The San Francisco call., 1906-08-11
+ FIGHTING To HOLD.
TOURIST TRAVEL.
Hartman LinesWill Not
Let Balny Air Seekers
urn From California
MILLION TO SPEND

II the big Eastern railways succeed
in diverting any part of the California
tourist travel from the Golden State
TO Cuba this winter it will not be
for lack of determined opposition on
the part of the Hartman lines To
preserve this business and to keep the
Pacific Coast from suffering because
OF the calamity liar on the one hand
and the keen Eastern hunter of pas
senger traffic on the other. the South
ern Pacific and the system of which
it is a part are waging battle unique
in the history of railroad publicity
campaigns. The initial war chest
holds a cool million dollars in money
and transportation, every penny of
which will be spent in onsetting the
work of rival lines and stopping the
mouth of deliberate MISREPRESENTATION
At the recent meeting of the traffic
officials of the Hartman lines in Chi
cago a half million dollars in cash
was appropriated for different lines of
work in creating traffic to California
AS much more will be expended
through transportation issued in ex-
change for advertising, unless it be
decided that such exchange comes un-
der the ban of the new interstate COM
merce law. The cash appropriations
are to be expended for magazine and
newspaper advertising, for industrial
I
the advantages of California, for pic
lures illustrating California's wonder
full scenery for pamphlets making
known the delights of the steel trails
leading hither, for card displays in
urban railway systems announcing
excursion rates and reasons why it is
the time to come West-in brief. in all
the effective ways the advertiser may
find to express the attractions of Cali
fornia.
EXTENSIVE ADVERTISING.
The Hartman lines propose not only
to advertise California and San Fran
cisco more than ever before, but they
propose to do the advertising from San
Francisco. From the ashes the lit
erary bureaus of these lines are tell
ing the story of the city's reconstruc-
ton Immediately after the fire the
Southern Pacific equipped two photo
graph cars in San Francisco with gas
oline scout" cars to accompany them,
and began the task of photographfng
all points of interest in California and
along the lines between Portland,
Omaha and New Orleans. collection
of advertising material valued at
$4,000 has been destroyed already
one-half of the photographs have been
replaced. AT the same time an Illus
trated folder, San Francisco, Imper-
ishable, with maps and pictures
showing that only a small part of
San Francisco's area had been burned
over. that the earthquake damage was
relatively insignificant. that the water
front was intact, was sent to the four
corners of the earth-and to all inter
mediate stations Three editions of
this folder have been issued and a
fourth is in the press, with a total
issue of 250,000 copies.
PROGRESS is NOTED
At the same time a weekly bulletin
of San Francisco's reconstructed was
begun. 1t named Progress"
Each Saturday 1t carries the news of
the city's growth to three thousand of
the leading newspapers of the United
States, besides all of the big railway
Offices, etc. To each number of Pro
gress" at least one prominent Cali
fornfa citizen has contributed articles
from the hopeful point of view, the
list including the Governor the
Mayor of San Francisco, a United
States Senator, presidents of univer-
stiles, internal revenue collectors,
presidents of nearly all local CONNER
cial organizations, Harbor Commission
ers, etc. Thousands OF clippings taken
from Progress" by Eastern papers
have been received by the Southern
Pacific Passenger Department.
Three hundred and fifty employees
of Southern Pacific commercial agen-
cies in the East were instructed to
talk good cheer about California i'm
mediately after the disaster In every
Southern Pacific Eastern Office is
large picture of San Francisco taken
after the earthquake and before the
fire, showing the destruction to have
been caused by fire.
This winters limited trains to Cali
fornia-the Overland Limited and the
Golden State Limited-are to be ex-
tensively advertised with appropria-
tions of at least $4,000 each by the
Hartman lines and connections.
ELABORATE WORKS OF ART.
The Road Of q Thousand Wonders"
probably the most elaborate work Of
color printing ever issued, $4,000
copies of which were destroyed y the
fire, will be at once reissued by the
Southern Pacific. Describing the line
from Los Angeles to Portland, it is of
particular value in inducing tour
ist travel in connection Herewith
and beginning in September. the
Southern Pacific has begun a years
Campaign in twenty-one leading
Eastern magazines, In advertising
the attractions of California and
the Road of a Thousand Wonders"
The expense of this one campaign will
be $4,000.
simultaneously. a similar book. THE
Overland Route" showing the way
from Omaha to San Francisco, is being
printed with the same beautiful color
Illustrations. This book, too, will be
extensively advertised SO that all who
ride must read. One hundred thou
sand booklets descriptive OF every part
of the State have been printed since
the fire, and another hundred thousand
will be printed within sixty days. The
two color books, and indeed all 9TH
ers, are being engraved by San Fran
cisco engravers and printed by San
Francisco printers. The Eastern mag
azine advertising designs are being
made by California artists, and picture
reproductions by California photog-
raphers.