Life — March 3, 1910 — page 9: what you’re looking at

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

nr | __ 2 TOURS TO EUROPE Leave In Apel, May, June, July and August. Atl parts of Europe, including Oberammergau, A Jab from ‘lexas Eorrox or Lire, New York City. Dear Sir:—I have been trying for two years to inject a ray of genial warmth into your funereal publication, but all ny philanthropic attempts have met with calm, cold disdain. You have con- siantly and consistently put the rejection slip under my none too stable feet. I kave sent you jokes with which I have cracked the enamel on the faces of peo- ple who hadn’t smiled before in forty years. I have sent you skits that were so funny I used them to bust the sides of Hindoo images. I have scht you satire so keen that I had to handle it with gloves, and cpigrams so pointed that I was stuck on them if you were not. Wassamatterwidyer? Finally, I feel like sending you up for a long term, but my tender heart causes me to give you only a short sen- tence—which you will find below. Seriously and ros-seriously, Joun E. Rosser. Moved to amend that the word jewelry be written Jew-elry. Austix, Texas, Feb. 5, 1910. A Broad Subject Eortor Li Dear Si ‘The fearlessness of your recent stand in regard to the publication of the facts concerning the death of Francisco Ferrer, appeals to every fair- THE MASTERPIECE OF THE CONFECTIONER’S ART When you were engaged Why not now? Ce It’s exceedingly hard to make a good cigaret and sell it at popular prices. So hard that only a few people try it. So hard that most of those who try it fail, and either go out of business or ‘‘do like the rest of them’? and cut the quality. So hard that we (my partners and I) went without a profit for five years, and put tens of thousands of dollars into the business, in order to keep up the qual- ity and build the business to a volume which would leave us a net profit out of the mighty small gross margin in a quality cigaret. We spent years in getting together enough of the right men to make enough Makaroff Cigarets to make them a national proposition. For some years we discontinued our advertising, because we couldn’t make enough goods and make them right, to justify advertising; but the public went right on buying our good: fast as we could make them, ‘here is something beside good advertising in sales of that kind, I have always believed that if we pro- duced the quality, the public would produce the sales. And that faith has been justified. Our advertising is intended and our salesmen are instructed to produce public confidence rather the sales. 1€ we can do that the sales will take care of themselves. You will always find in MAKAROFF RUSSIAN CIGARETS a quality that corresponds with the straightforwardness of the advertising. We have now introduced the goods so thoroughly to dealers that you can get them almost anywhere in the best cigar stores, aotels, cafes, dining cars, etc. Any dealer who hasnt got them can get them quickly from his local jobber. If he doesn't want to, we will supply you promptly, by mail, on receipt of the dealer's name and address, or simply his address, so that we may investigate his reason for refusal. If you do not like these cigarets at the first trial, remember that they are mighty different from what you are accustomed to, and that the diference és all in your favor. Take time to get alittle used to them and you will find out just what we mean, Makaroffs are absolutely pure, clean, sweet, mild tobacco, untouched by anything whatever to give them artificial flavor, sweetness, or tomake them burn, You will find that you can smoke as many as you want of them without any of the nervousness, depression or “craving” that follows the use of ordinary cigarets, Pure tobacco won't hurt you. You may not be used toit, and you may not like the first Makaroff, but you'll ike the second one better, and you'll sti-l: to Makaroffs forever if you once give them a fair chance. We have built this. business on quality in the goods and -ntelligence in the smoker—a combination that simply can'tlose, We waited Quite a while, but it has won in our case and won big. ‘The result is, that "This is a Makaroff year-~nearly everybody smokes them now" Makaroffs are 15 cents and a quarter in boxes of ten. $1.50 to $6.00 for 100's—packed in cedar boxes. J) attaroffg - oer Mail address, 95 Milk Street—Boston, Mass, minded individual with peculiar force. narrowness and bigotry; for its essen. Certainly the letters which you have lately published on this subject have been most convincing and I do not sce how any one can doubt the sincerity of the writers of such communications, or do other than greatly admire your sense of justice and fair play in thus opening your columns to the discussion of what has been, in some quarters, a rather unpopu- lar theme. Lrre is to be congratulated for aligning itself with those journals that are noted for their freedom from 353 tial broadness of culture and innate sym- pathy with humanity, which, together with its marvelously widening circle of influence, gives the keenest pleasure to all thoughtful men and women and goes far to refute the charges of corruption and “ graft’? that are being constantly hurled at the modern press. Sincerely yours, M. A. Pace. New York, February 1, 1910. comicbooks.com