Life, 1928-08-23 · page 34 of 36
Life — August 23, 1928 — page 34: what you’re looking at
What you’re looking at
This page primarily showcases **Life magazine's editorial contributors** and includes a **golf equipment advertisement**. The left column lists prominent early 20th-century journalists and entertainers—Robert Benchley (drama critic), Percy Crosby (cartoonist), Will Rogers (humorist/political commentator), and Walter Winchell (Broadway columnist)—describing their respective expertise and appeal to readers. The right side features the "Silver King" golf advertisement, which humorously depicts an elderly man who improved his golf game using this club. The comic dialogue suggests the club's psychological benefits boost confidence and performance, reducing "slice" problems (a common golf error). The ad conflates golf clubs with life transformation—a common early advertising technique. Together, the page positions Life as a magazine of sophisticated commentary and humor, while capitalizing on period consumer culture through advertisement placement.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Robert Benchley Percy Crosby Robert E. Sherwood Elmer Davis Will Rogers Walter Winchell Henry Suydam Baird Leonard John Kieran Agnes Smith And also— Grand Total: LIFE The only dramatic critic who is an actor himself. Bench- ley’s reviews and guide to the drama tell you what you want to know about the shows, but more than that, they are sure-fire entertainment in themselves. The creator of the immortal “Skippy” is coming back to the pages of Lire. Several covers He | cartoons, brimming with Crosby humor and Crosby humanity, are on the way. The first intelligent commentator to take any notice of the movies, and still their best pal and severest critic. Sherwood's reviews form a dependable guide to the current films. He writes editorials you can read, on subjects you are interested in. He has a reputation for thinking straight, and for saying what he thinks. Humorist, globe-trotter, interpreter of America to the United States and other foreign nations, he is well quali- fied to be Lire’s candidate for President on the Bunkless ticket. His campaign speeches appear in Lire every week. The bright boy of Broadway. His weekly letter is a treatise on what's new along the Main Stem. If you want your wisecracks while they're fresh, read Winchell. The political observer who knows what he’s talking about, who has no ax to grind, and who issues bulletins about The Way Things Are Going which are as enjoyable as they are informative. She puts into ‘Mrs. Pep’s Diary” remarks about this and that which husbands and wives all over the country have been trying to say for years. As sports editor of the New York Times, he is in a posi- tion to speak with authority on the squared circle, the diamond, the court, track, pool, and gridiron. Her witty comments on the radio relieve the feelings of thousands who listen in. A new series of cuckoo cartoons and verses by Fred Cooper (f.g.c.)....more rhymed reviews by Arthur Guiterman....more cartoons by Gluyas Williams, and caricatures by James Montgomery Flagg. ...covers by John Held, John LaGatta and Russell Patterson. . . .regu- lar contributions by Kin Hubbard (Abe Martin), Frank- lin P, Adams (F.P.A.), Ashton Stevens, Ted Robinson, Stoddard King, Elmer C. Adams, Neal O'Hara, Judd Mortimer Lewis, in Neighborhood News... .And liter- ally thousands of good jokes and pictures. Clip and mail to LIFE 598 Madison Ave., New York SEND ME LIFE FOR ONE YEAR FIVE DOLLARS ENCLOSED ‘THE DEVINNE- HALLENBECK COMPANY, INC, PRINTERS, MEW YORK Play the SILVER KING FA “Heard the good news? Old Man Duffus finally cleared the water hole.” “Must have surprised the turtles he’s bombarded for thirty-one long years!” “Uh, they were all down in the silt —trying to hatch out the first eight balls he drove. But the old man will robably present us with a new club Reaae: Wkled to death.” “What got him over—some favor. ing hurricane?” Not at all—the silver King! Doug Smith told the old man he'd have to stop making high land out of our only water hole—lent him a Silver King and my how it worked!” “How could even a King reform that ancient slice ant nook addict?” "Psychology, my dear boy, is no re specter of a Young or old, the so called dub merely tries too hard. And the confidence that comes to every man when he’s playing the best ball made gives him more distance, better direction, smaller scores! The King takes one great uncertainty out of this uncertain game. Its use is the best piece of golfing psychology | know!” Silver King— Reg. U. S. Pat. Of [Imported by] JOHN WANAMAKER NEW YORK Wholesale Golf Distributors Ez comicbooks.com