Life, 1921-01-27 · page 29 of 36
Life — January 27, 1921 — page 29: what you’re looking at
What you’re looking at
This is **not a cartoon or satire page**, but rather a **U.S. Rubber Company advertisement** disguised as editorial content in the "Dear Sir or Madam" format typical of Life magazine. The ad argues that post-WWI economic efficiency demands business consolidation. It uses a tire dealer example to criticize wasteful inventory practices: shops once stocked dozens of tire brands with overlapping designs, duplicating effort and tying up capital. The solution presented is **concentration**—dealers should sell one exclusive line (United States Tires). The accompanying testimonial from C.A. Templeton, Inc. in Waterbury, Connecticut claims this dealer outsells competitors by handling only U.S. Tires. The messaging reflects 1920s-era business ideology emphasizing "economy" and eliminating waste as patriotic virtues. It's a pitch for exclusive dealership arrangements, framed as modern business wisdom rather than commercial self-interest. This is **advertising**, not satire or cartooning.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
“LIFE: ear Sir or Madam: are now at the beginning of a great new time in the world of men and business. Economy has come into its own. There is a tendency among men and women everywhere to check waste wherever it is found. Extravagance is no longer respectable. Neither among merchants nor the folks who buy from them. * * * Take the tire business, for instance. Suppose you had walked through the automobile section of any important city a few months ago and taken note of the things seen in the windows, in the racks and on the shelves of some of the tire shops. Tires and tubes of a dozen different makes. Treads of every conceivable design. A mixed and jumbled stock that was duplicated over and over again in the same store. We find him using his special knowledge and experience in selecting the best in all the tire-market and concentrating on these goods. > a7 * It remained for the United States Rubber Company to create a line of tires on which a dealer could concentrate and always be sure of meeting the tire re- quirements of every single motorist in his community. So that when a man comes into his store looking for a tire, he will always have the right kind of tire to give him—right as to size, right as to quality, and right for the amount of money he is going to charge him. A tire for every need and for every pocket- book. In five scientifically designed treads. In all sizes. So that he will not have to tie up his working capital in unneces- sary purchases. At the time people said these heavy and wasteful stocks were all a matter of C. A. Templeton, Inc., Waterbury, Conn., sells more tires than any other local dealer — and more than many other dealers in cities three times bigger than Waterbury. So that his expenses for bookkeeping, for storage, for depreciation, will be reduced demand and supply—and thought nothing more He handles only United States Tires. Concentration did it. to a minimum. So that he will always about it. Some said it was good for trade. And so it went on, until finally everybody —motorists and dealers alike—found out they could not afford it. Where there is needless work, duplication of material, wasteful investment, a low stand- ard of service follows. The public suffers. > . * Now we find the alert tire-merchant select- ing and concentrating. We find him using his capital and his energy to the best purpose. We find him giving every ounce of both to the saving and service of his customer. have a plentiful assort- ment of fresh, high quality tires on hand. * * * Where will you give your trade? Will you give it to the man who sells every kind of tire; who lets price decide for you in- stead of value? Who shirks a real merchant’s responsibility and puts it up to you to picka good one? No. You will go out of your way to find the dealer who sells one line of tires, who selects them because they are the best and most economical, who backs them with all his strength and energy and reputation. In the light of these new times he is the real tire-merchant. UNITED STATES RUBBER COMPANY comicbooks.com