Life, 1924-09-25 · page 34 of 37
Life — September 25, 1924 — page 34: what you’re looking at
What you’re looking at
This is a subscription advertisement disguised as editorial commentary. Life magazine is selling annual subscriptions for one dollar by emphasizing value during economic hardship. The "Pre-War Dollar" headline references post-WWI inflation and economic decline—the dollar has depreciated significantly since before the war, yet Life still costs the same. The page lists six special themed issues (covering collectors, politics, football, Thanksgiving, Christmas, and Girl Scouts) plus four general numbers, all for one dollar. The border of illustrated faces appears decorative, showing various demographics Life reaches. The satire is subtle: Life positions itself as a shrewd investment during economic crisis ("A dollar so invested at this crucial moment"), implying readers should prioritize their satirical magazine subscription over other expenses. The phrase "Obey That Impulse" is the editorial push to subscribe despite financial uncertainty. This reflects 1920s economic anxiety and consumer magazine marketing tactics.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
The Pre-War Dollar ‘ years ago you could get ten issues of Lire for one dollar. Since then the dollar has depreciated, just as the cost of living has soared, Wars, strikes, changes of government, freight tie-ups and hot spells have combined to wreck business and make a bum out of the monetary unit. Lut there is one gleam of hope on the gray horizon: You can still get ten issues of Lire for one dollar. A dollar so invested at this crucial moment will yield you the following numbers: COLLECTORS’ (Oct. 16)—All about FOOTBALL (Nov. 13)— reflection antiques, old and new, and collectors of of the college football season, which will same, with a charmingly sentimental be as greatly in demand at all the big cover design by Rea Irvin games as the “coveted pasteboards” them- selves. Cover by John Held, Jr. POLITICAL (Oct. 30)—The last word before the election, with valuable advice to voters of both sexes. The plaudits and raspberries will be impartially dis- all three parties. Cover G. Cooper. THANKSGIVING (Nov. 20)—A_ se: sonal number, which you can take with the turkey and mince pie, and for which yeu can be truly grateful CHRISTMAS (Dec. 4)—Lire’s biggest and best effort of the year—as brimming GIRL scouTS’ (Nov. 6)—Specially de- with good cheer as Christmas itself. It signed for all good girls who_ believe will sell for 25 cents a copy on the news- that woman's place is in the world. Nor- stands, but it represents only 1/10 of a man Rockwell has done the cover. dollar to you Aside from the six Specials listed above, you will receive four General Numbers, with covers by Robert L. Dickey, Percy L. Crosby, Don Herold and Warren Davis. me We can safely assure you that Lire has never offered a more brilliant array of numbers. We can state, with equal assurance, that you can not possibly spend one dollar to better advantage. Give this subject due consideration, and then LIFE Obey That Impulse 598 Madison . Avenue N New York City * Here's my $1 (Ca dian, $1.20; For: N $1.40). 1 want all of the aforesaid numbers WMHKOOP HALLENBECK CRAWTORD COMPANY, NEW TORK comicbooks.com