Life, 1917-10-11 · page 27 of 40
Life — October 11, 1917 — page 27: what you’re looking at
What you’re looking at
This page is **not a cartoon or satire** — it's a straightforward **automobile tire advertisement** from Life magazine (page 595). The Republic Rubber Company promotes their "Staggard Tread" tire, emphasizing safety features relevant to early-20th-century driving: - **"Studs"** (metal protrusions) on the tread for winter traction and skid prevention - A **"Prodium Process"** for rubber durability - Claims of superior design with "no counterpart" - Emphasis on winter driving safety The image shows two tires side-by-side, highlighting the tread pattern's distinctive oval studs. The ad targets practical motorists concerned about winter safety and tire longevity—genuine concerns before modern tire technology. This reflects the era when tire safety was a genuine selling point and winter driving genuinely hazardous. There is no political or satirical content here.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
The Extra Security of Staggard Studs Republic’s patented Staggard Tread gives perfect traction and extra security against skid. The long oval studs are scientifically shaped and placed. No less than four are always in contact with the road. They are proofed against wear by the Prodium Process. This rubber-toughening process is the discovery which makes Republic Tires last longer. It also prolongs the driving and non-skid efficiency of the Staggard Tread. Staggard Tread has nocounterpart, either in scientific design or satisfactory per- formance. The extra wear of this tread cuts down tire cost. Its extra security is an actual safeguard in Winter driving. Republic Black-Line Red Inner Tubes have @ reputation for freedom from trouble The Republic Rubber Company Youngstown, Ohio Originator of the First Effective Rubber Non-Skid Tire Republic Staggard Tread YP republic May StAGGARD PUBLIC TIRES comicbooks.com {| y