Life, 1913-03-20 · page 42 of 44
Life — March 20, 1913 — page 42: what you’re looking at
What you’re looking at
This page is primarily **advertising for book club memberships**, not satire or political commentary. The main content promotes Gimbel Brothers' "O. Henry Club," offering free Rudyard Kipling books and discounted complete sets of O. Henry stories (12 volumes for $1/month). The ad emphasizes O. Henry's popularity and vivid descriptions of urban life, theater, and American landscapes. The small cartoon labeled "By a Cubist" shows a man with a child—a stylistic joke about modern art rather than political satire. The "Carstairs Rye" whiskey advertisement occupies the right column. This is essentially a **mail-order book promotion** typical of early 20th-century magazine advertising, using the appeal of popular authors (O. Henry, Kipling) and payment plans to encourage subscriptions. There is no discernible political message.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
These Books Given Away va | Last Chance to Join “us ser fey the O.Henry Club’ THIS SET OF KIPLING Gimbel Brothers ‘“‘O. Henry Club’ closes with this announcement. It costs you nothing to join, but the club must close because our contract with the publishers expires. So send the coupon to- day for the FREE Kipling books and the 12 beautiful O. Henry volumes on approval, all charges prepaid. If not satisfied, you may return them entirely at our expense. In 12 Feasivating Beautiful Stories by 0) Volumes Join the ‘‘O. Henry Club’’"—Complete Sets on Approval Join it now and read scme of O. Henry's stories. Magazines and news- papers were glad to pay $1,000.00 apiece for them. it Broadway as he portrays it—sce its myriads of flashing lights—its theatres—restaurants—cafe chantants and cabarets—as only O. Henry could describe them. Read about the life of the underpaid stenographer—of the guarded debutante—of the girls that need no chaperon—of the capitalist—the clubman—the actor and the clerk. Learn of their temptations and listen to the whirl of the nightly life dance of the city's seething millions. O, Henry will whisk you away to sleepy South America—to picturesque New Orleans—to the plains of the West or sunny Frisco—but in every paragraph you will find a world of entertainment and woven through every story a delightful surprise. The Kipling Set is Free—A Splendid Bargain Realizing the extraordinary popularity of “O. Henry,” and desiring to add to the ever-increasing popularity of our book department, we have been able—by promising to spread broadcast the news that at last “O. Henry's’ complete works have been collected—to secure from the publishers certain concessions for a short-time introductory sale. This will give you and every one who loves books a splendid offer and a splendid bargain. Therefore we are not only able to place on your library shelves a complete set of “O, Henry” for only a fraction of $125 (the p price charged for the only other subscription set in existence), but enable you to pay for it at the low rate of cnly $1. 00 a month for a few months. AND FURTHER THAN ALL THIS, in order to secure your immediate interest and prompt action, we give the chance to get the Kipling FREE to those who sign and return the coupon within the next few days. Sign the coupon and both sets go to you on approval at our ex- pense. If after inspection you are not highly delighted, send them back all charges collect. This is your last chance to get into this Club. Sign the Coupon. That’s all you have to do. “OQ. HENRY CLUB,” GIMBEL BROTHERS, New York “O. Henry Club,” Gimbel Brothers, New York City Lire, 3,20, "13 ‘Send me on approval. charges paid by you, the set of “O. Henry's’ works in 12 volumes. gold tops, full cloth binding. Also the 6-volume set of Kipling, bound in cloth. FREE. If 1 keep the books I will remit $1.00 per month for 15 months for the “O. Henry” set and retain the Kipling set free. Otherwise 1 will, within ten days, return both sets at your expense. Name. Address Occupation The beautiful 34 leather edition of “O, Henry" costs only a few cents more a volume and has proved a favorite bind- ing. For a set in this luxurious binding, change 15 months above to 18 months. BY A CUBIST Books Received Sally Castleton, Southerner, by Crit- tenden Marriott. (J. B. Lippincott Co, $1.25.) The Street of the Flute-Player, by H. de Vere Stacpoole. Duffield & Co. $1.25.) The Silver Dress, by Mrs. George Norman. (Duffield & Co. $1.25.) The Gay Rebellion, by Robert W. Chambers. (D. Appleton & Co. $1.30.) Success in Business, by William Gan- son Rose. (Duffield & Co. $1.25.) The Daughter of a Rebel, by G. Vere Tyler. (Duffield & Co. $1.25.) Nogi, by Stanley Washburn. (Henry Holt & Co. $1.00.) Along the Road, by Arthur Christopher Benson. (G. P. Putnam’s Sons. $1.50.) he Upas Tree, by Robert McMurdy. (F. J. Schulte & Co. $1.35.) LLL, Established 1788 A valuable med- icinal agent in the home and in cases of sudden illness or under the doctor’s direc- tion. Purity Guaranteed. Quality unequaled. A blend of selected tyes. Aged in wood. ich and mellow. = The numbered label shows our bottling = MUM lds | comicbooks.com