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TELEPHONES FITZROY{5600 {5601 {5602 {5603 {5604 "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 [[4 columns]] |--|--|--|--| |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]] |--|--|--| |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. [[pencil check mark in upper left corner]]