Judge, 1923-03-03 · page 21 of 36
Judge — March 3, 1923 — page 21: what you’re looking at
What you’re looking at
This is not a cartoon but rather **advertorial content** — a paid advertisement disguised as editorial material in Judge magazine, circa 1923. The page profiles Charles E. Hires, president of the Hires Root Beer Company, as a success story. The implicit message: even a wealthy, established businessman (his company founded 1869, selling 700 million glasses annually) recognized the value of formal business training and enrolled in the Alexander Hamilton Institute's Modern Business Course at age fifty-five. This is a **testimonial advertisement**. Hires's quoted praise ("never subscribed to anything from which I received greater inspiration") serves to endorse the Institute's business training program to Judge's affluent readership. The piece subtly argues that systematic business education remains valuable regardless of one's current success — a pitch for the Institute's correspondence course, which readers can request "without obligation." The approach exploits reader aspirations: if Hires needed this training, perhaps you do too.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Charles E. Hires President Hires Root Beer Company ll} The Charles E. Hires Company, Philadelphia, recently announced that the past year was the largest in the history of the company, which was founded in 1869. More than 700,000,000 glasses of “Hires” were sold thruout the world. IKE so many men in high position, Mr. Hires is a staunch advocate of the necessity and value of systematic business training. At the age of fifty-five, when his product was already well known all over the world, and his fortune assured, Mr. Hires enrolled for the Modern Business Course and Service of the Alexander Hamilton Institute. Later he wrote: “In my long business experience I have never subscribed to anything from which I received greater inspiration for my work.” For men who are interested in acquiring a thoro knowledge of business principles, the Institute has published a book, called “Forging Ahead in Busi- ness.” It describes in detail the Modern Business Course and Service and will be sent on request without obligation. ALEXANDER HAMILTON INSTITUTE 767 Astor Place, New York City Canadian Address, C. P.R. Building, Toronto Australian Address, 42 HunterStreet,Sydney Copyright, 1923, Alerander Hamilton Institute