Whoa! Can it really be 25 years since Florida Underwriter first rolled off the presses? I well remember that inaugural issue and the events leading up to it. Yes, it seems like only yesterday….
After transferring to the Southeastern sales territory of the National Underwriter Co. in the late 1970s, it took me, a rookie salesman, only a few sales calls to make three brilliant deductions.
First, there were many companies selling insurance products through Florida's independent agencies. Second, those companies were eager to do a thorough and effective job of marketing. Third, a key element of any complete marketing plan was missing: Advertising, specifically state-targeted advertising in an independent publication, was not available.
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