Life, 1912-07-18 · page 3 of 44
Life — July 18, 1912 — page 3: what you’re looking at
What you’re looking at
This is **not a satirical cartoon page**, but rather a **Goodyear Tire advertisement** from Life magazine (circa 1912, based on the 1909-1911 timeline references). The page celebrates Goodyear's "No-Rim-Cut" tire innovation, which won a decade-long competition for pneumatic tire supremacy. The central image shows a cross-section of the tire's base design—featuring flat bands of 126 braided wires that prevent rim-cutting and tire slippage. The advertisement uses marketing language ("Voices the Verdict of Over 200,000") to claim consumer validation. It emphasizes technical superiority: the tire design prevents rim-cutting (a common failure), offers oversizing capability, and maintains competitive pricing despite quality improvements. This represents early 20th-century industrial advertising targeting automobile owners during the rapid motorization era.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
LIFE In the 10-Year Race for Favor Here’s the Tire That Won In the first ten years of this 20th century came arace for supremacy in pneumatic tires. All the leading makers were in it. And all of us knew that the tire which won must excel all others in the test of use. In the past three years came the verdict, in vivid, unmistakable terms. In 1909 No-Rim-Cut tires began to be preferred. In 1910 the sale doubled. So far this year it has trebled over last. again. In 1911 it doubled Now the most popular tire that the world ever knew is the Goodyear No-Rim-Cut tire. And now an output of nearly 100,000 tires monthly fails to keep pace with the call. Voices the Verdict of Over 200,000 jon and a quarter of these tires have now gone into use. They have been tested out on some 200,000 cars. atus today of No-Rim-Cut es the verdict of 200,000 who ave tried them out. Averdict like that is too overwhelm- ing for any tire user to question. Six Times Larger Than in 1909 In the year 1909—our tenth year of tire making —we sold 105,127 Goodyear tires. In the past twelve months our out- put has been 649.147 pneumatic auto- mobile tires, So the demand for these tires, since 1909, has more than multiplied six mes over. It doubles now every few nths, These figures tell, ina vivid way, users regard No-Rim-Cut tires. How Goodyear Won We brought to our factory years ago the best rubber experts we knew And every year we've added to the corps. To compare their ideas we built a | tire testing machine. ‘There four tires ata time are constantly worn out atder all sorts of road conditions. Every new idea in formula or fabr terial or method, was put to the age test. And those which won were adopted. (We compared 240 formulas fabrics. ‘Thus we compared every Branches and Agencies in 103 Principal Cities More Service Stations Than Any Other Tire factory method. Thus we compared rival tires with our own. As the years went by, in this ce less selection, Goodyear tires became better and better, At the end of ten years we had come close to finality in wear-resisting tires. Rim-Cutting Ended During this time we brought out our patent type of tire. This type—the No-Rim-Cut type —makes rim-cutting forever impos- sible. Statistics show that 23 per cent of all ruined old-type tires are rim-cut. And rim-cut ruin cannot be repaired. This new-type tire saves that 23 per cent We control by patents the only way to make a practical tire of this type. So the multiplying demand for tires No-Rim-Cut tires have no hooks on the base. into the rim flange. ward when you adopt this ti Through the base of this tire run six flat These make the tire base unstretchable, But unlock a flange and the tire slips off like any wires, it off the rim. quick-detachable. (jooD So your removable flanges ar ._ Just move them to th ands of 126 braided nothing can force AKRON, OHIO With or Without Non-Skid Treads No-Rim-Cut Tires--10% Oversize THE GOODYEAR TIRE & RUBBER COMPANY, Akron, Ohio that can't rim-cut has centered on Goodyear No-Rim-Cut tires. 10% Oversize ‘Then we made these tires 10 per cent over the rated size, That meant 10 per cent more air—10 per cent greater carrying capacity. It saved the blow-outs duc to overloading. rsize, under ‘age conditions, adds 25 per cent to the tire mileage. By these two features—No-Rim- Cut and oversize—we cut the average tire bills in two, Profit Reduced to 8% Per Cent These new-type tires, made over size, cost more to build than old-type tires of just rated size. And Good- year is the costliest quality that goes into tires. Yet Goodyear prices have kept close to other standard tire: As a result, our profit last year averaged 834 per cent. By giving most we have gotten most. Those are the only reasons why No-Rim-Cut tires now dominate in Tiredom. And those are t will employ them w them out. reasons why you n you once find Our 1912 Tire Book—based on 13 years of tire making—ts filled with facts you should know. Ask us to mail it to you. We make All Kinds of Rubber Tires, Tire Accessories and Repair Outfits Main Canadian Office, Toronto, Ont.—Canadian Factory, Bowmanville, Ont. comicbooks.com