Life, 1920-04-15 · page 37 of 44
Life — April 15, 1920 — page 37: what you’re looking at
What you’re looking at
This page features a full-page advertisement for American Telephone and Telegraph Company disguised as editorial content. The illustration shows a man at a desk displaying model trains, ships, and airplanes—symbols of modern technological progress—with aircraft flying overhead. The text argues that progress should be measured by public *criticism*, not praise. The logic: we don't criticize obsolete technologies (ox carts, tallow dips), so ongoing criticism of telephone service actually proves faith in its improvability. This cleverly reframes complaints about phone service as validation rather than complaint—a form of corporate spin that discourages negative feedback by defining it as complimentary. The surrounding "Latest Books" section and Washington's Coffee advertisement appear genuine editorial content, lending credibility to the promotional essay. This blending of advertising with editorial matter was common in early-20th-century magazines.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
EAEAPAE. Nie Contre of Seeial Life revviirt Io Chealres and Sheps nee “THE RIT TMORF | SSS . Latest Books who want a good ure and love, This ame and the perils rove swamps is a re his work y, by Eden Philipott lan Company.) Instead of + English industry as the roa novel, Mr. Phillpotts rimoor with this story. It I amily, entirely typi he has written and up to his iter, by Mrs. Victor Rick Mrs. Rickard as the author | excellent novels, this book hock. The material is quite her; she should have given Mes. Humphry Ward. Cathy ing woman of birth, charm pathies, becomes the wife politician and the victim racy. Mrs. Ward woule 1 have made Brooks pany.) Straight swash- itement of the time of f France. The considerable COFFEE The Measure of Progress The progress of the past, as well as that of the future, is measured by criticism—for criticism exists only where there is faith in ability to improve. We do not criticise an ox cart or condemn the tallow dip, for the simple reason that they are obsolete. During the reconstruction period through which our country is now passing, if the public does not criticise any public utility or other form of service, it is because there seems little hope for improvement. The intricate mechanism of tele- phone service is, under the most favorable conditions, subject to cnticism, for the reason that it is the most intimate of all personal services. The accomplishment of the tele- phone in the past fixed the quality of service demanded today; a greater accomplishment in quality and scope of service will set new standards for the future. AMERICAN TELEPHONE AND TELEGRAPH COMPANY )8) _ One Policy — MADE IN THE CUP AT THE TABLE “The Easier Kind of Coffee” Recipe Booklet Free Trial Size 10, © Washington Sales Co., 334 Fifth Avenue, New York One System AND ASSOCIATED COMPANIES Universal Service number of people who read such a tale with keen enjoyment should not over look a very good example published last year, The Duchess of Siona, by Ernest Goodwin. Grant M. Overton PAY MENTS! monthly buys outrizht ony stock or bond. Purchaser secures all dividends, Odd lots our specialty Write for selected Uist and full particulars ~ FREE CHARLES E.VAN RIPER Member Consolidated Stock Exchange SO BROAD ST, NEW YORK comicbooks.com