Life, 1925-12-03 · page 4 of 84
Life — December 3, 1925 — page 4: what you’re looking at
What you’re looking at
This is **not a satirical cartoon page**, but rather a **straightforward advertisement** for industrial construction materials. The page promotes mill construction and Douglas Fir lumber through: 1. **A case study**: Photos of the Patterson-Sargent Company's paint manufacturing plant in Long Island City, showcasing mill construction benefits 2. **Testimonial format**: A quote praising mill construction's superiority 3. **Educational content**: Boxes explaining why manufacturers should consider flexible internal plant arrangements 4. **Corporate endorsements**: References to The Ballinger Company architects and Weyerhaeuser Forest Products The "business men who know" language targets industrial decision-makers. This appears in *Life* magazine's advertising section, positioned as legitimate industrial guidance rather than satire. The page exemplifies early 20th-century B2B marketing strategy using authority, case studies, and expert testimony.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
As the Patterson-Sargent Company says: “The choice of mill construction has proven wholly satisfactory. We feel that for our purpose it is superior to any other type of construction.” A Room in the Plant of The Patterson-Sargent Company, Long Island City, New York, Manufacturers of B. P.S. Paints, and B. V. S. Varnishes The Ballinger Company, Architects and Engineers Every Manufacturer whose business demands utmost flexibility of internal plant arrangement should read this — The Popularity of the Mill Construction Building Is Enhanced by the Ready Availability and Fine Structural Qualities of Douglas Fir An increasing percentage of the big timbers and plank required for all eneral construction purposes are ing supplied today in Douglas Fir from the Pacific Northwest. From the fine structural qualities inherent in the species, scientific se- lection makes it possible to secure, on special order, where exceptionally heavy loadings demand it, a “‘select structural grade,” the equal, if not the superior, of any structural wood on the market today. Through the Weyerhaeuser dis- tributing plants at Baltimore and Minnesota Transfer, Saint Paul, Douglas Fir in all standard grades and sizes can be laid down quickly and economically in every industrial section of the country. Twenty-two percent ofall the lum- ber produced in this country today is Douglas Fir. Quoted by Permission from letter of THE BALLINGER COMPANY Architects and Engineers, New York “With reference to the Patterson-Sargent project, amarked advantage that mill construction has over masonry construction —the ease with which alterations can be made—was a matter of primary importance in the man- ufacture of paints and varnishes. Alterations or extensions of the plant equipment almost invariably involved changes in the rather elaborate system of pipes through which the material flows. Mill construction permits the per- foration of the floors for new piping at practically any point at a small cost.” BUSINESS men who know the importance of keeping down plant overhead are paying more and more atten- tion to the adaptabilities and economies of heavy timber mill construction for factory and warehouse expansion. Itis the business of the architect and engineer toadvise you whether Mill Construction is adaptable to your individual building requirements. Or, if you prefer, there is available the consultation of a Weyerhaeuser Expert Construction Engineer. The advantages of ‘Mill Construction’ and the structural quality of Douglas Fir are thoroughly covered in the Weyer- haeuser booklets “Industrial Buildings” and “Structural Timbers of Douglas Fir’’ and in “Technical Note No. 201” issued by the U.S. Forest Products Laboratory. These booklets will be sent on request to responsible members of industrial concerns. WEYERHAEUSER FOREST PRODUCTS £()) SAINT PAUL* MINNESOTA Producers for industry of pattern and flask lumber, factory grades for remanufacturing, lumber for boxing and crating, structural timbers for industrial building. And each of these items in the species and type of wood best suited for the purpose, Also producers of Idaho Red Cedar poles for telephone and electric transmission lines. Weyerhacuser Forest Products are distributed through the established trade channels by the Weyerhaeuser Sales Company, Spokane, Washington, with branch offices at 208 So. Le Salle St., Chicago; 220 Broadway, New York; Lexington Bidg., Baltimore; and 806 Plymouth Bidg., Minneapolis; and with representatives throughout the country. comicbooks.com