Life, 1912-10-10 · page 4 of 48
Life — October 10, 1912 — page 4: what you’re looking at
What you’re looking at
This Life magazine page contains satirical commentary about subscription practices rather than political cartooning. **"Life's Platform"** editorial argues against a "small minority of American people" who refuse to subscribe regularly to Life magazine, claiming such reluctance makes them insufficiently cheerful. The piece sarcastically warns that Life will use "perfect conscience" to eliminate these non-subscribers from "American family circles." The accompanying "Bull Moose" imagery and "Bull Moosers Ahoy!" headline reference Theodore Roosevelt's 1912 Progressive ("Bull Moose") Party campaign, here appropriated as playful branding for Life's subscription drive. The tone is tongue-in-cheek: Life exaggerates its own importance while gently mocking readers who don't subscribe, using historical political imagery for comedic effect.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Bull Moosers Ahoy! THE BULL . MOOSE NUMBER ife IS A HIGHLY AMOOSING NUMBER. IT WILL BE SOLD EVERYWHERE AT HIGH NOON ON TUESDAY, OCT. 22nd. TOGET IT, JUS UP TO YOUR NEWS DEALER AND MAKE A NOISE LIKEA sc? BULL MOOSE. Life Ss Platform (Ten Cents.) We deplore the recent tendency on the part of a small minority of the 4 American people not to obey that impulse. They are evidently afraid SPECIAL that by becoming regular subscribers to Life they may grow too OFFER cheerful. We point with pride to our record in the past. Down with are the blues! It shall be our sacred privilege to eliminate them from Dollar (Ca. American family circles. We look forward with serenity to : whadian $1.13, ae ri A Foreign $1.26). that Awful Number, having the perfect consciousness of Send LIFE) for our own exalted motives in issuing it. (If ever we do!) three months to No person or corporation shall hereafter be permit- ted to contribute to Life's subscription fund more than five dollars for each yearly sub- scription (or one dollar for three months, see coupon), unless they live out of the country, when they will have to pay extra for postage. We believe in the initiative of cheer, the referendum of shams and the recall of care. LIFE, 17 West 31, New York OWE YEAR $5.00, (CANADIAN $5.52, FOREIGN $6.04.) a i comes fron comicbooon