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THE EQUITABLE NEWS

An Agents' Journal.

wrote more business during the year in New York, Pennsylvania, Massachusetts, New Jersey, Maine, Rhode Island, Delaware, Maryland, North Carolina, Virginia, Tennessee, Louisiana, Texas, etc. Now let us start in to beat all companies in all States during 1900.

FRANK F. EDWARDS, Editor.

MAY, 1900.

E. BOUDINOT COLT. It is with extreme regret that we have to record the death of Mr. E. Boudinot Colt, one of the old members of the Board of Directors of the Society.

At a meeting of the Executive Committee of the Society's Board of Directors, held on April 16, the following minute was adopted:

"On the afternoon of the 12th of April, 1900, E. Boudinot Colt, one of the senior members of the Board of Directors of the Equitable Life Assurance Society of the United States, died suddenly and unexpectedly in the city of New York, shortly after attending a meeting of the Standing Committee on Acounts of the Society's Board of Directors, of which committee he had for many years served as chairman.

"Mr. Colt had been a director of the Society or very nearly a quarter of a century, having been elected a member of the board on the 5th day of December, 1877. In addition to his services as a member of the Committee on Accounts, Mr. Colt had for a number of years acted as chairman of the special committee of the board, appointed at the close of each year to examine the accounts and assets of the Society.

"Mr. Colt was a loyal friend of the Society, and was ever faithful and assiduous in the performance of his duties as a member of its Board of Di. rectors. His steadfast integrity, cheerful and kindly disposition and courteous deportment endeared him to his associates, and it is with profound sorrow that we make this record of his death, while we extend our sincere sympathy to his family in their bereavement."

Mr. Colt was for many years a Governor of the Society for Establishing Useful Manufactures, in which he took a great interest.

There are many circulars and documents which should be valuable for the instruction of new agents; for example, the circulars of officers to agents, "How to sell Assurance," "How to be an Agent," etc. There are, however, only a limited number of these circulars printed, but if managers and agents will co-operate with us we will have a larger edition of each printed, so that copies can be obtained after the time the document or circular is sent out to the agents as a whole

This matter has been brought to our attention by requests from two managers for the President's circular of January ist, the supply of which has, of course, been exhausted. We shall be pleased to print a larger supply of such circulars, if it is generally desired, but we do not wish to do this if the documents are likely to be wasted. Let us hear from you on the subject.

The series of papers now appearing in this journal entitled How to Be An Agent might have been headed How to Be An Equitable Agent, for they are not intended for the instruction of life assurance agents in general, but for the guidance of Equitable agents, and some of the suggestions may not be appropriate to the agents of other companies.

We observe that many of the insurance periodicals have done us the compliment to quote extracts from these papers, and for their benefit, and for the benefit of our own readers, it seems appropriate that attention should be called to the writer's point of view.

A BULL LOOSE. A new policy issued by a well-known company of Cincinnati, Ohio, contains the following:

"If the assured should, without the written consent of the company, die by self destruction, this policy shall be null and void."

We trust that policyholders of this company who have felo-de-se intentions won't forget to write the company.

During the first quarter of 1900 the Society did a more satisfactory business, and gained more assurance in force than during the same quarter of any year since the panic of 1893.

Advance figures for the business of 1899, from the Insurance Department of thirtynine States show that in the aggregate the Equitable wrote during that year more business than any other company. It

PHILADELPHIA ALIVE.

FABLES FOR AGENTS. V. The Pot and the Kettle.

A GREAT AGENCY MEETING.

The Eastern Pennsylvania Agencies Meet.

One Agency Alone Promises $900,000 of Paid

Business During April. Who said Philadelphia was slow? All who attended the meeting at that city of the Eastern Pennsylvania Agencies of the Equitable, on April ioth, will take an affidavit that Philadelphia is very much alive and up to date. During the proceedings, one agency alone, in Philadelphia, promised $900,000 of paid business during April. The agencies represented at the meeting were those of Anson A. Maher, I. L. Register & Son, and Lewis S. Cox, of Philadelphia, and also those of J. L. Ramsay, of Allentown, and H. D. Underwood, of Harrisburg. Among the distinguished Philadelphians present were Mr. C. C. Cuyler, a director of the Society, Mr. Bromley, his partner, and Mr. Pattison, president of the Commercial Trust Co. Those who attended from New York were Messrs. James W. Alexander, Gage E. Tarbell, Doctor Lambert, L. A. Cerf, W. E. Taylor, and A. C. Haynes.

