Life, 1912-09-12 · page 37 of 52
Life — September 12, 1912 — page 37: what you’re looking at
What you’re looking at
This is **not a cartoon or satire**—it's a straightforward advertisement for U-S-L Storage Batteries, disguised as editorial content within *Life* magazine. The page features photographs of electric fire apparatus in Springfield, Massachusetts, alongside testimonials from Chief Engineer W. H. Daggett praising the battery's reliability and performance. The text emphasizes the battery's superiority: fast charging, sustained voltage, durability under stress, and responsive power on hills and heavy loads. The advertisement leverages "Fire Department dependability" as a selling point to consumers considering electric trucks or cars. By featuring real municipal fire equipment and an engineer's endorsement, U-S-L positions its product as proven and trustworthy. This represents early 20th-century **advertorial content**—advertising presented as news or feature material. There is no satire or political commentary; it's purely commercial promotion for an electrical products manufacturer.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Photo of Fire Apparatus in SpringSeld, Mass, drives by U-S-L Bareries, Storage cy The demand for speed and power, for sustained voltage dependability and general high efficiency has led to the selection of the U-S-L Storage Battery for every important installation of electrically-driven fire equipment in the United States. In Springfield, Mass., four pieces of apparatus—weighing from 7% to 10 tons—are propelled from 23 to 36 miles an hour by U-S-L Batteries. Endorsing their service, Chief Engineer W. H. Daggett, says: ‘The apparatus has not been an hour out of service on account of battery trouble since installation, and after two years of service the plates show scarcely any sign of deterioration. I can say that our experience with U-S-L Batteries has thus far been very pleas- ing and altogether satisfactory.” If you use or contemplate purchasing an electric truck or pleasure car, and qwant Fire Department dependability, insist on the installation of the U-S-L Battery. It is made in the largest plant in the world devoted exclusively to specialized electrical products; it is backed by 14 years’ experience and an organization of eminent engineers. On every point of merit and performance, the U-S-L challenges comparison with any other storage battery in the world, regardless of name or type. It has repeatedly proved itself to require less charging current for a given energy output than any other battery, which means greater mileage at less expense. In voltage maintenance under severe ser- vice, it stands out as a signal achievement in storage battery engineering. A car equipped with a U-S-L is lively and responsive as the limit of discharge approaches, Many batteries become loggy and heavy. On hills, sandy stretches, and under heavy overload, this unique characteristic of the U-S-L Battery most asserts its value. U-S-L Service Operating from our service stations located in eight large cities, we maintain an active corps of experts and inspectors who are at the disposal of U-S-L users. U-S-L Service means continuous attention toward the end of maximum efficiency. All stations carry extra parts. Write for Information My | } ® - . . ed eet ; The U.S. Light & Heating Co. «= General Offices: 30 Church Street, New York Factory: Niagara Falls, N. Y. fi Serv + Chicago, New ¥. Bromch Offces ond, Seroice Stations: Chicaee, New York, Manufacturers also of the U-S-L Electric Starter and USL Barery-Driven Apparat fa igbter for Gasoline Automobiles. O62 pineiy- Dives Apesrau la New York Fire Department. SpringSeld, Mass., Fire Deparument, | xu | comicbooks.com