Life, 1910-01-06 · page 5 of 76
Life — January 6, 1910 — page 5: what you’re looking at
What you’re looking at
This page is primarily a **product advertisement**, not political satire. It promotes Firestone's "quick detachable" demountable rims for automobiles, contrasting them with competitors' older "clincher" rim technology. The ad uses comparative marketing rather than humor or satire. It argues that Firestone's modern rims are superior because they eliminate staybolt features found in older designs, making tire changes faster and safer. The image shows a man changing a tire on an early automobile. The only satirical element is the opening analogy: comparing a seller offering last year's car model to one pushing outdated tire technology—a mild jab at competitors' supposedly inferior products. This is straightforward commercial persuasion rather than political or social commentary.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
“LIFE: * Get the Up-to-date Demountable Rims while you are about it You wouldn't think much of the man who tried to sell you a last year’s car for a 1910 model, would you2?—Same with the man who is willing to sell you a demountable rim for regular clincher tires only, when he knows such rims are out-of- date, and only a makeshift when compared with the up-to-date quick detachable. Firestone DEMOUNTABLE RIMS (For all Q.D. and Regular Clincher Tires) This comparison tells the story: CLINCHER DEMOUNTABLE RIMS These rims use only the old-fashioned regular clincher tires ‘on one-piece clincher rims. The base of this tire is so pliable that it will work over the edge of the rim when the car is in motion, unless the tire is kept fully inflated and held on by six staybolts. "€ you use less staybolts or allow the air pressure to lessen, this tire becomes a glaring menace to car and occupants. On these demountable rims the staybolt feature is nothing less than an unspeakable, impractical nuisance, as every owner of these rims knows, FIRESTONE DEMOUNTABLE RIMS These rims are modern quick detachable clincher tires (with flap) on quick detachable rims. The base of this tire is absolutely rigid and non-stretchable. It cannot be forced over the edge of the locking ring which locks it securely in place. This tire is fast displacing the old-fashioned regular clincher because it is safer in use and abolishes the nuisance of having to fit staybolts when changing tires. Thus, the greatest and the only real drawback to demount- able rims has been completely eliminated in the Firestone. The one and only way to secure a thoroughly practical demountable rim equipment for your car, is to demand Firestone Demountable Rims. Write to Dept. B. for Demountable Rim Book. FIRESTONE TIRE & RUBBER CO. AKRON, 0. America’s Largest Exclasive Tire Makers Unlock the rim with dam- aged tire, and substitute a spare rim with already Go to asy pieceer inflated tire. No loss of q hava 5 pected time ; no exertion or an- demonstration: Doyance; notire-pumping Ditect Factory Branches: Boston, Mass. 143 Col- umbus Ave.; Chicago. I1l., 1442 Michigan Ave.; Cleve- land,Ohio, 1918-2 Euclid Ave. Detroit, Mich., Ave.; Los Al 800 Penn is, Mi 28rd and Olive Sts.;' Seattle, Wash., 918 East Pike St. General Distributing Agencies: ifth St.: Columbus, St: Denver, Col 3 Aramburu 8 y 10; Kansas Cit Louisville, Ky., 542 S. Thir Union Ave.; Mexico City, Me Milwi sit “a Ae chtys Uiahs 62. Savannah, Salt © y, Utah, $ oy Oo'Cor: Perry and Drayton Sta; Wichita, Kans. 148 Market St. comicbooks.com