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About The Sunday Oregonian. (Portland, Ore.) 1881-current | View Entire Issue (Jan. 19, 1908)
10 i 11 THE SUITDAY OREGOXIAN, PORTLAND, JANUARY 19, 1908. Jm '- ,lf." 'h? 'fPfr V J.uJliW-Mt i r .. .1 w w ; Jy w-:yr - : lcpsLgbadt st" "-ir",r: " , -" " ; " " r" : : - - . . - 11 1 1 1 ii 1 111 ivv ii-ii 1 1 1 11 11 11 1 'Xi 11 i v 1 prous f " - . h - & cyp n tq thf mm S f i LAI LUI1U I II L IVLU1 Southern Pacific Announces a, NewCo-operatfve plan. HELPS ADVERTISE; CITIES 'Communities In the pacific ' North .west Will Be Aided In Securing Publicity by Two New Railroad Borons Announcement nas been mads by the passenger lepartmen.t of tlie Southern Pacific Company ot a new, and strikingly ortcloal p)an to .ttract the attention of tho world tp tha advantages of the Pa rino Coast. 'The plan contemplates a largT eapendlturo of moijey by lp rail road for -.every community on the Coast -hlch la.-wlUing to co-operate In the mat- er The proposition Is being made to the cities of the Facllb Northwest flret and . a already been adopted by several of them. . .Briany. the idea ts tor "the railroad to aid oemtnualtles tn publicity ifrprk TTie railroad plaiis to . concentrate tho efforts of eommanltles along, distinct lines ao thst all ouestlon?of .satisfactory returns will be eliminated. vSo thoroughly Is the passenger department convinced .as to the feasibility and iesfrailllty of the plan which has been formulated that It ts milling to back It up with an outlay of from possibly Uoeo.00 to W000 0O In each In stance. It Is .Impossible, however.- to es timate accurately the value of the serv ices which the Southern Pacific Company offers In connection . with this plan. ' which is tho result of many years' e.x perlenoe In community advertising and 4 development of the., co-operative features 6f the passenger ' department of the Southern Pacific Company with Western communities. It has been formulated In . the belief that it solves many of the per plexing problems as to the wise expendi ture of the publicity funds. Experience proves that communities of fer! nuike one of the following mistakes: First.' that' the literature that they pre sent. 1s unattractively eotten up': second, that the text is unconvlncipg; third, that the distribution of the booklets la- poor: :or. fourth, that the booklets are stored In thA desks of business men until the information they rontaln is worthless. f In order that . the Southern Paclftc Company might me such conditions and '.co-operate, with communities so that their publicity funds mlnht be Judiciously exi pended. the first problem to solve Was In connection with the proper distribution of literature. For this purpose this com pany has organized two Information bu reaus: The -Sunset Magaxlne Horoeseek ers" Bureau of Information and the 8un- 1 set Jlagailne Travel, Bureau of Informa tion. As indicated, thesis bureaus will be conducted by the SunBet Msgaxlne. and the Southern Pacific Company plane to make them the most complete bureaus of their -kind In the country. Homeseekers m every part of the world are to be riven accurate Information free ot charge about any section In the West. This Homeseekers' .Bureau will also co operate with communities In the distri bution of literature, offices for which hav been established In ' Portland. S.n Francisco and Los Angeles In connect n with 6unsetlaaz!BC. ' Jn addition to making a free distribu tion of literature and In aiding communi ties In getting Into touch with Innufrie, I rn reference to their particular sections the new plan contemplates the prepara tion and publication of hlgh-grado liter- Lljfilure, for each community practically at f 1 the fPenso of the Southern Pacific Com-. jlny Writers of experience are to pre- pare the manuscripts for booklets abso IJjTcIy free of Charge to communities and It is expected that very effective -argu-fments will bo produced for th,e Pacific NOrthWeflt Theiu, . itniiRiml fmtu-2 fnw Uhe plan have been adopted because the (Southern Paaiflc Cdmpany has-found by Jong experience that poor literature la a .waafe or iumey Attractive booklets with editions vary ing from 20,000- eb 100,000 copies or more will be gotten up- by Sunset Magazine Homeseekers' Bureau, which will make a distribution of the publications throogh v channels: First, to pacific points cov :ered by the Bureau; literature of the Pacific Northwest points, will bo -sent to Southern California and to Sail Fran ciseo and. there distributed through the various agencies of. th. Kniitht-n PsHRa -Company to homeaeeleers In that aec won or tne country. Second Literature win ce sent to names which have been furnished the Bureau hy the allied Bar rlman Lines of people tn the East who contemplate moving t Westward. - Bush names, for example. have ' b,een fur nished to the O R. N. Cbmpany by friends or relatives of such people In Oregon