Life, 1929-04-19 · page 37 of 52
Life — April 19, 1929 — page 37: what you’re looking at
What you’re looking at
This is **not a cartoon or satire**—it's a full-page advertisement for Davey Tree Surgeons, a tree-care service based in Kent, Ohio. The ad emphasizes affordability and professionalism. It notes that in 1928, the company served over 21,000 clients across a broad geographic area, with 76% paying under $100. The marketing pitch stresses: - **Local convenience** (representatives in major cities, not sent from Ohio) - **Professional training** (they operate the Davey Institute of Tree Surgery, the only school teaching scientific tree surgery) - **Safety practices** (using ropes rather than climbing spurs to protect trees and workers) The page includes a large photograph of the student body and a portrait of John Davey (1846-1923), identified as the "Father of Tree Surgery," legitimizing the enterprise through its founder's legacy. This represents early-20th-century American commercial advertising emphasizing expertise, scalability, and scientific credibility to justify service pricing.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
e Surprisingly low cost In 1928, Davey Tree Surgeons served 21,608 clients from Boston to beyond Kansas City and from Canada to the Gulf. 76 per cent of these clients paid less than $100.00 each. The following table tells the story. 17,022 clients paid less than $100.00 each 2,223 paid from $100.00 to $200.00 each 1,642 paid from $200.00 to $500.00 each 721 clients paid more than $500.00 each You can afford to employ the expert, reli- able service of Davey Tree Surgeons for your trees. They will do as much work as you want —and no more. They will do their work right —they will save any tree that can be saved— they willgive youprofessional and conscientious service. There is no charge except for working time, plusthe necessary materialsand expressage. Davey service is local vy TreeSurgeons live and work in your vicin- hey are almost as conveniently located as your dentist or doctor or surgeon. They are not sent from Ohio for your individual work — they are trained in Ohio, but they live in yourvicinity and work regularly for other nearby people. Write or wire Kent, Ohio, for examination of yourtrees without cost or obligation. Permanent representatives are located in principal cities; the nearest one can serve you conveniently. Everyone who sees Davey Tree Surgeons at work: in the trees says, “They climb like squirrels.” They certainly are remarkable climbers—they are trained to it. They get around in the trees with surprising agility and speed. But they use ropes—never injurious climbing spurs—to facilitate climbing, to prevent accidents, and to protect trees, wires and other property. They have diligence, speed, accuracy and a trained knowledge of their work The Student Body of the Davey Institute of Tree Surgery, 1928-29, numbers 446 splendid young men in the Freshman, Junior and Senior classes, all selected from the proven men who have already been thoroughly trained in a practical way. The purpose of this resident school is to provide scientific knowledge and accuracy to supplement the practical skill that is given in the field training. This gives bal- anced education—Davey Tree Surgeons know both how and why. The Davey Institute of Tree Surgery has been in continuous operation for twenty years, the only school teaching the science of Tree Surgery. The Faculty of the Davey Institute of Tree Surgery includes 37 scientists and master Tree Surgeons. JOHN DAVEY 1846-1923 Father of Tree Surgery Reg. U.S. Pat. Office DAVEY TREE SURGEONS Martin L. Davey, President and General Manager THE DAVEY TREE EXPERT CO., Inc., 236 City Bank Bldg., Kent, Ohio comicbooks.com