Life, 1919-10-23 · page 8 of 36
Life — October 23, 1919 — page 8: what you’re looking at
What you’re looking at
This is a **Mimeograph machine advertisement** from *Life* magazine. The image shows two men operating an early mimeograph device (a stencil-based duplicating machine). The ad's appeal to "Cogitate!" uses classical rhetoric—invoking Mercury, the Roman god of commerce and speed—to pitch the Mimeograph as essential modern business equipment. The copywriter argues that while "forward work" is primary, **time and money savings rank second**, and the Mimeograph delivers both by rapidly duplicating forms, drawings, and documents (5,000 copies per hour claimed). The ad targets commercial and educational institutions, positioning the device as a competitive necessity. A.B. Dick Company (Chicago and New York) published a promotional booklet available on request. This reflects early-20th-century industrial marketing: selling efficiency tools to businesses by appealing to competitive advantage and speed.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Cogitate! The saving of time and money in your business is probably the second most important task you have at hand. The first undoubtedly is the push ahead—the forward work. In both of these directions the Mimeograph is today vigorous factor—in unnumbered thousands of advancing institutions, commercial and educational Industry everywhere is throughout the world. Think! using the Mimeograph as the quickest means of exactly duplicating forms, blanks, drawings, maps, form letters, etc First copies ready for use within a few minutes—and five thousand an hour thereafter. Why not get our booklet ‘““W” and all information—today? Inthese thumping days Mercury must meditate. A.B. Dick Company, Chicago—and New York. ne RINE SG KArH comicbooks.com{)