Life, 1927-03-10 · page 27 of 38
Life — March 10, 1927 — page 27: what you’re looking at
What you’re looking at
This page advertises a new sports magazine called *The Sportsman*, launching in 1927. The humor lies in the opening reference to a "perfectly well-bred STAMPEDE" welcoming the magazine—a playful pun suggesting upper-class, refined chaos endorsing this venture. The advertisement emphasizes that the publication's founders are themselves serious amateur sportsmen (not mere desk editors), listing an prestigious Advisory Board of wealthy and accomplished individuals: polo players, golf association leaders, yacht captains, and Olympic athletes. This establishes the magazine's elite credentials. The satirical tone suggests that starting a sports magazine requires the same reckless courage as riding an untamed horse that "would be perfectly willing to crack up with you"—mocking the daring yet potentially foolish ambition of launching a new publication in a crowded market. The pitch frames *The Sportsman* as covering all gentleman's sports, from field trials to polar exploration, positioned for affluent subscribers at six dollars yearly.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Life 25 There’s a perfectly well-bred SrampenkE to welcome this new sports-magazine THE SPORTSMAN March 1927 THE SOUNE 1 SOIR Im T TOOK COURAGE—to start this new Sportsman. The same sort of courage that you need to take a blind jump on a right-minded mount who wouldn’t balk any sort of jump—but who would be perfectly willing to crack up with you. But The Sportsman took the jump, landed in stride, and is going . . . The proprietors of this refreshing new journal of gentlemen’s sports are themselves competitors in their own right: amateurs in sport, though profes- sionals in the business of editing a rich and intelli- gent paper. They have no pontifical notions concerning the interlocking grip; Cruickshank’s putting-stance is of small concern to The Sportsman. But where im- portant and untainted amateur sport competes, The Sportsman is to be found observing. . . . He goes down to the sea in ships, up for Kadiak bear, out for football, and in for everything. Sport lovers have already cried ‘Played indeed!” to the newcomer. Subscriptions from important sportsmen have startled the editors— who are humanly eager. If you want to know the calibre of The Sportsman, glance at its Advisory Board. Hopart Ames, duthority on Field Trials J. F. Byers, Former President U.S. Golf Association, Racing Commanoer R. E. Bravo, Polar Explorer and Aviator Rosr. W. Emons, II, Sailing Master of “Vanitie,”” Yachting Ropert A. Garoner, Captain Walker Cup Team Apsirat Cary T. Grayson, Breeder of Horses W. A. Harriman, Polo Racing Francis Peapovy, Rowing (Cambridge, Leander) Harry Worcester Situ, Eminent Sportsman Louis E. Sropvaro, Chairman U.S. Polo Association Lewis S. Tuompson, Eminent Sportsman and Expert Shot Henry G. Vavcr AM. FH. Norfolk Hunt, Secretary 4M. F. HH. Association Bavaro Warren, Breeder of Champion Dogs J. Watson Wess, International Poloist, M. F. H. R. Norrts Wittiams, Captain Davis Cup Team HE PAPER has a flavor. Its brave pictures and amiable text compose into something unlike « it will go along with you to the great affairs of sport, watch you as you compete, and replay the contest any journal of sports you ever read with you. Already The Sportsman is a fat paper, and apt to slide easily from your hands to the floor, far late in the evening, as you dream back across the playing field. The newsstands and clubs have it. But for those more expansively inclined it may be well to mur- mur that the year’s subscription is Six Dollars, the price per copy is fifty cents, the address is below, and the United States mails are functioning splen- didly. Pray act—and without stirring from your chair, you may command the open spaces. THESPORTSMAN «+ 1OARLINGTON ST. « BOSTON Six dollars are enclosed. Let there be no delay in placing my name accurately upon your sub- scription list for a year Name... Address. The SPORTSMAN Publishing Co., Inc., No. 10 Arlington St., in Boston, Mass. comicbooks.com