The herald., 1898-07-21

There has not recently been time more
favorable for returns from judicious ad-
vertising of the attractions of California
than the present.
The attention of the American people has
been directed to the Pacific coast by the
victory of Manila and the annexation OF
Hawaii. The numerous eastern troops te
be stationed for some time in the islands
OF the Pacific will all be advertisers Of the
Pacific coast.The trade between these isl.
ands and the coast must materially in
crease, which will be another attractive
element.
On the other hand, there is now a recog-
nized substrataum of hostility to Ameri.
cans in France and Germany. This feel
ing has made Americans sufficiently nm
comfortable to very largely reduce the
number OF our countrymen visiting those
countries. This falling off in American
travel has been so great as to cause gen.
eral alarm and distress among the hotel
keepers and other beneficiaries of foreign
travel IN central Europe. The disorders
and uncertainties In the kingdom of italy
nave had an almost prohibitive effect on
American travel to the south. Spain. of
course, cannot be even thought of as a SUBJ
stitute.
The situation opens chance for Califor-
mia. Its climate, fruits, mountains and
missions are we'll worth the attention Of
tourists and homeseekers Within the next
rev months there is chance to bring the
attractive features of our section before
the American people.
Judicious advertising is the way to do
this. l would suggest the magazines as
one of the most promising mediums for
this purpose. The interests to be most d.
rectly and Immediately benefited are those
that should take this matter up. These
are the railroads. hotels and large real es-
tate enterprises. We should be able to in
clude the Pacific Mail steamship line to
New York via Panama in this list. We can
not, however, do SO. A well-advertised
trip through the West Indies and along the
west coast of Central America and Mexico
to California would doubtless pay as well
as the attractive trips from New York
through the Mediterranean on the German
steamers. Such trip would be delight
full excursion for winter, with quick re-
turn by rail to the east.
1t is a pity that our country and the
transportation lines depending on us should
so often be involved in California in deals
and trades Of How not to do business"
This is the reported situation of the Pacific
Mail as to Southern California. The hotels
and railroads could well afford to adopt
broad, liberal policy Of advertising to Sc
cure the tourist travel.
What all our interests and all our Sec
tons should realize is that benefit to one
is benefit to all. Guests secured for the
superb Coronado hotel will visit many
parts of California, and are therefore a
gain to all sections. Besides this, every
tourist is more or less of letter writer
and advertiser of his trip, and is also q
walking advertisement Of his experience
on his return. So also visitor to the "Ar-
lington," in our lovely neighbor, Santa
Barbara, is praise singer for our whole
south. Pasadenas beautiful homes and
fine situation are advertised by Mount
Lowe, as well as by the Green" and Wis
itors to these places invariably go over the
country more or less. 1t is so with Red
lands and Riverside, with San Bernardino,
Santa Ana and Ventura; all help each
other A guest of San Diego is q help to
Los Angeles, and vice versa. In the same
way, a traveller via one of our railroads is
sure to help the other road locally at least
by short trips, and indirectly by advertis-
Ing California to his friends, which must
help all.
Our policy has been fairly broad, but can
be made still more liberal with advantage.
Every one of us should be ready not only
to help his immediate neighborhood but
should actively promote the advancement
and welfare of the whole Pacific coas-.
We ought all of us to broaden out.
Mr.. Miller, of the Arcadia, at Santa Mon
lea, has some strong and liberal views
about action looking to our general benefit.
What we all want is to get the tourist and
homeseeker into California. Once here,
we must all be benefited by the traveller
We should never fail to realize that ben
ut and growth of one section is necessari-
y benefit and growth of all. If there
we're any way that could add to the pop
ilation or prosperity of San Diego or Santa
Barbara or any other part of our lovely
southland I would do 1t with pleasure. Let
is all feel the same way, and, broadening
,ur sympathies and our action, renew and |
Increase the deserved appreciation of the
Pacific coast in lands of less advantages.
Advertising is the thing to do now. This
advertising can be done judiciously; it can |
,e so planned and inaugurated as to do |
great good on moderate expenditure.