Life, 1910-11-24 · page 15 of 48
Life — November 24, 1910 — page 15: what you’re looking at
What you’re looking at
This page satirizes Life magazine's apparent search for "the Ultimate"—likely a publicity stunt or contest. The top illustration shows silhouetted figures in comic chaos, representing the widespread public competition for an undefined prize. The humor lies in the letters' varied, absurd definitions of "the Ultimate." Correspondents offer contradictory answers: one defines it as a spouse you're "tied forever" to; another argues it's actually the "Penultimate" (wordplay on the unattainable); a third claims it's "Perfection" and brazenly requests the $1,000,000 prize; another suggests it's Life magazine itself. The satire mocks both the magazine's vague marketing scheme and the public's gullible enthusiasm. The final illustration shows a giant head dispensing wisdom to crowds below, captioned "Evil to him who evil thinks"—suggesting the whole enterprise is either morally questionable or fundamentally meaningless. The page ridicules early 20th-century consumer culture and frivolous competitions.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
AFTER THE CAME After the Ultimate Many People Competing for Great Prize All Over the Country HE Ultimate is still in hiding Every nook and cranny in the country, however, is being searched, and it is not improbable that it will even- tually be traced to its lair. In the meantime, we publish herewith some let- ters from contestants: Attention, Ultimate ! Nov. 1, 1910. EAR LIFE: It’s a little surprising to know Lire is so homely that she is offering ‘one million for an Ultimate. With one- half of this reward advanced, balance to be paid upon receipt of shipment, I will have no trouble in “ delivering -the goods,” assuring you it’s not shelf-worn. A Missouri Ul-tie-Mate is a mate with whom you are tied forever Brit Rocers. Defined Pittspurcn, Pa., Nov. 2, 1910. DITOR LIFE, New York City. Dear Sir:—Lire is a bit off the track on the quest of an Ultimate. Men do not yearn for and cannot acquire an Ultimate. It is the Penultimate they seek and can secure. And the Penultimate is Lire’s infal- lible pointer from the Editorials to the Fortune Teller. The Ultimate (in the words of a Pre- adamite joke) is a dam sell, that cannot be mentally or otherwise embraced. Very truly yours, Orts Stuart. P. S—Please send the two million in crisp $100 bills, and kindly see that not more than 19,999 of them are queer. But Where Is Perfection? Brivcerort, Coxs., Nov. 3, 1910. LTE PUBLISHING ComPaNy:: I am interested in your search for the “ Ultimate.”” I am interested in the subject, and I am interested in the $1,000,000. The “Ultimate” is Perfection. You may send the $1,000,000 dircetly to. me at 85 Cottage Street, Bridgeport, Conn., or, if more convenient, to my bankers, James Staples & Co., Bridgeport. Thanking you in advance for your Prompt remittance, I remain, Sincerely yours, Seay SSS SS IN Woopstown, N. J. To-Day. IFE is tHe Ultimate. We live to beget Lire and die for Lire eternal. Lire is It. Don’t have to bring /t to your office. You will find /¢ there. Cc. Dear Lire: The Ultimate is a Receipted Bill for what the world expects of you. Eucene F. Hoyt. New York, Noy. 2, 1910. EVIL TO HIM WHO EVIL THINKS