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THE SUITDAY OREGOXIAN, PORTLAND, JANUARY 19, 1908.
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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
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Inct
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E MA
DOTE
COMMUNITIES
Once a
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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
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