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Life, 1909-06-10 · page 29 of 32

Life — June 10, 1909 — page 29: what you’re looking at

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Life — June 10, 1909 — page 29: Life, 1909-06-10

What you’re looking at

This page combines reader letters and advertising. The dominant feature is a Cadillac automobile advertisement addressing why their "Thirty" model (priced at $1,400) is replacing more expensive cars. The ad argues that wealthy buyers of luxury vehicles have concluded that Cadillac offers equal engineering quality and service without the premium price—essentially claiming that additional cost buys only size, not superiority. The reader letters address unrelated matters: one British reader complains about inaccurate heraldry in Life's illustrations; another criticizes Life for treating religion disrespectfully in an article about a Catholic bishop and Ambassador White's daughter's marriage. The Evans' Ale advertisement suggests ale is essential to automobile trips, paralleling rubber tires to wheels. **For modern readers:** The Cadillac ad reveals early automotive market dynamics—luxury cars were still novel, and manufacturers competed on claims of engineering excellence rather than styling or features. The letters show Life's editorial reach and its readers' concerns about accuracy and decorum.

📄 Transcribed text from this page (OCR, searchable)

Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.

HARTSHORN SHADE ROLLERS Hear the script name of Stewart Hartshorn on label. Get“Improved,” no tacks required. Wood Rollers Tin Rollers From Gur Readers We Plead Guilty Totus Epttor oF Lire: car Sir:—Though a Britisher I am not a dironic kicker, but a great reader and admirer ef your paper. I like it because it takes an terest in things, which is rare in these days of yeceral education. I have been reading many ited States journals and am much puzzled to fad out why none of the illustrators, who are generally accurate, will take a short course in Meraldry from a pursuivant in Queen Victoria saeet, or buy a little book about it, for they are wey fond of delineating coats-of-arms and are always wrong. E. G., in your issue of May 6, isa capital picture of a monarch shooting deer. He looks like the Emperor William, but his pa slion is emblazoned with the arms of a King of Sciland. It is a long time since a Scots King stot deer, and then he did so with a bow. Again, Inoticed a charming poem in a monthly about a isight who was brave but “lowly born.”” In ‘te full-page illustration this “lowly born’ per- wa bore the quarterings of three royal families, mth the Prince of Wales plumes on his shield, so te was rather well connected after all. I do wish a would give the artists a tip that heraldic “signs mean something to the seeing eye, and, eed, heraldry is a very interesting little kience. Forgive my troubling you, but Iam an aalid with time on my hands and am staying at Hot Springs, Ark., so that I may not feel the @ange to “down below’? so much. I remain, Very faithfully yours, Lastnert Bono. Vaxcouver, B. C., May 9, 1909. Wasixetox, D. C., May 18, 1909 Eoitor oF Lire: Sir:—As the purpose of your essentially hu- serous periodical is to please rather than in- amet, it behooves you to treat appropriate mat- urs only in a humorous way. Religion is not amatter to be treated lightly or disrespectfully. You have given offense to many thinking persons by the article, in the issue of May sixth, con- eming the Catholic bishop's action in the mat- ‘wr of the marriage of Ambassador White's Gghter. You spoke of a matter which you vans’ Ale Sto an automobile trip what ‘Se Rubber Tire is to the wheel. It’s rough going without it. Sole as well as regatar site bottle Hotels, Clubs, Restacrants, Saloons, and Leading Dealers, | | | replacing higher priced You doubtless will find in your own city numerous Instances of such change. And this presents a serious and significant question for all automobile buyes These men who have strong Irresistible changed must bave bad some nevntive, Tow did they come to the conclusion that a thousand or even two thousand dollars more would buy them no greater service or satisfaction than they secure in the Cadillac? It Is not easy to answer that question, because It 1s not easy to tell you In this Imited space how good a car the Cadillac 1 ‘Thirty minutes’ study of the Cadillac plant would send you away convinced that no car in the world at any price—ts more painstakingly, scientifically mai Most men who have owned costlier cars are good Judges of construction and better judges of serv- ice, and to them, as to expert englocers, the me- chanical goodness of the Cadillac 1s an open book. ‘They sce at a glance that a thousand or even two thousand dollars additional can buy them nothing more save—size, Cadillac “Thirty” = Four Cylinder 20 Horse Power Selective type sliding gear transmission Shaft drive 106 inch wheel base Ample five passenger capacity 1400.22 F. 0. B. Detroit (Including three oil lamps and horn) cars ? set the “small.” Cadillac “Thirty * ts by no It ts a large, roomy, flve-passenger car, Thirty minutes In any otber plant devoted to the anufacture of fine cars selling for several thousand dollars more would reveal po single annertority eltber In method or equipment, no other plant would you fad the same fineness and precision througbout—the same elaborate equipment for the attainment of absolute Inter- changeability. After such an Inspection you must perforce say: 1 understand now why the Cadillac Company was awarded the Dewar Trophy, No car could be bettet than this."* visiting the plant {f you were versed In engineering of in motor car construction, The expert, examining the Cadillac chassis, announces his decision boldly and Immediately: “ The facet piece of work I've ever scen at any price."* to the man who has never bought any car before— be can convince himself by what thousands of Cadillacs have done in the past, by the wonderfal things the Cadillac “Thirty * ts doing in every community, and by the extraordinary cothusiasm of competent authorities of bis own acquaintance. Cadillac Motor Car Company, Member A. L. A. M. Y, BOSS, YOU'D BETTER TAKE THAT SIGN DOWN, HERE COMES MR. CENTIPEDE. obviously do not understand in an entirely un- warranted manner. For the benefit of one as ignorant of such matters as you obviously are I might state that the recent ruling of the Catholic Church, while seeming perhaps oversevere, is most wise when we consider the great modern divorce evil which that church endeavors to cure, not by making divorce less easily obtained, but by making it less necessary through stricter marriage laws. If in the future you will leave religious criticism to those qualified to do it justly you will better please many whom this mistake has offended. You might help correct that mistake by print- ing the protest of a disappointed reader. Grorce M. Eastman. comicbooks.com