Life, 1923-05-03 · page 36 of 40
Life — May 3, 1923 — page 36: what you’re looking at
What you’re looking at
This page is primarily **advertising disguised as editorial content**. The main feature is a fake testimonial letter praising Edgeworth pipe tobacco, attributed to "Al. F. Whitlock" of St. Louis. The tobacco company Larus & Brother responds by *rejecting* the customer's suggestion that their product is "getting better and better"—claiming they deliberately make *no improvements* because existing customers depend on consistency. The satire is subtle but pointed: the company essentially admits that product innovation is irrelevant; customer loyalty matters more. By publishing this exchange, they're banking on appearing honest while actually promoting their product through the guise of candid correspondence. The page also contains lighter humor: a cartoon about a woman rejecting her suitor's offer to chat in favor of dancing, and a brief anecdote about a mother-in-law's observations on how modern husbands prioritize golf over work—social commentary on 1920s leisure culture.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
This smoker says Edgeworth gets better and better -But it doesn’t—and no “improvements” are contemplated To begin with, we had better quote Mr. Whitlock’s letter in full. spirit, but so we can refer back to it farther down in the column, 2844 Accomac Street, _ St. Louis, Missouri Larus & Brother Company, Richmond, Va. Gentlemen: I wish to take this opportunity to tell you what I think of your Edge- worth Plug Slice Tobacco. T have been a pipe smoker for about 18 years and during that time have naturally tried many different brands and blends of tobacco. I could not seem to find an ideal blend until about six months ago when, at the suggestion of a friend, I tried a pipe of Edgeworth Plug Slice. have been a constant user of Edgeworth since and can truthfully say that “day by day in every way Edgeworth is getting better and better.” woe . You have my permission to use this letter in any you may desire if by so doing it will enable other pipe smokers to find a really cool, enjoy- able and perfectly satisfactory man’s smoke. : I beg to remain, Edgeworthily yours, _ Al. F. Whitlock. We are indeed glad Edgeworth has given | Mr. Whitlock such unqualified satisfaction but we feel obliged to sidestep his suggestion ‘day by day in ay Edgeworth is getting better and better.” Our constant aim is quite to the contrary, Just as it is, Edge- worth pleases thou- sands and thou- sands of pipe smokers through- out the country. If we should try to “improve” Edgeworth or change it in the least, we might be doing an injustice to the men who have smoked Edgeworth for years and years and who expect to find it always the same good smoking tobacco. To add to our list of friends we are always glad to send free samples of both Edgeworth Plug Slice and Ready-Rubbed. Just drop a postcard to Larus & Brother Co., 63 South 21st Street, Richmond, Va. If you will also add the name and address of your tobacco dealer, we shall appreciate your courtesy. To Retail Tobacco Merchants: If your dealer cannot supply you with Edgeworth, Larus & Brother Company will gladly send you prepaid by parcel post a one-or two- dozen carton of any size of Edgeworth Plug Slice or Ready-Rubbed for the same price you would pay the jobber. Not in a boastful He: Let’s sit here for a chat. She: No, I'm too tired. Let's dance. —Strix (Stockholm). The Reflections of a Mother- in-Law “I tHoucut for a while yes- terday that Harold was going to get out to the golf course alone, but just as he was leaving, Minnie’s new trousers were delivered. “Lamech and I lived happily to- gether many years, but he never played a game of any kind after we were married except once. We went to the Volunteer Firemen’s picnic and he played baseball for two or three minutes. He was laid up four days “Minnie’s husband works harder at his play than he does at his job. Lamech used to watch the weather signs to keep from losing his crops. Many’s the time his rheumatic knee has given him warning to get the hay in off the south forty. In the spring and summer Harold reads the forecasts to see if the weather is likely to be bad enough to make him go to the office. “Of course, Minnie makes him take his recreations seriously. I’ve noticed a woman who can wear sport clothes usually advocates golf for her husband. But if Minnie isn’t any better swinging a club than she is a broom it*is a waste of good all- wool cloth to put her on the links.” McC. H. Compensation Exptorers in the wilds of Santo Domingo discovered frogs that barked like dogs. Anything doomed to the wilds of Santo Domingo is entitled to relieve its feelings in whatever manner it finds best. CORPORATIONS REQUIRING New Capitat or desiring to refund loans of tem- porary character by long term obli- gations, or into permanent capital are invited to correspond with us. The services of our organization, cover analyses, preparation of plans and negotiations with appro- priate investment bankers to effect the underwriting of the securities adapted to each corporate need, on the most advantageous terms. WALKER & ROBERTS, INC. EQUITABLE BLDG., 120 BROADWAY NEW YORK 209 SOUTH LA SALLE STREET CHICAGO “There is somethi ng fine about Wa DEMUTH. NEW YORK — | 0 and up at the better smoke shops The Feel of Good Wall Paper Niagara “Blue Ribbon’ Wall Paper feels ight because it is made right. Certain to give lasting satisfaction at moderate com, lity coupon in every roll Send dealer's name for colored sample book and “‘Helpful Hints" FREE. Niagara Wall Paper Co. 224 Walnut Street. Niagara Falls, N.Y. piri comicbooks.com