Life, 1913-01-02 · page 13 of 44
Life — January 2, 1913 — page 13: what you’re looking at
What you’re looking at
This is a satirical editorial illustration accompanying a defense of *Life* magazine's editorial standards. The large engraving depicts a crowded public gathering beneath an American flag and a radiant light (suggesting divine or enlightened guidance), with figures in formal dress and a prominent horse. The text defends *Life* against criticism that it's an "ass" in business matters, arguing instead that independence and courage—not obstacle-removal—drive journalistic success. It mentions the magazine's standards of "Miracle, Momentous, Monumental and Modest" while rejecting accusations of "superfluous wisdom, unfailing justice and blinding wit." The illustration likely represents *Life*'s self-image as a morally principled publication guiding American public discourse, though specific figures remain unclear without additional historical context.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
cheered for the under dog. This is no mock-modest effort to prove that in matters of business, Lire is an ass. I am merely recording his discovery that independence—even in journalism—is not an obstacle to success; that the courage of an honest conviction—while ludicrous and amateurish— is a good asset. I have been asked by dwellers in distant places to say a word about the human phenomena who are responsible for Lire. At first hearing such a request seems superfluous, as the Trump of Fame must surely have given to a waiting world all vital facts concerning such moral and intellectual mar- vels as Martin, Metcalfe, Masson and myself. When to this list is added the name of Miller—business manager from the beginning of time—the reader may be struck by the fateful prevalence of the letter M. It has be gested that M stands for Mendacious and Mercena begotten, Malice and Mediocrity. Among ourselves, how- ever—privately and not for publication—we identify our letter with Miracle, Momentous, Monumental and Modest; also Molasses and Matrimony, signifying sweetness and light. In our opinion—and we ought to know—nothing since the world began has been so persistently characterized by superfluous wisdom, unfailing justice and blinding wit, as the pages of Lire. This statement is at variance with opin- ions often received at the office, such as, “The purpose of Lire is to stultify its readers,” or, as a New Jersey doctor writes: “ Lire, the boiling pot of all the damned nonsense in the universe.” There have been, of course, moments when we agree with these people. But, then, why not be optimistic? Certainly no pessimist could run a humorous journal Now Martin probably agrees with the criticism just quoted. Martin has standards of justice, dignity and all around morality which are entirely out of place in the up- comicbooks.com