or . Washington. Third Litera ture will be sent to the principal cities or tne country (such as Bait Lake City, Denver. Omaha, Kansas City.' St Louis, New Orleans. Chicago and New Tork) in wnicn tne Harriman Llaes have repre sentatives There has been a continued demand for such literature from people twins' near mo centers memionea ana who contemplate moving Westward. It -ts planned' to place booklets of com munitles not only with the agents of the Harrlman ll'pes In the larger towns, but also so tha they shall reach and be dis tributed In the network of tiee smaller towns which are covered by the Harrl man Lines Fourth Distribution of . lit erature will be made to' names that are secured as a result' of a very extensive advertising campaign on the part of the Southern. Pacific Company Ordinarily the advertising fund at San Francisco and Portland, amounts to Over 1360,000.00 per year, as a result or this large ex penditure of mpney the Southern "Pacido Company-receives thousands of Inquiries for specific Information and It Is to such names that the Pacific Coast booklets will be sent Fifth Distribution will be made to the representatives ot the Har rlman Lines tn Europe, the headquarters or wpicn are in . Liverpool. England The Harriman Lines publish a maga zine called "Abroad" slm'ultaneouslv In Liverpool. London. Antwerp and Ham burg. This publication will co-operate with, the new movement, bv the railroad and will reprint parts of the booklet that af Irsued by Western communities. The circulation of this magazine reaches a Very desirable class of immigrants- and tt 1s expected' that the distribution of the booklets and tbe publication of extracts In reference to the Pacific. Coast -arid the Pacific Northwest Will aid rv material ly In bringing to the Pacific Coast a larco number of the desirable and much-needed farming class. The Southern Pacific Company recently bad Its official photographer make a large number of views In Oregon. These views. supplemented with new ones, taken from, 'time to time, are to "be used ht cofmec- tloa.wllh. ,thhf publicity plan. sunset Magasine is-, to be tne official organ of the entire project and will be developed very materially along these lines, v The aid. that Sunset Maaaztne will Tender the movement Is ot an Important character. For each community co operating With the railroad, the magazine will have prepared and will publish free first-class illustrated article about the community. In short, the plan Ip Its en tirety contemplates thorough co-operation .between .the railroad and communi ties of the Coast for thejr. upbuJldlne. and It Is believed that It will do much toward accelerating the movement west ward. The enyre proposition, however. Is contingent upon communities taking a page advertisement in sunset Magazine for a year Pal Inct ihel pure as Zach wasi rule 8ch lurl We ula cee as easel tentl fact! Jura CU5 H dlrJ nlo fBl thlal the furtr! A. NOR (Spec! Court motion eph .F14 d of rtl shoottna ground toxlcat! ths nlglf allowed E MA DOTE COMMUNITIES Once a , Walli mornlu robusd not, lli A tbe to that! she wrltd essarl for Ihl time dlges food trouh "Inl comp for could 1 rotlk- ach. cdy drfnu ,lng. relief J - "ACl and- about! ttetherl treated mornin before - posslb'il a pos'.l 10 lbs. "Sine Improi: used who 1)1 nervou:fl entirely! Grape'-Nl "liereV Creek. J vlll, ' HE announcement-in.The Oregonian of : Januaryvi6, :which; is : reproduced on this page. means an unparalleled I opportunity to Western communities, and especially to those of Or egon; Washington and Idaho.' Possibly, no other plan could be offered which has in it such intrinsic elements of success. ; The tremendous facilities' of the Southern Pacific Company and "allied lines to which the facilities of any other organization are not comparable are now at the disposal of communities with an attendant liberality of' co-operation by the rail road which has never been equaled heretofore in the history of publicity work. ' , , Not only has the plan "been formulated in ; the belief that it solves many fof the perplexing prob lems as to the wise expenditure of publicity funds," but it offers single communities and even states an exceptional chance to "get together," and bring: to, this section -such an influx of needed people that' every-form of 'industry will receive a 'marked.' impetus. The'plan is a radical departure from anything that has beenattempted heretofore by any rail road company. ' It is based upon mutual co-operation, and it should interest in. a vital way every com munity which is in earnest about aiding the movement Westward. Owing to crops, climatic and other conditions, 1908 offers a greater opportunity to the West in this connection than ever before. . - WRITE FOR FULL PARTICULARS OF. THE REMARKABLE SUNSET PROPOSITION. ADDRESS HOMESEEKERSf BUREAUY NoidhujesteKn DeparMentl SQ8 Wells Fargo Building rUKTUAN U UREGUM
