# Sunset (magazine)/Volume 33/August

AUGUST SUNSET
WALTER V. WOEHLKE Contributing Editor
CHARLES K. FIELD Editor
LILLIAN FERGUSON Associate Editor
VOLUME 33
NUMBER 2
BEGINNING WITH SEPTEMBER, SUNSET makes a radical change in the arrangement of its contents. Heretofore, the leading position in the Magazine has been given to an article descriptive of the attractions, resources and general characteristics of some section of the great country which Sunset aims to represent. At the other end of the editorial contents has appeared a department entitled "The Pulse of the West; Editorial Comment on Western Affairs." This department, more than doubled in number of pages devoted to it, will be advanced to the front of the Magazine. Its scope will be broadened to include record and comment concerning every sort of topic belonging to the life of the West, its politics, its sociology, its economics, its art, its recreation—all its problems, aspirations, griefs and triumphs. This comment will be illustrated by timely photographs, portraits, occasional cartoons. The department will be non-partisan, save only that the ultimate good of the Sunset Country will inspire its point of view. Its ideal will be to reflect the life of the West and to devote a greater amount of space to the discussion of Western affairs than can be offered by any other national magazine. From now on, "The Pulse of the West" should justify Sunset's claim to be the Pacific Monthly, the magazine of the people, for the people and by the people of the Pacific Coast. Each issue of the Magazine, as it is now planned, will contain a spe- cial article giving, in an entertaining form, vital information about the Sunset Country, setting forth its beauty and its utility, that dual personality which has earned for this edge of the continent the title "Wonderland beyond the Rockies." In addition to these two features, particularly concerned with the peculiar field of the Magazine, good fiction. and articles of general interest will make up each issue of Sunset, the Pacific Monthly, a magazine of national standing, published for and by the people of the Pacific Coast.
CONTENTS
Beach Blossoms Painted by W. H. Bull A Court of the Sun Painted by W. H. Bull from a photograph of the Panama-California Exposition, at San Diego . Cover design Frontispiece Villa and His People HERMAN WHITAKER 251 A transient record of a brief campaign The Rosebud and the Cockle Burr . RUFUS STEELE 259 Illustrated by Maynard Dixon Putting Over the Next Big League . . THOMAS F. GRAHAM 269 How the Pacific Coast has developed the fastest minor league in the country The Course of True Love. . . E. D. EWERS 276 Sandyland! . The Water-Seller. Illustrated by Arthur Cahill "On the Road to Santa Fé" Illustrated by Louis Rogers They who go down to the sea in summer. A social study along Western wave-lines The Man Who Won. Cupid in Command. Ninth instalment of the story of a struggle for the possession of land Illustrated from drawings made in Wyoming by Arthur Cahill . JOHN HASLETTE 278 VIRGINIA L. BEAN 284 BERTHA H. SMITH 291 WILLIAM R. LIGHTON 307 (Continued on page 213) 400363 211 RECADE CO ​ Autobirds of Passage By mountain and mole-hill to Vancouver. Chapter IX in the Log of the Sunset Car Illustrated in colors E. ALEXANDER POWELL 318
That Jim!
Illustrated by Louis Rogers GEORGE VAN SCHAICK 328
Editorial Comment on Western Affairs Illustrated Staging the Big Show An inside story of what is going on behind the scenes at the Panama-California Exposition at San Diego Interesting Westerners Jack London (Henry Meade Bland); Miss Donaldina Cameron (Laura Bethell; William Roderick Ross (F. Gordon Smith); John Muir (Harold French) The Pulse of the West . . WALTER V. WOEHLKE .. WALTER V. WOEHLKE 336 347 368 Verse, etc., The Basket (L. Worthington Green) 267; Love Antoinette DeCoursey Patterson) 290; The Sierra Club Lover (Laura Bell Everett) 317; Assurance (Arthur Wallace Peach) 335; A Creed (David Leslie Brown) 346; The Silent Partner (Drawing by Clifton Meek) 366 Development Section The Enchanted Valley of the Rogue (Emerson Holt) Sunset Service Bureau . Motor Notes. 380 384 Published monthly by Sunset Magazine, William Woodhead, Business Manager, Sunset Building, San Francisco. Two dollars and fifty cents a year, foreign subscriptions one dollar additional for postage. Canadian subscriptions fifty cents additional. Entered at the San Francisco postoffice as second-class matter. Copyright 1914 by Sunset Magazine. Lewis VI Page 397 Index to Advertisements Automobiles, Motorcycles, Accessorles Modern School of Cor. Page 246 Mt. Tamalpais Military Acad. 244 Packard Motor Car Co.. Household Furniture and Necessities Aluminum Cooking Utensil Co. 381 Page 400 National Salesmen 246 Power Gas Products Co. 395 N. E. Conservatory of Music Amer. Tel. & Teleg. Co. 375 244 Saveze Tires 217 Oregon Agric. College. Hill Dryer Co. 390 245 Win on Motor Car Co. 396 Orton School for Girls National Incinerator Co. 402 244 Realty Extension School Nyoil 387 246 Baking, Investments and St. Helens Hall Pyrene Mfg. Co. 367 244 Insurance Boyd, David B. 238 St. Mary's Academy & College Staunton Military Academy. Skat 387 245 Three-in-One Oil 385 245 Continental Casualty Co." Whittemore Bros. & Co. 391 236 Dominion Stock & Bond Corp. 240 Food Products Jewelry and Silverware Golden Land & Investment Co. 236 Gorham Co. 248 Langner, J. & Co.. 241 Amer. Sugar Ref. Co. 393 Paragon Oil Co. 242 Power Cities Inv. Co. 243 Burnham & Morrill Fish Flakes 390 Campbell's Soups Hamilton Watch Co. 212 365 Miscellaneous Sharp & Irvine 242 Kellogg's Toasted Corn Flakes Building and Construction Genasco Roofing 383 4TH COVER Libby, McNeill & Libby 3RD COVER National Biscuit Co. Amer. Writing Machine Co.. 387 Campbell, J. P. 217 371 Dixon, Jos. Crucible Co.: 392 General Fireproofing Co. 373 Postum. 