mittee then inaugurated a press campaign throughout the United States and illustrated articles averaging 2,000 words in length were printed in publications having an aggregate circulation of more than 15,000,000 copies. Special California numbers even of prominent eastern magazines have been issued at the suggestion of the committee and so great has been the interest of the east in California that these articles and California numbers have been published without cost to the committee.

Another feature in which the press campaign of the committee in the east has been strengthened is in the wide reviews given its publications. The California Promotion Committee has already issued four publications. "San Francisco and Thereabout," "San Francisco and Its Environs," "California To-day," and "California Addresses by President Roosevelt." These books have been reviewed by eastern publications having an aggregate circulation more than 10,000,000 copies, and as far as the committee knows—so say its members there is not a single instance of one unfavorable review. The tone of the reviews has been of approbation concerning not only the mechanical appearance but also the conscientious manner in which these publications have been issued. The circulation of the book "San Francisco and Thereabout" has been close to 20,000 copies, which is remarkable for a book of this nature, and the papers of the east have commented on the enterprising and unique manner in which California does its advertising, as shown by the fact that the books are printed in handsome form and written in a most creditable literary style. Another volume of the California Promotion Committee is "California To-day," by Charles Sedgwick Aiken. This book treats on all portions of the state. It contains 191 pages of matter, 61 of which are full-page illustrations. A year was taken in its compilation, and information such as prospective settlers would desire is accurately given therein. "California To-day" is distributed free of charge at home and on receipt of six cents in postage it is sent to any part of the world. In addition to these four books the Promotion Committee has printed a great many pamphlets, folders, etc. Another feature of the work of the committee in the east has been the telegraphing of San Francisco temperatures to a very large number of cities throughout the United States. In fact San Francisco ranks third in the number of cities in which these daily temperatures are posted. The Promotion Committee arranged for bulletin boards upon which these daily temperatures

might be displayed. The committee has recently arranged with the United States Department of Agriculture for the distribution of the weather bureau bulletins "Climatology of California," by Prof. Alexander G. McAdie. This bulletin is most valuable to everyone and is of special value to the farmers and agriculturists. A limited edition of 2,500 copies was issued by the government at a cost of $4,000. Before the plates were destroyed, however, the government, by arrangement with the committee, has printed a thousand extra copies which will be distributed at the price of 50 cents each, the money being refunded to the government. This is without doubt the most complete book on the climatology of any state.

The work of the committee has been personal as well as through the press. The committee has sent seven experienced lecturers through the east. These gentlemen have been competent to deal with the state. They have distributed thousands of circulars upon California and have held meetings in which stereopticon views of the state were exhibited. They have made campaigns from farm to farm in buggies and have personally talked with thousands of people. The result of their work has been directly shown by the number of people who have come to California with whom they have had direct correspondence. The enthusiasm in this branch has been great and prominent people of the state have been glad to offer themselves for this patriotic service.

An interesting department of the California Promotion Committee has been the Employment Bureau, which has sought for reliable help for farmers and orchardists who have not had a sufficient labor supply in marketing their crops. Nine hundred and seventeen persons came to California last spring as a result of the committee's Employment Bureau, and there have been many thousands of whom no record was kept, but who have been satisfactorily employed through the bureau. It is a singular fact that the bureau has been the means of interesting many people of property in California farms in the east and who have been engaged in harvesting the crop while getting the lay of the land and seeing what portions of the state were best suited to their demands. As an instance of this may be mentioned a fruit grower of Texas with the sum of $6,000 who, with his family, engaged in the fruit packing houses and in the orchards and who finally bought a fine place in the northern portion of the Sacramento Valley, and who is now doing well.

In all more than 84,000 people came to California last year and many of them invested and engaged in various businesses.

After all is said and done, the work of the California Promotion Committee has resulted in much good to California and more will follow.

Mr. Wright's story of the work of the committee shows how the New California is growing. Further details in the form of transportation figures are of interest.

Within four years the Southern Pacific Company has brought into California 139.884 prospective residents, and has expended in improving its railway system $86,603,938. These are two big items, among many small ones, which tell what "The Railroad"-familiarly so-called since the days of the building of the first overland line-has done lately for California. Figures like these tell their own story, but the details of what they represent cannot but interest Californians. The lesson of the work behind these figures is that if all the great forces that stand for the promotion of the state's best interests would only co-operate and do proportionately as much as the Southern Pacific Company has done and is doing, the year is not far away when California will reach the twenty million mark in its population, and that doesn't mean any jostling of elbows within California's tremendous area. Statisticians and scientists elsewhere in this New Year "Chronicle" of promise and hope will point out to you that twenty millions of people can live more comfortably and happily here in the valleys of the Sacramento, the San Joaquin, Sonoma, Napa, San Gabriel and hundreds of other fruitful vales than they can in the valley of the Ohio, the Susquehanna, the Housatonic, the Rhine, the Po, or the Danube.

