Life — December 4, 1913 — page 107: what you’re looking at

Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.

CONE, N\ 2) \ OSLZZ028 LG Pe Ze , ee SAMIGHKH LIFE feeeae) UTOMOBILE FAoTOR AGE $55,000,000.00 This amount will be invested during 1914 by our forty thousand subscribers. They constitute the vital purchasing power for the products of the automobile industry. They are a prosperous lot—the readers of THE AUTOMO- BILE and MOTOR AGE. They know cars from top to tires— from radiator to tail-lamp. Ready, willing and cager—all of them—to learn what's new in the industry. They have that mental condition conducive to ready sales. These 40,000 motorists—constituting one big automobile club —will in the coming year spend $26,660,000 for new cars, and then $3,000,000 for insuring them. They'll buy 400,000 pieces of wearing apparel valued at $2,000,000. They'll spend at least $1,835,000 for garage equipment. They'll get rid of at least $5,328,000 for fuel and oil. They'll leave $7,180,000—somewhere—for tires, wheels and rims. And these same 40,000 readers of THE AUTOMOBILE and MOTOR AGE will spend additional millions necessary to the upkeep of their cars. We know the automobile industry as no one else can know it. We live with it. We have a mine of information on tap—vital information concerning the tremendously big industry of which THE AUTOMOBILE and MOTOR AGE are the acknowledged spokesmen, “We are just beginning to realize that the fundamental principle at the bottom of every sale operation is the mental at- titude of the consumer and the way such attitude affects his consideration of our proposition.” —Harry Tipper. That’s It—The Mental Attitude! Get that right! What's a man think about when he strikes your story on a printed page? A man's not thinking politics, or football, or fiction or Mex- ico when he’s reading THE AUTOMOBILE and MOTOR AGE —he's thinking automobiles—he's in the right mental attitude— and your story hits home, THE AUTOMOBILE and MOTOR AGE will directly i fluence the expenditure of that $35,000,000 for cars, parts, cessories, etc., by their 40,000 bred-in-the-bone motoring en- thusiasts. This 40,000—comprising a highly specialized audience, in which is concentrated real purchasing power, are the very people whose attention you want. They give your product the attention it needs; and they give that attention at a time when they are ready and willing to listen to your story. What will you tell them? What can you sell them? Five Big Issues in January Each issue in itself will be a big thing; together “THE BIG FIVE” will form a battery of heavy merchandising artillery that every manufacturer of automobiles, parts and accessories can use effectively to drive home the selling story of his product. Here's the list: January 1st—New York Automobile Show (Advance Issue). January 8th—New York Automobile Show (Résumé Issue). January 15th—International Edition in three languages. January 22nd—Chicago Automobile Show (Advance Issue). January —_29th—Chicago Show (Résumé Issue). Automobile Remember that these will reach the automobile public at the very apex of the buying season—antomobile show time h edition will be a veritable encyclopedia of the automobile in- dustry—an overflowing storehouse of automobile information and news. The International Edition 5 The most expensive and serious export feature ever projected by any class publication. The January 15th issue of THE. AUTO- MOBILE and MOTOR AGE will be printed in English, French and Spanish and will reach every buying market of the world. You should be represented in it. Our nearest office will be interested in what you have to sell. Tell us about it. THE CLASS JOURNAL COMPANY 239 West 39th Street New York City DETROIT CLEVELAND 910 S. Michigan Avenue Chicago BOSTON