OLD FAST TO YOUR POLICY.

not an infrequent occurrence for to find that some of their policydesire, on account of a temporary cy or for some other reason, to eir life assurance for a while and new assurance later. Here is an esson of the unwisdom of such a ng, that might well be brought to tion of such policyholders:

ay, 1899, a policyholder of the e surrendered for cash his policies ,414, 643,161 and 643,163, making all, but keeping in force his $20,y, No. 252,752.

ssured was a man of wealth and sily have continued all of his asbut he said he could do better with ey for a year or so while times prosperous. He died suddenly in er, and his family received $20,000 -f the $70,000 which the payment ore premium would have secured "Penny wise and pound foolish" and trite saying, but it is as apto-day as ever.

NMENT BONDS AND SAVINGS
BANKS.

u ever consider that (apart altorom the assurance benefit) an the Equitable can offer two cone of which is better than a GovSond, and the other better than bank? and these contracts are d by the strongest financial inof its kind in the world?

or example, the endowment form ld debenture. Figure out every connected both with it and with ment bond, and see which, all sidered, is really the more advan

e the double endowment, and with the returns from a savings - example, allow that the deposits gs bank will be compounded for Ts at 3 per cent interest, and then me double endowment will comt as an investment.

reover, no savings bank will to pay 3 per cent interest for even for ten-years.

"I can take care of myself."

FABLES FOR AGENTS

THE EQUI

THIS IS NOT THE

PORTRAIT OF F. P. CHAPIN,

1. The Town Mouse and the Country Mouse. A certain Squirrel, who was in the life assurance business, once took a "friend's certificate" from a Field Mouse, whom he had assured, to a near relation, who lived in the town.

But the Town Mouse refused to assure. "It is all very well," he said, "for my country cousin, who is exposed to many dangers, to protect his family in this way, but I have a safe retreat within the walls of the house in which I live; frost and famine have no terrors for me, and I am secure from birds of prey. I can take care of myself."

On the very next day, the Town Mouse, while eating some hot-house grapes, slipped, and fell into a great bowl of rumpunch, and was drowned.

But

Moral: Death often "accepts" safe risks and rejects those that are impaired. this is a truth which the life agent can never persuade some people to believe until they are dead.

the portrait of a friend of his-one
advertisingnts. Chapin does
advertising-and he finds that it
Why shouldn't all other agents
-and make their advertising pay?
agent of the Equitable has the same
y to advertise. But some say,
n's advertising pays because he
s so much money; I cannot afford to
tise as extensively as that." But as a
of fact that is not where the shoe
es Anyone can afford to advertise if
No one can afford to advertise if
is not pay. If an advertisement does
there is some reason for it. It is
because it is not properly displayed,
se it is not convincing to the mind,
ecause the proper medium is not

or because it is not backed up by the
End of work. The value of all rews-
advertising is relative. You can
to spend $10.000 in advertising if it
on in a clear profit of $10; but you
money if you spend $10 in ad-
ng and are out of pocket 15 cents in
W. A.

THE AGENT'S PSALM OF LIFE. Selected by E. N. Pratt. aggle on, my lad, Sort walk at a funeral pace; and lary, moping, sad;

it with that drowsy face.

out don't stand idly by; how forward, push and squeeze; get there if you try;

Sng your shoulders, brace your knees.

wiggle on, my lad: a bustle in your talk; damle on; get mad;

hustle in your walk.

Η

d

in

O

ΓΙ

to

d

t

Ρ

a

Promises

Are Not Everything

If they were, neither Government Bonds nor Equitable policies would find a very ready market.

A Government Bond-bearing 3 per cent. interestsells at a premium, while many another bond promising twice as much-will not sell, even at par.

Promises are cheap-and it doesn't cost much to print them.

It isn't the promises-the contracts-that count, it is all in who makes the promise.

Neither the Government nor the Equitable promise impossibilities-but what they do promise they perform.

The Equitable's promises are backed by over $50,000,000 of surplus.