That is all settled; scientists backed by experience have demonstrated these facts of social and climatic economy. Most Californians, as they lament the state's lack of desirable population, recognize such truths and they write letters and mail newspapers and send illuminated post cards as far afield as individual inclination and pocketbook will permit. This all helps. But more helpful, because greater and more widespread, are the efforts of a big corporation like the Southern Pacific, not only to tell the world about California, but to bring a good slice of the earth's population out this westward way. There is not a quarter of the space here to tell the story. The work is too great, the letters are too long, the world is too wide, people are too many, and life is too short to subdivide and paragraph and interline the narrative

of the company's unceasing labors that all lead to one result-FOR CALIFORNIA. Advertising in a thousand ways, attractive, alluring, wide-awake and insistent; constructing new lines and rebuilding old ones; new depots, new cars, new locomotives; the marshaling of an army of indefatigable agents in all the corners of the earth; the equipment of independent, free-lance lecturers with lantern slides; reproductions of attractive California photographs, and in many cases with ready-made lectures, too-all these are only the black-letter headings of the story that will tell you of what "The Railroad" to-day is doing in a very systematic and successful manner. The figures above speak as only figures can. They tell of the year and the four years past; the figures for the three years to come, according to present plans, should make these look as insignificant by comparison as the White Mountains of New England are insignificant when compared to California's Sierra Nevada. How is it all done? How? When? Where? These are questions interesting to the average reader which can be answered only briefly here.

The colonist movement, as it is known to railway men, the selling of a low-rate ticket to a householder to permit him to come into a new country to spy out the land with view to removing his residence here, has been thus far most successful in attracting travel Californiaward, and will continue. It was this movement which was largely responsible for building up Kansas, Nebraska, Iowa, and other middle western states. Seeing is believing, in cases where the country is worth seeing. The visit to California of one observing man influential in his neighborhood is worth more than a ton of pamphlets. When John Jones of West Cornwall, Connecticut, returns home after spending two or three months in California, he is able to tell some convincing story concerning the possibilities and opportunities of this section of the nation, and can hold his audience more effectively than many printed pages. He knows because he has seen, and his arguments are unanswerable. The far-reaching effect of 139,884 human documents like John Jones-that is the grand total of colonist tickets sold by the Southern Pacific agents 1900-1903— cannot be stated adequately. The records show that the issuance of colonist rates for California met a popular demand in the spring of 1900, when these tickets were first issued, though only 6,439 were sold, while 39,616 were sold in the spring of 1903. The year's total, 1903, reached the surpassing figure of 76,068. The issuance of these low one-way rates each spring and each

fall is a settled movement which is widely advertised. Small pamphlets, telling of these rates and California's attractions, twenty, thirty or fifty thousand of them, according to demand, are distributed broadcast in all the centers of population of this country and Europe. Agents everywhere, not only of this company, but of connecting railway and steamship lines, are kept informed; advertisements are inserted in all the principal newspapers and magazines, and in this way the colonist round-up is effected.

MISCELLANEOUS LITERATURE.

Helpful to the colonist movement, as well as stimulating ordinary travel, is the miscellaneous literature printed and sent out. This published matter includes not only Abroad, a European monthly publication, and Sunset Magazine-but books, pictures, folders, maps and pamphlets of all descriptions. This list includes books describing the Sacramento and. San Joaqin valleys, the Big Trees, Yosemite, and a primer telling of California prunes and the way to cook them, besides California For Everybody, a pamphlet containing short signed articles by residents of California, speaking from experience. This printed matter is distributed by agents all over this country and in Europe and in the Orient, as well as by agents of connecting lines. The daily mail brings often between one and two hundred inquiries about California, and these letters are all promptly answered with the necessary supply of literature.

Within the past three years the Sunset Magazine, published by this company, has grown from a small pamphlet of thirty-two pages to a publication of 208 pages, with a monthly circulation of over 40,000. In excellence of typography, artistic illustrations, and entertaining value of text, it is the equal of any magazine of its general literary character. Its avowed object is to picture by words and text the wonders of the west, and each number contains a hundred or more half-tone engravings made from the best photographs obtainable, drawings by California and western artists, and stories, descriptive matter, and poems, by the best of western writers. The magazine is in no sense an advertising publication-that is, advertising its publishers. Its matter is to advertise simply California, Oregon, Arizona, New Mexico, Utah, Nevada, and all the far western states, to tell and to show non-residents faithfully and entertainingly just what there is to be found here. It tells of the products of the brain, of the works of painters and of