California AHGP - New California - Chapter XVI



One of hte most marked features of modern industrial and social life in California is the remarkable immigration movement of the last few years. Though there had been a following of the star of empire toward the west ever since the days of the Argonauts, the movement was not organized by Californians until the beginning of the California Promotion Committee.

Mr. Hamilton Wright has summarized the story of that organization as follows:

The California Promotion Committee is a disinterested society, supported by public subscriptions and kept alive through the work of its members and officers who give their services gratuitously. The movement for an organization of this character started in April, 1902, but it was not until September fo 1902 that is was placed on a good running basis and not until the middle of October that the work began to show effective results. Since September, 1902, the results of the Committee's work have proved cumulative. Its influence and reputation have constantly widened. The number of inquiries from all parts of the world have increased and the committee recognized as a public institution devoted to the welfare of the state has sent unbiased information to thousands of persons who have now settled and are owning homes and farms as the result of correspondence with the committee. The fund for carrying on the work came through popular subscriptions in amounts varying from one to fifty dollars monthly for the period of one year. The movement was very popular from the first, for there were thoe who recognized its necessity to such an extent that they were willing to contribute funds, although the benefits which accrue to them are those in which they share with the rest of the state and the community at large. Many organizations are established to bring colonists and develop other interests of the state. Comparatively few succeed to such an extent that enthusiasm in the work is manifested in continued financial support. Why, then, has the California Promotion Committee been successful and what are the methods under which it has attained success? One answer is sufficient for both queries. The California Promotion Committee has been managed throughout on the principles which apply to a reliable, up-to-date business concern. The work has been impartial, it has been vigorous, and more than all it has been effective. Other states contemplating or already engaged in development work have sent their representatives to California to study the methods of the Promotion Committee and have expressed themselves as profiting with the knowledge gained. In fact, the secretary of the Merchants' Association of Honolulu, H. T., came to San Francisco, studied the work of the California Promotion Committee, returned to Hawaii, and now in Hawaii there is the Hawaii Promotion Committee. A Texas organization has had its representative here studying California methods of advertising, while a New Orleans commercial body has adopted the methods of the committee.

The Promotion Committee has brought, in results traceable, thousands of people to California and these people have settled down into the work of the community, purchased property and are a substantial and progressive element. These families have settled in different portions of the state according to their needs and according to the ability of each section to give them that for which they seek. It is a tribute to the sagacity of the business men who support the committee that the territory sought to be colonized is of far greater extent than the locality from which the immediate profits of their business are derived. It is generally recognized that, however, ernest, no amount of promotion work can ever create an oasis of prosperity amid a desert of financial or agricultural stagnation, and that the general level of prosperity must be raised in order that one section shall prosper. The committee thus takes a braod attitude and discourages invidious comparisons between different sections of the state. The committee has advertised in the best magazine and these advertisements have brought inquiries in answer to which more than 300,000 pieces of literature in regard to California have been sent. The committee has sent lecturers through the east, California farmers have gone through eastern farming districts. Articles on California have been spread abroad through eastern newspapers and magazines. In connection with the California fruit growers the committee has done work in the east with the view of assisting in harvesting and caring for the fruit crop.

One feature about the work of the California Promotion Committee is that every letter to an interested easterner is answered personally and not, as is often done, by printed circulars which do not give the thought and individual attention which is necessary not only to explain to a man why it may be desirable for him to locate in this state, but to give him the specific information which he seeks. The same state or commonwealth will appeal to no two men in precisely the same manner, and thus a circular on general lines will not constitute the direct appeal which a personal letter will when you give a man just the information he desired.

This personal plan of work is a factor in the success of the California Promotion Committee as an agent to develop this splendid state. The committee has had in the field a number of representatives, sometimes as many as six, who have lectured and talked personally to the easterner upon what California has to give him. The committee's representatives have been men who are intimately acquainted with the agricultural and industrial conditions in California, who have themselves engaged in building up the state and are therefore able to speak convincingly.

The National Magazine, of Boston, Massachusetts, has the following to say of the committee:

"The work of the state development has reached an advanced stage in California, where the leading commercial bodies, boards of trade and chambers of commerce have formed themselves into a central organization known as the California Promotion Committee. The Promotion Committee is devoted exclusively to promoting the settlement and development of the state at large. Its purposes are wholly public and its members are representatives of the local organizations. The success of the committee has been remarkable. During the past year and one-half it has brought thousands of settlers to the state and located them through the farming and fruit-raising districtss. The committee has been instrumental in bringing a great amount of capital and inducing industrial establishments to locate in California. Considering that it is the only organization of its kind in the world, and that it has no ulterior purpose to serve, the innovation has been worthy of its support. If the commercial bodies of the other states can combine with like success they will do well to follow California's example."

The success of the work of the California Promotion Committee is a revelation of the enthusiasm which has been displayed in all sections of the state and the co-operation which is the greatest factor in the work for greater California.

