Life, 1925-09-24 · page 5 of 41
Life — September 24, 1925 — page 5: what you’re looking at
What you’re looking at
This page is **primarily a full-page advertisement** for Encyclopedia Britannica's "New Form" edition, not political satire or cartoon content. The image shows an adult instructing a child with a book, illustrating the product's educational purpose. The ad emphasizes affordability through a "large new printing" of 10,000 sets, claiming a "reduction of 46%" in price with "easy-to-read type" and "fully illustrated" content. The marketing hook is accessibility: a small first payment and easy monthly installments make the encyclopedia affordable to average American families. The ad includes a mail-in coupon for a free explanatory booklet. While this appears in *Life* magazine (known for satire), this particular page contains straightforward consumer advertising rather than political commentary or humor.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Why the Price Is So Low The story of the New Form is a story of a unique idea involving revolutionary changes in the publica- tion of the Britannica, This idea was the logical outcome of years of ex- perience; it crystallized the recom- mendations of thousands of users and owners, Our object was to produce the Britannica in a New Form with cifications—and they have been carried out to the letter: 1—Large type, easy to read. 2—Complete and latest text. (Nothing omitted, nothing altered.) 3Fully illustrated. (AN the original plates, maps, ete.) ingle volumes. ‘one chi abled us to save nearly 50% of the bia Paper, which white and opaque. Then it was determined to print this issue lat f rer Cam- roughout the for twice much. By going it Poss t © thousands of dollars, cause we did not have to reset 33,000 pages of type. Contents Identical with Issues Selling for Twice as Much of these plates is your guaranteo identical with that of the ont est developments in , invention, ete. It cont words, '33,000 pages and 15 yu will find the quintes- knowledge. Ic tells all about the Britannica in the New Form, repro- duces a number of specimen pages (many in color), ex- Plains the easy terms of payment, and tells the fascinating New large printing Encyclopaedia Britannica in the New Form At an Amazing Reduction in price! "TODAY you can obtain the Encyclopadia Britannica, printed in large type from the authentic Cambridge plates, complete and unabridged, at a reduction of 46%. And with each set a handsome mahogany-finish bookcase is given free while this offer lasts. This unique opportunity is made possible because we have just completed a large new printing of the Britannica in the New Form, the most popular issue of this or any similar work ever published. The publication of this New Form marks an epoch in the his- tory of the Britannica. Its success is unprecedented. In all the history of publishing, we believe, there is no record to compare with it. Within less than twelve months, three huge printings have been sold. Now a fourth printing of 10,000 sets is just being received from the binders. This means that we can now offer you one of these wonderful complete sets, the latest edition in large, easy-to-read type, for 46 per cent less than the Cambridge issue which is famous throughout the world. Here is the ideal Bri- tannica at a price so low everyone can afford it. Small First Payment—Easy Monthly Terms A very small first payment will put the complete set of 16 double volumes and bookcase in your home immediately and you can pay the balance in easy monthly payments, so small that they will never be missed. Seize this opportunity before it is too \ste!_ The time is now—it is the oppor- tunity for which you have been waiting. So make sure of your set. Before you turn the page, send the attached coupon for free booklet (it commits you in no way) and we will mail you full partic- ulars of this wonderful offer. ‘Avenue, New York Please send me, without cost or obligation, a copy of your 56-page book describing the Encyclopadia payments. story of how our experts made possible such an amazing \\ Name reduction in price. x 56 pages of interesting, instructive reading. Free om request if you mail the coupon promptly, Address. Britannica in the New Form at the special 46% sav- ing and full details of your plan of small monthly Mail this Coupon today! => De fatten Raith beatene ae ie ii comicbooks.com