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Life, 1910-03-10 · page 20 of 36

Life — March 10, 1910 — page 20: what you’re looking at

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Life — March 10, 1910 — page 20: Life, 1910-03-10

What you’re looking at

This page showcases reader responses to Life's recent "Improper Number" issue, which apparently contained risqué content. The letters display a split reaction: some subscribers denounce the issue as vulgar and demand cancellation; others, while mock-scandalized, actually praise it or request more. The small cartoon at bottom shows a telephone conversation where someone accuses Life of entering the "gold-brick game" (a confidence scheme)—suggesting the magazine manufactured outrage to boost sales. Life's satirical point: moral gatekeepers publicly condemn the "improper" content while secretly enjoying it. The page mocks Victorian prudishness and hypocrisy. One letter even admits the writer will "run out and buy a copy, after all," undercutting the complaint. The joke is that scandal sells, and respectable people's protests are performative.

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

Lire Pustisnixc Company. Gentlemen :—Your last issue is the most vulgar thing it has ever been my misfortune to see. I cannot imagine how you dare | send from your press such an indecent issue. It is an in- sult to your subscribers and I hope you will reap your due reward. I would as soon place a rattlesnake on our table as that. Fairriro, Cox., February 23, 1910. Epitor Lire: A few weeks ago I subscribed for your paper to be mailed to above address. I do not wish your paper to again come to my house. Please therefore stop mailing it and consider subscription as ended and oblige, Yours truly, Park, xox, N. J., Feb. 23, 1910. Dear Sir :—Please discontinue the sub- scription of to your maga- zine. I think nothing can excuse your “Improper Number.'’ Yours truly, Cuestnut Hitt, Paicaperputa, February 22, 1910. Eprtor, Lire Pustisninc Company, Dear Sir:—Will you permit me a word of criticism? I believe that another is- sue of Lire as vulgar and generally unfit for appearance in respectable libraries as your issue of February 24 (Vol. LV., No. 1426) will cost you more good friends than you can recover in a two years’ return to your former good record. { am, to my knowledge, only one of many who think so. Truly yours, Boston, February 23, 1910. Eprtor Lire: Have looked at it on a news stand. Happily refrained from buying it. A great disappointment. Yet, on later re- flection, it occurs to me that you hav unconsciously performed a unique public service. Perhaps this will turn out to be important beyond any conceptions pos- sible at this hour of agitation and con- fused emotions. Is it so that there are “LIPE? | We Are Congratulated As many of these letters were perhaps not intended for publication we omit all signatures no improprieties, save those that relate to women and rum? Is the world so barren and civilization so futile of in- vention? It is high time some others were evolved, created, or in some manner made available to the service of the peo- ple. A niggardly and musty catalogue— only two; and the relish has long gone out of them. It is ridiculous for Lire to fetch them from cold storage in this pretentious fashion, as if the pitiful specimens could perennially be counted upon to create fresh sensations. Lire is not to blame; but the revelation is, nevertheless, disheartening. Where is the genius who will provide us with new improprieties? P, S.—Guess I will run out and buy a copy, after all. Perhaps it marks an epoch, a starting point for a social re- generation. Contemplation of it is bound to stir thousands to address themselves to the production of something new in improprieties. It is a reminder of ap- Proaching decadence, an inspiration to diligent efforts for recovery. Provivence, R. I. Epitors or Lire, New York City. Once Respected Sirs:—I have read your “Improper Number"? in shocked silence, but now I must speak. Aren't you ashamed of yourselves? And at your age, too! Kindly send two expurgated copies for use of mother-in-law and children. Inclosed find an expurgated check for same. Yours for Lire, Sprixcriety, Mass. Dear Lire: At last you have done it. I have read every issue for over twenty-five years, longing for the “Improper Number,” and, say! it is the “ best ever.”” Now, please let us have what you re- jected. Yours, Brooxtyn, N. Y., Feb. 21, “HELLO! THIS LIFE?” “Yes, this is Liv “Well, you little imp, I’m surprised, and considerably surprised at you. Looks from here as if you had entered the gold-brick game."’ “Why, what's the matter?" “After waiting with anxious expect- ancy for that much-heralded and over- boosted so-called ‘Improper Number’ I found it so sedate and terribly insipid that it might well be used in a young ladies’ seminary. Did the pupils of a Sunday-school prepare the copy for this week's number? '" “Tam surprised. We put in a lot of careful work and study in that number and until the last moment we felt some- what dubious about sending it to press."” “1 should think you would have felt dubious. There was no danger of over- heating any press bearings with the dope in the disappointing ‘great’ number. Why, even our own little Bingville Clarion is more improper every week than this week's Lire. If you can’t do better than that you might try to issue a real comic number just once."* “ Sorry you feel that way about it, but we'll improve with our next attempt. Good-by. “Good-by. But say, Lire, that cover wasn't so bad.’’ Have just read your so-called “ Im- proper Number."? The moral uplift is great. Please quote lowest price per 100 copies of each weekly issue, as we would like to adopt Lire in our Sunday-school in place of the paper we are now taking. Very truly, Pa,, Feb. 22, 1910. FRANKLIN, Dear Lire: We enjoyed your “Improper Num- ber’? very much. It is very pleasing but not vulgar. We wish you would send on the things you rejected. Yours truly, February 24. Brockton, Mas: Daruixe Lire: I have just finished reading the long- heralded “Improper Number," and am now wondering how you dared brave our dear Anthony's wrath. It is really the best ever, and anything but a simple Lire.’ Surely“ Impropriety is the spice of Life.” Believe me one of the thousands of Improper Readers. Sincerely, ReyNatpsvitte, Pa., Wednesday, Feb. 23, 1010 comicbooks.com