Life, 1918-06-06 · page 6 of 40
Life — June 6, 1918 — page 6: what you’re looking at
What you’re looking at
This page is **entirely an advertisement**, not satirical content or a cartoon. It's a full-page ad from The White Company of Cleveland promoting their truck fleet business. The ad announces The White Company's annual "Roll Call of White Truck Fleets"—a publication listing commercial fleet installations of ten or more White trucks. It presents growth statistics from 1910-1916, showing dramatic expansion from 54 trucks to 7,433 trucks currently in operation. The company claims 2,153 active White fleets totaling 23,226 trucks. The ad positions this annual roll call as impressive evidence of White's market dominance and year-to-year growth, arguing the statistics speak more convincingly than any other industry figures. This is straightforward commercial advertising typical of early 20th-century trade publications.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
The Annual Roll Call of WHITE TRUCK FLEETS CCORDING to its custom for a number of years, The White Company is publishing its annual Roll Call of fleet installations (ten trucks or more) in national magazines and metropolitan newspapers. The following summary for each year indicates the rate of growth of the installations which com- prise ten trucks or more: 1910... 54 trucks 1914 . . 1746 trucks 1911... 191 trucks 1915 . . 2604 trucks 1912 .. 508 trucks 1916 . . 5132 trucks 1913 . . 1021 trucks Now . . 7433 trucks There is now a total of 2,153 White fleets in active service, aggregating 23,226 trucks, exclusive of all single installations. The company takes a just pride in issuing this annual statement. Its year-to-year growth is so much more convincing than any argument—so much more extensive than any other figures pre- sented in the industry. A copy of the 1918 Roll Call will be sent to anyone interested on request THE WHITE COMPANY, Cleveland comicbook seer