Life, 1916-11-16 · page 31 of 46
Life — November 16, 1916 — page 31: what you’re looking at
What you’re looking at
This is a **tobacco advertisement**, not satire or political commentary. It appears in *Life* magazine (page 865), promoting Harmony Pipe Blend tobacco by Liggett & Myers. The ad uses the marketing concept of "rich-mildness"—claiming the product balances two desirable but opposing qualities: mild flavor (won't tire the smoker) and richness (full taste). The decorative illustration shows a pipe tobacco tin in an ornate black frame. The pitch targets pipe smokers at "leading clubs, hotels" (upscale venues), emphasizing this blend's supposedly unique balance. The ad offers mail-order delivery for 15 cents in stamps. **For modern readers:** This represents early 20th-century tobacco marketing before health warnings, when such products were advertised in mainstream magazines as desirable consumer goods for leisured gentlemen.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
. LIFE: : 865 Che tobacco with a flavor so delicate —yet full—that it might be called “rich—-mildness "7x F Harmony Pipe Blend were mild a/one, you might tire of it. “Mild alone” tobaccos do not wear well. And “over- rich” tobaccos are almost as discouraging, for they surfeit the palate in time as you've probably found. The charm of Harmony Pipe Blend is in the happy balance of its several Imported and Domestic tobaccos—so intimately blended that you cannot tell where mild- ness leaves off and richness begins. You will only know, and care, that you are getting, for the first time in the history of tobacco blending, a flavor so agreeable and so unusual that it might well be called “rich- mildness.” Surely, it would please you, wouldn't it, to find a tobacco like Harmony Pipe Blend that never grew tiresome. Lopate Mypsditon To be had at leading clubs, hotels and most tobacconists OR WE WILL SEND IT TO YOU. _ If your dealer cannot supply you, enclose 15 cents in stamps, and we will send you this full-sized one-eighth pound tin, postage prepaid. Liggett & Myers Tobacco Co. 212 Fifth Avenue, New York. amen, comicbooks.com