Life, 1925-07-09 · page 38 of 42
Life — July 9, 1925 — page 38: what you’re looking at
What you’re looking at
This page is primarily a **subscription advertisement** for *Life* magazine, not a political cartoon. It features a **testimonial letter** from a reader named Dr. Kaiser, dated May 13, 1925, praising the magazine's thirty-two years of consistent quality. The advertisement's key claim: Kaiser's long loyalty proves that "*consistency in advertising pays*"—Life's repeated presence in readers' homes builds trust and loyalty. The magazine emphasizes it has maintained high standards, avoided "cheapness, vulgarity and staleness in humor," and "reflected American life clearly and honestly." The ad offers a trial subscription (ten weeks for one dollar) and promotes special upcoming issues on "GO-GETTERS," movies, fiction, feminine topics, and burlesque. The sidebar pricing shows different rates for Canada and foreign subscriptions. This reflects *Life*'s positioning as a respectable, quality humor magazine appealing to middle-class families—the Kaiser letter serving as social proof of its enduring appeal across generations.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
“A Sense of Humor Implies um, 596 Madison Ave., Bow York, 3. ¥. Dear Lifes the Sense to dm enciosing my check Jo. 1673 ° ” it for the yee felieg Oats Subscribe for It. Tor thirty-two years, I have teen planking down my little dine every week, then fifteen cents; then tveaty-five cents for your special editions, and after all these years, I finally obeyed that inpulee®. It goon to prove that consistency in advertising pays (im the long rua). 1 am doing this merely to let you know personally, that my children today look forvant to the coming of LIFE, and enjoy it with the sane degree of pleasure that I did when I was a youngster. With best wishes for your continued access, I am, Very truly yours, (Di. sn R. KAISER gave Lire a fair trial: he read it for thirty-two years before he decided to Obey That Impulse and sub- scribe. He now tells us that consistency in advertising pays—but Lire could never have held Mr. Kaiser's interest for all these years if it had not been, above all things, consistent in quality. Lire established high standards at the start, and it has lived up to them, It has avoided cheapness, vulgarity and staleness in humor ; it has reflected American life clearly and honestly. SPECIAL Ax Mr. Kaiser is just one of the many millions of worthy friends that OFFER Lire has made—and /eld—in the forty-two years of its existence. LIFE be N 598 Madison Ave. New York, Nu Y. \. d L for Fen Weeks, for NS TRIAL subscription (ten weeks for one Role ence oe dollar) entered NOW will bring to you Foreign, $1.40). Ny the following special numbers: GO-GET- TERS’, MOVIE, FICTION, FEMININE and BURLESQUE. Fill out the corner cou- bon, and let Lire speak for itself. N, By the Year, $5.00 (Canadian, $5.80; Foreign, $6.60). comicbooks.com