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Life, 1924-09-18 · page 29 of 36

Life — September 18, 1924 — page 29: what you’re looking at

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Life — September 18, 1924 — page 29: Life, 1924-09-18

What you’re looking at

This is **not a cartoon** but rather a **full-page advertisement** for Weyerhaeuser Forest Products, disguised as business journalism. The page promotes "Mill Construction"—a timber-framed industrial building method standard before 1900 that Weyerhaeuser claims offers substantial savings (15% on construction, 75% on insurance). The illustrated textile mill interior showcases this aesthetic. The ad's rhetorical strategy targets early-20th-century **business anxiety**: manufacturers worried about overhead costs despite industrial progress. Weyerhaeuser positions itself as an authority—offering free expert consultation, timber surveys, and educational books to "bring back sane economics." Notably, the company disclaims *inventing* Mill Construction while implying it deserves credit for reviving it. This is classic advertising positioning: offering "objective" expertise while steering clients toward products (Douglas fir timber) the company controls through mills and distribution networks. For modern readers: this exemplifies how early corporate advertising mimicked editorial content to build brand authority.

📄 Transcribed text from this page (OCR, searchable)

Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.

INTERIOR OF MODERN TEXTILE MILL—“SEMI-MILL CONSTRUCTIO: W. EB. S. Dyer, Architect and Engineer ‘Bringing Back Sane Economics into Industry A message to Business Men about Weyerhaeuser-Ideal Industrial Construction ANUFACTURING progress moves swiftly in this country. It would be hard to find any factory today where plant, equipment or major methods bear much resem- blance to those in use twenty- five years ago. In the main, progress has probably made for higher pro- duction and lower costs. Yet there is hardly a manu- facturer of today who does not find his overhead costing him way beyond his reasonable hopes for economy. ‘O type of factory building has N ever been found so economical, dollar for dollar, as the “Mill Con- struction” which was the standard of American industry up to 1900. This type of building grew out of the needs of the thrifty, al era of industry. By the use of “Mill Construction,” it is quite poses to save up to 15% on capital building cost. Save up to 15% on interest charges, with a corresponding saving in taxes. Saveupto75%oninsurance charges. In one section of this country there are hundreds of great factories built of “Mal Coustraction,” and protected by ystem against inside fires,in 3-year period hs ve averaged only 3 cents per $100 of insurance written. | hens let us say pewpys here that Weyer. haeuser did not originate “Mill Con- struction.” Nor would Weyerhaeuser be under- stood as urging the indiscriminate use In fact, one of the functions of the Weyerhaeuser Expert Construction Engineer is to advise against the use of “Mill Construction’ when it is not suited to the purpose of the building. As part of its of service to American industry, Weyerhaeuser ha3 made the most authorivative study of this type of building in recent years— and perhaps ever. Capital investment — taxes — inter- est —depreciation — design— structural efficiency—flexibility of in- terior division—fire safety—insurance rates—and many more things. Furthermore, since “Mill Construc- tion’’ depends first of all on adequate supply of great fine timbers, Weyer- haeuser supplemented the above in- vesgatiog by 8 survey of its timber resources distributing facilities in relation to “Mill Construction” needs. The Douglas Fir Mills of the yee haeuser organization are producin; selected timbers of the finest possible wood for this purpose. Through the Weyerhaeuser distrib- uting plants in the heart of Eastern and Mid-Western markets, these tim- bers are laid down quickly and eco- nomically in all the principal indus» trial sections of this country. THe Weyerhaeuser Expert Con- struction Engineer is available for consultation with the Industrial Man, his Building Engineer and his Archi- tect. His services are purely consulestves and rendered wit! charge—a char- acteristic Weyerhaeuser personal con- tribution to greater efficiency in the employment of America’s lumber re- sources. Responsible members of industrial concerns are also invited to send for complimentary copies of the Weyer- haeuser books — “Industrial Build- ings,’”’ written for the Business Man, and “Structural Timbers of Douglas Fir,” a book for the Building Engi- neer,Architect,and Purchasing Agent. WEYERHAEUSER FOREST PRODUCTS SAINT PAUL: MINNESOTA Producers for industry of pattern a1 and crati » fact crating, strecteral timbers for tata buildii tory grades for remanufacturing, Soober for boxing Tad each ‘of these items in the species and type of best suited for the purpose. Also producers of Idahe Red Dessert and electric transmission lines. Werverhacaser Porest Products are distributed through the established trade channeleb hacweer branch offices at 208 So. Le Sal Seles Company, Spokane, W: 30 Broedway, ‘New York: Lexington BI rh Bilge Baltinores and 20 University Ave Set pends ay throughout the country. comicbooks.com