Life, 1913-01-09 · page 10 of 100
Life — January 9, 1913 — page 10: what you’re looking at
What you’re looking at
This is primarily a **Firestone tire advertisement**, not a political cartoon. The page combines advertising copy with product information rather than satire. The ad addresses car owners directly, arguing that tire selection significantly impacts vehicle expense and performance. Key claims include that most car owners uncritically accept whatever tires come with new vehicles, and that Firestone Non-Skid tires offer superior value through longer wear and reduced repair costs. The "Sure Standards of Tire Worth" section details Firestone's construction materials (Sea Island cotton, rubber layers, etc.), functioning as a product specification rather than satire. There is **no political cartoon or satirical content** on this page—it's straightforward early-20th-century automotive marketing emphasizing economy and quality to persuade consumers to specify better tires when purchasing vehicles.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
APE? Specify the Tires Which — Reduce Car Expense Service Security Comfort Economy These are the sure extra values you get when you insist on Firestone Non-Skid Tires The service of longer tire wear and reduced car repair. The security of sharp edges, abrupt angles and deep hollows, which grip the slipperiest road. Skid, slip or mishap cannot occur. The comfort of car springs helped by a built up and un- equalled thickness of high per- centage rubber tread. The economy of tire and car bills reduced, of fullest traction assured. Most Miles per Dollar of Cost Most Miles per Gallon of Gasoline Most Miles per Dollar of Car Upkeep are proved Firestone accomplish- ments. = HERE are seven hundred and fifty thousand car owners in the United States alone. Three million tires will be constantly in use this year, and far more than that will be bought. Yet it is safe to say the vast majority of owners outside of the experienced and knowing driver will give little study to the tire equipment of their new cars. It has become a habit to accept, without question, any tires with which the car happens to be equipped. The car is studied from motor to lamp- bracket. The tires, on which the full efficiency and continued service of the car depend, are taken for granted. Beginning with January 11, at Madison Square Garden, New York, the car manufacturers will be showing their new models. You will investigate them all before you buy. That’s good business. Continue this investigation and learn every point about your tires. Resilient, long service tires such as those of Firestone make, will add to the value of your car, will give that car protection and final touch of superiority which you want your automobile to have. Tires in which quality or workmanship are skimped can add nothing but tire expense and car repair bills. A good car with inferior tires is like a mansion with a leaky roof. It is therefore of vital importance that every car owner specify and insist on the tires which will meet all essentials in the fullest degree. If the tires ‘which are on your new car don’t measure up to sure values, you don’t have to take them. Demand the tires you want—you will get them. Specify the tires which have never had an off season in their twelve years of leading quality. Insist on the tires which are backed by the personal responsibility of the builder, the tires which bear his name. Specify Firestone Tires and be sure. Get the unbiased guide book to sure tire values and service, ‘‘What's What in Tires,” by H. S. Firestone. The Firestone Tire & Rubber Co. “America’s Largest Exclusive Tire and Rim Makers” Akron, Ohio All Principal Citles Cross Section of Firestone Tire Sure Standards of Tire Worth Fabric— Finest grade combed Sea Island cotton, tested and inspected, filled with pure Up-River Fine Para Rubber, built up wall by wall. Cushion Layer—Pure Up-River Fine Para, applicd layer by layer and cured into one solid piece. Breaker Strip —Combed Sea Is- land cotton cord filled with pure Up- River Fine Para Rubber. Tread—Extra thick though light in weight. Scientifically exact proportion of pure Up-River Fine Para. Must be tough yet resilient. Built layer on layer by hand. Side Walls — Extra high percent- age of Up-River Fine Para, built to liberal measure of thickness. Bead — Combed Sea Island Cotton Cord, filled with Up-River Fine Para, pressed into foundation of extra strength and cured into tire. These are the Standards to which Every Firestone Tire is Built comicbooks.com