Life, 1916-12-07 · page 85 of 94
Life — December 7, 1916 — page 85: what you’re looking at
What you’re looking at
This is **not a cartoon or satire**—it's a straightforward advertisement for Republic Motor Trucks, appearing in a Christmas issue of *Life* magazine. The page promotes the Republic Dispatch, a light delivery truck priced at $750, emphasizing its practical innovation: the ability to use solid tires instead of pneumatic (air-filled) ones. For modern readers, this matters because tire reliability was a genuine business problem in the early automotive era—flat tires were frequent and expensive. Republic's engineering supposedly made solid tires feasible, reducing "tire troubles." The ad highlights luxury features (electric lights, glass front, canopy top) and multiple model options ranging from one to three tons, targeting small business owners who needed reliable delivery vehicles. There is no satire, political commentary, or caricature present. This represents typical early 1900s automotive advertising in a popular magazine.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
-CHRISTMAS LIFE- A Light Delivery Truck That Makes Solid Tires Practicable ERE is the most important advance in the light delivery truck. Either solid or pneu- matic tires are optional on Republic Dispatch. The Republic Internal Gear Drive and Republic Truck Construction make solid tires practicable. With your Republic Dispatch on solid tires you can forget tire troubles. The Republic Dispatch is furnished complete as illustrated with handsome, roomy, express body, glass front, canopy top, side curtains, electric lights, with generator and battery, and electric horn—all included at $750. It has the famous Republic Truck construction throughout. Two more new Republic models are announced: Model 10, one-ton with express or stake body and bow top, $1095; and Model 11 one-and-one-half ton, $1275. These with Model “A” two-ton, and Model “T" three-ton Dreadnaught, make five Republic sizes—a truck for every need. ‘Write for catalog in which you are interested. REPUBLIC MOTOR TRUCK CO., Inc. Dept. T. Alma, Mich. Dealers and Service Stations in 500 Principal Cities REPUBLIC DISPATCH Complete as illustrated. Maximum capacity 1500 Ibs. Republic Dispatch with beautifully enameled panel top, $775. A truck that adds distinction to your business. comicbooks.com