One of the foremost results accomplished by the committee since its organization has been the success attending its efforts in dividing up large tracts of agricultural land, so that this land would be open to small settlers. Already the California Promotion Committee has heard from more than fifty of the largest land owners in the state, that they will be willing to sell their lands to intending purchasers in blocks of one, five, ten, fifteen and twenty acres. In all cases the terms are favorable to the settler, and in many instances wage for work is taken in lieu of cash payments. Almost all of the settlers are possessed of some means, and already many have taken advantage of this splitting up of great tracts. Formerly much of the best land in the state was not available to the settler, because it was held in great blocks and managed on a large scale, the workers being merely transient. These large holdings were due partly to the fact that many of the holdings came through large Spanish land grants and this new management on a large scale continued long after the grants had been confirmed and had passed into other hands. Now, however, the settlers are getting more from the land than ever before, because they are farming it in small blocks and are established permanently. They are not transient laborers, but are permanently settled in the country and are a most valuable addition to the wealth of the state.

The California Promotion Committee has been instrumental in securing several important conventions to the city and in assisting in bringing many others. during the visit of the German Agriculturists to California last May the committee was in charge of the itinerary of the party and had the visit of these important people lengthened from three to eight days. The German Agriculturists visited all portions of the state and upon their return to Germany their views of California were printed and widely disseminated. The committee is now co-operating with the California Creamery Operators' Association with a view of securing the convention of the National butter Makers' Association in 1905. The convention will meet in St. Louis in October, 1904, and will then determine on the convention city for the succeeding year. Inasmuch as about 8,000 butter makers from all parts of the United States attend this convention, it is very important that it should come to California. Correspondence and personal work has already been done to secure this convention, and the Creamery Operators' Association are preparing for a good exhibit at the World's Fair as a part of the work of getting the Butter Makers' Association convention to come to California.

The committee is conducting an efficient campaign for tourist hotels in many sections of the state, and it is shown from experience that an increase of hotels in desirable localities create an increase in the number of tourists. California has infinitely greater diversity and scenic attractions that Switzerland. The amount of money raised annually from industries supported by tourists alone in Switzerland exceeds $40,000,000, and there is no reason that a greater amount should not be expended in California. The state is already equipped with some of the finest tourist hotels in the world and those who have visited hostleries state that in both accommodations and rates, California compares favorably with Switzerland. There is room, however, for many more tourists than those who now come here.

From the start the success of the California Promotion Committee has been remarkable. There was a firm determination, which has been strictly observed throughout the work of the committee, to exclude all "boom matter," to present a comprehensive and accurate manner the actual resources of the state, the opportunities for settlers, the price of land, etc. It is for this reason that the efforts of the committee in advertising the state in the east have brought remarkable results. Although the committee has advertised on a most extensive scale, yet their advertising has not been a "boom" nature. No exaggerated statements have been disseminated, and only facts have been given, so that the prospective seller has not been disappointed upon coming here. At the start of the committee's work display advertising was taken in prominent eastern magazines, having an aggregate circulation of 12,000,000 copies. the purpose of this advertising was to call the attention of those interested in California to the fact that by writing to the California Promotion Committee they could secure reliable and unbiased information upon all portions of the state. In addition to the display advertising the committee 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 cpies, 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 cards, 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 only as 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 respnsible 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 law 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.


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 Joaquin 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 sence 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 writers, of scientific achievement, as well as of the products of the soil and of the mine. The publication has met with such widespread appreciation that it now goes, by annual subscriptions, to more than 15,000 homes in all parts of the world, while more than this number of copies are distributed by the American News Company and its branches. Jack London, Joaquin Miller, Gelett Burgess, W. C. Morrow, Luther Burbank, John Muir, Flora Haines Loughead, Eleanor Gates, and a hundred other writers of prominence are represented in its pages. Editorial sheets, with clippings from the magazine suitable for reprinting, are sent out each month to every newspaper of prominence in the United States. Between five and ten thousand artistic posters showing in color some striking figure characteristic of the west, and calling attention to the cntents of the magazine, are distributed and displayed throughout this country and Europe. The magazine carries over one hundred pages of advertising, most of it relating to California and the west, telling of products of soil or factory, or setting forth the claims of health resorts of the advantages of special counties or towns. Words of praise and appreciation for this magazine are numerous, and its great value in up-building the state by reason of the class of readers which it commands is impossible to estimate.

The London agency of this company prints monthly and distributes widely its monthly publication, abroad, devoted exclusively to telling of California and adjacent states. It is given out by the many agents and sub-agents of the company throughout Europe, Asia and the Orient, and is growing constantly in effectiveness and influence.

Rufus P. Jennings, executive officer of the California Promotion Committee, furnishes the following facts regarding the new time in California:

It is a great human interest story, this of the coming of home-seekers to a new country, of the tilling of untilled fields, of the turning up of virgin soil by the plow. It is a story of hope, of courage, and should be a history of substantial progress in the development of each locality.

