Life, 1910-03-24 · page 35 of 44
Life — March 24, 1910 — page 35: what you’re looking at
What you’re looking at
This page is primarily **advertising content**, not satire or political commentary. It features: **Main Content:** A lengthy advertorial for the Enger 40 automobile ($2,000, made in Cincinnati, Ohio). The ad emphasizes that the car is built by "reproduction"—copying an expensive luxury vehicle's design and features at lower cost, rather than designing from scratch. **Supporting Story:** "Right Up There" (continued from page 530) is a serialized fiction piece about a real estate/business deal, unrelated to the automotive content. **Side Advertisements:** Include Milo Egyptian cigarettes and The Montclair resort in New Jersey. **Historical Context:** This reflects early 1900s manufacturing philosophy—mass-producing luxury car designs affordably. The Enger company's pitch emphasizes that quality reproductions could democratize automobile ownership. The page contains no political cartoons or satire. It's a straightforward product promotion typical of Life magazine's mixed editorial-advertising format of this era.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Fun otor ble yu want up the about Un- enjoy he re. ~ylinder < about gain, ¢ a lot about oil you ow. N racles, is for the rendered iltration. t distinc lerstand. 4 barrels “TES “On the Mountain Top” THE MONTCLAIR Atome for aday—or a year. Only 40 minutes from Broadway. MONTCLAIR, N. J. Right Up There (Continued from page 530) “That's all right. when I see one.” Selzig produced his checkbook and wrote out a check for twenty-five thou- sand on a city bank. “You can fire that down and get it you please. I guess 1 know a contract cashed as quick a you'll find it good. “No doubt of that.” Merlin wrote out a contract, handed it to Selzig, who nodded his approval, called in the amazed Roberts to sign as a witness, and the whole transaction was completed, “ There!" said Merlin, “I couldn't go back on that now if I wanted to, and neither could you.”” “T don’t want to. I’ve got what I want.” At this moment a bell boy knocked. He entered and handed Merlin an en- velope. Merlin opened it, read the paper inside, signed it, tossed it over to Roberts, who bewilderingly signed it as a witness once more. Then Merlin in- dorsed Selzig's check, put it in another envelope and, addressing it, gave it back to the boy. “Send this right over,’ he said briefl “ By the way,”’ he said to Selzig, as he banded him a box of cigars, “we are to be neighbors “What do you mean?” The Egyptian Cigarette of Quality AROMATIC DELICACY MILDNESS PURITY 2 At your Club of Dealer's THE SURBRUG CO., Makers, New York. about the As to which of these methods will come nearest to pro- | ducing the kind of a car you would like to own nothing need be said. ‘The writer of this advertisement was impressed with the marked advantage of the reproduction method of building during an investigation of the Enger 40. Here is a car selling for only $2,000. fully equippe (including top. glass front, speedometer, {ull set lamps, mag: neto, etce.—everything you would expect to buy) that has the size, the wheel base, the lines, the power and those mis- cellaneous advantages that one expects in “cars for the rich,” but not in cars at two thousand dollars. Cars of this Enger kind do not “happen invariably reproductions. Mr. Enger (who is a manufacturer of unlimited means) gave, me this explanation of his method in building his 40: “For several years I have owned a car that is known the world over as being one of the five best cars manufactured —either American or Foreign. The car is as fine a piece ‘of mechanism as it is possible to build when no thought of cost is considered. “Two years ago it occurred to me that if it were possible —at a nominal cost—to duplicate my car minus the they are when I found that you wanted to buy this place I telephoned over to my friend, the president of the First Na- tional, and bought for forty thousand dollars the site you were looking at. I've always wanted it but never had money enough. I'm going to put up a quiet little inn there, on old-fashioned lines, where my old friends can continue to dwell with me in courtesy and com- fort." Finis. st “Just Get Oil and Gasoline—and Start.” ENGER MOTOR CAR co., Summer and Gest Sts., Cincinnati, Ohio Some Inside Facts Enger 40 that the Prospective Automobile Buyer Ought to Know By H. C. GEORGE The reader may or may not know that there are two distinct methods of building an automobile. One is to construct it without reference to any other car—the sole aim Leing to build according to certain price (rather than high efficiency) specifications. sometimes produces a car that is worth what is asked for it. This is an extremely simple method. It It always produces an “automobile.” The other method is to build according to a definite pattern—to model after a selected car of known merit. This method is by no means an easy one, as it involves securing only the highest grade of material—some of which is not used at all in cars of no required standard of merit. luxuries that are wholly unnecessary, the car would meet an immense demand from those ‘who want the vital working parts of the best cars, but who are willing to sacrifice the luxuries and costly extras. “The Enger 40 is the result."" This statement explains many of the features of the Enger car and is the best possible guarantee of its high quality. It explains the size of the car. It explains its style. It explains its rich upholstering. It explains its easy-riding quality. It explains the quletness and power of the engine, And it explains the exceptional finish that is readily noticeable to a trained eye. This car is obviously intended for those genuine quality and refinement— For those who would much prefer to pay $4,000 or $5,000 but who are not ready to do so, and who want the nearest possible approach, at moderate cost, to cars selling at these prices. In order that you, as a prospective automobile buyer, may get a more definite idea of this built-to-model car, and know why you ought to buy it in preference to other makes, I am Preparing a pamphlet entitled "Seven reasons why you should buy looking for 2 (Ask pamphlet A" for short.) This pamphlet goes into detail about the car and tells you what you want to know. : It gives illustra- tions of the working parts of the car, as w as detailed — specifica- tions. You ought to get a copy of it no matter what car you buy. Dropthe Company @ line (a postal will do) while you have it on your mind. Address FLEW THE coor comicbooks.com