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TELEPHONES FITZROY{5600
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"To conserve the highest and best interests of the Fifth Avenue section"

THE FIFTH AVENUE ASSOCIATION
(INCORPORATED)

358 FIFTH AVENUE, NEW YORK CITY
AT 34th STREET

OFFICERS
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|John H. Towne, Chairman of the Board   Robert Grier Cooke, President|Michael Friedsam, First Vice-President  Ancell H. Ball, Second Vice-President| Douglas L. Elliman, Third Vice-President   Harris A. Dunn, Treasurer | William J. Pedrick, General Manager   Thomas W. Hughes, Secretary|

BOARD OF DIRECTORS
 [[3 columns]]
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|ROBERT ADAMSON, President Petroleum Heat and Power Company
W. BARTON BALDWIN, Vice-President Empire Trust Company
ANCELL H. BALL, President Best & Company
WALDRON P. BELKNAP, Vice-President Bankers Trust  Company
JAMES G. BLAINE, Jr., Vice-President New York Trust Company
PAUL B. BODEN, Terminal Hotels
L. M. BOOMER, President Waldorf-Astoria
J. HOWES BURTON, Burton Brothers
ROBERT GRIER COOKE, President The Fifth Avenue Association, Inc.
ELIOT CROSS, Cross & Cross
HARRIS A. DUNN, Vice-President Columbia Trust Company
DOUGLAS L. ELLIMAN, President Douglas L. Elliman & Company, Inc.
EZRA H. FITCH, President Abercrombie & Fitch Company|
MICHAEL FRIEDSAM, President B. Altman & Company  
J. M. GIDDING, President J. M. Gidding & Company
JOHN A. HARRISS, Capitalist
EDWARD N. HODGES, Hodges & Company, Inc.
WILLIAM W. HOPPIN, Attorney at Law
ROBERT H. KOEHLER, Attorney at Law
EMIL W. KOHN, Treasurer Theodore A. Kohn & Son
WALTER E. MAYNARD, Real Estate
C. STANLEY MITCHELL, Vice-President Chatham and Phenix National Bank
J. R. POLLOCK, Division Commercial Manager New York Telephone Company
SAMUEL W. REYBURN, President Associated Dry Goods Corporation of New York| 
WILLIAM POST SACKETT, Director
FRANKLIN SIMON, President Franklin Simon & Company
JOHN SLOANE, President W. & J. Sloane
WALTER STABLER, Comptroller Metropolitan Life Insurance Co.
LOUIS STEWART,
REV. ERNEST M. STIRES, D.D., Rector St. Thomas' Church
GAGE E. TARBELL, Real Estate
CHARLES THORLEY, Florist
JOHN H. TOWNE, Secretary Yale & Towne Manufacturing Company
WILSON H. TUCKER, Director Lord & Taylor
FRANK D. VEILLER, Real Estate
ARTHUR WILLIAMS, General Commercial Manager New York Edison Company|

February 6, 1923.

Jacques Seligman & Company,
Fifth Avenue & 55th Street, 
New York. 

Gentlemen:  Subject: FIFTH AVENUE 

     You are in business on the greatest thoroughfare in the world - FIFTH AVENUE.

     The gallery to which the old world brings its best in craftsmanship, art, finery and fashion; the mirror of our own national skill and ingenuity, FIFTH AVENUE attracts the greatest buying power that ever thronged a single street. Its name has come to be a seal of quality and satisfaction on all merchandise coming from it. It inspires and pledges confidence. No institution in a lifetime of effort could acquire through an advertising investment of millions a confidence in its products that "from FIFTH AVENUE" has acquired. In its reputation, then, we have an asset of incalculable value. 

     How long can we keep it?

     Are you conscious of a duty toward this great thoroughfare? Conscious that the perpetuation of its good name, and the benefits you individually derive from its good name, are solely and finally in your hands and those of others engaged in business on FIFTH AVENUE? 

     Do you realize that anything that unwittingly undermines the prestige and dignity of FIFTH AVENUE must in time undermine your own business? 

     At present a practice exists on FIFTH AVENUE that many of our business men regard ominously. In a series of four letters to come we propose to lay all facts relating to it before you. Read every one - weigh the facts - and act after you have finished the series. 

     We know that you are proud of FIFTH AVENUE; proud to be in business upon it; proud to own property upon it; proud of its beauty; proud of its distinction; proud of its name. 

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