Life, 1910-02-17 · page 29 of 44
Life — February 17, 1910 — page 29: what you’re looking at
What you’re looking at
This is **not a political cartoon or satire**—it's a straightforward advertisement for the Warner Auto-Meter, a speedometer for automobiles. The page promotes the Auto-Meter's supremacy among speed indicators by emphasizing two claims: its reliability (based on magnetic induction technology) and its superior craftsmanship. The accompanying photographs illustrate manufacturing precision—showing workers adjusting the speed disc with tolerances as fine as 1/1000th of an inch (compared to human hair width). The "Aristocrat of Speed Indicators" headline uses aspirational language typical of early 20th-century advertising, positioning the product as premium despite competitive claims that it's "cheaper than the Auto-Meter." The detailed technical description and free booklet offer appeal to motorists concerned with accuracy. This represents consumer advertising from the automobile era, before speedometers were standard equipment, targeting buyers who valued precision instrumentation.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Model “ M ” The Most Popular Absolute Supremacy among Speed indicators is the high rank con- ceded to the Warner Auto-Meter by, the motoring world at large. In every important speed event, in every test, on every occasion where accuracy and reliability are essential, the Auto-Meter is used as a matter of course. There are two main reasons for this acknowledged supremacy. The first lies in the principle on which it is made—that of magnetic Hinduction. Years of experiment have demonstrated this to be the only Habsolutely dependable means of speed indication—unvarying under | whatever stress of usage or wear. One Operation in Auto-Meter Construction—Illustrated There are Many Others of Equal Delicacy Adjusting the Speed Disc—This is an operation of great delicacy. The pivot hole {s bored exactly in the center and ex- actly at right angles by a special machine. Another special ma- chine forces the pivot through the hole until the exact center of the pivot comes in the center of . ie the disc, The pivot is then put in a trial frame and the disc The Aristocrat of Speed Indicators Baa el fame aod, the die center." If it “runs out” or {9 - _ The other reason for the supremacy of the Auto-Meter lies in the manner of its construction. No expense is spared in material or in workmanship. Price has never been a factor in the Auto-Meter. __, In fact, so little has price been considered that the phrase “it’s cheaper than the Auto-Meter” may almost be said to be the slogan of competition. Our aim has not been to make a speed indicator to sell as cheaply as we could, but to build a perfect speed indicator and sell it at the lowest price possible for perfection. The Auto-Meter is not ‘‘nearly always right” or “always nearly right,” but always all right. It is built with exactly the same care, the same attention to detail, the same regard for accuracy and dependability, as a Ligh-grade watch. We issue a very interesting booklet which discusses in detail the origin, development and utility of speed indicators. A copy will cheerfully be sent you free, on request. eccentric to the pivot more than 1-1000 inch it is not considered fit for use. The disc is next “trued” until it shows not the slightest “wob- ble” when turned rapidly. T-f000 inch i# again the standard, To appreciate what this means it must be remembered that 1-1000 Snch is about half the diameter of an average human hair. The indicating scale is now put on and t This is a delicate operation, performed with t many devices that show, nu the Auto-Meter itself, The disc iss. its normal position on very quite free to turn if one side is heavier than the other, If it moves from any position it may be placed in, it is re-adjusted until it will balance in that position. To overcome the last remnant of friction and allow absolute freedom of motion, the bearings are trembled by a tiny electric ham- mer in the base of the device, controlled by a, push-button. The disc is balanced in. six positions until it will not turn from any one of them when the sammer is started. It is a delicate process and \ tedious one, but is simply nother painstaking step to- ard the supreme accuracy and reliability which is found in the Auto-Meter. ngs, 80 as to leave it e Warner Instrument Co., Factory and Maia Office: 772 Wheeler St., Beloit, Wis. ATLANTA, 116 Edge xd Ave. DENVER, 1518 Broadway. IELPHIA, 302 N. Broad St. Brai h | BOSTON, 925 Boylston S rt. DETROIT, 870 Woodward Ave. URG, 5940 Kirkwood 5 ne BUFFALO, 720 Main St. INDIANAPOLIS, 330-331 N. Illinois St. FRANC Van Ness Ave. Houses | CHICAGO, 2420 Michigan Ave. | LOS ANGELES, 748 S. Olive St. TI E. Pi | CINCINNATI, 807 Main St, NEW YORK, 1902 Broadway. LAND, 2062 Euclid Ave. (46) comicbooks.com