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THE ATLANTA GEORGIAN. SATURPAT. AUGUST 25, 1906. Making Advertising Pay for Itself !Tifc initial investment in advertising can, in most cases, be small. After the start there is no “expense 99 to advertise ing. Because good advertising pays for itself. Death !• nml Ulnim* realrtrd hr wx-lMy I>iridrn<l» elm* nml r«MiialiiltiK unpaid Amnnnt of nil oih**r rlnlniM iigninat 1’aplfnl *twk Knrpltn over nil llnl»lllil«*M. Totnl llnhlllllnn $427,211,236.39 IV. INCOME DURING THE FIRST 8IX MONTHS OF THE YEAR 1906. Amount of rn*l» premium* rwlvwl •. 9S6.428.IW.16 Informt rwlvfil 8.195,104.40 Itirnmt* from nil otb«*r noiinvn 1 .<J3l.776.SMi Totnl Inrotn# t $35,656,879.52 V. DISBURSEMENTS DURING THE FIRST SIX MONTHS OF THE YEAR 1906. LoftM* wild I 9.210.678.47 ■ Matured **nUowm*Mit* pnhl 1.S53.1&2.79 Anniiltnnt* 544.133.43 HirrMdrrrd nolle!** ”.<**'.414.14 Dividend* pnhl 2.35Umu»o Ktpnimcn Mid. Including roinmlnnloiin nm| wilnrlcx 4,4*4.23*.4* Tax** pain ; 40H.7(i7.4n All other rxpi-iHlItutvn 16.860.57 W HERE do the tremendous advertising appropriations come from, Mr. Business Man? Certainly NOT out of capital. No, they are made up by reducing the cost of selling, by eliminating conces sions and extra discounts to the trade, by maintaining prices on a firmer—or even higher basis. Because by advertising you create de mand from the consumer for y sur goods. It’s easier to sell goods for which there is consumer demand — hence less expensive. Jobbers and Retailers MUST sell goods for wjiich there is consumer demand— hence no need for concessions or extra discounts to the trade. When Jobbers and Retailers MUST sell your goods, they buy at your price, and you can make it, and keep it, a safely profitable price. But you must get what you pay for— consumer demand. We want to show you what we do to assure successful results from adver tising. We want to show you how we put the Western Spirit of Aggressiveness backed by Facts, Initiative and Push into every advertising proposition that we handle. Western Ideas have brought to us the aggressive advertising men of America —until today more $5,000, $10,000 and $20,000-a-year brains are enrolled on our staff to prepare advertising cam paigns than in any other three adver tising organizations in the country. We want to show you how these men will handle your proposition—basing their work upon the Lord & Thomas Record of Results—a $100,000 compila tion of recorded results from thousands of advertisements of hundreds of com modities in all good newspapers and other media—the only tangible basis ever devised for advertising. We want to tell you all this, Mr. Con servative Business Man, in a personal heart-to-heart talk. We want to show ■you how to start advertising with % small appropriation and make it “pay for itself." One of our representatives is in your city every few days looking after the interests of some of our present clients. That is why we are advertising in this newspaper—to you—NOW. A letter granting us an interview in your office will not obligate you in any way. We are issuing a aeries of small books (doth bound) covering advertising in all its phases, which we send free to interested advertisers. suranci- lV>tnmU*lnncr, 8TATK OF NKW YORK-Connty of Sew York. IVrtnnnlljr appctircd In*f<»n* th** undcrMlancd \V. A. Day. who. Iwlng duly sworn. dr*|M>*p« nml *».r* that hr In th* rlee-pre§ldent nml romptrollrr of the Kqiiltnldc 1,1 f** Annnninro HorlHjr of th«* United Htnlcn. nml Hint tin* foregoing ntntmmMit In correct and trun. W. A. HAY. Sworn to and *til>*rrlbcd leefore me thin 16th day of Auanat, 1906. JOH. H. RIIAMAV, <’omuil**loner of IMmIi for fttntr of 44**orgln In Sew York. STEINER & BURR, Managers for Georgia, Equitable Buildln % Atlanta, Ga. EXCELLENT OPPORTUNITIES For men of ability and integrity to secure positions of trust and responsibility. ATLANTA INSURERS MAW CHANGES Otis Murphy autl Bayard J. Butts Take Other Positions. Special Agent Oil* Murphy, of the Virginia Slate Insurance t’ompany, of Richmond, for many yrnra a resident of Atlanls, resigned this week front that connection to take charge of the atatea of Oeorgla and Alabama In the same capacity r»r the new Dixie Eire Insurance Company, of Greensboro, N. C. He will continue to mske Atlanta his headquarters