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THE ATLANTA GEORGIAN. SATt'RPAY, AIHirST 25, 1!*K Making Advertising Pay for Itself The initial investment in advertising can, in most cases, be small. After the start there is no “expense” to advertis ing. Because good advertising pays for itself. SEMI-ANNUAL STATEMENT For till' Six Months Knilliis Jimp 34, of llie Condition of llio Equitable Life Assurance Society of United States. 20 BROADWAY, NEW YORK. HOX. PAUL MORTOX, President. * WM. A. DAY. Vice-Pres. G. H TA'RBF.LL, 2nd Vice-Prts. I. CAPITAL STOCK. Cxpilnl stork I 1,000,000.00 U. ASSET8. 1 Ilrnl fptnfo t»r mwtety $ 28.215.407.9S |4Ntli* on ImhmIm mill first tiMirtunu** on mtl oatulo X9.289,018.75 LmIIib nortinnl !*>• plctl«<’ of IhiiiiIh. MtiN-k mol othor rollnirmii* .’..215,000.00 I.OAIIN lo iNilIrvlii.liliTM oil |hi1Ii |i>ii nMiuiioil nn iuIIiiUtiU .".2.690.253.42 .Murkrt mini* of I •nix)* ami NT.*** fiwuttl by tlo- *<»rlfty 247.96O.012.0t) (’Mb In fcrw-lrty'* ofTiw* 5.167.39 4’nnb il^Hinllwl In Imiikx. trunt roiii|itinle» mnl foroljfii uovcniiiMMiiM 10.610,202.08 !ntw»‘nl <1ii# or nnrm-il 647.371.10 Agrat*' und other ImI*nee* 1 5,556.898.16 Hunt* iluo or nri-niiMi 222,842.61 »f NtiHinnf of nno»lltH«f<sl mot ilnfs-rml (iroinliiiiiM ilr*K,S*t fo*r rrfit from gr»n«. fiillmntiH|» 6.800,000.00 Totnl miiM'tn ». $427,211,236.39 III. LIABILITIES. .N>» nrnnliHii rwrvr a $254,400,000.00 IMntli li*mi#*» mnl iiintnrml oiiitowiuinitii <1*1** mnl unpuM., 18,442.00 I»rntli lo8*M*n mnl inntnr**it ••iiilmviin*iit* In rourm* of ntljtiftim-nt or mljiint**<l mnl not line 2.166.936.00 (’Uinta rralalitl liv him-Ihv 6.000.00 IHrttWittl* ilnr mnl mnalnlttK tit) |*a hi 6s6.000.th) Amount of nit ofln»r rlnfiu* ns.ifnat wrlrly toatliiiNtmli.' 2.900.000.0 Capital *t«rk 100,000.00 Knrplna over nil lliihllitk* €7.001.858.3$ Toliil JUl.imioa St IV. INCOME DURING THE FIRST SIX MONTHS OF THE YEAR 1 Amount of malt prrmliini* rm>lml $26,426,988.16 Inti-runt int*lrnl s. 196.104.40 Ineotat from nil otb«*r xourtf* 1.034,776.96 Totnl inroma « $36,666,879.62 V. DISBURSEMENTS DURING THE FIRST SIX MONTH8 OF THE YEAR 1906. I.oaara tuiUl $ 9.210.678.47 MatnriHl amlownnMitn pnlil 1.S6.1.152.79 Annuitant* 644.133.43 ftirramlafr*! twlh'lo* A 7.000.414.14 ItlrWainU pnhl 3.35I.OKMIO Klitanaaa tmlif. (ii«'f*i«ffiijc <*s»mtnl**lini* mill Mitlnrioa 4. |S|.2^).4x I nxra pnlil j 4on.7o7.4o II otbrr rApoii'llturoa ^ 16.86R.57 Tot* I dlnliiiraamonta $26.872.186.28 A ropy of ttaa Art of Inrorporntloii, duly «-»*rtm**.|. In of fill* lit th** offlrt* of tli«* In- •uranrr t'oinnilnnlonrr. HTATK OF NEW YORK- County of Now York. IVmotinlly apjwnrrd lirforr tin* ittnlrmlffioMl W. A. I>ay. who. twins dttlr aworn. dapoara and anya 4baf ha la 4ha rlro prraMrnt mid oouiptroltor of flu* Equinitdr f.lfo Aaatininra Hoclrty of tha Fultinl Htntaa, mnl thnt Ilia fun-folng atnti'tnatit In rorm-t nnd Irna. W. A. DAY. Swept to nnd aulou-rUtod ltafora tnr thin Ifitb day of Atisuat, 1906. JOS. II. flllAMAN. fotntulHnlonrr of Daodn for Stnlr of CJrnrglu In Now York. STEINER & BURR, Manager* for Georgia, Equitable Bulldin /, Atlanta, Ga. EXCELLENT OPPORTUNITIES For men of ability and integrity to secure positions of trust and responsibility. 