"Two from two leaves nothing," says the infant class. Correct! It's the same in the grown-up class, too. In business. In finance. In every occupation. All the world over. Two from two leaves nothing.

In any business, if the assets are no greater than the liabil ities, there can be no profits, no dividends, for two from two leaves nothing. If the assets are $12,000 and the liabilities $10,000, then dividends may be paid, for ten from twelve leaves two.

Take the assets and liabilities of the Equitable Society. One hundred and eighty-six mil. lions from two hundred and thirty-six millions leaves fifty millions of surplus, and it is from surplus only that dividends can be paid.

THE EQUITABLE

LIFE ASSURANCE SOCIETY OF THE UNITED STATES. "Strongest in the World,"

?

Is 5%
Enough

interest on an absolutely safe
investment? Would you be in-
terested in making an invest.
ment that would give your
wife, in the event of your
death, an absolutely sure and
guaranteed income of five per
cent. for twenty years? If so,
you would be interested in one
of the new contracts of assur
ance, issued by the Equitable
Society, which at maturity is
paid in interest-bearing securi-
ties called Gold Debentures.

These Debentures bear interest at the rate of 5% per annum for twenty years, at the end of which time they mature and are paid in gold. Having these advantages and being guaranteed by one of the strongest financial institutions in the world, these Debentures may be expected to command a premium above their face value in any market if offered for sale.

If you would like to have a fuller description of this contract issued at your age, including an explanation of the dividend, options and guarantees covered by it, kindly fill up and return the coupon below:

COUPON.

The Equitable Society,

120 Broadway, New York.

I would like to receive information regarding a GOLD DeBENTURE POLICY issued at age..... Name..

Address..

An Army of 250,000

The members of the Equit able Society form an Army 250,000 strong-an army that goes forth conquering and to conquer-but not to slaughter.

The enemies it conquers are want-distress-and poverty. Instead of making widows and orphans-this great army protects them. It helps the helpless and makes smooth the path of the aged-Instead of pulling down it builds upInstead of devastation, prosperity and increase will follow in its train.

This army has recruiting stations all over the United States-and is always ready to receive recruits who can pass the necessary medical examination.

QUERY COLUMN.

ES

EDWARD A. WOODS.

On January 1, Mr. Edward A. Woods, of Pittsburg, celebrated a double anniversary-the 35th year of his age and the 10th year of his management of the Western Pennsylvania agency of the Equitable. Every manager and agent has heard of Edward A. Woods and his agency, so that in this place it is not necessary to introduce Mr. Woods to our readers, but merely to give some figures showing the great success of the Western Pennsylvania agency during the decade in which it has been under Mr. Woods's management.

ASSURANCE IN FORCE.

Every month we propose to devote a column or so to notes and queries, in which we shall try to answer those which can be answered in a few lines. It is not to be supposed that we shall be able to answer every question in the limited space at our disposal, but the most important ones will be answered. If any correspondent finds that his question is not answered, it will be because of one of three reasons; (1) that we have not sufficient space; (2) that it is not deemed of sufficient importance; (3) that it is too difficult and we give

it up.

Send along your queries, but please make them easy, at all events to start with.

A MODEL LETTER.

One of the Society's managers sends in a company's letter which is a model of concis、ness. Here it is:

"My husband carried insurance in four companies. The Equitable was first to pay. Please accept my thanks."

At this writing these figures are largely estimates, but it is a sure thing that they are on the side of modesty. We think it is very certain that the 1899 new business of this agency will far exceed the above..gures.

May the growth of the next decade, and the next, and the next, be as great as that of the one ending December 31 last. And may Edward A. Woods still be at the helm, and "may we be here to see."

ON SUSPICION.

It is a prehistoric piece of alleged humor to say that you don't know whether "so and so" is dead or not, but that he was buried on suspicion. It is a new thing. however, to pay a life insurance policy on suspicion, as, according to the newspapers, one of our esteemed sister companies did the other day, the insured appearing in the flesh a week after the insurance check had been received. This is "promptness" indeed.