Life, 1913-01-02 · page 40 of 44
Life — January 2, 1913 — page 40: what you’re looking at
What you’re looking at
This page contains two distinct elements: **advertising** and **theater listings**. The dominant feature is a **Schlitz beer advertisement** (left column) arguing that dark glass bottles protect beer from light damage. The ad cites a scientist's claim that beer exposed to direct sunlight for five minutes becomes undrinkable due to "skunky" odors. It promotes Schlitz's use of brown bottles as superior to competitors' light bottles, and emphasizes the brand's purity and proper storage from brewery to consumer. The right side lists **New York theater productions** — reviews of Broadway shows, operas, and musicals currently running, typical of Life's entertainment coverage from this era. The **Kelly-Springfield Tire advertisement** (top left) is standard product marketing measuring tire quality by mileage. The page reflects early 1910s consumer culture: beer marketing, automobile commerce, and Broadway entertainment as indicators of American leisure and commerce.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
ZISGP IE: The worth of a tire is measured in miles. the worth of Kelly-Springfield thousand or two better than the ay \, KELLY-SPRINGFIELD TIRE COMPANY, Branch ofecs in New York, Chicago, Philadel phia, Boston. St. Louls, Detroit. Ctneinnatt, San Francisco, land. Baltimore, Seattle, Atlanta. Akron. 0. Buftalo. ty . Columbus, 01 Denver, Colo. Southern Hawe. & Woodstock Co., Ltd., New Ortcans, La, Savell Davis Rubber Works. Augusta andSavannah, Kelly-Springfield Automobile Tires | Helasco production of interesting American dram: That's why it’s casy to measure Thirty-ninth St Annie Russell's con with the; pany in “The Ri rage mileage of the average tre. 20 Vesey Street, New York Poly.” Extravaganza and burlesque on big scale, Fairly Weber's—" 1" by Joseph Houston, Texas. Brown Totten. > c1 Winter Garde Park.—* Miss Prince hanell and Robert W: Playhouse.—" Little Women.” Agreeable stage version of Louisa M. Alcott’s famous story of girllife in New land. R weck of * The Governor's a Dunn and good cast in © averaging a “moderately good presentation of the delightful old comedy Veber and Fields Musie Hall—" Roly way to Par cold or lack of food. The Russians pur- sued and won battle after battle. Astor.—"Hawthome of the U.S. Mr. Douglass Fairbanks demonstrating that any young an could settle humorously the Ratkan question now vexing all Euro Belasco.—"" Years of Discretion,” by Fred- erick and Fanny Broadwo) he Red Petticoat.” Musi- cal farce with Helen Lowell. Reasonably amusing. —Mme. Trentini in “The Firefly.” nd well sung comic operetta. Century t week of “The Daughter of Heave Loti’s drama with Chinese characters, costumes and spectacle. Impres- sive in method of presentation. Children’ Racketty-Packetty _Iouse.”” Coha! Broadway Jones.” Diverting and well acted farcical comedy of the day. Comedy.—" Fanny's First Play.” Inge- us and original satire of the British mid- Mr. George Bernard Sha: “Peg o’ My Heart.” by Mr. Muical a's, — Noticed under Mr. Robert Hilliard in * Notice late: The old and middle-aged, Forty-cighth_ Stree . William Collier in “Never Say Die Amusing farcical comedy with Mr. Collier's fun-making as the main feature. The Yellow Jacket." O1 tice later. Herd in Ham. all disereditable. by John he per.” The Cinderella story done into. amusing musical piece with Elsie Janis and Messrs. Montgom- er Up.” Notice later. Hippodrome.—" Under Many Flags." Tal- let, spectacle and impressive stage picturcs | of foreign lands Huds firs. Fiske in High Roa by Mr. Edward Sheklon. Amet 7 problem play of sex, Interesting and well done. Knickerbocker, "Oh! Oh! Delphine.” Amusing and well presented musical show from the French “The White and staged fairy play for children. . * Rutherford and Co." Notice later. Lyrie—Mr. Sam Bernard in the Ladie: Notice later. Manhattan Opera House Elaborate English melodrama. Thrilling. Marine Elliott's.—" Hindle Wakes.” Ex- cellent English company in interesting prob- Jem play of English middleclass life. \_\ ‘egfeld's Follies.” De- Mi ad “All for “The Whip.” er Exposed to Light for 5 Minutes Becomes Vndrinkable This is not our statement, but the deliberate opinion of one of the most renowned scientists in the world. Read the entire statement: The Eve Welc “‘We have tested beers repeatedly, and i placing the bottles in the direct pice sunlight, and testing the same after Octo one, two, three and five minutes Cone exposure, found that the beer with ore three and five minutes exposure became undrinkable on account of the peculiar odor developed. The detrimental effect of light upon beer can be successfully counter- acted by the employment of brown or dark colored glass bottles, and such bottles, are therefore, recom- mendable.”— Wahl - Henius Insti- wae tute of Fermentology. ba It is not enough that beer bz brewed pure, it Weten must be kept pure. Many Americans prefer beer in a light bottle. Most brewers follow the course of least resistance. Light starts decay even in pure beer. Dark glass gives the best protection against light. Schlitz is sold in Brown Bottles to protect its purity from the brewery to your glass. See that crown or cork is branded ** Schlitz.” aMOouUs. wz comicbooks.com st ¢ slept 11h Asthe! that deep q D \the Beer P\ Milwaukee