Life, 1917-03-22 · page 2 of 38
Life — March 22, 1917 — page 2: what you’re looking at
What you’re looking at
This page is **primarily advertising** for Ajax Tires, occupying the left two-thirds. The ad emphasizes Ajax's "registered" tire guarantee of 5,000 miles—a competitive selling point—and claims superior manufacturing standards and economy compared to competitors. The right side contains **"An Alphabet of Nicknames,"** a humorous quiz asking readers to identify historical and literary figures by their epithets ("Alexander the Coppersmith," "Dizzy," "The Good Grey Poet," etc.). This appears to be a regular Life magazine feature testing readers' knowledge of famous people's nicknames and alternate titles. The small cartoon at bottom right shows a coal truck, with a caption about forgetting to order coal—a relatable domestic joke for the era.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Published every Tharwlay, Annual Sctacription sitars. Single Copses, Ten Cents. Now REGISTERED fo You ts Bonds are Registered 7" T one stroke Ajax takes tire service out of the realm of ' ‘While Others Are Claiming Quali uncertainty and guesswork. It still more definitely } fixes the responsibility of the mater and protects the ™ buyer. Every Ajax Tire is now REGISTERED at the home cffice, by serial number, in the individual tire-owner’s name. Ajax is registered from the first motion of manufacture, through every step of selling—to the last mile of bonded service. This even more positively insures the guarantee in writ ing —5000 miles—of which Ajax is the originator. While others are claiming Quality, we are guaranteeing It. Ajax Tires always have differed, because of a different manufacturing determination. And because, building for the long future, our standards of materials, our ideals of work- manship, our requirements of inspection always have been just a “ttle higher than scemed necessary. What is more, we know Ajax to be the most economical tire. Its s000-mile guarantee represents an actual excess of 43% over the anticipated mileage of other standard makes— a saving opportunity of $3 to $15 per tire, Ajax alone is registered. It is because of Ajax in-buiit quality, and because Ajax has valiantly upheld its guarantee through all these years, that we dare inaugurate this regis tration plan. It crystallizes our highest ideals of Ajax serv- ice. Think what it means to you/ Equip your car with Ajax Registered Tires. _Ask your Ajax dealer for a copy of "The Story of Ajax Tires," by Horace De Lisser, Chairman of the Board, Ajax Rubber Company, Inc. Ie tells an unusual business story, with illuminatina sideliahts on Ajax ideals and principles. AJAX RUBBER COMPANY, Inc. 1796-1798 Broadway NEW YORK Branches in Leading Cities Factories: Trenton, N. J. MT ateted as Se , WeAreGuaranteeingit ice at New York. N. Y.,a8 Second Chass Malt Xf ‘Copyright ia England and the British Possessions. An Alphabet of Nicknames i LEXANDER the Coppersmith,” who was he? And who could the “ Beautiful Parri- cide” be? What ruler was called the “ Citizen King”? Then who was “ Dizz: From whence did he spring Did the “Ettrick Shepherd” write poetry? And who was the “Father of His- tory” ? The “Good Grey Poet"; whose title was that? And also the “ Hanoverian Rat"? The stern “Iron Duke,” pray give his name, And what gave the “ Joiner King” his fame? The name of the “Kinderhook Fox” we'd learn, And who was “Lathe painted to look like iron"? For the “ Merry Monarch” who will you guess? And who for the “Nestor of the Who was it “Old Bandana” bore? And who the title “ Plon-Plon” wore? The “Quaker Poet” name, prithee, And the “ Roscious of the Bowery.” The “Sage of Concord” now we'd know, To “Tummy” next we'll give a show; All“ Uncle Remus” know, I ween, But who can name the “ Virgin Queen” ? The “Wasp of Twickenham,” for- sooth, Will puzzle age as well as youth Then who will venture this solution: “'Xpounder of the Constitution?” When the “Young Pretender” you have passed, “Zack, Rough and Ready,” will be the “THAT REMINDS ME, 1 FORGOT TO ORDER COAL THIS MORNING.” comicbooks.com ss Mutter at the Post Office Departinest, Cama.”