Those who write advertising copy aren't to be envied; it's not an easy thing to sell someone else's stuff. Especially when that someone else's stuff is insurance. Insurance against fire and theft, against collision, against Life itself. From the very start, insurance companies invite their potential clients to imagine the Worst ("because the customer is always dead"). While said client simultaneously harbours the hope that they'll never need to file a claim (so that the policy's ideal use-value is its total uselessness). Etc. This list concerns the psychology of insurance company literature, because there's definitely a psychology to it. And it's dedicated to Susan Duff, of Toronto's irreplaceable Ten Editions bookshop; a space that was more rewarding than any University could claim.

TERMS. Items are guaranteed to be described and delivered to the collector's satisfaction. Reasoned returns are accepted within 15 days of receipt. Reciprocal terms are extended to the trade; institutional policies are accommodated. For purchases, please phone 416-729-7043 or email Priority is given to first interest. To receive advance copies of future lists, subscribe to our mailing list. Specific wants are always welcomed, from both new and established collectors.
Hand-in-Hand Fire Office
[Policy no. 26987].
London, 1779.
600 USD
Partially-printed document, accomplished in manuscript for Mr. Charles Turner of Queen Square, Holborn; policy no. 26987. Very large engraving (with platemark of 48 x 35 cm.), with an expressive vignette to the top portion (14 x 19 cm.). Printed to crisp sheet, folded-over, with wide margins (55 x 44 cm.); two duty blind-stamps to upper right margin. Signed by five Company officers at bottom, with two manuscript calculations to left. Save for fold-lines; Near Fine.

In 1696, the Amicable Contributors for Insuring from Loss by Fire emerged as the fourth fire insurance company in London. (By the turn of the century, there would only be three). It was the first to be based on the principle of mutual association, and would eventually become the oldest insurance company in the world. Within ten years of its founding, "the Amicable" would shed its (wordy) title and adopt the name-image of its fire-mark: Hand-in-Hand. Here, in 1779, under precisely this sign—illustrating the attraction of mutual benefit as an almost-magnetic force—Mr. Charles Turner was granted this policy for a 10 shilling premium, guaranteeing his brick building in Holborn for a value of 500 pounds.

Phoenix Fire-Company of London
The rates and conditions of insurance of the Phoenix Fire-Office.
London, 1782.
1500 USD
Single sheet prospectus. Broadsheet (49 x 30 cm.), with recto printed as bifolium; verso illustrated with engraved Phoenix vignette to top. Well-preserved, save for some minor stress from previous folding.

The Phoenix Fire-Office would distinguish itself from the gaggle of eighteenth century Companies by pioneering the market for overseas risk. In its first five years, Phoenix had already secured policies in Newfoundland, Nova Scotia, South Carolina, and Turkey, with the first stable Canadian branch set-up in Montreal in 1804. Present here is the Company's inaugural prospectus, from 1782, in which aesthetics holds sway, with potential clients assured that engineers and fire-men were to be identified by their "uniforms of crimson cloth, with silver badges; the emblem, a Phoenix rising from the flames, which is also the Office-Mark." A scarce historical document. This copy of the prospectus is for the "Home" market; the only other copy discovered in OCLC and COPAC (at Yale) describes a "Country" variant.

Surrey, Sussex, and Southwark Fire and Life Assurance Company
[Inaugural Company trade card].
London, circa 1825.
150 USD
Full engraving (12 x 8 cm.), printed to thick wove paper. Illustrated with neo-classical vignette to top potion, signed Folkard (at 260 Regent St.). Minor binding remnants to verso.
The short-lived Surrey, Sussex, and Southwark Company (1825-1826) is here represented by a classical column, receiving two classes of supplicants: a grieving widow-with child and a man crouched in terror, having escaped a raging inferno. To the left, a satchel of coins, to the right, the hose extending from an early-nineteenth century fire engine. The copy mirrors the imagery: "The Fire & Life departments are kept distinct, thus affording the same advantages as if the assurances were effected at separate offices."
Atlas Insurance Company
[Mailer advertising fire and life insurance policies].
London, 1842.
100 USD
Single sheet (23 x 21 cm.), printed to Mulready stationery, with William Mulready's Britannia scene engraved by John Thompson to verso. Addressed and post-marked as self-envelope; now flat. Worn, but holding well. To verso: list of Company's Directors, information on Fire and Life departments, as well as list of well-known policy holders.
With this mailer, the Atlas Insurance Company took advantage of postage-paid "Mulready stationery," soliciting potential customers through a compassionate, global vision of Britannia. On the verso, the sense of majesty continued, with a list of celebrated Life policy holders named—including the deceased King William IV—with corresponding sums assured and bonuses numbered.
Royal Society for the Protection of Life from Fire...
[Dramatically-illustrated circular, featuring list of fire escape stations and district Inspectors in London].
London, 1861.