and the securities of the Dixie's deposit In the slate having been purchased, It will soon he entered for direct business. The company has just been organised, with J. R. modes, of Kewbern, as president; \V. H. Thomp son, of Greensboro, vice president; James F. Cobb, of Greensboro, secre tary, and C. D. Benbow, treasurer. The company will probably enter a large Atlanta agency In a short time. It has 3509,000 capital nnd 1250,000 surplus, and Is the biggest Are Insurance com- pany which has ever been nrgsnlxed south of Mason ft Dixon's line, In point of capital. Bayard J. Hutts. who has a large acquaintance among Atlnnta Are un derwriters through his connection for several years past with the general agency of the Phoenix, of Brooklyn, where he has been adjuster under Oen- erml Agent H. C. Stockdeii, and who has also been connected at the same time with the local agency of J. I., Waldo A Co., has resigned to go to Jacksonville, Fla. There he will take J. H. Norton a Co., who represent a number ot companies as local and gen eral agents. Mr. Hulls enters on his new duties September 1. Special Agent Edward 8. Cay, of Columbia, a widely known Atlanta boy, Is spending a few tlaya In the Gale City. Sam Jones Tabernacle Meetings, Carters- ville, Ga. On Beptemper 15th to 23rd. Inclu sive, the Western and Atlantic rail road will sell tickets from Atlanta- Dalton and Interraedtnte stations, to Cartersvllle. at rate of one fnro for the round trip. Snnt Jones will he nsslsted by Evangelist Oliver and other ministers of renown. Prof. E. O. Excell will have charge of the music, and other goapel singers of note will attend. Three lervices each day, 10:30 a. m„ 3:00 p. m. and 8:00 p. m., and the people of Cartersvllle will welcome the great crowds with tho same hos pitality they have always shown. CHAS. E. HARMAN, Gan. Pats. Agent “BEE HIVE” EOWARD8 IN TOILS OF THE LAW Hpeclnl to Tin* Georgtnn. llrunswick. Qa., Aug. 25.—-Willie Ed ward*. a negro, better known here nn "Flee Hive" Edward*. In In the (llynn county Jail, charged with carry In* con cealed weapons. "Flee Fllve" will, how ever. have to annwer to neveral other charge*. Some time ugo the negro wan nrrented for carrying concealed wea pon* and Jailed here. Rom! wan fur- nfshed by a big rrosntle manufacturer and "Flee lllve" wan released and went to the cron* tie camp to work. He . % dy remained a few dayn, and skipped out, and wan connplcuoun with hi* absence hen the cane wan called. F. E. PURSE THE PRINTER PRINTING OF ALL DESCRIPTIONS ONE LOSS CLAIM OF $1,265,000 PAID TO SAN FRANCISCO HOTEL AS RESULT OF EARTHQUAKE FIRE Probably the largent fire Innurance lonn upon a ningle risk that has ever been adjusted In the United Staten, If not In the world, wan paid thin week by the companies having lines on the Palace hotel at San Francisco. The entlro amount paid wan $1,265,000, a total Ions on the building and contents the value of which was Axed by the appraisers at $1,303,610. The Insurance Joss was divided among ninety-eight companies. The Igondon nnd I^nncnshlre Insur ance Company* which had nearly $10,- 000,000 of gross liability Involved In tho Snn Francisco Are, has already paid on Its losses In that city the largo amount of $4,000,000. The directors of the company, which In one ot the old est nnd strongest In existence, have panned resolutions to pay the entire sum out of their own private funds. nnd to maintain the surplus of the company on the same basis as before the Are. So American Are Insurance compa nies were Interested In the recent Are at Valparaiso, Chile, which resulted from an' earthquake very similar to that at San Francisco. A few English companies nnd a number of Spanish and French concerns did business there, but all policies Issued by them contain ed clauses specially exempting them from liability for damage caused di rectly or Indirectly by earthquakes. This has long been the custom In Chile, where shakes are of frequent occur rence. The losses there by earthquake and Are are estimated at $2,000,000, and news dispatches report that the loss of life was much greater than at San Francisco, between 1,000 and 2,000 per sons being killed. The Liverpool and London and Qlobe Insurance Company has paid already at Han Francisco over $3,275,000 In losses. CHICAGO Lord & Thomas NEWSPAPER - MAGAZINE - OUTDOOR