Perth Amboy evening news., 1906-08-24
TO
HOLD TRAFFIC.
H lriman Lines Determined That
California Shall Lose None
of Its Attractions.
(Extract from San Francisco Call,
August IL. 1860

II the DlS EdSl6Tu railways ouCCCCO
in diverting any part OF the Califor-
MIA 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 be-
cause of the calamity liar on the n
hand and the keen Eastern hunter of
passenger traffic on the other, the
Southern Pacific and the system of
which it is a part are waging a bat
tie unique in the history of railroad
publicity campaigns. The initial was
chest holds a cool million dollars in
money and transportation, every PEN
ny of which will be spent in offsett-
ing the work of rival lines and stop
ping the mouth of deliberate miSrep-
resentation.
At the recent meeting of the traf-
fc officials of the Hartman lines in
Chicago a half million dollars in cash
was appropriated for different lines
OF work in creating traffic to Califor-
mia. AS much more will be expend-
ed through transportation issued in
exchange for advertising, unless it be
decided that such exchange ONE
under the ban of the new interstate
law. The cash a%ppropria-
lions are to be expended for maya
zine and newspaper advertising, for
Industrial promotion, for booklets
setting forth the advantages of Cali
fornia, for pictures illustrating Cali
fornia's wonderful scenery, for pam
phlets making known the delights OF
the steel trails leading hither, for
card displays in urban railway SyS-
tens 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 eX-
press the attractions of California.
Extensive Advertising.
The Hartman lines propose not
only to advertise California and San
Francisco more than ever before, but
they propose to do the advertising
from San Francisco. From the ashes
teh, literary bureaus of these lines
are telling the story of the city's re-
construction. Immediately after the
fire the Southern Pacific equipped
two photograph cars in San Fran
cisco with gasoline scout" cars to
accompany them, and began the task
of p~hotographing all points of inter-
COI Ill H. L anu alOl6 IhC llhSo
between Portland, Omaha and New
Orleans. A 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 illustrated folder,
San Francisco, Imperishable,' with
maps and pictures showing that only
a small part of San Francisco's area
had been burned over, that the earth
quake damage was relatively insight
ficant, that the water front was in
tact, was sent to the four corners of
the earth-and to all intermediate
stations. Three editions of this fol-
der have been issued and a fourth is
in the press, with a total issue of
100000 copies.
Progress is Noted.
At the same time a weekly bulletin
of San Francisco's reconstruction was
begun. 1t was named Progress. r"
Each Saturday 1t carries the news of
the city's growth to three thousand
of the leading newspapers of the Uni
ted States, besides all of the big rail
way offices, etc. To each number of
Progress at least n prominent
California citizen has contributed ar
ticles 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 COM
mercial organizations, Harbor Com
m~isisoners, etc. Thousands of clip
pings taken from Progress" by East
ern papers have been received by the
Southern Pacific Passenger Depart
ment.
Three hundred and fifty employees
of the Southern Pacific commercial
agencies in the East were instructed
to talk good cheer about California
Immediately after the disaster. In
every Southern Pacific Eastern office
is a large picture of San Francisco
taken after the earthquake and be-.
fore the fire, showing the destruction
to have been caused by fire.
This winters limited trains to Cal
ifornia-the Overland Limited and
the Golden State Limited-are to be
extensively advertised with appropri-
ations of at least $4,000 each by
the Hartman lines and connections.
Elaborate Works of Art.
The Road of a Thousand Won
ders'' probably the most elaborate
work of color printing ever issued,
45,000 copies of which were destroy
ed by the fire, will be at once reis-
sued by the Southern Pacific. Des-
cribing the line from Los Angeles to
Portland, it is of particular value in
inducing tourist travel in connection
Herewith and beginning in Septem-
Der, the Southern Pacific has begun
a years campaign in twenty-one lead
ing Eastern magazines, in advertis-
ing the. attractions of California and
the Road of a Thousand Wonders
The expense of this n campaign
will be SIS, 900.
simultaneously, a similar book,
1.-THE Overland Route" showing the
way from Omaha to San Francisco,
is being printed with the same beau
tiful color illustrations. This book
too, will be extensively advertised so
that all who ride must read. One
hundred thousand booklets descrip-
tive of every part of the State have
been printed since the fire, and an
other hundred thousand will be
I