Life, 1914-04-23 · page 29 of 44
Life — April 23, 1914 — page 29: what you’re looking at
What you’re looking at
This is **not a cartoon or satire**—it's a straightforward advertisement masquerading as editorial content, a common practice in early 20th-century magazines like Life. The page advertises the Stanweld Number Sixty demountable rim, a automobile wheel rim innovation. The "joke" or appeal is purely commercial: the headline "A Rim to Remember" uses wordplay to market a practical product that simplified tire changing and tube repair—genuinely difficult tasks in the early automobile era. The illustration shows the rim's design with its removable side-rings and clamps. A small illustration at bottom right depicts a mechanic using the product, emphasizing ease of use. This reflects the historical context: Life magazine mixed satire with advertisements. Modern readers would recognize this as promotional content, not editorial commentary. The appeal is to car owners frustrated by labor-intensive maintenance—a real consumer problem when automobiles were new and reliability concerns were significant.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
A RIM TO REMEMBER TANWELD Demountable Rim Number Sixty is a rim to remember. If you've ever used it, you can't forget the ease with which you changed casings and repaired tubes. The Number Sixty removes the hardest labor of tire-changing and_tube-repairing. It eliminates the exasperating exertion of separating the casing from the sides of the rim, The side-rings of the Number Sixty are made endless, smooth, and clean. They prevent rim- cutting of straight. side’ tires as well as of clincher tires. The Number Sixty comes off the wheel quick and easy. Two turns of six clamps do the work. Rust and dirt don’t hinder the operation, And when the rim is off the wheel, you can repair the inner tube without ripping, tearing, or pulling the casing off the rim. Just unlock ittle toggle-joint with a screw-driver, and pull out the inner band. The side-rings remain on the eae f you buy a new car, you should get Stan- weld umber Sixty Rims without extra cost. Or you can have your old car equipped with Num- ber Sixty Rims for a very reasonable sum. Ask for them.» But first, send for our booklet. The Standard Welding Co. Pioneers and World's Largest Prodacers of Rims for Motor-Driven Vehicles Main Office and Factory CLEVELAND Distributors in Principal Cities The leadlog mashes of porumatic tree are fuSranied ‘only when anvil tow teary the. accompany ing. Inspection, Feeru" Mod" were marks ta Seared “his, comicbooks.com