Life, 1909-05-20 · page 6 of 36
Life — May 20, 1909 — page 6: what you’re looking at
What you’re looking at
This is **not a cartoon or satirical content** — it's a straightforward advertisement for Martin & Martin, a New York bootmaker. The page header reads "LIFE," but this is paid advertising copy, not editorial content. The ad argues that the company's "ready-to-wear" boots offer advantages over custom-made boots: they're faster to obtain, less expensive, and nearly as customizable. The pitch claims their ready-made service provides "custom service in every particular except time and expense." This reflects early 20th-century consumer economics, when mass-produced goods were gaining respectability against handmade alternatives. The ad targets customers seeking quality boots without the wait and cost of full customization.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
St ts Because we are rimarily custom bootmakers that we epee so well the advantaéges of our apse a eared boots over eVen the best custom boots —with all their elaye an expensive excellences. e offer the most efficient custom service to be found anywhere, but out of our lon experience as custom bootmak- ers we Have evolved a service in fine ready- ‘or-service boots that in most cases is infinitely more satisfactory than custom service. In fact it is custom service in ev~ eiypaeuce ar except time and expense. @ can save you something on both of these items, and dive ySu every-~ thiné demanded by ‘the most exact- ing aste. ; hy not enjoy the advantages! Martin Martin Fine Boots for Men & Women No. L East 35th Street New York. comicbooks.com