ADVERTISING Largest Advertising Agency in America akxvai. volomb ihLAczo vox cuum, 84.ooo.ooo.oo NEW YORK INSURANCE PERSONALS RELATIVE SIZE OF COMPANIES NO CRITERION OF THEIR WORTH 16 1-2 E. MITCHELL ST. ATLANTA, GA. Many persons In discussing Insur ance question* are prone to compare life. Are nnd other Insurance compa nies with reference to relative site, without regard to the difference In the character of the business done, which hns an Important Influence on the magnitude of the company. A table recently made, showing the relative size In point of asset* of in*urance ompanles, without reference to the kind of business done, shows that the Mutual Life Insurance Company, of New York, stand* at the head of the list, with assets of about $471,000,000. Klghteed other life Insurance compa nies follow It In order—the New York, Equitable, Northwestern, Metropoli tan, Prudential. Mutual Heneflt, Aetna, FVnn Mutual, Connecticut nnd others— before the flrst Are Insurance company Is reached, the Home Fire, of New York, the total resources of which are $21,239,053, or about $450,000,000 less than the assets of the largest life In surance company. The flrst casualty insurance company stands In fdl-ty- second place, the Fidelity and Casualty, with $7,500,843 assets, or nearly two- thirds less than the largest Are Insur ance company. The largest frnteinul concern stands in flfty-nlnth place, the Knights of the Maccabees, which has $5,521,699 assets. These differences are explainable from the fact that In Are nnd casualty In surance all policies are written for short terms, iisualb’ one year, and the companies may or may not be called on to pay a loss In the given time. The premiums are low since there ts only a certain percentage of chance that the oss will have to he paid, and the nc- umulatlons of the company to pay such losses are limited to the unearned mlum during the time the policy is force, together with a certal set aside to provide against losses | greater thnn the average. In life In- j sura nee, however, every contract Issued j must be paid some day, If It remains : in force, and the assumption Is made when the contract Is taken that It will do so. Therefore life companies must accumulate money rapidly and hold In reserve at all times the net present value of the contracts they have as sumed. according to the tables of mor tality nnd rates of Interest Axed by the state. Compared with life insurance companies, consequently, all other in surance companies are of moderate site and will always remain so. A bill recently pasted by the Geor gia legislature, and enacted Into law last week by the signature of Govern or Terrell, allows all life Insurance companies chartered under the laws of the state of Georgia to deposit the amount of such reserves with the state treasurer In the form of accentahle se curities, In order that policyholders may know that the policies they hold are adequately secured and that the se curity Is not only passed upon by the offleers of the insurance company, but by the offldals of the state as well. Such laws are now In force In a great many states, and the fact that It has been adopted by Georgia show* that the banner state of the South Is not far behind its sister republics In af fording all the security possible to those who provide for the comfort and security of their families after death by the means ot life Insurance. Telephone Speed The Bell Telephone accomplishes the maximum of results with the expenditure of the minimum amount of time, en ergy and money. The long distance lines are indispensa ble to the modern business. You can reach anybody al most anywhere over the Bell. q Reasonable rates. Call Contract Dept., M. 1300 BELL FOR SALK The buildings on the premises. cor ner of Walton and Kairltc street*, for sale, and to be removed by tbe pur chaser after September I. Proimsals to lie submitted to the un dersigned not later than 12 o'clock, noon, August 27. 