Los Angeles herald. [volume] (Los Angeles [Calif.]) 1890-1893, 1891-10-09
THE SANTA FE AND SOUTHERN CALL
FORNIA.

seeking r6HdDl0 luIOTIDdblOu concerning
California, and that if we would organ
ize some system of disseminating such
information in the east, a large immigra-
ton to our state would follow. He said
that the many articles upon California
that had appeared during the past year
in the leading American magazines and
newspapers had given to many people
their first insight into the numerous ad-
vantages that this state offers to any one
seeking a pleasant and a profitable
home. The palm OF superiority among
these writings must be given to Charles
Dudley Warmers articles in Harper's
magazine, since published in book form
under the title of "Our Italy"
Hundreds of disappointed land specu-
lators from different eastern cities, who
had come here and organized what they
called "boom" in real estate, and had
failed to make the fortunes they anti
cipated making, returned to their homes
and in spirit of revenge, talked and
wrote about Southern California in such
a way as to mislead everyone who heard
them or read their lying letters. The
result of all this falsehood was that the
impression generally prevailed that
Southern California was desert, land
of fogs and winds, and that all the stor-
les about its productiveness, its oranges,
lemons, figs, grapes and grain were hes.
Warmers articles did more than any
49,. L.. I:.oh-,a tho r,ipda 6f tho reo-
pie in the east of the falsehoods they
had heretofore rather greedily swal-
lowed. A reaction has taken place, and
these people are now eagerly seeking to
know the truth about our country, and
Mr.. Marvel is DESTROYS that we should
embrace the opportunity and furnish
them the needed information.
But few people know what MIR. Man
vel has done towards advertising South
.ern California since he became president
of the Santa Fe railway company,
little over two years ago. During the
yeal 1890 he authorized the expenditure
of over $4,000 in cash for this purpose,
besides paying $4,000 rent for the rooms
occupied by our exhibit in Chicago,
building new and handsome refriger-
ator car for carrying fruits and vegetables
to the exhibit, and carrying our men
and all articles for exhibition free of
charge. He has induced many wealthy
people to come out here and satisfy
themselves as to the productiveness of
our soil, and the innumerable advantages
we can offer the homeseeker. In many
instances private cars have been fur
nished to induce such parties to make
the trip.
During the year 1891 the Santa Fe
company has spent for this same pur-
pose sum equally large as that spent
in 1890. The last order Mr.. Marvel
gave before leaving Chicago for his
recent trip to California was to
Mr.. White, passenger traffic marager.
He ordered the expenditure of IS, 600
before the first day of September to
! further advertise Southern California.
He said to the people he met here: 81
am doing all l can do to tell our eastern
people the truth about your gloriou g
country, but cannot do enough in this
direction. You must help me and by
helping me help yourselves one hundre d
fold" He said that if we would fur
nish reliable information about this sec
ton OF country, he would allow every
one of the hundreds of agents of the
Santa F6 system to distribute such in
formation. Mr.. Manvel's idea is that
the boards of trade and chambers of
commerce of the southern counties
should unite in preparing for distribu-
ton pamphlets or papers contain
ing truthful information and statistics
OF production, with the names of re-
sponsible orchardists and farmers.
These pamphlets to contain the adver-
tisements of reliable real estate agents
or persons having land to sell. The ad-
vertisements in papers to be so widely
distributed would more than pay for the
cost of printing. A cheap edition of
Warmers "Our Italy," or some
other truthful writings on California
could be bought and distributed with
our local pamphlets. A central bureau
should be established either in connec-
ton with the chamber of commerce of
Los Angeles or separate therefrom, as
would be deemed best. The man seek
ing for new home should be directed
to correspond with this bureau for
reliable information. On his arrival
here he should be furnished with list
of good lands for sale in all the counties
represented at the bureau, from which
he could make his selection. This
method brings the seller and the buyer
together, and prevents such swindling
methods as have been frequently adopted
heretofore by irresponsible operators
who have obtained options on land and
then sold the same for double the price
asked by the owner.
ADJUSTMENTS