Life, 1911-11-02 · page 48 of 56
Life — November 2, 1911 — page 48: what you’re looking at
What you’re looking at
This page mixes humor, advertising, and editorial content typical of early 20th-century *Life* magazine. **The main cartoon** depicts a Jewish immigrant character (indicated by dialect and name "Leopold") recounting a shrewd business deal involving a soldier's bugle. The humor relies on ethnic stereotype—the Yiddish-inflected English and the character's cunning negotiation tactics. The joke illustrates how he manipulates multiple parties (soldier, store owner, potential buyers) to profit from the bugle's sale, exploiting his son's manufactured desire for it as a sales tactic. **Advertisements** include "Red Raven" (a digestive beverage for "high livers"), "Rad-Bridge" playing cards, and notably Prof. Mack's "Chin Reducer"—a mechanical device promising to eliminate double chins through massage, reflecting early 1900s beauty-treatment marketing. **The editorial content** on the right discusses advertising strategy, arguing that food advertisers should target homes with actual purchasing power, not just raw circulation numbers—an early articulation of audience demographics in marketing. The page reflects period attitudes toward immigrants and early advertising theory.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
SIRES we're living high— up in the air we're living fast— in the cafes high flyers and fast goers use RED RAVEN clears the head cools the blood settles the stomach and is ideal “For High Livers’ Livers” splits, everywhere 15¢ AND VELOUR PLAYIN! "ake per paths Cond egy 38 price. ‘Send for Cal Bridge Accemorion. Dept. L. RADCLIFFE & C0.. 144 Peart 8, New York Buying a Bugle (Continued from page 785) “*T vill give you a hundred dollars,’ ys. “Den he offers me von hundred und - dollars. My g-r-r-acious, vants to sell de bugle so istles! De soldier tells me vile dey vos leaving the store if I buy de bugle from de man vot owns it, dey vill gif me von hundred und twenty-five dollars for it. I dell dem I vill do it. I sees a chance, you know, Herman, to make some money by de oberation. “Ven de cock-eyed soldier comes in he says: “Git me my bundle and bugle; I got to go to camp.’ “T says, ‘My frient, don't you vant to sell your bugle?’ “He dell me ‘no’; und I says: “My little boy, Leopold, vot plays in de store, secs de bugle, und he gocs aroundt crying shust as loud as he can, because he don’t can't get it. Six dimes I takes him in de yard und vips him, und he comes right back and cries for de bugle. It shows, you know, how much droble a man haf mit a family. 1 vill giv you ten dollars for it shust to please Leopold. “De soldier vont take it, und at Jast I offers him fifty dollars, und he says “Vell, I vill dake fifty, because 1 can’t vaste any more time; I haf to go to de camp. “Afder he goes avay, I gocs to de door und vatches for de soldiers vot vant de bugle, und I say “*My friends, I haf got de bugle’; und dey say “Vell, vy don't you blow it?’ “Herman, I dink you had better stey mit de store —Spofford’s Library of Wit and Humor. JUST PULL THE CORDS gently and alternately and the littl “ivory tinted” rollers revolce 7 aaterdy kneading of y asteady knea the fleshy folds, Do this Bve minster on arising in the morning and onretiring at night. This si treatment afforded by Professor E. A. Mack's Chin Reducer and Beautifier (Patent Noe. 15, 1910) will sre steadily and comfortably eradicate the most pronounced DOUBLE CHIN, restoring the true contour to chin and neck. The blood stimulation engendered by the steady massage also dispels all fabbiness and stringiness of neck or throat and effaces lines about chin and mouth Sent Postpaid on Receipt of $10.00 FREE BROCHURE—WRITE FOR IT Tells why scientific massage alone can prevent or reduce a double chin, and illustrates by photographs Proles- tor Mack's apparatus in operation. PROFESSOR E. A. MACK 507 Fifth Avenue NEW YORK Eating and Providing E ERYBODY eats but not everybody buys food. Some board—and perforce take what is served unto them. The food product advertiser should know the proportion of homes into which goes the pub- lication whose space he buys— for there is the audience he wants to address ‘but in most cases he doesn't know. He should also have at his com- mand authentic information re- garding the occupations, pocket- books, and geographical locations of these people ——but mostly he hasn’t. COLLIER’S does give this in- formation in the form of a detailed circulation analysi showing COLLIER’S “circula- tion good-will””—which is the only thing an advertiser should take into consideration in buy- ing space. “Circulation good-will ” is that portion of circulation—as dis- tinguished from the total—that has the mind and the means to buy «nd ‘circulation good-will” varies in aspect, and must be measured by cach individual advertiser separately, as applied to his specific needs. COLLIER’S circulation analy will be placed before any adver- tiser or agent, upon request. Wh GdGrern. Manager Advertising Department Collier’s THE NATIONAL WEEKLY 416 WEST 13TH ST., NEW YORK comicbooks. com