Life, 1919-04-10 · page 6 of 46
Life — April 10, 1919 — page 6: what you’re looking at
What you’re looking at
This page is **not a cartoon or satire** — it's a straightforward advertisement for Martin & Martin Shoes, a high-end footwear retailer. The ad promotes their new second New York store (583 Fifth Avenue) and existing Chicago location, emphasizing quality over price. Key selling points include: - Shoes priced at $10-$20 (expensive for the era) - Claim of superior comfort and durability despite higher initial cost - Focus on "social correctness" and fashion for wealthy clientele - Personal fitting service and mail-order availability - Emphasis on customer satisfaction over aggressive salesmanship The italicized text highlights the brand's philosophy: prioritizing permanent customer relationships over quick profits. This represents early 20th-century luxury marketing targeting fashionable, affluent Americans.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
This Ls Important only if you are interested in the ery best SHOES, and the most extraordinary shoe SERVICE in the world. Ms Martin & Martin have opened a new store—their second in New York—at 583 Fifth Avenue, between Forty-seventh and Forty-eighth Streets. The growth of the Martin & Martin shoe stores in New York and Chicago has been extraordinary, but not surprising. They are founded upon a few very simple ideas—so simple that they are frequently overlooked by merchants who are interested only in quick commercial success. Messrs. MARTIN & Martin never have been interested in a quick success, but in a permanent one. They are not so much interested in sa/es as in customers. Men are not employed to se// these shoes, but solely to show them and to fit them. The best shoes, properly fitted, require no salesmanship. These are the very best shoes made—or that can be made—a flat statement, but as true as it is flat. (Because they are the best, they are the most economical shoes you can buy. They cost more per pair than some other shoes, but /ess per year than any others.) The service that goes with these shoes is as unusual as the shoes. It is a service in the customer’s interest jirst—in the interest of Martin & Martin ultimately, of course—but their profit must result, if at all, from your continued satisfaction and patronage. Martin & Martin shoes are now worn by @ majority of fashionable men and women throughout the United States. They are the unquestioned choice of those who regard soci/ correéiness as the first consideration in their dress. Thousands of others buy them because they enjoy quality for its own sake — many buy them for economy alone. 4// who buy them are etter shod—more comfortably and fashionably shod—at less expense per year than in any other shoes. You are cordially invited to test these extra- ordinary claims—in person or by post—en- tirely without risk. Your complete satisfaction is guaranteed. Martin €¥ Martin Shoes Are Priced at TEN to TWENTY DOLLARS (Those who cannot visit the stores buy satisfac- torily by mail. Our fitting charts, simple, accu- rate, and easily used, will be sent upon request.) Martin & Martin Fine Shoes and Hosiery for Men and Women Aew York: 583 Fifth Avenue & 1 East Thirty-fifth Street Chicago: 326 Michigan Avenue South comicbooks.com