Life, 1914-04-23 · page 2 of 44
Life — April 23, 1914 — page 2: what you’re looking at
What you’re looking at
This page is primarily **organizational/promotional rather than satirical**. It presents the emblem and membership roster of the "Rice Leaders of the World Association," founded by Elwood E. Rice. The emblem features a shield with the motto "Be Guided by This Foundation" and lists membership qualifications: Honor, Quality, Strength, and Service. The shield imagery suggests aspirational ideals of leadership. The bulk of the page lists dozens of member companies across various industries—typewriters, ammunition, silk mills, furniture, automobiles, and more—representing major American manufacturers of the early 20th century. Rather than satire, this appears to be a **business prestige advertisement**, leveraging Life magazine's reach to showcase corporate membership in what Rice positioned as an elite association of industrial leaders.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
| Published every Thursday. Annaal Subsertpeioa Five Dollars, Slagle Coptes, Ten Peice fa Heglind, Sixpeace. HIS emblem is the token by which you may identify the members of this As- sociation. It typifies the ideals that are the Qualifications for Membership: Honor, Quality, Strength and Service. The privilege of using it has been be- stowed upon these manufacturers so that wherever you see it you may know that it is associated with those concerns whose record of achievement has won for them this merited distinction evidenced by the endorsement of public approval. By invitation, the following are members: Rifles—Shotguns and Ammonition WINCHESTER REPEATING ARMS CO. New Haven, Connecticut “Yale” Locks, Builders’ Hardware and Chain Hoists THE YALE & TOWNE MFG. CO. New York Crane's Papst and Fine Stationery EATON, CRANE & PIKE COMPANY Pittsfield, Mass, “Y and E" Filing Devices and Office Systems YAWMAN & ERBE MFG. CO. Rochester, N. Y. Hams, Bacon, Lard, Veribest Sprciahirs, Grape Juice ARMOUR & COMPANY Bouillon Cubes, Laundry and Fine Toilet Soaps Pillsbury’s Bost Flour PILLSBURY FLOUR MILLS CO. Minneapolis, Minn. ‘Towle’s Log Cabin Syrop THE TOWLE MAPLE PRODUCTS CO. St. Paul, Minn, Fine BERKEY & GAY FURNITURE CO. Grand Rapids, Mich. thes’ Silk Underwear NIAGARA SILK MILLS North Tonawanda, N. Y. Rugs and Carpets M. J. WHITTALL Worcester, Mass. Linoles J Od Cloths COOK'S LINOLEUM COMPANY Trenton, N. J. Varnishes, Japans, Enamels, Fillers, Stains, Shellacs BERRY BROTHERS, Inc. Detroit, Mich. Typewriters REMINGTON TYPEWRITER CO. New York “Poconknit”” Summer Underwear CHALMERS KNITTING COMPANY Amsterdam, N.Y. Small Motor and Fan Specialists THE ROBBINS & MYERS COMPANY Springfield. Ohio Watches ELGIN NATIONAL WATCH COMPANY Chicago, Il, Unobreltas HULL BROTHERS UMBRELLA CO. Toledo, Ohio Boha Syphon Refrigerators WHITE ENAMEL REFRIGERATOR CO. St. Paul, Minn, Alabastine-Sanitary Wall Coating ALABASTINE COMPANY Grand Rapids, Mich. Fruit Jars, Packers’ ond Druggists’ Glassware HAZEL-ATLAS GLASS COMPANY Wheeling, W. Va. “Oildag,”” "Gredag,”” Acheton-Graphite antl Electrodes INTERNATIONAL ACHESON GRAPHITE CO. Niagara Falls, N. Y. Electric Pleasure & Commercial Autos “Detroit Electric” ANDERSON ELECTRIC CAR COMPANY Detroit, Mich. P™ Loose Leaf Books and Forms IRVING-PITT MANUFACTURING CO, Kansas City, Mo. Fine Mechanical Tools THE L. S. STARRETT CO. Athol, Massachusetts Sharpening Stones and Abrasive Materials THE CARBORUNDUM COMPANY Niagara Falls, N. Y. Revolvers and Automatic Pistols SMITH & WESSON Springfield, Mass, Lawn Mowers COLDWELL LAWN MOWER CO. Newburgh, N.Y. Waterman's “Ideal” Fountain Pens and Ink L. E. WATERMAN COMPANY New York Holeproot Hosiery HOLEPROOF HOSIERY COMPANY Milwaukee, Wis. Clockmakers since 1817 THE NEW HAVEN CLOCK CO, New Haven, Connecticut “ndestracto™ Trunks and Luggsge NATIONAL VENEER PRODUCTS CO. Mishawaka, Ind. Electric Heating Apparatus SIMPLEX ELECTRIC HEATING CO. Cambridge, Mass. Women’s Fine Shoes “Queen Quality” THOMAS G. PLANT COMPANY Boston, Mass, Spectacles, Eyeglases, Lenses, “*Fits-U™ a Gal Cod dihcad AMERICAN OPTICAL COMPANY Southbridge, Mass. Lead Pencils, Pen Holden, Rubber Basds and Erasers EBERHARD FABER New York Rice Leaders of the World Association ELWOOD E. RICE Founder and President NEW YORK, U.S. A.