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 your goods. It’s easier to sell goods for which there is consumer demand — hence less expensive. i fobbers and Retailers MUST sell goods or which 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 ~pirit of Aggressiveness Facts, Initiative and Push Western Spirit of A{ backed by 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 ail this, Mr. Con- ' servative Business Man, in a personal heart-to-heart talk. We want to show you how to start advertising with a 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 series of small books (cloth -bound) covering advertising in all its phases, which we send free to interested advertisers. ATLANTA INSURERS MAW CHANGES Otis Murphy and Bayard J. Butts Take Other Positions. Spei'lsl Agent Oil* Murphy, of th* Virginia Slut* Insurance t'ompany, of Richmond, for muny year* n resident of Atlanta, re*lffned this week from that connection to take rharae of the statea of Georala amt Alabama In the ■am* capacity for the new- Dixie Klrc Insurance Company, of Oreenuboro, N. C, Hr will continue to make Atlanta hla headquarter* and th* securities uf the Dixie's deposit In the state having been purchased, It will soon be entered for direct business. The romtwny has Just been organised, with J. ft. Blades, of Newhern, a* president; W. S. Thomp son, of Oreensboro, vie* president; James K. Cobb, of Oreensboro, secre tary, and c. D. Benbow, treasurer. The eompsny will probably enter a large Atlanta* agency In a short time. It has jr.ne.nna capital and Itsn.oou surplus, an* Is the biggest Are Insurance com pany which haa ever been organised south of Mason A Dixon’s line, in point of capital. Bayard J. Butts, who has a large acquaintance among Atlnntn Are un derwriters through his connection for several years past with the general agency of the Phoenix, of Brooklyn, where he has been ndjuster under Oen- eral Agent H. C. Btockdell. and who has also been connected at th* came time with the local agency of J. I,. Wald" A Co., haa resigned to go to Jacksonville, Fla. There he will take charge of the special agency work of J. H. Norton A Co., who represent a number of companlea ns local and gen eral agent*. Mr. Hulls enters on hla new duties September 1. Hpeclsl Agent Edward S. Cay, Columbia, a widely known Atlanta boy, la spending a few days In the Gale Sam Jones Tabernacle Meetings, Carters- ville, Ga. On 8c|>temper lBtb to 2Srd, Inclu sive, the Western and Atlantic rail road will sell tickets from Atlanta- Dalton and Intermediate stations, to Carteravllle, at rate of one fare for the round trip. Sant Jonea will be assisted by Evangelist Oliver and other ministers of renown. Prof. E. O. Excel! will have charge of the music, and olher gospel singers of note will attend. Three services each day, 10:30 a. m.. 3:00 p. m. and S:00 p. m., and the people of Carteravllle will welcome the great crowd! with the game ho*, pitaltty they have alwaya shown. CHAS. E. HARMAN, Oan. Pats. Agent “BEE HIVE" EDWARDS IN TOILS OF THE LAW Hperlnl to The Crorglitn. ftrun»\vfek. Ga., Au*. 25.—Willie Ed- wardn, n negri), belter known here na “Bee Hive" Edward*. I* In the Glynn county Jail, charged with carrying con cealed weapon*. "Bee Hive" will, how ever, have to answer to several other churgen. Home time ugo the negro wni* arrested for cnrrylng concealed wea- l>on* and Jailed here. Rond was fur nished by a big crosstie manufacturer and "Bee Hive" was released and wont to the cross tie camp to work. He . % dy remained H few days, nnd skipped out, and was conspicuous with his absence hen the <*«*e was called. ONE LOSS CLAIM OF $1,265,000 PAID TO SAN FRANCISCO HOTEL AS RESULT OF EARTHQUAKE FIRE Probably the largest Are Insurance loss upon n single risk thnt has ever been In the United States, If not in the world, was paid this week by the companies having lines on the Palace hotel at San Francisco. The entire amount paid was $1,285,000, n totnl loss on the building nnd contents the value of which was fixed by the appraiser* at $1,302,810. The Insurance loss tvns divided among ninety-eight companies. The London nnd Lancashire Insur ance Company, which had nearly $10,- 000,000 of gross liability Involved In the San Francisco fire, has already paid on Its losses In that city the Inrge amount of $4,000,000. The directors of the company, which Is one of the old est nnd strongest In existence, have passed 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. No American Are insurance compa nies were Interested In the recent Are at Valparaiso, Chile, which resulted from an earthquake very similar to that ot San J*'rancJ»co. A few English companies nnd a number of Spanish and French concerns did business there, hut 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 fire are estimated at $2,000,000, and news dispatches report thnt the loss of life was much greater than at Ann Francisco, between 1,000 and 2,000 per sons being killed. The Liverpool nnd London nnd Globe 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 Ajonisx.Voi.iiMB Placed fob Ciunnb *4,000,000.00 NEW YORK INSURANCE PERSONALS RELATIVE SIZE OF COMPANIES NO CRITERION OF THEIR WORTH E. PURSE THE PRINTER PRINTING OF ALL DESCRIPTIONS 16 1-2 E. MITCHELL ST. ATLANTA, GA. Many persons In discussing insur ance questions are prone to compare life, lire nnd other Insurance cotnpa nles with reference to relative al*e, without regard to the difference In the haracter of the business done, which has an Important InAuence on the magnitude of the company. A table recently made, showing the relative slxe in point of assets of Insurance companies, without reference to the kind of business done, shows thnt the .Mutual Life Insurance Company, of New York, stands at the head of the list, with assets of about $471,000,000. Klghteen other life Insurance compa nies follow It In order—the New York, Kqultable. Northwestern. Metropoli tan. Prudential. .Mutual Benefit, Aetna, Penn Mutual, Connecticut and others— before the first Are Insurance company Is reached, the Home Fire, of New York, the total resources of which are $21,239,053, or about $460,000,000 less than the assets of the largest life In surance company. The Arst casualty Insurance company stands In forty- second place, the Fidelity and Casualty, with $7,600,843 assets, or nearly two- thirds less than the largest Are Insur ance company. The largest fraternal concern stands In Affy-nlnth place, the Knights of the Maccabees, which has $5,521,699 assets. These difference* are explainable from the fact that in Are and casualty In surance all policies are written for nhort trims, usual!' one year, and the companies may or tuny not be called on to pay a loss In the given time. The premiums are low since there Is only a certain percentage of chance that the loss will have to be paid, and the ac- umulatlons of the company to pay uch losses are limited to the unearned premium during the time the policy Is 1 In force, together with a certain sum set aside to provide against losses I greater than the average. In life m- j sumnee, however, every contract Issued f 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 table* of mor tality and rates of Interest fixed by the state. Compared with life Insurance companies, consequently, nil other In- | surance companies are of moderate slxe nnd will always remain so. A bill recently passed 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 acceptable se curities, In order that policy holders may | know that the policies they hold are adequately secured and that the se curity Is not only parsed upon by the uXAcera of the Insurance company, but by the ofAclals of the state as well. Such law* are now In force In a great many states, and the fact that It has been adopted by Georgia showa 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 of 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 modem business. You can reach anybody al most anywhere over the Bell. (] Reasonable rates. BELL SERVICE IS S ATIS FACTORY The Atlanta offices of the Reliance Life, or Plttsburx, the