In the evening a banquet was given at the Bellevue Hotel. Covers were laid for one hundred guests, and within one or two of that number attended. Speeches were made by the President and Second VicePresident, Doctor Lambert, and Messrs. Pattison, Maher, Cerf, Haynes, Register, Cox, and Graham. Full justice was done to the subjects discussed, and each speaker was enthusiastically received. Eastern Pennsylvania is going to do its share to make the last year of the nineteenth century a memorable one.

"Ah," said the Kettle, “I have an iron constitution. I shall live forever. As for you—you poor frail earthenware Pipkinyou look half cracked already. You had better get your life insured at once. I can insure myself.”

The Pipkin made no reply, for just as he was about to open his mouth, a party of picnickers snatched up the Kettle and took it away with them in a sailboat.

That afternoon the boat upset, and the Kettle was drowned. As for the Pipkin, he lived a long and useful life, respected

and admired by all who knew him.

MORAL. Refuse to buy life assurance if you do not want it. But if you refuse, do not give the excuse that it is because you can assure your own life, for you can't.

[graphic]

AS THE SHERIFF WOULD RUN IT. "Next week we will begin running this paper as Capt. Kidd would have run it. Delinquent subscribers may expect a call from us with their accounts stuck in the muzzle of a six-shooter. Otherwise this paper will be running as the Sheriff would run it."

Bowersville Clarion. [We would like to run the News as the agents would run it. But if they don't send us items and suggestions, it will be running as seissors and paste would run it.-ED.)

Beauty no deeper lies

Than doth the skin;
Men who are truly wise

Will look within;
The treasures of the mind

Are worthier far,

Yet will you always find That it's the pretty girl who stands the best show of getting a seat in the car.

-Chicago Record.

THE BEST ADVERTISEMENT.

MANY GOOD SUGGESTIONS RECEIVED.

Strongest in the World—Protection that Pro

tects—Statue Group-Mount Everest
Suggested — One Correspondent

Wants to Know About the Prize. The following letters from correspondents are well worth reading:

SUGGESTS UNIFORM TYPE. I have read with interest the letter from “An Equitable Agent" in your March issue. The opinions expressed strike me as shrewd and to the point.

Many years ago when I first became identified with the Equitable an English fire insurance company, the London, Liverpool and Globe, advertised very freely. Its advertisement was very short, and never varied. Indeed, it was simply the name of the company, always printed in the same type-a very large, clear italic. No one else used that type at that time, and half an inch used in this way was more conspicuous than half a column in ordinary type. The name of the company became so fixed in my mind that to this day whenever the subject of fire insurance is broached in my presence I see before my mind's eye the name of that company, the London, Liverpool and Globe, and I have never had anything to do with fire insurance since without thinking first of that company. And it has always been a mystery to me why an advertisement, which must have proved so effective, and at the same time so economical, was not maintained without change. Probably the change was due to the fact that other advertisers began to use the same type, or because modern display advertisements rendered it less conspicuous than at first. But it seems to me that in some way the trademark thus impressed upon the minds of the people should have been retained. I mention this instance because it seems to me that it may suggest some practical idea for our benefit. PREFERS SOMETHING PICTORIAL

I write in response to the suggestion made by “An Equitable Agent” in the last News.

It would be a great thing if we could

have some one concise advertisement which could be used by every agent throughout the country. And with the best company to advertise—the strongest in the world—whose motto is “Not for a day but for all time" we ought to be able to get up a better form than any other company can devise. It should be of a character which could be made to occupy a large space or a small space, according to circumstances. I am no believer in broadside advertisements. A short advertisement occupying a small space will do just as well as a large one if it is conspicuous and to the point. Something pictorial would suit me best. A great many good things of this kind have been devised by the Equitable. The lighthouse symbolizing a warning of danger and guidance into a haven of safety; our statue group (and the vignette on our policies) representing protection to the widow and orphan; the life preserver typifying the policy, and the life-boat rescuing the mother and child; the mountain range indicating strength, the several peaks by their altitude indicating the superior strength of the Equitable; all these are good and the question is, which one of these could be used to best advantage in the way suggested; or whether there is not some new idea which would be better than any of these? I, for my part, if nothing better could be thought of, would like to see the experiment tried of an advertisement inserted throughout the country by every agent of the statue "Protection," the name "Equitable," and "Strongest in the World" underneath it. I suppose the company would be willing to furnish every agent, without expense, with an electrotype of the statute group. I hope other agents will express their views. I should like to hear from Chapin and Woods and from the Editor.

What about the prize for the best practical idea?

WANTS ONE FORM ADOPTED.