369 Hunt, Robt. W. Classified Advertisements. 247 236 Classified Advertising 247 Hotels, Resorts and Travel Eastman Kodak Co. 379 Evans, Victor J. & Co. 391 . Educational Alexandria Hotel 221 Folmer & Schwing 377 Arrowhead Hot Springs 222 Gibbs, Dr. Jno. Wilson 391 Annie Wright Seminary 246 Brentwood Hotel 222 Humboldt Iaqua Water Co. 393 Bassett Institute 246 Calif. Hot Springs. 222 Hygeia Nursing Bottle Co. 392 Belmont School 244 Cathedral Park 222 Mahler, D. J. 392 Brunot Hall 245 Chicago, Milwaukee & St. Mothersill Remedy Co. 223 Calif. School of Arts and Crafts 246 Paul Ry 234 Murad Cigarettes 387 Castilleja School for Girls 244 Mill Valley & Mt. Tamalpais Murray & Ready 237 Cincinnati Conservatory of Ry 222 Omar Cigarettes Music 246 Co-op. Schools Agency Mt. Tamalpais Sanitarium 222 opposite pp. 386-387 246 North German Lloyd 218 Trans.-Cont. Freight Co. 223 DeKoven School for Boys 246 Oceanic S. S. Co. 218 Typewriters Dist. Syndicate 393 Dickson School of Memory 246 Pacific Electric Ry. 219 U. S. Envelope Co. 393 Evans, W. S. School of Cartoon- Perry Hotel, Wash. 236 ing 244 Southern Pacific Co. 221 Grouse, Chas. K. Motors, Engines and Accessories 246 Stewart Hotel 222 Harker's School for Girls 246 Washington Hotel Annex 236 Gray Motor Co. 393 Hatfield, M. L. 246 Wilbur Hot Springs 222 Herron Co., R. H. 237 Int. Correspondence Schools 385 Yosemite Valley Ry. Co. 220 McConway & Torley Co. 247 (Continued on next page) 460303 213 394 RECADE CO ​YOYO 78022300020 0220033X Pacific Coast Homeseekers' Page Opportunities Page Sonoma County, Cal. 224 S. P. Lines in Ore. 223 Sporting Goods Marlin Firearms Co. Page 388 Coleman, W. F. 238 Trinity County, Cal. 226 Edmonton, Alta. 239 Tulare County 231 Toilet Articles Fontana, Cal. 228 Tuolumne County, Cal. 230 Canthrox 2ND COVER Fresno Co., Cal. 227 Yolo County, Cal. 230 Carbolated Vaseline 386 Glenn Co. 231 Jackson County, Ore. 230, 330, 382 Planos and Talking Machines, Cuticura Soap. 389 Etc. Hinds, A. S. 215 Kern County, Cal. 225 Loma Plaza Co. 223 Lyon & Healy 391 Levy Co., Ben 392 Palo Alto, Cal. 223 Victor Talking Machines 363 Malvina Cream 387 Mum 391 Sacramento County, Cal. 229 Publishers Pears Soap 210 San Joaquin County, Cal. 224 McClure's Publications 401 Stillman Cream Co. 391 Seattle, Wash. 235 National Sportsman 385 Shasta Co., Cal. 228 Poet Lore 237 Wearing Apparel Solano County, Cal. 226 Scribner's Magazine 209 Peet Bros. 391 Substitution, a Business Destroyer " "Substitution is one of the meanest kinds of practices. Men who resort to it should be sent to jail for it is obtaining money under false pretenses. They take advantage of the fact that the honest manufacturers have produced good articles which have secured prestige through advertising. Then they copy- steal-substitute and brazenly sell that which they claim to be 'just as good.' These words were written by William C. Freeman, advertising counselor of the New York Globe. They represent the observation of a man intimately acquainted with the ways of merchants. He continues, "The very bad feature about all this substitution evil is that it is more successfully practiced in neighborhood stores whose proprietors attend the same church as their customers-belong to the same social circle are members of the same club-and naturally have the confidence of their friends and acquaintances. They are after the money-more profit—so, sure of the confidence of their neighbors, they tell them that they have secured equally as good articles as those trade-marked articles advertised, which they can sell cheaper, and, of course, the friendly neighbors are pleased that their storekeepers are so considerate of them. A fine bunch of hypocrites these substitutors are!" It is a tribute well deserved to advertised goods that the big stores, stores which are monuments to successful merchandising, avoid substitution. Not only do they carry the advertised brands but they give them first place upon their shelves. Shrewd merchants, with a finger on the public pulse, realize that their own profits are as assured by sale of advertised brands as do the purchasers of advertised brands realize that they are assured of quality in demanding such goods. Recently a purchaser desired some underclothing. The large downtown stores were closed for the evening. He entered one of the small clothing stores on a prominent street. He asked to be shown Wilson Bros. underclothing. The clerk tossed a garment upon the counter for inspection, bearing the well-known Wilson Bros. trademark. The garment was not the size required, but the quality was acceptable. The clerk thereupon went to another section of the store and returned with the garment of the required size, which he adroitly wrapped and handed to the customer. Not until he had arrived at his home did the customer discover that the garment which he had purchased did not bear the brand demanded but was of apparently inferior quality, although sold at the same price. (Continued on page 216) 214 48026201 RECADE CO