Life, 1916-07-06 · page 29 of 42
Life — July 6, 1916 — page 29: what you’re looking at
What you’re looking at
This is **not a cartoon or satire**—it's a straightforward advertisement from Life magazine (page 29). Du Pont Fabrikoid Company is promoting **Rayntite**, a synthetic car-top material. The ad argues against heavy convertible tops by claiming that unnecessary weight increases fuel consumption and causes vibration. It positions Rayntite as superior: a single-layer, lightweight cloth coated with waterproof compound that sheds water, resists cracking, and won't absorb moisture like traditional mohair tops. The small graphic showing a cow with text "How Many Hides Has A Cow?" is a playful reference to Du Pont's existing Fabrikoid motor upholstery product—suggesting their synthetic material duplicates natural leather's success. The address listing (Wilmington, Delaware; Newburgh, NY; Toronto) indicates this was a major industrial manufacturer advertising a modern automotive innovation to early 20th-century consumers concerned with car efficiency.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Is Your Car Top Heavy? Why buy a light weight car burdened with a heavy top? A low weight center means safer, easier riding. Unnecessary top weight means waste—increased vibration and side sway. You pay for every additional pound with gasolene, oil, tires and general wear. At the best the most efficient top material can only be a waterproof layer supported by cloth—the lighter, the better—but strong enough to stand the strain when up, and flexible enough to fold without cracking. Extra layers of cloth and combiners only add weight, diminish flexibility and increase the possibilities of cracking in folding. Mohair tops absorb pounds of water during a storm and accumulate dust when dry. ED RAYNTITE SINGLE TEXTURE TOP MATERIAL is ideal for the modern one-man top. It 1s made of a single thickness of light, strong cloth coated with a flexible, waterproof compound dit sheds water like a duck’s back. It can be easily washed, always looks well, and because it is chemically inert will not oxidize nor disintegrate. Guaranteed one year against leaking but built to last the life of your car. Any top maker can replace your old, dusty or leaky top with Rayntite. Hw Many aes Write for samples and booklets and latest list pes A Cow! of cars equipped with this modern top material. Du Pont Fabrikoid Company Du Pont Fabrikoid Rayntite will duplicate, the remarkable success WILMINGTON Wick: Newburaic NY DELAWARE of Du Pont Fabrikoid Motor Quality—The Standardized Auto- orice cat Newburgh, NN. 3 mobile Upholstery—used on 60% 7 < of 1916'S entire output. Canadian Office and Factory, Toronto. comicbooks.com