Life, 1912-03-21 · page 4 of 52
Life — March 21, 1912 — page 4: what you’re looking at
What you’re looking at
This page contains a satirical advertisement for Life magazine's "Coward's Number," scheduled for Tuesday publication. The advertisement uses dark humor to promote a special issue about fear in America. The top illustration shows a silhouetted figure cowering before a large dark shape labeled "FEAR," warning of something ominous approaching. Below, another cartoon depicts what appears to be physical confrontation or violence ("One of Us"), likely illustrating societal conflict or unrest. The text mocks Life's own hesitation to publish this feared issue, sarcastically suggesting that despite trembling at the prospect, duty compels them to reveal "America's true condition." The tone is self-aware—Life positions itself as reluctantly but bravely confronting uncomfortable national realities through satire and advertising. The advertisement promises this provocative issue will appear Tuesday on newsstands for ten cents.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Hearnin eg! For some time we have been tempted to issue a Coward’s Number of Life, but haven’t dared do it, Every time we made the attempt we got stage- fright, and so the number has been postponed from week to week. We intend to make it next Tuesday’s issue, unless we are scared out of it, Why this timidity? Simply that we realize what an appalling thing it is to reveal to America its true condition, This is what makes us pause, and quiver and quake and shiver and shake—but No! Where duty calls us we must continue to issue these heart-rending numbers, full of advertising and without any information. Tremble in your high-heeled slippers,O modern America. It’s coming— Tuesday On All News-stands Ten Cents : Special Offer Enclosed find One Dollar (Can- adian $1.13, Foreign — $1.26). Send LiFE for three months to Open only to new subscribers; no subscriation 1 newed at this rate. This trial subscription © come to us direct; not through an agent oF dea Lire, 17 West 31, New York ‘ONE YEAR $5.00. (CANADIAN $5.62 FOREIGN $5.04.) comicbooks.com