Life, 1913-01-30 · page 35 of 36
Life — January 30, 1913 — page 35: what you’re looking at
What you’re looking at
This page combines **editorial content with period advertising**. The left column profiles "Mellen Defined"—Charles Mellen, president of the New York, New Haven & Hartford Railroad. The piece characterizes him as "extraordinarily strong" but "arbitrary," praising his railroad improvements while criticizing his inability to explain himself diplomatically to the public. This appears to be straightforward business commentary, not satire. The dominant feature is a **Schlitz beer advertisement** using pseudo-scientific authority to market brown bottles. It references the "Wahl-Henius Institute of Fermentology" (likely real) to argue that sunlight causes beer to develop an offensive "skunky" taste, positioning dark glass bottles as superior protection. The ad claims Schlitz dominates the market due to this advantage. Below are smaller sections on "A Happy Marriage" (advertising a sexology book) and "Justice" (a brief anecdotal story about legal proportionality). The page reflects early 20th-century commercial culture: mixing serious business analysis with aggressive marketing claims dressed in scientific language.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Mellen Defined (Ili HHI He is an extraordinarily strong man, 1 and also a very arbitrary one. In taking h ! | (Donat fl snagement of the New Haven he med heavy responsibilities to his stockholders and undertook the opera- tion of a property desperately in need J progressive management I mf out fully capable of doing the im- provement work needed. His courage and his knowledge of what a modern railroad should be never failed. But his courage was of a kind that could not explain itself, of did not want to. He is one of those men who should have 2 lies 1 pope or a czar rel ea i If he had been diplomatic he would HTH alii pos have made clear lon to the people : . . ors of New England not only that he was All you have to do is to ask for Schlitz in ti a transportation of iin ale) Feas0HN? and why Brown Bottles. er- the railway but the — pub: . . at benefit by it, But Mr. Mel Sunlight grows hops, but spoils the beer. iv len is) seldom talking man, and . of | when he docs ta is apt to. put “Beer acted upon by light soon takes up id a sting in his re ks which will in- the very disagreeable, so-called ‘light mo Se ath: oe ee taste,’ and also a repulsive, skunk-like odor,” he wane oe rae ee cto acaaee says no less an authority than the Wahl-Henius Institute . | with him, When he has felt that radi- of Fermentology, the scientific authorities on the sub- lad | cal cores sone mal inthe ca ject. ‘‘Beer so affected,’’ they say, ‘‘is offensive to the fj ice of the road he en has not consid- re cted what other peonle palate of most consumers.” y Aten be bier f i aliepaatd Light starts decay even in pure beer. Dark glass gives the best : | iad) foitisa! thal protection against light. The Brown Bottle protects Schlitz purity m eht very ill of both the changes ‘rom the brewery to your glass. y « make . n 7 & fhe Soe. emnahire: Cormisdton, re Why don’t you, too, drink Schlitz? More and more people every year are demanding it. le a searching investigation of the New Haven’s affairs and ement a 1 If Mr. Mellen less of a individualist and a | litle more of a diplomat in his attitude toward public opinion, the clean bill of health en by the New Hampshire Commission would have been relative- ly Jess: important Railway Age Gazette > A Happy Marriage We started in a hut. Today our agencies dot the earth. Our output exceeds a million barrels a year. @ See that crown or cork ts branded “Schlitz.” Depends largely on a know |. | 4 ‘ * whole truth he Beer 29-M | avs | That Made Milwaukee Famous orrectly from ordinary * y-day sources. Justice . addressed the acting SEXOLOGY niger in Pane ain th fats Si ou ee sal (Mlustrated) misfortune to fall f a house he was ML.D. imparts In a clear, repairing by which your kit k by Wallan 1. Watting, AM wholesome way in one volu pitched exactly on the head and from thence fall with of a Spaniard, and killed him on the all your force upon the culprit, whom | spot, without receiving the least injury ry will station below; so that the punis himscif. The relations of the deceased, ment may he proportioned to the wien tea Know however, prosecuted the unhappy w with much acrimony, ref ) Neughter: other recompense except lex postpaid. The fate of the bricklayer, therefore, was High Cost of Living volume. Ilustrated, Small steaks, twenty cents. Extra f bs ie People’s Opinions” and Table of Contents suspended by a very slender thread i _ ; Cen ote Puritan Pub. Co., 776 Perry Bldg., Phila., Pa. pended. by" &. very’ Slender. thread; 1 steak, twenty-five cents when the judge, exasperated at the prose- H’oman's Home Companion THE WILLIAMS PRINTING COMPANY NEW vorRK comicbooks.com