Life, 1910-07-07 · page 4 of 48
Life — July 7, 1910 — page 4: what you’re looking at
What you’re looking at
This is primarily a **house advertisement** for *Life* magazine itself, not political commentary. The page announces an upcoming "Humorous Number" issue, promoting it as an innovative and daring publication venture. The cartoon at top shows a figure being chased or fleeing—likely generic comedic illustration rather than specific satire. The illustration of a woman labeled "What a funny idea!" appears to be stock humor art. The text emphasizes *Life*'s self-image as bold and intellectually adventurous ("It will unsettle our readers, and undoubtedly cost us many subscribers"), appealing to readers who appreciate sophisticated wit. The page lists upcoming special issues and urges subscription. **This is advertising content, not political satire**—promoting the magazine's brand as witty, risk-taking, and culturally important.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
LIFE 1g GOING THESE DAY: SOME For example, we purpose soon to issue a “What a funny idea!" And be a regular. HUMOROUS NUMBER This unique and startling idea has been suggested by several requests for such a number. How will it be received? That is something, of course, of which we cannot tell. A daring conception! But, then, LIFE stops at nothing. The unusual is our constant quest. Ours not to reason why, Ours but to do and die! We fully realize all the fatal consequences of issuing such a number. It will establish a doubtful precedent. It may stimulate competition. (If such a thing is pos- sible with this interesting paper.) It will provoke thought. Always a danger! It will unsettle our readers, and un- doubtedly cost us many subscribers. (But that is what we are here for—occasionally.) It will call attention to the danger of living in such an advanced civilization. (But why shouldn't we be alive to our responsibilities?) On the other hand, we are counting on some favorable things—to wit: People will forget it. They will not hold it up against us permanently. They will think it is only our little joke, and forgive us the shock. They will realize at last how thoroughly broadminded and strictly independent LIFE is. Expect it at any moment. OBEY THAT IMPULSE If you are afraid to send Five Dollars for a year, try a One Dollar subscnption for three months, Next Week! The great Rug Mystery, a thrilling tale in one intensely dramatic situation. We can- not now give away the plot, but in the centre page cartoon of the next Life all will be ex- plained. Other great ques- tions settled in this Astound- ing Aggregation of Altitudin- ous Wit and Wisdom When Women— But why particularize (it's an awfully funny picture, that, by the way). The cover is by Crosby, but a table of contents of this number would fill this page, and rob you of sleep until you see it. : We cannot be so cruel. COMING July 21. Dyspeptics’. A pain- ful number, Aug. 4. Great Midsummer Number (more later). Aug. 11. Fat Folks’. This num- ber is Great ! Aug. 18. Nautical. Full of Ocean Breezes, Other numbers coming are The Goody Goody, Burglars’, Mid- night, Hell (last, but not least). Canadian $1.13; Foreign $1.26. Openonly to new subscribers; no subscriptions renewed at this rate. This offer is net. LIFE, 17 W. 31st Street, New York Subscription $5.00 Canadian $5.52 Foreign $6.04 comicbooks.com