Life, 1911-09-21 · page 4 of 52
Life — September 21, 1911 — page 4: what you’re looking at
What you’re looking at
This page is primarily an **advertisement for LIFE magazine subscriptions**, not political satire. The headline "Don't Subscribe to LIFE" uses reverse psychology to promote subscriptions. The three cartoon animals (squirrel, dog, and cat) illustrate the supposed difficulty of *resisting* the impulse to subscribe—they're comedic mascots representing human self-control struggles, not political figures or caricatures. The satire here is **meta-advertising**: LIFE ironically discourages subscription while simultaneously highlighting why readers *should* want it—mentioning upcoming colored center-page drawings and other features. The tone is lighthearted and self-aware rather than political. The coupon at right facilitates new subscriptions at $5.00 annually (U.S.), $5.52 (Canada), or $6.04 (Foreign).
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
“1'm so excited over the prospect, I simply don’t know what to do.” On all News-stands Every Tuesday Ten Cents Subscription, $5.00 Canadian, $5.52 Foreign, $6.04 Don’t Subscribe to LIFE If you have the slightest inclination to Obey That Impulse, sternly restrain it. Exercise all the self-control you have, and hold in. Don’t even send in a dollar sub- scription for three months. We have no hesitation in saying that this period is the very worst one in the whole year. There is no immediate danger of missing even this week’s copy. We have ordered an extra supply on all news-stands this week, so that you won’t fail to have the opportunity of buying one. Before subscribing, wait until next week. This will give you just time enough to begin the year with the first issue in October, which will contain the first colored inside center page drawing ever printed in LIFE. It’s the first of a series. Please understand that we shall pursue no regular plan. We are going to print colored pictures in LIFE just as we happen to feel like it. Everybody is talking about itnow. We haveeven had to chain up all our office animals. Whatever you do, don't Obey That Impulse. @, I a ~ “Tam trying my best to keep calm, but it's hard work.” Don't fill out this coupon Enclosed find One Dollar (Canadian $1.13, Foreign $1.26). Send Lire for three months to “T've just had to give way! Colered pictures in Lire! Ain’tit grand?” Open only to new subscribers; no subscription renewed at this rate. This offer is net. LIFE, 17 W. 31 Street, New York