Life — October 17, 1907 — page 3: what you’re looking at

What you’re looking at

# Matheson Automobile Advertisement This is **not a satirical cartoon** but rather a straightforward **automobile advertisement** from Life magazine's early 1900s era. The page advertises the Matheson touring car (50 horsepower, $5,500), manufactured by Palmer & Singer Manufacturing Co. in New York. The ad emphasizes the car's reliability and durability, claiming a 1906 Matheson set a record carrying seven passengers a mile in 50 seconds. The marketing pitch targets wealthy buyers seeking vehicles proven through racing victories and reliability contests rather than those wanting yearly model upgrades. The ad invites readers to visit their Madison Square Garden showroom and request a booklet titled "I Drove My Matheson," featuring testimonials from owners who reportedly drove thousands of miles with minimal maintenance. This reflects early automotive manufacturing when reliability and performance records were primary sales tools.