Life, 1913-01-09 · page 93 of 100
Life — January 9, 1913 — page 93: what you’re looking at
What you’re looking at
This is primarily a **tire manufacturer advertisement**, not political satire. The Diamond Rubber Company (Akron, Ohio) promotes their new "Vitalized Rubber" tires by claiming a scientific breakthrough. The central claim: previous tires failed because they contained either too much rubber (not durable) or too little (lacking staying power). Diamond's chemists allegedly solved this by mixing pure tropical rubber with a "toughening compound" in optimal proportions. The illustrated figure (left) appears to be a scientist or engineer demonstrating the product—a common advertising trope of the era to convey scientific legitimacy. Key selling points highlighted: extended mileage, a "3-Point Rim Contact" design preventing tire damage, and easy riding. The ad encourages readers to request a free "More Mileage" book and lists 25,000 Diamond dealers available nationwide. **This reflects early 20th-century automotive advertising strategy**: making technical claims about rubber composition to justify premium pricing during an era when tire durability was a genuine consumer concern.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Vitalized_Rubber calls a halt on Short Mileage!” At last science gives you more rubber shod mileage : ; Diamond oat , POINT .. T RIM (No Clinch) ly CONTACT re Ss i; \ No-Pinch now made of VITALIZED RUBBER— a scientific combination of pure rubber and a toughening compound. A peciéct 3-Point Rim Con- tact tire at last You can get Vitalized Rubber in Fifty per cent of all tires are ruined through lack of perfect rim contact. i Diamond Tires—NOW Perfect 3-Point-Rim-Contact is just as bigan advantage in tire construc- : oo A tire containing too much rubber fails to give the necessary mile- tion as, 3-point suspension in the age because it is not tough enough to withstand road usage. And Diamond 3-Point Contact Tires e tire containing too little pure rubber has not the necessary hold with a vise-like grip abso- 4 lutely preventing the tire from staying qualities. breaking above the rim, insuring no Our chemists have discovered the secret of how to mix pure rubber and a "m see ne rim cutting—no rim toughening compound in just the right proportions. The result is additional mileage for you. The ‘foudie at all. pure rubber we use comes direct from the trees of the tropics—it is fresh and contains all the vitality of Our engineers have mastered the youth—it is elastic and easy riding. Then we mix this pure rubber with, the secret toughening com- principles of Rim Contact con- pound, which gives it the necessary vitalizing, wearing, more mileage quality. sructions Se oe This scientific combination has been vainly sought after for years by tire makers. a perfect 3-Point Rim Contact—an After 15 years of successful tire making we have solved the problem—and you enjoy the benefit of important advantage that has been our really wonderful discovery—in ‘‘Diamond’’ Vitalized Rubber Tires. overlooked by all other tire makers. Add to this the Diamond proven principles of proper construction—nothing “More Mileage” Book—Free inferior in rubber, fabric or workmanship—and you have as perfect a tire as money can buy. If you are not entirely satisfied with the mileage you are getting now—if you Here is a combination of easy riding and more mileage advantages you can’t wish to reduce your tire upkeep— send etin any other tire today—Vitalized Rubber, Perfect 3-Point Rim Contact, No- today for our new book, "How to Get More Mileage Out of Your Tires.” It inch Safety Flap, and, if you wish, the now famous Safety (Squeegee) Tread— is free to every tire user, No matter made to fit all types of rims. what tire you ride on, you simply can- ‘ not afford to be without this valuable book, so send the coupon today. So this time specify “Diamonds”—you can get them at any of the MatTh DAY THE DIAMOND RUBBER COMPANY, ot ‘Akron, Obio. Uf there Is a way for me to get more mileage out of my Urey, T woald like to know i, Withost obligation fon my part, send me free and pospald, by fetura mall, 9 your new book, “How to Get More Mileage Out of Your Tires."* always at your Service aD Address —___ a oupo: Se. CT EE comicbooks.com