Mar]\$tiiig 



By Art Lynch 



STABILIZED markets are the re- 

 ^ ivard of organized dairy farmers. 



STABILIZATION no longer means 

 something connected with a cow 

 stable. It means that if a heifer calf 

 is dropped on your farm tonight 

 you know whether to give her a drink 

 of milk or knock her in the head. 



It means that you can predict 

 whether or not you can make a profit 

 on her milk when she is no longer a 

 gawky calf — thirty months from to- 

 night. 



STABILIZED markets have sound 

 sales plans. Sound because the sur- 

 plus milk is sold as surplus. Sound 

 because the fluid needs of the market 

 are sold at the premium price they 

 should bring. Sound because you don't 

 sell both the bottled milk and the sur- 

 plus milk for the price of surplus. Let 

 the unorganized boys sell theirs that 

 way. Organized dairymen don't have 

 to in this day of business-like coopera- 

 tion. 



r\RGANIZED dairymen have stabil- 

 ^^ ized their markets because they are 

 able to control surplus. Stabilized be- 

 cause they are now producing milk 

 when the city folks drink it. Doing 

 this insures a steady, stable market. 



TF YOU produce 2 cans in June and 

 -'■ only 1 can in November you can't 

 expect the housewives to take 2 quarts 

 a day in June and only 1 in November. 

 They want the 2 quarts all the time. 

 If you don't produce it that way the 

 dealer has to scout around for milk to 

 take care of his shortage. Those 

 emergency farmers who helped your 

 market out in the short season will 

 then want to share yaur market in [the 

 flush season. 



Then the fur begins to fly. 



STABILIZED markets absorb all the 

 milk you produce every day at the 

 ■ best price possible. On stabilized mar- 

 , kets the dairymen who produce evenli/ 

 get more money. 



Because of this, at Philadelphia the 

 difference in production between the 

 lowest month and the highest month 

 has been reduced 80%. Those organ- 

 ized farmers did this in only five years. 



S 



O— STABLES for cows; but stabili- 

 zation for markets. 



H. Paul Bestor, former president 

 of the St. Louis Federal Land Bank 

 who spoke at the I. A. A. Meeting in 

 Rock Island in January, 1928, was re- 

 cently appointed a member of the Fed- 

 eral Farm Loan Board. 



-v'-l 



"Mr. L. J. Quasey, 

 Director of Transportation, 

 Illinois Agricultural Ass'n., 

 Chicago, Illinois. 



"My wife and myself wish to 

 thank you and the I. A. A. for 

 your co-operation and successful 

 efforts to secure electric service 

 for us. The line has been com- 

 pleted and we have had service 

 about a month. The Public Serv- 

 ice Company did all work satis- 

 factorily. We feel that you have 

 given us a real service as elec- 

 tricity is a great help in the 

 home and on the farm. 



"Here's hoping that you can 

 brighten many more farm homes 

 in the future as you have done 

 ours. We have plenty of praise 

 for the I. A. A. 



"E. D. TIMKE, 

 "Downers Grove, 111. 



"P. S. Have an electric range 

 now. Well, ask my wife how 

 she likes it." 



Don't Like Country 



Life's Low Rates 



Makes Apology for Ten Year Showing 

 of Participating Companies 



By L. A. Williams, Manafer, Country Life 

 Insorance Company 



IN criticizing Country Life Insurance 

 Company, the May issue of Best's 

 Insurance News runs under a heading 

 "More Misleading Advertising," an 

 apology for the poor showing made by 

 the better old line life insurance com- 

 panies, by insisting that when divi- 

 dends are referred to, only the last 

 year or two of these companies' net 

 costs be shown. 



We have the figures to prove all 

 our advertising to be true, but it is 

 apparent that the very poor show- 

 ing made by all participating old 

 line companies in the past 10 years 

 has need of a champion, and someone 

 to do "the explaining." How does it 

 happen, may we ask, that these com- 

 panies can pay twice the dividend in 

 1927 that they were able to pay in a 

 similar second year in 1917? Why 

 should the participating old line com- 

 panies fear a comparison with a young 

 company's gross rate, which is not even 

 projecting dividends? If a company 

 can return $6 or $7 in the form of a 

 dividend at age 35 in 1928 on an 

 ordinary life policy, how can they ex- 

 plain to the public the need for taking 

 away that excess charge? 



Public Has Been Fooled 



It is time that the public was let in 

 on the practice of participating life in- 

 surance companies in charging almost 

 a third more than is actually necessary 

 to carry the risk over a period of 20 

 years, and then making a gesture in 

 the form of a so-called "dividend" to 



try to make the public believe they 

 are earning money for them. 



The fact of the matter is that there 

 has never been a true dividend paid to 

 policyholders by a participating old 

 line life insurance company. Nothing 

 but arbitrary refunds of overcharges 

 have ever come back to a policyholder. 

 It is high time that Best's should apol- 

 ogize in their class publication for this 

 sort of misrepresentation. And of 

 course, it is logical that a class pub- 

 lication should champion those who 

 have been fooling the public so long. 



Keep 'Em Ignorant ^ 



"Keep the public ignorant" has been 

 the slogan of participating companies. 

 When a "little" company like Country 

 Life issuing life insurance on a true 

 cost basis, compelled by agreement to 

 return all of the profit to its policy- 

 holders, I say, when a little company 

 like that, with honesty of purpose, can 

 make all the big old line companies 

 squeal through a mouthpiece, it is very 

 apparent that Sam Jones' old saying, 

 "Every once in awhile a burnt sinner 

 will squeal," is overwhelmingly true. 



Participating companies cannot 

 stand the searchlight. What of the 

 dividend history for the past 20 years 

 of participating companies? Many of 

 these companies paying $6 and $7 di- 

 vidends at age 35 today paid $2 and 

 $3 dividends 20 years ago. It is ap- 

 parent that not until competition 

 forced the issue did these companies 

 begin to give anywhere near an actual 

 refund of excess payment to their 

 policyholders. ., 



The "Maater'i Voice" 



The alibis made by Best's News are 

 weak and apologetic. They champion 

 the overcharge methods of their 

 clientele as they recognize their 

 "Master's voice." Fortunately, Coun- 

 try Life Insurance Company is not de- 

 pendent upon other old line companies 

 for its business. And the howl of the 

 pinched hound doesn't scare Country 

 Life a bit. We are in business to 

 manufacture life insurance at cost for 

 policyholders. We are proud of the 

 fact that stock companies out to make 

 fortunes for stockholders, and mutual 

 companies interested in building up 

 big agency machines in which policy- 

 holders have nothing to say and where 

 distribution profits build general 

 agency "kingdoms," are objecting to 

 the dissemination of the true facts 

 about life insurance costs. We are 

 proud of the fact that we are forcing 

 consideration of lower cost life insur- 

 ance by these companies which for 

 years have taken away tremendous un- 

 warranted overcharges. We offer life 

 insurance that recognizes an increased 

 span of life, a lowered selling resist- 

 ance, and a higher appreciation of true 

 protection value. Security has never 

 been questioned since 1907. The great 

 howl goes up when you begin to cut 

 into the cake formerly enjoyed by 

 stockholders and jobholders using the 

 public's money. 



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