Life, 1917-10-18 · page 4 of 40
Life — October 18, 1917 — page 4: what you’re looking at
What you’re looking at
This page is primarily a subscription advertisement for *Life* magazine, not political satire. The illustration shows a figure in military dress on horseback, titled "The Conqueror"—likely referencing Napoleon, a common symbol of ambition and conquest. The advertisement's actual message concerns *Life's* rising circulation during what appears to be World War I (references to American soldiers abroad and Liberty Bonds suggest this era). The magazine humorously warns readers not to subscribe too quickly, claiming they're struggling to keep up with demand and need time to adjust production. This reverse-psychology pitch—asking people to *not* buy—serves as self-promotional humor while simultaneously urging readers to consider Liberty Bonds as an alternative investment, reflecting wartime patriotic messaging.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
The Conqueror The circulation of this paper is going up. We mention this not in any boastful spirit. It has al- ways been going up—a little at a time—ever since it started. But now it is going up more than usual. At times we are almost sorry about this. We are getting so that we are actually timid about getting out the next number, for fear that it will not be as good as the increasing circulation seems to imply. We have a New England con- science—a little rusty, maybe, but it’s still there. We suggest, therefore, that you do not buy this paper too fast. Do not become regular subscribers in too great numbers —just now. Give us time to readjust ourselves to the new pace. Buy Liberty Bonds instead. Think it over carefully and soberly before sending in your money to become a sub- scriber to Lire. Even if it is only a one dollar subscription. Even if you are about to make out your Christmas list. Even if you are going to send it to someone else. Don’t necessarily miss a copy. But think it over. Curb that impulse —just now, If, however, you wish to send Lire to an American soldier abroad, sub- scriptions may be sent at American rates of postage if addressed to them as members of the American Expedi- 7 7” Special 7 “Offer Enclosed 7 find One Dol- 7g Uae, , (Canadian 1.13, Foreign 7 $1.26). “Send Lire for ‘three months to tionary Forces. 7 Open only to new subscribers; no sub- The price of annual subscriptions, / scriptions ‘renewed at this rate postage included, for Canadian, British RG Hew’ : and other soldiers in the Allied armies, 4 a7) West sist Street, New York, 12 is Song, ef One Year, $5.00. (Canadian, $5.52; Foreign, $6.04.) comicbooks. Gey