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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."

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-Hungary, with instructions to be given up only on presentation of a copy of this advertisement.

MAINE HOSPITALITY.

HAZLETON'S SUCCESSFUL DINNER.

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.

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.

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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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QUERY COLUMN.

Question: Can you indicate in next issue list of best works and literature for a new agent to read.

Answer: Too comprehensive a question. Decidedly the two best are the rate book and application blank.

Is the Old Guard of the Equitable the Old Guard we read about in the papers?

Answer: No, the Old Guard of the Equitable does not march down Broadway, wearing busbies and shakos, and portcullises and culverins and things. But they're all right just the same.

Do you want anything from agents for your paper which deals with the humorous side of the business, or do you only want our serious experiences?

Answer: We want humorous experiences-and we want them badly. We would rather fill this paper with sunshine than with shadow, so send along anything you have that will contribute to the "gaiety of nations." We have trouble to burn. Send along your fun.

The other day I told a man that our Gold Debentures were better than Government Bonds and he said I was talking through my bonnet. Wasn't my statement O. K.? Answer: To all intents and purposes, yes. You can't pay for a Government Bond in instalments; they don't carry the protection of life assurance; and the new issue only bears 2 per cent. interest-and a guarantee of the Equitable is practically as safe as a guarantee of the Government.

A STORY, A POSTSCRIPT AND A MORAL.

The truth of the following interesting item is vouched for: Mr. F., an agent of the Equitable, solicited a wealthy man, and obtained his application for $25,000. He thought this man ought to take a larger amount, so he had an extra policy issued for $100,000. On going to deliver the policy, Mr. F. pulled out the policy for $100,000, and laid it on the applicant's desk. Of course the applicant expressed surprise, but the agent got down to business and finally persuaded the man to take the $100,000 policy. Directly this was decided Mr. Agent pulled the original $25,000 policy out of his pocket, and said "Of course, the policy you have just taken is in addition to the one you originally applied for." To make a long story short, the applicant took both policies, and then nearly died of heart failure when the agent said, "Now, Mr.you have $125,000 of assurance with us; why not make it the limit, which is only $200,000." He did not take the other $75,000. However, it so happened that a friend of his who had just been declined by the Society, came into his office, and advised him to take assurance while he could. As a result, the agent was surprised by receiving a letter the next morning saying that his applicant had decided to take the other $75,000. It was issued and taken. and the premium received, the check for which amounted to $9,974, all of which may have the earmarks of a fish story, but all of which is, nevertheless, true.

Postscript. Since writing the above the following has been received from the agent: "Just a line to say that we substituted today on Mr. $50,000 Gold Bond instead of 20 A. P., and got check for $1,035.50 for difference in premium, making total premium $11,009.50.

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The Honorable Sergeant P. Stearns made a flying trip from Canada the other day. This Sergeant is a good private citizen, as well as General Manager. N. B.-Joke here, if you crack the shell and get at the colonel.

Neary Gunn Powell.

April thirteenth
Wineteen hundred.

The above card has been received from H. J. Powell. Congratulations.

Kutnewsky Brothers of Salt Lake City are doing noble work for the prospective widows of that vicinity.

The president of the Society, in company with the second and third vice-presidents and Mr. William Triggs, joint general manager of the British Branch of the Society, made a tour of all the agency offices in the metropolitan district outside of the home office building on Tuesday, April 3, and had a most interesting, enjoyable and profitable day. The party started at 8.40 in the morning and finished their circuit at the home office at half past six in the evening. At the various agency offices, meetings of the agents were held, at which addresses were made by the managers and by Mr. Alexander, Mr. Tarbell, Mr. Wilson and Mr. Triggs. The latter was loud and sincere in his praises of the character and calibre of the men of the metropolitan department, whom he had thus had the opportunity of seeing in their own offices.

Ferdinand Straus was second on the list of personal writers for April. His sickness hasn't weakened his ability to hustle.

Another chip of the old block. J. E. B. Sweeney, of Wheeling, is on Mr. Tarbell's list, both for April and for the first four months.

The second vice-president and L. A. Cerf, who are on a Western trip, report great enthusiasm all along the line, and a splendid outlook for the year's business.

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