Life, 1920-10-14 · page 29 of 44
Life — October 14, 1920 — page 29: what you’re looking at
What you’re looking at
This is primarily a **product advertisement**, not a political cartoon. It promotes the Addressograph—a mechanical device for printing names and addresses on mail in typewriter style. The "satire" is implicit advertising copy: D.W. Robinson, a store owner from Alma, Michigan, testifies that direct mail advertising using the Addressograph increased his business 50% in one year. The device's key selling points are efficiency (prints faster and cheaper than manual typing) and the "Almost Human" automatic selector feature (allowing operators to address or skip specific names without manual effort). The image shows a woman operating the machine while reviewing Robinson's testimonial letter. For modern readers, this represents early **mass marketing technology**—the predecessor to contemporary bulk mail and digital mailing lists. The 1920 date places this at the dawn of sophisticated direct-mail advertising as a business practice. The "joke" is that a small-town merchant could compete with larger businesses through smarter advertising technology—a genuine business advantage of the era.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
B. WB. Robinson Bry Goods, Cloaks, Suite, Corprie Septester 9, 1920 graph Cospany, 1B. Van Buren Ste Chicago, 111 Our business increased S07 last yerr Girect Mail Advertieing we did wi graph. Yet the year was bal’ g adopted the plan. idea in full working order we expect as increase in epite of retrenchsents by every: serchante only ized the ing opportunity ease possible of your eachine through claseificati b Yours very truly. io f = O Wea 1 Manager Aaver _— —. i... Wa mo je Increased My Business 50% —D. W. Robinson, “Robinson's”, Alma, Mich. “25,000 pieces of mail advertising sent customers prints names and data in exact typewriter style type— on envelopes, cards or any form 15 TIM R than by and prospective customers monthly—Three letters to nen or typewriter, at a fraction of the cost! Is in dupli- classified list of 250 brought $1500 worth of sales—Two letters cd form letters as good as best typists. Errors impossible! to 150 brought $1000—50% increase last year, with year half . ; ee gone when we began—Will increase 30% this year.” Almost Human” Automatic Selector feature a + enables you to address or skip certain names on your These are the gratifying results of Mr. Robin- list as desired, without any effort on part of operator, Classi- son’s Addressograph experience in BUILDING A fications unlimited. Duplicate files unnecessary BIG STORE BIGGER in a small town. Thousands of con- As “Robinson’s” is doing you can do! There’ cerns everywhere, large and small, are enjoying similar : rs Addressograph dividend-producing advantages, an Addressograph for every line, every size of business > : Have representative demonstrate right at rr desk. No cost. From card index metal plates—Addressograph No obliggtens ne FIBHE A your ce aan Service Stations in 50 Cities Iddressogfaph. TRACE MARK W. Van Buren St. sway GHieAGS NEVO comicbooks.com