Life, 1924-01-10 · page 42 of 44
Life — January 10, 1924 — page 42: what you’re looking at
What you’re looking at
This is a subscription advertisement for *Life* magazine, disguised as satirical humor. The cartoon shows a cheerful child gleefully escaping from a radiator—a visual pun on the headline "A Regular Glow-Getter." The ad references a "heatless winter," likely alluding to fuel shortages or rationing during World War I (when *Life* was published). The joke claims *Life*'s entertaining content—humor, jokes, pictures, poems—provides warmth and comfort better than actual heating methods like oil stoves or electric heaters, and more cheaply. The copy humorously pitches a trial subscription (ten issues for one dollar) as preferable to real fuel. The ad promises readers access to special numbered issues: the "Radio Number," "Big Business Number," and "Easter Number." The underlying message: during scarcity, entertaining reading matter is a worthy substitute for material comfort—a clever marketing angle during wartime resource constraints.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
A REGULAR GLOW-GETTER HERE'S no place like home and the old hearth. But without Lire, the old hearth is going to be a pretty cold proposition this heatless winter. Lire and its warm, genial humor, its crackling jokes, sparkling pictures, ardent poems and brilliant articles will give you caloric energy that ranges all the way from a rosy glow of pleasure to feverish excite- ment—according to the way you take it. One way to take Lire—and not so bad, either—is on our trial subscription plan—ten issues for a dollar. It’s far more pleasant than an oil stove or an electric heater and infinitely cheaper. No smoke, no smell. It warms the cockles of your heart and the children may play with it without danger. Don’t Stay Out in the Cold! Obey That Impulse and fill out the coupon below. If you do this the RADIO NUMBER, the BIG BUSINESS NUMBER, the EASTER NUMBER and seven others will be yours. Lire, House Fumacing Dep't 598 Madison Avenue, N.Y. City Dear Lire: You (Canada, $1.20; n't fuel me. You want my $1 broad, $1.40). Well, here it is. One Year $5.00 (Canadian, $5.80; Foreign, $6.60) comicbooks.com