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"Metropolitan Health Exercises" (1925-1935) with Arthur Bagley (center) got millions to do nip-ups, even Met s ex-president Haley Fiske
direct results Metropolitan feels that its advertising on the air is effective and it has never made the error of permitting itseli t<> he lured into a "class" network program. That's because it feels, "you can't reach >2,000,000 policy holders with a symphom ."
The Metropolitan's use of the medium has always reflected the times. When fresh air and setting-up exercises were the rage (from 1925 to 1935) the Metropolitan Health Exercises were heard daily from the Metropolitan Tower in New York. When independent insurance counseling
reached its peak in 1939, Metropolitan used Edwin C. Hill for six months to "expose" it. More recently Metropolitan has turned to newscasts both locally and nationally to reach its public. The Metropolitan is the world's greatest business giant, being exceeded in assets by only two other great corporations, both branches of the U. S. Government (the Reconstruction Finance Corporation and the Federal Reserve Bank of New York). As of December 31, 1945, Metropolitan's assets were $8,045,432,384.
Prudential and Equitable are the num
ber two and number three insurance organizations in the world. Prudential has assets of from five to six billion dollars while Equitable runs about a billion less. Neither expects its programs to achieve over-the-counter sales. Neither has a plush Park Avenue show, although Prudential's Family Hour borders on the prestige-that-no-one-listens-to category . Family Hour, it's claimed is the personal baby of the corporation's president, Carroll M. Shanks. The program is built for the most part around the ballad t\ pe of music that the middle-aged middle
Eric Sevareid, newsman, sells for Metropolitan on CBS although he only gives away health books 40
Jimmy Carroll and Rise Stevens do a duet on Prud ti«l I
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