Life, 1913-09-25 · page 27 of 43
Life — September 25, 1913 — page 27: what you’re looking at
What you’re looking at
This is primarily a **truck advertisement**, not political satire. It appears in *Life* magazine (page 527) promoting the Garford Motor Truck Company of Elyria, Ohio. The ad offers a free instructional booklet about Garford trucks, positioning it as practical reading for "merchants and manufacturers." The text emphasizes the truck's proven reliability through specific examples: its use by the U.S. Postal Service in New York City, on the Catskill Aqueduct construction project, and by various businesses (Watson Contracting Company, lumber operations, dairies, etc.). The ad's key appeal is **anti-theoretical marketing**: it explicitly rejects "statistical arguments on trucks vs. horses" in favor of concrete, on-the-job evidence. This reflects early automotive industry strategy—demonstrating trucks could replace horse-drawn transport through documented performance rather than abstract arguments. The imagery shows the truck book itself and a Garford vehicle. This is straightforward commercial advertising rather than satirical content.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
One books ever pub It has been carefully prepared and gives only the practical information you are really interested in, and in a way that will take least of your time. HIS is an unusual book. You will not have to wade through statistical arguments on trucks vs. horses, or about extending delivery area, or about giving prompt delivery. You know all at. It gives you definite, easily digested information about the Garford truck itself —on the job.” It shows the sixty-two Garfords that were purchased to transport U. S. mail in New York City; the fleets of Garford trucks on the $200,000,000.00 Catskill Aqueduct job where practically every contractor is using Garfords; the eight Garfords that are doing the work of fifty horses for the Watson Contracting Com- pany ; Garfords in the contracting, lumber, grocery, oil, coal, dairy, meat, ice, brew- ery, and transfer business,—in fact in practically every line of business. It pic- tures Garfords with trailers handling 13- ton loads; Garfords mastering grades up to twenty-six per cent. The Garford was one of the first suc- cessful trucks built in America. We are pioneers in the commercial vehicle indus- try. Garford Trucks are designed along the most approved and practical Euro- pean lines, but built for use on American roads. Our records are conclusive evi- dence and proof of the economy and efficiency of the Garford Truck in service. These records are open for your inspec- tion, and are worth your most careful consideration. Visit the factory if possible. We want you to become acquainted with the ex- treme care taken in their construction. In fact we know it will surprise you. The Garford Co., Elyria, Ohio, U. S. A. inst ee Ee That is why we want you to read thi It is a practical volume for prac-j tical merchants and manufacturers. Fill out the coupon and mail it today. / The Garford Company Elyria, Ohio Please send the new Garford Truck Book to Name Firm Name Connection with Firm_ Street Address City comicbooks.com