I have read with much interest“An Equitable Agent's" letter about advertising, and I agree with him that if one good form can be hit upon and used, not only by the company, but by every agent throughout the world, the public will soon become so familiar with it that its value will be greatly enhanced. The old fable of the bundle of sticks applies just here. In union there

MAINE HOSPITALITY.

HAZLETON'S SUCCESSFUL DINNER.

is strength. Where there is no concert of action, each individual advertiser working for himself alone is weak. Let us assume that the Equitable has hit upon an advertising form embodying the name of the company and some central idea such as “Strongest in the World," which shall be small enough and short enough to be inserted without much expense. If every agent will use that one form, the advertising done by each individual will directly or indirectly help every other man using the same form, for men who travel will see the same advertisement wherever they go; men who read the papers and magazines which come to them from a distance will see the same advertisement; those who read many periodicals will be reminded again and again of the Equitable; and, after a while, they will have permanently fixed in the memory what would certainly be forgotten if they should see it only once or only in one paper.

SUGGESTS MOUNT EVEREST. Adopting the suggestion of “An Equitable Agent" in your last number—that for April-allow me to propose as a fit and significant emblem for the Equitable a representation of the highest and greatest mountain in the world-Mount EVEREST. Mountains have already been used by the Equitable in its 40th anniversary publication to illustrate the comparative surplus of the different companies. Indeed, this beautiful drawing might well be adopted as it stands, illustrating as it does not only the superiority of the Equitable in surplus, but also its unrivalled excellence in all the attributes which adorn or belong to a great life assurance company.

Moreover, the very name is suggestiveEverest - Ever-Rest – Ever-est -“Always is”-i. e., "Not for a day but for all time.”

The Agency Promises Mr. Tarbell $2,000,000

of Business for 1900. The dinner given by Mr. Hazleton to his agency force, on April 5th, was a notable success. About 130 were present, including many of the most distinguished people of the State, among whom were General J. L. Chamberlain, of Gettysburg fame; the. Honorable Sewall C. Strout, Justice of the Supreme Court; the Honorable I. K. Stetson, Speaker of the House of Representatives; the Honorable A. M. Spear, exPresident of the Senate; Mr. Eisele, of Newark; Messrs. Tarbell and Cerf, represented the home office.

Mr. Hazleton was toastmaster, and the following toasts were responded to:

"The Equitable,” Gage E. Tarbell, second vicepresident.

"A Rescript,” Hon. Sewall C. Strout, Justice of the Supreme Court of Maine.

"What Helps," Dr. S. H. Weeks of Portland. "Best None Too Good,” Hon. I. K. Stetson, Speaker of the Maine House of Representatives.

"Why I Am an Equitable Agent,” L. A. Cerf, New York.

“Kennebec Echoes,” Hon. A. M. Spear of Gardi. ner.

"Little Round Top," Gen. J. L. Chamberlain. "Security," Charles S. Hichborn, cashier of the First National Bank, Augusta. “Coming Home,” Col. F. E. Boothby. “Who's Who?” Hon. John C. Eisele, Newark,

N. J.

FAITH IN ADVERTISING. The following touching example of faith in the power of "printers' ink" appears in the London Times. Comment is superHuous.

IN EARNEST.-I wish to be heir, partially or wholly, to some rich person. A payment on account desirable. Full particulars sent to any offers, which should be addressed A. and S., Poste Restante, Graz, Steiermark, Austria-Hun. gary, with instructions to be given up only on presentation of a copy of this advertisement.

The subjects were all well handled, and the toastmaster was in fine fettle, so that the post prandial exercises may well have been called a “Feast of reason and a flow of soul.” Mr. Hazleton promised, on behalf of the Maine Agency, to write $2,000,000 of new business in Maine during the year. And what Hazleton promises he performs.

The closing event of the evening was the presentation of a handsome silver loving cup to Mr. Tarbell. The presentation was made by Mr. M. H. Willey on behalf of the Maine Agency. Mr. Tarbell was taken entirely by surprise, but managed to express his thanks and appreciation.

[graphic]

THE PRIZE TABLEAU. (Exhibited by C. C. Nesbitt.) In sending the above picture, Messrs. Dilday & Powell write: "At a Merchant's Carnival a prize was offered for the best tableau representing the different kinds of business. Our hustling District Manager, Mr. C. C. Nesbitt, got up a tableau to represent the emblem of the Society. As each tableau was shown, the business represented was announced. and when the emblem of the Society was shown, Mr. Nesbitt made the announcement, 'Protection that Protects. The Equitable Life Assurance Society. Strongest in the World. The young lady in the picture is a beautiful Blue Grass belle, and the children are both Mr. Nesbitt's. Of course the Equitable won first prize."

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