Life, 1928-04-26 · page 26 of 35
Life — April 26, 1928 — page 26: what you’re looking at
What you’re looking at
**Main Content: Magazine Redesign Announcement** The left page announces Life magazine's complete visual overhaul, comparing the refresh to Colgate toothpaste's strategy—they couldn't improve the product, so they improved the packaging. This satirizes corporate rebranding logic while promoting the magazine's May 10th redesign. **"Two College Professors" Cartoon** This sketch mocks absent-minded academics through absurdist humor. Two professors interact while comically oblivious—one carries garbage (accidentally threw textbooks in the furnace), the other wears a garter around his neck instead of his leg. Their dialogue is deliberately pretentious ("indescribably ludicrous," "curious phenomenon") while discussing mundane matters, satirizing professorial pomposity and intellectual detachment from reality. The joke: these educated men are hilariously incompetent at basic life functioning. **"Plot" Story** A brief narrative joke: an efficiency expert is summoned to find a missing document crucial for a board chairman's re-election. Despite his reputation, Mr. Biggins fails—the punchline is simply "No!"—deflating expectations of expertise.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Important Announcement The May 10th issue will mark a turning point in LIFES spectacular career. LIFE, in fact, will assume an entirely NEW form. The cover design will be NEW. The typography will be NEW. The make-up will be NEW. There will be NEW features, by NEW con- tributors. The reasons for this extraordinary change are ptecisely those which once impelled the Messrs. Colgate to present their celebrated tooth-paste in a new style container. “We couldn’t im- prove the tooth-paste,” said they, “so we im- proved the tube.” The first issue of the NEW LIFE otal” i eenata will be {released to the (expectant, [publi on May 10th (make a note of that date/. (Further announcements on this subject will appear in the Bur- lesque Number, next week.) Two College Professors Get Together a ELLO, Parker. Fine mom. ing, isn’t it?” I forget. Is it really?” Now that you mention it, I don't remember either. But, tell me, why are you carrying that pail of gar bage?” “Garbage! Why, so it is. He-he! How sublimely ridiculous. I must have thrown those text books in the furnace.” “How indescribably ludicrous you are.” “I do not desire to be unduly in- quisitive, my dear Stoneham, but curiosity is overcoming me. Pray, why do you wear your garter about your neck?” “Have I?...Isn’t that odd? And I tied my cravat about my left hose.” “Tee-hee. You should allow your wife to oversee your attire.” “But I have no wife. Tut! Tut! Of course I have. How careless of me to forget that I have a help- mate.” “What a curious phenomenon. The campus is deserted.” “Why, I really believe it is Sun- day.” “So it is. How convulsing that both of us should have forgotten that. Shall we go to church?” “Where is it?” “I don’t remember.” R.H. Plot HE Board of Directors waited impatiently while a score of harassed clerks frantically searched the office files for the missing document—a document which would make for the positive re-election of the Chairman of the Board. One, two, three hours passed, and still the document had not been found. The Chairman cleared his throat angrily: “Send for Mr. Biggins, our efi- ciency engincer,” he declared. “He will have no trouble whatever in finding that paper. And I would remind you, gentlemen, that I picked Mr. Biggins for the job he now holds, much against your better judgment.” Mr. Biggins arrived panting heavily. Apprised of the Board's needs, he dashed from the office and attacked the files....The Board members sat back beaming their anticipation. ... Did Mr. Biggins find the impor tant missive? No! T. F. B. ONE of the anthropoid apes can emit musical sounds. But, om the other hand, none of them try to comicbooks.com