Life, 1911-08-31 · page 33 of 38
Life — August 31, 1911 — page 33: what you’re looking at
What you’re looking at
This page contains two distinct elements: **Left side:** A book advertisement for "Dr. Thorne's Idea" by J. A. Mitchell, featuring a cartoon labeled "Am, Yes, Mr. Terrier, You Love Me Now, But—When I Am Old, Wrinkled and Ugly?" The cartoon depicts a small dog and a woman in an exaggerated pose, illustrating a romantic dialogue about aging and fidelity. It's a humorous commentary on vanity and conditional affection—likely satirizing the shallow nature of romantic promises. **Right side:** An advertisement from Collier's magazine promoting its "circulation good-will" analysis service to advertisers. Collier's argues that advertising space shouldn't be bought blindly in bulk, but rather targeted to readers who actually have "the mind and the means to buy." They boast spending $3,600 annually to analyze which readers represent real purchasing potential—an early pitch for data-driven advertising targeting, a novel concept in this era.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
say, ust yen rly tell it rk. n't nd ke rat “AM the Muscles of the Clinging Body Relaxed“ Dr. THORNE’S IDEA By J. A. MITCHELL wwe of The Last American, Amos Judd, The Pines of Lory, Et ONE DOLLAR, NET Like R. L. S.'s world, "Dr. Thome’s Idea” (George H. Doran & Co., $1) 18 quite “full of a number of things.” There are criminal: id their crimes and their victims, and'a very human and humanly wise minister, and a bishop, like those of Sir Willoughby Patterne, are entirely in character,and h before and behind the scenes, and a boy with honest eyes and a Criminalheredity and aloyal-souledlittle girl with a dissipated doll and a ring that—but there are too many to name them all, and, besides, a merelist can give no idea with what interest the author, John Ames Mitchell, has clothed all of them. More thon most novels, it has individuality in the manner of the telling —-N. Y. Times. LIFE PUBLISHING COMPANY, 17 West 31st Street, New York Etc. “AM, VES, MR, TEREIER, YOU LOVE ME NOW, BUT—WHEN 1 AM OLD, WRINKLED AND UGLY?” I think it is Warburton who draws a very just distinc- tion between a man of true greatness and a mediocrist. “If,” says he, “you want to recommend yourself to the former, take care that he quits your society with a good opinion of you; if your object is to please the latter, take care that he leaves you with a good opinion of himself.”— Lacon. The mind and the means to buy “(AIRCULATION GOOD- WILL”? is an arbitrary name we have taken to designate that portion of circulation—as distinguished from the total— that has the mind and the means to buy. Its aspect is variant. ‘‘Circula- tion good-will’? from the view- point of an automobile manu- facturer is a very different thing from ‘‘ circulation good-will”? as viewed by a chewing gum advertiser. Advertising space at present is largely bought and sold in bulk for two reasons. 1, The average advertiser has not yet awakened to the vital necessity of gauging the ‘‘cir- culation good-will.”? 2. The average magazine has not the facilities for demonstrat- ing its “‘ circulation good-will.’? COLLIER’S spends $3,600 a year in maintaining a circulation analysis that will demonstrate to any advertiser that part of COLLIER’S audience that is potentially in the market for his commodity and this circulation analysis will be presented to any adver- tiser, agent, or prospective ad- vertiser who asks for it. We GAG. Manager Advertising Department Collier’s THE NATIONAL WEEKLY 416 WEST ISTH STREET L —____} comicbooks.com