How It All Began

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.

The Florida insurance market was big and getting bigger. Surely the state deserved — and could support — its own trade publication.

A few more years of working in the Sunshine State only strengthened that belief, and by 1983 my sales goals were straight forward: Sell the National Underwriter Co. on the idea of the new magazine and then sell the advertising to support it. Not that National Underwriter management needed to be convinced of the editorial merit of such a publication. “What we need are advertising commitments,” I was told, “so go forth, young man, and return with many good reasons why National Underwriter should create a magazine called Florida Underwriter.”

Armed with tentative ad rates, samples of our other state magazines, and a general idea of what the magazine would be, I began making what I told myself were “warm” sales calls. The Florida sun helped, but it was the National Underwriter name and reputation that opened the doors.

Early Friends

First stop — Progressive Insurance Companies. Familiar with our Ohio Underwriter magazine and dedicated to the Florida independent agent, the insurer committed early and often — inside front cover every issue. It would be a big contract and a great start. Other commitments followed, and it seemed the Florida Underwriter just might fly.

And it did fly, thanks to many friendly movers and shakers.

Jack Flood, Mary Burns, Michael O'Leary, Ed Calabrese, Gil Waters, Bill DeYoung, Bob Lyon, Pepe Alvarez, Rick Ricciardelli — just to mention a few on a long list — not only committed, they encouraged. Sales calls were producing more advertising commitments and, even better, new sales leads. True to the entrepreneurial nature of their businesses, these owners of small companies and brokerages got behind the new magazine.

Finally, after months of hopping from one Florida city to another, it was time to take my “many good reasons” to National Underwriter's home office in Cincinnati. I met with the company's management team and, on the big boardroom table, spread out my commitments, leads and feedback reports.

The “thumbs up” did not take long. The decision, management indicated, was really no decision at all. Advertising commitments had exceeded the revenue goal I had been given and the prospect feedback was overwhelmingly positive. We shook hands all around. Florida Underwriter had ceased being just an idea and was on its way to becoming a reality.

With the decision to publish the magazine, many details needed attention. For my part, return calls had to be made to convert advertising commitments to contracts (“Dave who with what magazine? And I promised you what?”). Fortunately, most companies honored their earlier commitments. You can see a number of them still advertising today.

Solid Reporting

From this account, it would seem advertising sales alone determined the success of the magazine. But of course advertisers demand readers, and readers demand a good editorial product. If a successful 25 years can be attributed to anything, it is the solid reporting and writing of our editorial staff. It all started with our founding editor Ian MacKenzie, who contributed to both the success and uniqueness of the new magazine. A relatively short list of successive editors (Peter van Aartrijk, James Seymour, Michael Adams, and now Joan Collier) have brought their own style and expertise to these pages. Readers seemingly approve; advertisers, as well.

So what will the next 25 years bring? Readers familiar with the Florida insurance market know to expect the unexpected and continue to trust Florida Underwriter to sort out the news, how it affects their business, where opportunities lie, and danger lurks. And they will receive that information next to the advertisements of many of the industry's leaders — some integral to the creation of this magazine 25 years ago.

David E. Weidinger is the national sales manager for National Underwriter Life /Health Edition. He may be reached at 678-288-2014 or dweidinger@nuco.com.