350 USD
Large bifolium (34 cm.), with some creasing and short-tear to lower margin; otherwise robust. Manuscript notations to front panel, dated 24th August 1861. Interior spread illustrated with full-page engraving of "One of the Society's fire escapes in use;" with the same image engraved in miniature to front panel.

Affording bravery, rather than warding-off risk; this Royal Society adopted a proactive approach to the concept of insurance: "by maintaining an organized body of men, provided with, and instructed in the use of, public fire escapes, and rewarding persons instrumental in saving life from fire." This circular, to be administered by the neighbourhood's Fire Escape Conductor, provides both Company and policy information, with a full list of addresses for the 73 fire-escape stations in London, along with the names and addresses of the four district Inspectors.

Continental Insurance Co. of New York
[Rural solicitor's trade card].
[Colorado?], [1883].
150 USD
Trade card, printed to think card-stock (oblong; 7 x 11 cm.). Illustrated with full-length engraving, signed in Chandler, Colorado. With list of assets and investments to verso, along with sustained sales pitch.
Established in 1853, New York's Continental Insurance Co. would take its name seriously and branch-out West, beyond the fixed anxieties of the Urban. With this trade card, Minnesota solicitor T. K. Keyser thus appealed to the elemental imagination: "Reasons for insuring in the Continental: Because it insures against damage to Buildings and loss of live stock by lightning, tornadoes, cyclones, and wind storms, a well as loss by fire."
CRANE, Walter (illustrator)
Calendar 1889.
Edinburgh: Scottish Union & National Insurance Company (printed by Banks & Co.), [1888].
600 USD
Large chromolithograph on thick card-stock (39.5 x 48 cm.); minor rubbing to corners. With recto designed by Walter Crane to recto. To verso: information about the Company and its history, as well as information on both life and fire insurance policies. Functional for 2019.
In 1888, the Scottish Union & National Insurance Company hired Walter Crane to illustrate a new calendar for their clients. Crane thus designed this impressively-large wall calendar, in which the coming year of 1889 was surrounded by the Scottish imaginary of Sir Walter Scott; first President of the Company. "These figures so vividly pictured by Mr. Crane will call up scenes and incidents of a literature which the world will never let die; and the Directors of the Scottish Union & National Insurance Company have peculiar pleasure in the thought that this picture, distributed among the representatives and other friends of the Company—not in Great Britain only, but throughout America, and in every quarter of the globe—will associate with the name of Scott the name of this Company, of which it may be said, as of his work, that while thoroughly Scottish in origin, it is world-wide in influence and reputation." With no OCLC or COPAC records discovered.
Phenix Insurance Company of Brooklyn
[Two novelty trade cards].
New York: Printed by S. C. Patterson, circa 1890s.
175 USD
Two die-cut chromolithographs (15 x 8 cm.), with minor rubbing and scuffing. Both cards illustrated with turn-over "fence" narratives, for Brooklyn's Phenix (sic) Company.
Walker, C. A. (illustrator)
Programme in aid of the Liverpool Seamen's Orphanage.
Liverpool: The Liverpool Seamen's Orphan Institution, 1903.
100 USD
Bifolium (22 cm.), with front panel featuring Art Nouveau illustration by C. A. Walker, printed in red and blue; engraving of Orphanage building to rear. Binding strip to rear panel; does not affect text. Interior pages, provide programme of entertainment aboard the R. M. S. Tunisian, for the evening of Thursday, May 14, 1903.
An indirect form of insurance. The Liverpool Seamen's Orphan Institution was founded in 1869 "to feed, clothe, and educate the destitute or necessitous children of all classes of seamen, or seafaring men," regardless of nationality or religion. To fundraise, as evidenced by this programme, the Orphanage would sponsor musical concerts on-board passenger ships, with a sophisticated appeal to the passengers' guilt: "No more fitting tribute of gratitude can be shown to the Almighty hand, who brings the ship in safety to her journey's end, than by helping to support the children who are left fatherless by the necessities of the seaman's life."
