Life, 1918-09-19 · page 2 of 34
Life — September 19, 1918 — page 2: what you’re looking at
What you’re looking at
This is a **straightforward Michelin tire advertisement**, not political satire. The page promotes Michelin Universal tires for automobiles, addressing a practical automotive concern of the era. The ad explains that some tire makers recommend non-skid rear tires and smooth "driving" tires for front wheels because non-skid projections make steering difficult. Michelin counters this by touting their Universal tire's broad, flat tread as a solution that steers easily while providing protection against both front and rear skids. The illustration shows an open-air touring car with two figures (driver and passenger) from the early 20th century. The ad emphasizes Michelin tires' durability and "unsurpassed" quality at moderate price. The company was based in Milltown, New Jersey.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
< Published Weekly at 17 West ist Street, New ‘York, N.Y. Assaal 1 Subscription, Five Stagle Copies. Tea Cents. Price in England, Sixpence. i o |, -usef Nowadays many tire makers are urging motorists to use non-skids on rear wheels and smooth-treads or “driving” tires on front wheels. This is necessary because the sharp projec- tions on some non-skids make steering difficult. Not so with the Michelin Universal. Its tread versal is so broad and flat, it steers as easily as a smooth tread. Use Michelin Universals all around. You will thus secure protection against the dangerous front skid as well as against the rear skid; and at the same time you will avoid the necessity of carrying two kinds of spares. Remember that Michelins are unsurpassed for durability, though moderate in price. MICHELIN TIRE CO. Milltown, N. J. Wholesale factory branches in many important cities Dealers in all parts of the world comicbooks.com