Life, 1923-04-12 · page 40 of 40
Life — April 12, 1923 — page 40: what you’re looking at
What you’re looking at
This is primarily an **advertisement**, not satire or editorial content. It features a testimonial from Roger Babson, a real and well-known financial advisor of the 1920s, endorsing the Ideal Type A boiler and radiator system. The ad uses Babson's credibility as an investment expert to pitch heating equipment. The clever angle: it frames upgrading from old coal boilers to modern heating as a financial "investment" that pays dividends through fuel savings (20-33% claimed) over time—language Babson's investment-minded clientele would understand. The painting shows Babson's own Wellesley Hills home with the installed system, providing social proof through his wealth and status. The ad includes Babson's actual quote about the boiler's efficiency and low maintenance. This represents early 20th-century marketing strategy: using a trusted public figure's endorsement to sell consumer goods by reframing them in financial terms. There's no political satire—it's straightforward product promotion.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
From a painting by AnTHUR KELLEY Home of Roger W. Babson, Wellesley Hills, Mass., Benjamin Proctor, Jr., Architect. IpgaL TY PE A HEAT MACHINE and AMERICAN Radiators installed by Barber Co., Boston When Roger Babson invests in warmth IHOUSANDS of discerning investors have ptofited by Roger Babson’s business re- ports and financial service. Recently Mr. Babson made an investment on his own account, and these paragraphs are from his letter concerning it: “The TYPE A Bolter installed in my resi- dence is what you call it—a ‘Heat Machine’,” he writes. “During the coldest weather we attend to it only twice a day and at times it can be left sixteen hours without atten- tion. “My experience with thereg- ular type of boiler in my old residence leads me to believe that the Type A is fully, 20% more economical.” Mr. Babson often advises his clients to “take a loss” by sell- ing a bad investment, and put the money into a security with assured earn- ing power. That advice should be followed by many home owners in respect to their heating plants. Keeping an old-fashioned heating plant is like keeping shares in a wild-cat mine. Take out the old coal waster and install the IpEAL TYPEA Heat MAcuINE. In a few years the original cost will have been paid back to ; you; and the IpgaL TYPE A will continue to pay dividends of from 20% to 33% % infuel that it saves as long as youlive in the house. For full informationregarding this gilt edged investment and how it can pay dividends to you, send your name to either address below. A book with illustrations and performance charts will be mailed to you. © ARCO 1923 NNIA SIN94v3NNIA AMERICAN RADIATOR COMPANY Ipeat Boilers and AMERICAN Radiators for every heating need 104 West 42nd Street, New York Dept. 53 816 So. Michigan Ave., Chicago comicbooks.com