Life, 1922-09-21 · page 33 of 36
Life — September 21, 1922 — page 33: what you’re looking at
What you’re looking at
This is **not a cartoon or satirical content**—it's a straightforward advertisement from *Life* magazine for the Haldeman-Julius Company's budget book series. The ad promotes 30 classic literary works sold for less than 7¢ each through mail order. It appeals to middle-class readers by emphasizing that quality literature improves the mind: "Great Books Make Great Minds." The selection ranges across fiction, philosophy, history, and poetry—works by Poe, Wilde, Thackeray, Dumas, and others. The marketing pitch stresses affordability and accessibility: for $1.95, one could own all 30 volumes. A money-back guarantee and return policy are offered to reduce purchase risk. The portrait shown is likely the company founder or endorser. This reflects early 20th-century democratization of reading through cheap mass-market editions—making "high culture" available to working people, not just the wealthy.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Many of these books are not published elsewhere in America OU have been waiting for these books—here they are! These latest titles—the New Library of the Ten Cent Pocket Series—further to extend our ser- vice in putting into the hands of readers the best books of the world. For your benefit we have grouped these 30 new volumes in the New Libra None of them is found in other sets advertised by us. The New Library offers a healthy men- tal diet—a balanced selection of food for the mind which meets the need of readers of every age and class. Great Books Make Great Minds No mind can be truly great, truly free, without a deep and wide ac- quaintance with the best in litera- ture. To think logically, clearly and effectively, you need the mental background ‘afforded by reading— and only the best of reading. The New Library contains no trash. Every volume is a standard work on which time and taste have stamped their approval. In evéry respect they are worthy additions to the famous Ten Cent Pocket Series. Read the Titles Read the list of titles shown in the center of this advertisement. Note that fiction, drama, philosophy, science, re- ligion, biography, history, poetry, and memoirs are all represented. The selec- tion of titles is arranged to satisfy a broad taste in reading—a taste that 30 New Volumes: 30 less than The New Library Ghosts. Henrik Ibsen. A play that startled Europe. The Age of Reason. tacks emotionalism, Life of Samuel Johnson. Macauley. A great historian on a great stylist. Rudolph Eucken: His Lite and Philos- ophy. Know Eucken; he is worth it. Madame Du Barry and Louis XV. How a woman ruined a kingdom. Historic Crimes and Criminals. Fascinating as fiction, but true. Lost Civilizations. Finger. Many times has mankind fallen. P Chinese Philosophy of Life. The wisdom of the oldest civilization. The Tallow Ball. Guy de Maupassant. A woman’s sacrifice and fate. The Puzzle of Personality. A Study in Psycho-Analysis. Wm, J. Fielding. The Building of the Earth. Carrol L. Fenton, Geological science at a glance. Will O’ The Mill and Markheim. Robert Louis Stevenson. Best of Stevenson's mystery tales. Poems of Robert Burns. the Scottish poet. Pepys’ Diary. Rich with real life, human assions. The Gold Bug. Edgar Allan Poe. The first great American detective story. Mademoiselle Fifi, and Other Stories. Guy de Maupassant. The gaiety and shame of Paris. Prose Nature Notes. Walt Whitman. America’s greatest pos= realist and lover of the natural. A Lodging for the Night. Stevenson. Thomas Paine at- Finger. Favorites from Robert Louis t An adventure of Francois Villon. The Decay of Lying. Oscar Wilde. Bril- liant, bitter, satirical. . Short Stories. Alphonse Daudet. This great Frenchman fascinates. Pen, Pencil, and Poison. Oscar Wilde. The cynical sparkle of disappointed genius. The Comtesse de St. Geran. Dumas. Great romance—great writer. Herbert Spencer, His Life, and Works. W. H. Hudson. His noble thought will heip you. Defense of Poetry. Shelley. A great poet discusses poetry as ably as he writes it. Murders in the Rue Morgue, and Other Tal Edgar Allan Poe. Poe fathered ort story. Plato’s Republic. We know Socrates, the mightiest mind of Greece, only through Jato. Wisdom of Thackeray. The great English novelist was a_keen critic of Society. Life of Mary, Queen of Scots. Dumas. One of the world’s great tragic figures. Life of Dante. Do you know Dante, the great Anti-Pagan? Great Stories of the Sea. Who doesn’t love Alexandre ae Here are the best. 31 wond toe ¢ each Latest additions to the Ten Cent Pocket Series demands variety, but of the best. The text of each volume is the complete original without abridgement. Less than 7c each Think of it! About the price of a Sunday paper for the greatest books of all time! If they cost you $2.00 apiece, the contents of these wonderful volumes would be worth the money. But you get all thirty only $1.95 complete. You need not even send the money. Simply sign and mail the coupon below, and pay the postman $1.95, plus postage, when he delivers the books. If you are not satisfied—return them in § days for refund of your money, which we guarantee The books are printed from clear new type on good paper, 3% x 5 inches in size, uniformly bound in strong blue cover stock. Over 20,000,000 copies of the Ten Cent Pocket Series have been sold in three years. If you want to send cash with order, remit $2.35, which pays for the books and all carriage charges. Persons living in Canada or other foreign countries will please send cash ($2.35) with order. Read in Odd Moments Slip three or four of these books into a pocket. They do not bulge—they are not noticed—but they are there, ready to help uu make the most of are time anywhere. On ‘eet cars, at lunch, on in the evening, y can draw ment strength and knowled, from these _ little volumes. Do you want the best books — the best food for your mind? Then Send the Coupon Now! HALDEMAN - JULIUS CO. Dept. M-4 Girard, Kansas of them for ‘The New Libyavy - COUPON | HALDEMAN-JULIUS COMPANY, Dept. M-4 Girard, Kansas Send _ me at once by parcel post the New Library 30-Volume Set of the World's pay the postman $1.95 plus postage on delivery, which is the full price, the only payment 1 ai-to make. PT ooks for refund of my money. Great Books. I wil books I will return the complete only $1.95 City... If you want the books sent send check or money order for $2.; id, 35 with am not satisfied with the or if you live outside the United States, coupon, po ! 1 ' | { i comicbooks.com