Life — March 20, 1913 — page 4: what you’re looking at

What you’re looking at

# Analysis This page from *Life* magazine appears to be a farewell announcement disguised as teasing promotion. The four illustrated figures show progressively dressed-up women, captioned "It's Coming!" with text promising that "Next Tuesday the Awful Number of LIFE will burst upon an Expectant World!" However, the actual message is a goodbye: the editors admit they've "occasionally told the truth" while writing this page, and declare that after the next issue, "no more LIFES will be issued. Farewell, good friends!" This represents *Life* magazine's final publication. The "awful number" refers to their last issue. The fashionable women figures and teasing tone create ironic contrast with the announcement of closure. The bottom includes subscription information and a coupon for new subscribers—likely included before the editors knew the magazine would end.