Life, 1918-05-16 · page 3 of 40
Life — May 16, 1918 — page 3: what you’re looking at
What you’re looking at
This is **not satire or a political cartoon**—it's a straightforward advertisement for Miller Uniform Cord Tires, published in Life magazine (page 783). The ad features a smiling workman holding an oversized tire, illustrating Miller's marketing claim that their tires are built by highly trained specialists ("Every Miller Cord Specialist Has Had 10 Years' Training"). The accompanying text emphasizes uniformity, quality control, and durability. The "Geared-to-the-Road" feature is described as a caterpillar-like tread pattern providing traction and security. The ad promotes their "Uniform Mileage" guarantee and notes limited production that year. This represents early 20th-century automotive advertising emphasizing craftsmanship and worker expertise as selling points—a contrast to later mass-production messaging.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
“Every Miller Cord Specialist Has Had 10 Years’ Training’? Tiredom’s Great Feat—the Uniform Cord Chief of the Miller Tires—All Built By Champions building of Cord-type Tires their championship system Tosi Miller Rubber Co. has successfully applied to the that gave the world Uniform. fabric tires. And no motoring sensation is comparable to the buoyancy of riding on Miller Uniform Cords. Size for size they have much greater air capacity than ordi- nary tires. And their hand construction makes them wonder- to-the-Road. Only Miller Tires fully flexible. The big strong cords fairly float in new live rubber. + Geared-to-the-Road Wal 3 f Miller Uniform Cord Tires are have this latter feature, for this is a patented design. It has the advantage of caterpillar feet that engage the ground like cogs. Geared-to-the-Road gives positive traction, with practically no skidding, hence great security on roads. made with two treads—the conven- tional ribbed type and the Geared- It also prevents the wheels from spinning as you start the car, saving your tires from being scuffed and “burned.” 99 Per Cent Excellent No other tires can ever be as uniform as Miller until the men who build them are as uniform as Miller tire builders. For tires contain much handwork—Cord tires most of all. This is why we developed the body of Cord Tire Champions. Each man is a specialist of 10 years’ training or more. Their average efficiency is 96 per cent, notwithstanding that every man signs each tire he builds and is penalized if ever one comes back. That is why 99 Miller Tires in 100 outrun standard guarantees. Not 1 per cent ever need adjust- ment. Under like conditions, Miller Tires—Cord-type or fabric—wear the same. This year, our output must be limited. Only about one man in 25 can make good here. To be sure you'll get Millers, speak to the authorized dealer now for your supply. Distributors, Dealers and others desiring a profitable tire agency with an assured future should write for attractive proposition. A few exceptional territories to be awarded soon. THE MILLER RUBBER COMPANY, Akron, Ohio Makers of Miller Red and Gray Inner Tubes, The Team-Mates of Uniform Tires. Miller Tire Accessories are the life-savers of old tires and the “first aid” to injured ones. comicbooks.com