Life, 1914-09-10 · page 6 of 48
Life — September 10, 1914 — page 6: what you’re looking at
What you’re looking at
This is **not a political cartoon or satire page**—it's a straightforward advertisement for "Nobby Tread" tires by the United States Tire Company, appearing in Life magazine. The ad uses two tire photographs to argue that buyers should evaluate tires on **total cost of ownership rather than initial price**. It dismisses cheap tires as "jokers"—a play on the phrase "first cost jokers," suggesting bargain-basement pricing is deceptive economy. The advertisement claims Nobby Tread tires offer superior mileage (5,000 miles warranty), fewer punctures (90% fewer than average), and ultimately the "cheapest tire service" despite higher upfront cost. This represents early 20th-century consumer advocacy messaging: buy quality, not price.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
“LIFE: Nobb Reg. U. S. Pat. © First Cost “Jokers” “First cost” saving is an “ostrich way” of figuring tire economy—the only true way is to figure on the ultimate cost of your tire service. The “bargain price” first cost of a tire is the “joker” in your purchase unless the tire adds up enough actual mileage to make it the cheapest tire in the end. Veteran car owners know this—serious-minded business men know this—that is why “Nobby Tread” Tires are the largest selling high-grade anti-skid tires in the world today. “Nobby Tread” Tires “make good.” They actually give the Cheapest Tire Service Automobile owners everywhere are rapidly learning to buy tires on a real business basis, viz.:—the basis of ultimate economy, “And remember this—investigations prove that with “Nobby Tread” Tires punctures are 90% less than with the average tire. ese are the reasons why “Nobby Tread” Tires are today the largest selling high-grade anti-skid tires in the world. Based upon their remarkable mileage records “Nobby Tread” Tires are now sold under our regular warranty—perfect workmanship and material—BUT any adjustments are on a basis of \\. Thousands upon thousands of veteran motorists now use “Nobby Tread” Tires on their front and rear wheels through all seasons, because they give real anti-skid protection and the lowest cost Tat snes protection a= per mile, United States Tire Company NOTE THIS—Dealers who sell UNITED STATES TIRES sell the best of everything.