management of trhlch has been taken over by James U Dickey, Jr., have been moved to rooms 602 and 603 Empire building. The Underwriters’ Salvage Company, of New York, George W. Campbell, gen eral agent, haa taken offices in the same suite. The enterprising C. C. Matcher Insur ance agency has been appointed to represent the New York Plate Olass Company in Atlanta by General Agents Hatch, Harden A McGaughey. This addition to the facilities of the Hatch er agency enable* them to write any kind ot insurance required. P. C. Robinson, of 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 to UanadJ a trip I dlen resorts. FOR SALE. The buildings on the premises, cor ner of Walton and Fairlle streets, for sale, and to be removed by the pur chaser after September I. Proposals to be submitted to the un dersigned not later than 1! o'clock, noon. August 27, 1906. MORGAN A DILLON, Architects, 707 Prudential Building. Special Agent Hinton J. Hopkins, of the Royal. Insurance Company, has re turned from a business trip through Florida. General Agent E. E. Paschall, ot th* Glens Palis, Milwaukee Mechanic* and other companies, returned to Atlanta Thursday after a month's trip through the Carolina*. Agent Rutherford f.lpscomb, of the Aetna, of Hartford, arrived from Hart ford on Monday after a short vacation and business trip. General Agent Thomas Egleeton, ot the Hartford Fire, Is spending a month at Saratoga Springe and other North ern resorts. Special Agent Fred L. Seaman, of Manager Chapin’s office, I* In town todny. as is also C. M. Benjamin, of that office. Special Agent Clarence Btockdell, of the Phoenix, of Brooklyn, Is back 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 I* presented In this Issue by Managers Steiner A Burr, ot Atlanta, shows that the financial af fairs of this famous company were never In better shape, and the new "business administration" has already begun to make its Influence felt and seen in keeping the .company In the front rank where It has alwaya atood. The company*’ assets now amount to I the enormous total of ><27,211,236 and I 3354,400,000 haa been set nstde as a reserve fund to cover the liability on ! outstanding policies. The company’s , surplus is 267,034,858 nnd its Income, for the six month* ending July 30, 1906, I was 165,656,879. Disbursements In total for the same period were 626.872,186. Manager It. H. Steiner returned to Atlanta on Monday from a trip through south Georgia, where a number of good . agency appointments were secured. He | report* that the public confidence In the | company under the new administration | Is unimpaired, and that Its business j In the stale w III show results as good as In former year*. The financial strength of the Equitable under a con servative management can not be ap- j preached 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 the Standard Rea! Estate Loan Company of Wash ington. D. C.. will aell you a home-purchasing contract whereby you can buy or build a home anywhere In the United 8tat«f and pay for It In monthly payments for lest than you are now paying rent? They will lend you from fl.OOO to $5,000 at 6 per cent, almple interest, al lowing you to pay it back In monthly installment! of $7.50 ou each thousand borrowed. For prospectus and plans of our proposltlan. call on or write J. St. Jfullen Yates. State Agent. 321 Austell Bldg., At lanta, Ga. Bell phone 2653-J. Atlanta phone 1918. Truthful Dialling Igenli Wanted In E«nr Coortfjr In He Stile At the Roll Call VULCANITE Will have the call. It’s got it already. Good on all buildings, flat or steep roofs. ‘YOU CAN PUT IT ON’ LOOK FOR THIS TRADE MARK ATLANTA SUPPLY CO., Sole State Agents, 29 and 31 South Forsyth Stroot ATLANTA. GA. t. C CHltNfliLD, Pretlint c. M. FfU. Se<rtt»r r