Life, 1920-06-17 · page 35 of 45
Life — June 17, 1920 — page 35: what you’re looking at
What you’re looking at
This is primarily a **full-page advertisement**, not a cartoon or satirical content. It's a 1920s-era ad for S. D. Warren Company's printing papers. The ad addresses a business audience (printers and catalog buyers) and critiques what it calls **"Salesmen's Defeatism"**—the tendency of salesmen to assume customers will complain about their work. The copy argues this is backwards: most customers *want* the job to succeed and will be pleased if it's done well. The underlying message is that quality paper directly enables quality printing results. By standardizing their paper grades and guaranteeing consistency, Warren Papers removes a variable that might cause printing failures, thus improving the customer's experience and the salesman's relationship with that customer. The right sidebar lists various Warren paper grades available (Cameo, Lustro, etc.), emphasizing their product range. **This is straightforward B2B advertising**, not satire or political commentary—promoting industrial paper products to the printing industry.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
collars.) stores, as ge" oP 24 ffars rq RS t TET mis at Tata te FRGacte&e peeeehstaity a . { 3 u TS GP Gs" 53 PE ir YOUR Custome wants to like your work - OME salesmen seem to act S°: the theory that their customers are men who like to find fault with the goods they buy. That is known as “ Sales- men’s Defeatism.” The fact is that most men when they place an order do so with the fondest hope that they will Tike the goods when they are delivered. Every buyer of catalog print- ing wants his catalog to turn out well, Instead of sitting in his office waiting for a chance to tell a printing salesman that his regis- | ter is off, or to tell the paper salesman that his pictures have not been properly reproduced, he is almost praying for a chance to say, * That's fine!” A piece of really good print- ing is a delicate thing to pro- duce, The printing must be good and the paper must be right for the purpose. When this combination of skill and ma- terial has produced a worthy job of printing, doubt as to its reception by the customer is indefensible. S. D. Warren Company has worked for years to make the service of paper manufacture more useful to the printer and his customer. The standardization of the various grades of Warren Pa- pers was an inevitable step toward improving the service of paper. The welcome that this standardization of printing surface received from master printers was natural, because Better Paper means Better Printing. Any large catalog printer to- day will be glad to show you not only specimens of his own work on the Warren Standard Papers, but he will also € books and booklets that we have ourselves prepared, giving detailed suggestions for secur- ing Better Printing by the use of Better Paper. S. D. WARREN COMPANY, Boston, Mass. i W(STANDARD), Ath J Printing Papers ‘better | paper better printing The Warren Standard Printing Papers are Warren's Cameo Warren's Lustro The highest refiaen ot of surtace in tel paper Warren's Warrentown Coated Book Glossy surtace tor fine hall-tane proces Warren's Cumberland ated Book Warren's Silkote Semi-dull surtace not printing Warren's Pri Warren's Artogravure Warren's Library Text Warren's Olde Style A watermartest astique Bnish the thy Warren's Cumberland Super Book Sapercalendered papre of stan Warren's Cumberland Machine Book Warren's India For,thia editions comicbooks.com