Life, 1925-11-12 · page 40 of 41
Life — November 12, 1925 — page 40: what you’re looking at
What you’re looking at
This is primarily a **radio advertisement** disguised as humor editorial. The joke compares unreliable radios to a broken-down farm mare that suddenly collapses—"Never seen 'er do that before!"—satirizing the early radio industry's notorious quality-control problems. The advertisement pivots this complaint into a sales pitch: Atwater Kent radios, by contrast, are built with care and transparency. The company urges buyers to inspect radios "carefully, inside and out," verify the manufacturer's reputation, and check service records—implying competitors cut corners and fail frequently. This reflects the **1920s radio boom**, when dozens of manufacturers flooded the market with unreliable sets that required constant repair. Atwater Kent positions itself as the trustworthy alternative by promising durability and standing behind its product "to stand or fall." The rural Vermont farmer anecdote appeals to working-class credibility while the technical specifications and prices ($80-$80) target middle-class consumers purchasing their first radio.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
A FARMER in Vermont was trying to sell his an- cient mareasa spirited animal. He led her from the stable and was starting to put her through her paces, when suddenly she lay down, rolled overand died. The farmer wassomewhattakenaback.“Well, well,” he said. “Never seen 'er do thet before!” nfortunately there are radio receiving sets which bear a close resemblance to the old mare, They can often go through their paces. But at any y are apt to need first- When you buy your radio, whether it is your first or your tenth, take this advice: Look at it carefully, inside wo York + Besten Providence w and out. See whether or not it looks to you like a clean, workmanlike job. Hear it in operation. Then ask yourdealer about the manufacturer. How long has he been in busi- ness? What is his reputation? Do his sets need a lot of service after they are sold? On a judgment of that sort, Atwater Kent is willing to stand or fall. Send for illustrated booklet teiling the complete story of Atwater Kent Radio, ATWATER KENT MFG. CO, A. Atwater Kent, President 4753 Wissanicxon Avenua PHILADELPHIA Hear the Atwater Kent Radie Artists Thursday evening at arn Standard Time) ¥ (Ea bs stationss WAR. Pittiburgh Model 20 Compact, $80 Model 10 (without tubes), $80 Prices slightly higaer he frat comicbooks.com