Metropolitan Life Insurance Company
[Perpetual calendar, for period 1800-1957].
Newark, NJ: Whitehead & Hoag, 1905.
150 USD
Two sheets of card-stock (16.5 cm. square), secured at corners with metal brads. With colour-illustrated front panel featuring die-cut semi-circular window, revealing volvelle underneath; with spinning tab to upper right margin. Verso blank, showing some wear, with fold-out foot removed.
Metropolitan Life Insurance Company
A war on consumption.
Ottawa: Canadian Head Office, 1921.
100 USD
Illustrated wrappers (20 cm.); stapled to contents of [4] leaves. Illustrated throughout with green-printed vignettes. Cover design by the Tuberculosis Committee of the Brooklyn Bureau of Charities (signed Ida Sherman).
In the mid-twentieth century, Met Life would publish a series of pamphlets concerning the health and well-being of their clientele, with this tuberculosis issue covering the subjects of germs, symptoms, treatment, and prevention. "This is an invitation from Good Health. It is to welcome you to the parks, the fields, the forests and the mountain tops—out into the sunshine and pure air. Make this booklet your guide." With 13 OCLC records discovered; only 2 in Canada.
Assicurazioni Generali Venezia
[Striking blotter advertisement for life, fire, property, and carrier insurance policies].
Venice: Stamperia Zanetti, [1930].
50 USD
Well-printed blotter (15 x 24 cm.), in red-and-black, featuring the Venetian Lion of St. Mark. Near Fine. 
Nazionale della Assicurazioni
Storia di un cavallo senza previdenza. [The horse without insurance].
Bologna, circa 1930s.
100 USD
Self-wrappers, with front cover illustrated in saturated colours. Contents: [6] leaves, featuring 6 compositions in duplicate spreads; one coloured, one blank. Near Fine.
A children's colouring book that depicts the story of Fulmino, a champion race horse who laughed-off insurance, "without a care for tomorrow." Eventually finding himself down on his luck, Fulmino is forced to work as a pack mule: "If only I'd been insured, I wouldn't be so tanned." With no OCLC or SBN records discovered.
The Travelers Insurance Company
Smash hits of the year.
Hartford, CT, 1940.
150 USD
Illustrated wrappers (23 cm.), printed in saturated colours. Rear panel inscribed by local agent. Staple-bound to contents of 36 pages; richly-illustrated throughout, in colour. With striking centre-fold spread: "Death goes to a party."
This stylishly-designed pamphlet is the source for this list's surreal cover image ("Death goes to a party"), as well as countless statistics about traffic accidents and a series of driving tips and tricks. "It is hoped that this booklet will serve as a prompter to those taking part in the great pageant of the open road. Let's view our smash hits behind the footlights and not behind the headlights. Let's confine our tragedies to the road-shows and keep them off the roadways. All the highway's a stage and all the drivers and pedestrians merely players. Let's each of us strive to make our part letter-perfect." Includes the statistics-based editorial: "Are women worse drivers than men?" With only 4 OCLC records discovered.
Metropolitan Life Insurance Company
To parents / About drugs.
New York, 1970.
150 USD
Psychedelic wrappers (20 cm.), with hand-stamp from Toronto agency to front and rear panels. Staple-bound to  contents of 20 pages, printed in black, pink, and green, and illustrated with groovy geometrical patterns and drug reference tables.

"A factual introduction to an emotionally-charged public health issue of today. The epidemic-like spread of drug abuse among young people shows that, in a sense, it is 'catching.' How can we—as parents and as a society—encourage commitment to life, rather than escape?" With only 2 OCLC records discovered (Harvard and Kansas).

Copyright © 2019 Jason Rovito, Bookseller, All rights reserved.

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