Life, 1911-04-13 · page 43 of 44
Life — April 13, 1911 — page 43: what you’re looking at
What you’re looking at
This is **not a cartoon or satire**—it's a straightforward advertisement disguised as editorial content in *Life* magazine. The page announces that Wyckoff Church & Partridge, a New York auto retailer, has selected the British-made Commer truck as "the most efficient and economical high-duty motor-truck in the world's market" after two years of testing. The pitch emphasizes durability: a test truck ran nine months in New York with zero repair costs and no downtime. The ad includes an illustration of a Commer truck carrying freight for Collier's and *The Housekeeper* publications. **For modern readers:** This represents early automotive advertising strategy—using claimed scientific testing and testimonials to build credibility. The ad's placement in a satirical magazine (rather than labeled as advertising) reflects less-regulated 1910s-era advertising practices, where the line between editorial and commercial content was blurry. The focus on efficiency metrics reflects contemporaneous fascination with industrial standardization and Taylorism.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
attording 3 . invigorat: ds to to malt. sabttabed 18 Announcement 4 FTER two years of exhaustive efficiency and economy tests, conducted by our experts, in America and abroad, we take pleasure in announcing that we have selected the “Commer,” manufactured by the firm of “Commercial Cars Ltd.” of Luton, England, as the most efficient and economical high-duty motor-truck in the world’s market. In making this statement regarding the Commer Truck we do so with a full appreciation of our responsibility as the oldest retailers of high-class motor-cars in New York City. The facts upon which our experts base their selection are given below—and we stand back of the guarantee that every Commer Truck will deliver the standard performance. If you are a prospective purchaser of a motor-truck you will find these facts worth your closest attention. In taking the American selling rights we have had ample time to assure ourselves of regular deliveries from the English plant up to a certain number per month, and therefore up to that limit can guarantee purchasers as to promptness of deliveries. Please note carefully the paragraph below. —_ - ae A 6'.-ton Commer Truck just purchased by P. F. Collier & Son, Publishers, of New York City, after the most critical efficiency and economy tests by their mechanical superintendent six months ago. The Commer Truck 3-TON 435-TON As has been stated above, we have selected the Commer Truck only after a two years’ search of the automobile market of the world, It has been in successful service in England for seven years. It is in daily use in nearly every country in the world under all imaginable conditions of load and road. The S-ton Model under full load is guaranteed to give six miles per gallon of gasolene and one hundred miles per quart of oil. Its entire delivery cost per ton-mile is approximately six cents. Its mechanism is fool-proof, even to the gears, which auto- matically enmesh at the correct speed of the engine. Before reaching a final decision we had a 5-ton Commer Truck running in New York as a special try-out, under all sorts of loads for nine months of continual daily service. During this severe test, finished some months ago, the truck was not laid up an hour Wyckoff Church &Partrid BROADWAY AT 56TH STREET, NEW YORK 5!3-TON 6}4-TON for repairs and its repair expense was absolutely nothing. More- over throughout the entire period of three-quarters of a year there was not a single spare part in this country, so sure were its makers of the truck standing up under service. It should be remembered that in making all tests we have been in the position of buyers—not sellers. During the past six months we have been preparing, and now have in full working order, a Service and Maintenance Depart- ment for mmotor.tracks that is complete in every detail. We offer the most cordial co-operation of all our departments to any firm or individual considering motor-trucks and will be pleased to demonstrate the Commer under the most exacting conditions. A numberof orders have already been placed and deliveries made. We shall be glad to furnish the most complete information and to arrange for immediate demonstration. Telephone 8100 Columbus. ridge The Most Complete Motor Service in America We shall be pleased to negotiate for the Commer Truck agency with dealers in other large cities THE WILLIAMS PRINTING COMPANY, NEW YORK comicbooks.com