success. They like it, they enjoy reading it. Enough said. Join the army NOW!