Life, 1911-11-30 · page 27 of 40
Life — November 30, 1911 — page 27: what you’re looking at
What you’re looking at
This is not a cartoon or satire—it's a straightforward automobile advertisement masquerading as news reporting. The page presents statistics from the 1912 Glidden Tour, a real cross-country automobile reliability competition from New York to Jacksonville. Maxwell-Briscoe Motor Company uses the tour results to advertise their vehicles' superiority: four of the top finishers were Maxwells, and the company emphasizes reliability metrics (91% of 1905 New York-registered Maxwells still in service, 100% efficiency maintaining 1,454 miles through harsh conditions). The "figures" are literal statistics—costs, speeds, distances—not political caricatures. The advertisement's persuasive strategy conflates a marketing competition victory with objective superiority, promoting Maxwell cars as affordable ($600-$1,280) yet dependable alternatives to more expensive competitors. This represents early 1900s automotive industry advertising, where manufacturers leveraged real sporting events as product endorsements.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
-LIFE- Glidden Tour Figures Maxrell Maxwell-Briscoe Motor Company Division of UNITED STATES MOTOR COMPANY The first winning car to finish in the Glidden Tour from New York all the way—and finished unpenalized was also a Maxwell. Like the journey of eleven days and arrived in wise a Maxwell. With the first the Glidden Trophy—the only team after day, and finished at Jacksonville only other prize winner—was a dividual car contest. Finishing with Maxwells a clean sweep, as there were cars competed in the Glidden Tour. A wide variety of up to the form displayed by the win- to Jacksonville was a Maxwell. in the same position. one ahead of it, it maintained its Jacksonville with a clean score. two it comprised the now fam- in the contest that arrived at each with a perfect score. Maxwell entered by Gov. Hoke a clean no other prizes to win. automobiles — all good, but ning Maxwells. 1 It left New York first—was first 2 The second winning car to finish position throughout the entire 3 The third winning car was like- ous Maxwell team which won noon and night control on time, day 4 The fourth winning car—and the Smith, of Georgia, in the in- won the Anderson Trophy, giving the 64 none of the others came quite 6000 dollars is the cost of one of the cars in the Glidden Tour. Mercury Roadster, $1150 Mascotte Roadster, $950 others cost over $4000; twelve other cars cost over $3000; five other cars cost over $2000; twenty other cars cost over $1500. Maz- miles an hour is racing speed. The Glidden Maxwells were wells cost from $600 to $1280. 55 stock cars, not racing cars, yet when the occasi de- manded easily made 55 miles an hour. miles were traveled— 1454 1454 miles of mud and sand hub-deep at times, _ through swollen streams, into the downpour of cloudbursts, over mountain and_ level —conditions calling for utmost endur- ance. The Maxwells maintained 100% efficiency at all times. 47000 owners of Max- well cars were not surprised by the result. They knew Maxwell reliability through years of service. 91 in 1905 were again registered this year—seven years of con- tinuous service. A record unequaled by any car, at any price, anywhere. Sum it all up —the Glidden Tour was more of a demonstration than a contest—a demonstration of Maxwell reliability. Send for “The Story of the Glidden Tour” and other interesting and money-saving literature. Just say “Mail Books.” per cent. of the Maxwells registered in New York State 17 West 61st Street at BROADWAY Free Monthly Inspection Service of all our cars for twelve months 1912 Models include the Maxwell Special Touring Car, $1280 Mascotte Touring Car, $980 Messenger Runabout, $600 New York {kia comicbooks.com