Life, 1910 · page 7 of 7
Life — 1910 — page 7: what you’re looking at
What you’re looking at
This is primarily a **Firestone Tire & Rubber Company advertisement**, not a political cartoon. The page compares Firestone's modern "quick detachable" demountable rims against older clincher rim technology. The satire is commercial rather than political: the ad mocks consumers who would buy outdated products, comparing them to someone foolish enough to purchase a 1910 model car in the present day (the ad's publication year appears early 20th century). The accompanying photograph shows a motorist changing a tire, illustrating the inconvenience of old clincher rims that required staybolt adjustments. Firestone's innovation eliminated this nuisance, making tire changes faster and easier—a legitimate technological advancement presented with humorous contempt for the obsolete alternative. This reflects early automotive advertising's competitive emphasis on innovation and convenience.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
oo (a ll a cl Get the Up-to-date Demountable Rims while you are about it You wouldn't think much of the man who tried to sell you a last year's car for a 1910 model, would you?—Same with the man who is willing to sell you a demountable rim for regular clincher tires only, when he knows such rims are out-of- date, and only a makeshift when compared with the up-to-date quick detachable. Firestone DEMOUNT ABLE RIMS (For all Q.D. and Regular Clincher Tires) This comparison tells the story: CLINCHER DEMOUNTABLE RIMS These rims use only the old-fashioned regular clincher tires on one-piece clincher rims. The base of this tire is so pliable that it will work over the edge of the rim when the car is in motion, unless the tire is kept fully inflated and held on by six staybolts. FIRESTONE DEMOUNTABLE RIMS These rims are modem quick detachable clincher tires (with flap) on quick detachable rims. The base of this tire is absolutely rigid and non-stretchable. It cannot be forced over the edge of the locking ring which locks it securely in place. If you use less staybolts or allow the air pressure to lessen, This tire is fast displacing the old-fashioned regular clincher this tire becomes a glaring menace to car and occupants. i because it is safer in use and abolishes the nuisance of On these demountable rims the staybolt feature is nothing having to fit staybolts when changing tires. less than an unspeakable, impractical nuisance, as every owner of these rims knows. Thus, the greatest and the only real drawback to demount- able rims has been completely eliminated in the Firestone. The one and only way to secure a thoroughly practical demountable rim equipment for your car, is to demand Firestone Demountable Rims. Write to Dept. B. for Demountable Rim Book. FIRESTONE TIRE & RUBBER CO. AKRON, 0. America’s Largest Exclusive Tire Makers Unlock the rim with dam- aged tire, and substitute a spare rim with already inflated tire. No loss of time ; no exertion or an- noyance; notire-pumping Go to ay of these addressesand have a personal demonstration: comicbooks.com >