190$. MORGAN A DILLON. Architects, 707 Prudential Building. The Atlanta offices of the Reliance Life, ot Pittsburg, the management of which has been taken over by James L. Dickey, Jr., have been moved to rooms <02 and $03 Empire building. The Underwriters' Salvage Company, of New York, Oeorge W. Campbell, gen eral agent, hae taken offices In the eame suite. The enterprising C. C. Hatcher Insur- ance agency has been appointed ti represent the New York Plate Olass Company In Atlanta by Oeneral Agents Hatch, Harden A McQaughey. This addition to the facilities of the Hatch er agency enablea them to write any kind ot Insurance required. F. C. Robinson, ot the well-known Robinson Insurance agency, left Wed nesday. for a visit to the home office of the Empire State Surety Company, of New York, of which he Is general agent In Georgia. He will also make a trip to Canadian resorts. Special Agent Hinton J. Hopkins, of the Royal Insurance Company, has re turned from a business trip through Florida. General Agent E. E. Paschal!, of the Glens Falls, Milwaukee Mechanic! and Other compantee, returned to Atlanta Thursday after a month's trip through the Carolina*. Agent Rutherford Lipscomb, of the Aetna, of Hartford, arrived from Hart ford on Monday after a short vacation and business trip. General Agent Thomas Egleston, of the Hartford Fire, Is spending a month nt Saratoga Springn and other North ern resorts. Special Agent Fred L. Seaman, of Manager Chapin's office. Is In town today, as I* also C. M. Benjamin, of that office. Special Agent Clarence Stockdeii, of the Phoenix, of Brooklyn, lx bark In Atlanta from an extended trip through the Carolina*. He was In attendance last week at the meeting of the execu tive committee of the Southeastern Tariff Association at Asheville. Special Agent George Collins, of the Scottish Union, returned to Atlanta headquarters this week from a month at Atlantic City, Hartford and New York. The semi-annual statement of the Equitable Life Assurance Society, of New York, which Is presented In this Issue by Managers Steiner A Burr, of Atlanta, shows that the financial af fairs of this famous company were never In better shape, and the new “buslness administration" has already begun to make Its Influence felt and seen In keeping the company In the front rank where It haa always stood. The oompanys' assets now amount to the enormous total of 1427,211,23$ and >354.400,000 has been set aside as a reserve fund to cover the liability on outstanding policies. The company’s surplus Is 307,034,858 and its Income for the six months ending July 30. 1900, was 135,858,87$. Disbursements In total for the same period were 328.873,188. Manager H. H. Steiner returned to Atlanta on Monday from a trip through ' south Georgia, where a number of good agency appointments were secured. He reports that the public confidence In the- company under the new administration Is unimpaired, and that Its business In the state will show results as good as In funner years. The financial strength of the Equitable under a con servative management can not be ap proached by any other company. SHINGLE BUYERS You are losing money if you buy Laths and Shin gles before getting our prices. Beg to draw your attention to our “Carolina Special Cypress Shingle.” Our “Carolina Cypress Shingle” is an exceeding ly high-grade shingle of full dimensions and of most attractive looks. All old contractors and property owners say the Best All Heart Cypress will last twice as long .as Best All Heart Pine. One inspection of our “Carolina Special Cy press” means that you will buy, as they make the neatest roof and will outlast Heart Pine. CAROLINA PORTLAND CEMENT CO. Are You Still Paying Rent? If so, I am Surprised! Rent Receipts Remind me of Money Thrown Away. Do you know that tho Standard Real Estate Loan Company of Wash- log ton, D. C., will aOU you a home-purchasing contract whereby you can buy or build a home anywhere In the United States and pay for it In monthly payments for less than you are now paying rent? They will lend you from $1,000 to $5,000 at 6 per cent, simple Interest, al lowing you to pay It back In monthly Installments of $7.50 on each thousand borrowed. For prospectus and plans of our proposition, call on or write J. St Julien Yates, State Agent, 321 Austell Bldg., At lanta, Ga. Bell phone 2653-J. Atlanta phone 1918. Truthful Hustling Agents Wauled in Ererj County in the State At the Roll Call VULCANITE Will have the call. It's got it already. Good on all buildings, flat or steep roofs. TOUCAN PUT IT ON’ LOOK FOR THIS TRADE MARK ATLANTA SUPPLY CO., Sole State Agents, 29 and 31 8ou«h Forsyth Street ATLANTA, GA. /. C CKUMHUO, .rnUt.t £. MU. iKrtiWr