Life — February 10, 1910 — page 4: what you’re looking at

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

Motor Boat Vumber NEXT WEEK The object of this page is not to praise Life unduly, or to indulge in a superfluity of unctuous urgings to take it and read it. An advertisement writer's first concern should be never to make himself tiresome, and if we offered a continuous pzean of praise to this wonderfully clever paper (the only one of its kind in the world) after a while people would weary of reading us. On the other hand, we read Life regularly ourselves, and swear by it, and it would be an obvious hypocrisy if we should make any cheap attempt to deprecate it. That is the reason why those who have followed this page for the past few weeks may have noticed that we have had certain candid misgivings about that Motor Boat Number—Life’s next issue. We had a sneaking feeling that it ought to be filled with Motor Boat pictures—that when you picked it up, you should feel the salt spray dashing over You, that you should put on water proof goggles before embarking in its pages. But what real difference does it make? Life is not a technical paper. It is a mental anti- septic. Its supreme mission is to interest, to edify, to instruct and to make joyful. Then again—so far as our advertisers are concerned—practically all of the people in this country who are able to buy motor boats read Life regularly. We beg leave to announce therefore, that if you are thinking of indulging in this exhilarating sport, and are anxious to make a proper selection, read the advertising pages of the Motor Boat Number. And now, to conclude this able attempt to set ourselves right with everybody concerned, we are almost ashamed to say that the Motor Boat Number is actually going to contain a large number of Motor Boat pictures. We can scarcely wait to see this number ourselves—we are so filled with jubilant anticipation over its delightful possibilities. P. S.—You are, of course, by this time a regular subscriber. We congratulate you upon coming in out of the gloom of a doubtful world. We knew you would do it if we kept at you long enough. And isn’t it a great comfort to get Life regularly every week? “Obey thot Impulse? Phwat fort" “Not for me, nayther? Coming The Improper Number is now on its way. It will be the number after the next one, or dated February 24. This is fair warning. Be prepared for the worst that can harpen. The Great Easter Number will be on all Joy stands on March 3rd. The price of this number (the beginning of a series of grand specials) will be fifteen cents. It will contain a supplement of some of the best things ever published in Life in the past. And in addition it will be one of the largest Life's ever issued. Subscription $5 “D've just lost my LIFE.” Canadian $5.52 The Hotel Number will come on March 24th. Think of the possibilities of this number? A long procession of hotel jokes and pictures is now marching into Life's office—fire escape jokes, clerk jokes, little lobby dialogues, attic salt and cellar smiles. Every hotel in the country will have to get this number of Life. (This you will notice, is a quiet bid for new business. We do it occasionally.) And then, on April 7th, comes the Great Fashion Number—another fifteen center. Ladies, before purchasing your summer wardrobes, wait for this number of Life. You will get some new and startling effects. comicbooks.com