Life, 1920-03-04 · page 6 of 78
Life — March 4, 1920 — page 6: what you’re looking at
What you’re looking at
This is primarily an apology/editorial statement rather than a political cartoon. The decorative header shows six figures balanced on globes spelling "LIFE," illustrating the magazine's global reach. The text explains that Life magazine went on strike against its Business Office to establish editorial independence—they refused to solicit new subscribers while in dispute. The editors assert they prioritized principles over profit, stating they won't compromise editorial integrity for commercial gain. Notably, they defend printing a subscription coupon they personally dislike, and reference subscription rates for different regions (Canada, foreign). The piece promotes an upcoming "Dull Number" as a special issue. This reflects labor tensions and editorial autonomy debates common in early 20th-century publishing.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Our Apologies We hereby apologize to our readers for the fact that auring the past few weeks we have been unable either to make proper announcements on this page about forthcoming numbers or any legitimate attempt to get anybody to sub- scribe. We had to go out on strike, in order to show the Business Office that they didn’t own us. While the fight was on we made no effort to get new subscribers. a matter of fact, our circulation is about as high as it ought to be, anyway. We don’t want too many new people reading Lire all at once. It ta some little time to get keyed up to our atmosphere. If you've never tried it, begin first by buying a copy every month, then try one every fortnight. But this is a digression. Looking back over our affair with the Business Office, we cannot but regard it with satisfaction. We have no desire to gloat over a fallen foe. We are fairly humble over our victory. But certain principles were established which, in the long run, we are certain will benefit tke B. O. as much as our humble selves. We have an idea that our frank policy wilt secure more subscribers to Lire than the more purely commercial methods of the B. O. Not that we care. Money, with us, is the least consideration. We shall continue to print the atrocious coupon that appears on this page, although personally we don’t care for it. We are broad-minded. Also, it has always seemed to us that the subscription rates for people living in Canada and other outside regions should be made easier to remember. How is a man in South \frica, who is suddenly seized with an impulse to subscribe to Lire, to recall the exact figures? (We never can recall them ourselves.) Something ought to be done about this. We cannot ask any more than the exact postage. If we did that, we would be profiteering. We can’t ask any less, because we never cut our rates. We never give any premiums to subscribers. For why? Because we don't believe in that sort of thing. Also, we are publishers, not merchants. We don’t try to jure you into receiving something else, with Lire thrown in. So that it doesn’t seem to be possible to make any change in the amounts we charge for subscrip tions, And that is one reason why we consent to publish this coupon. The rates are there, right before you, and timay feel like subscribing, and if you do, we want to get you then and there . And now that we are free to say what we like, we wish to state that we believe in the future of this paper thoroughly, and we hope you will obey that impulse and subscribe for a year, Now. We have some wonderful | special numbers coming. One of them is the Dull Number. We really believe it will be the dullest number of Lire ever issued—and that’s © saying a good deal. Subscribe now, so you won't miss it. LIFE’S Great Picture Contest Is Now Open only to new subscribers; no se Running scriptions renewed at this rate. Better subscribe and have all the LIFE, 17 West 31st Street, New York. numbers, and be sure of seeing the x 7 J prize-winning answers. . One Year, $5.00. (Canadian, $5.52; Foreign, § comicbooks.com