"Our Unpeopled West" is more than a catchy phrase. Those who have noted the findings of the twelfth census have certainly observed that the center of population has moved but slowly westward and that a large portion of the population of the United States occupies a portion less than half its eastern area. The progress made in the development of irrigation in our states ranked as arid and semi-arid has thrown a vast extent of now tillable lands open to settlement and gives greater promise for the future. In the city of Chicago alone there are more people than there are in the entire state of California. California has a seaboard greater than all the New England coast. In size it is second only to Texas, yet it has a population of but 1,500,000.

In California we have an organization known as the California Promotion Committee. Its object is to settle and develop the state. We work on the principle that though there is no one section which will suit everybody, there are localities in the state fitted to the needs of every home-seeker. When we find someone who is interested in California we try to present, in an unbiased manner, the resources of every portion of the state. Should we find that the prospective settler prefers any one region we furnish specific information on that particular locality. We believe that in a new country men of the right sort are needed more than money. Money without the application of human brain and brawn will not develop natural resources, nor will it make two blades of grass to grow where one has grown before.

The California Promotion Committee represents the leading commercial organizations of the state of California. The committee was organized about a year and a half ago, and in that time it has expended $50,000, with the result that thousands of home-seekers have been satisfactorily settled. I believe that by an organization on broad lines, covering the entire state, and all sections working in harmony, much greater results have been achieved, not only for the state at large, but for each section and from the standpoint of those who have come to California--and this is most important of all--I believe that they have been more honestly and satisfactorily located than if we had endeavored to impress them with any particular section and "knock" other localities. In fact, if a man writes about another state--Oregon or Washington, for instance--we always refer him to the proper sources of information in those states, firmly believing that a man rightly settled will become a producer; but if unwisely settled he himself not only fails to prosper but the entire community feels the setback resulting from his "hard times."

An important industry in our state, and one which we consider offers exceptional opportunities to the man who is familiar with this pursuit, is dairying. the values of dairy products in California is more than $18,000,000 each year, and yet $1,500,000 of dairy products are annually imported into the state. With 300,000 acres planted to alfalfa, California ranks second only to Colorado. Our climate permits cattle to graze the year round, without housing or being fed in winter. California butter is of fine quality and has a large export. Our cheese is said not to be as good as eastern cheese, which is imported, but the dairying industry is as yet nascent in this state. It is only a few years ago, probably not more than ten or twelve years at the utmost, that modern dairy methods and machinery, cream separators and their like, came into anything like general use. The industry needs only more experienced, scientific butter-makers to make it one of the most important in the state. We possess all the natural qualifications in our dairy products to make cheese which shall be second to none, and as this industry develops, California cheese will assume a high place in the world's market.

Another industry in California which has become of immense importance in the development of the state is the raising of citrus and deciduous fruits. This product amounts to more than $40,000,00 each year, exclusive of home consumption, and the raising of small fruits, such as berries, etc. The fruit harvest in California is unique. The rapid development of this industry, which was of comparative unimportance eighteen years ago, has called forth the most highly systematized organization of an army of 250,000 workers, to each of whom is allotted some special task. the two industries, dairying and fruit raising, each present opportunities to the settler. But the opportunity in each for any incoming home-seeker must be gauged by the capital he has to invest, his previous training and his natural inclination, and other things being equal, including the important personal equation, by the period that he can await returns. It takes several years of patient labor and the investment of some capital to get an orchard--lemon, olive, fig, apple, cherry, peach, pear, quince, etc.--into bearing where it will yeidl an income. Often the returns are exceedingly large, considering the acreage, giving an income per acre of from $200 to $500 annually, but the newcomer must have ability and patience to bide his time. On the other hand, a dairy farm will yield more immediate returns. In fact, it may become productive of an income from the first month of its establishment. It requires more assiduous care throughout the year, although even in the "idle months" the prosperous fruit grower will give them and attention to his orchard.

Chicken raising is an industry which in California has attracted much attention from home-seekers. It is a curious fact that out of more than 60,000 letters received by the California Promotion Committee, more than one-half have inquired about the opportunities in this industry. The most notable chicken-raising town in California is Petalume, in Sonoma county. In the first four months of this year I am informed that 1,484,441 dozen eggs were sold in Petaluma for shipment and cold storage alone.

"At an average price of 25 cents a dozen," says a press dispatch, "the income to the egg ranchers for this period exceeded $375,000. In addition, more than $15,000 worth of chickens were shipped from Petaluma. The annual egg output of Petaluma has been established at 2,200,000 dozen, but it said the 5,000,000 dozen will not be tood high an estimate for 1903." Petaluma has a population of 5,000. The twelfth census showed that there were 850,000 white leghorn fowls in Petaluma, exclusive of other breeds. There are many other sections of the state in which poultry raising is carried on on a wholesale scale. Even so, there is an importation in California of several million dollars of poultry products yearly.

Diversified farming and the raising of small fruits are industries which appeal to many and in which the rural population of California derives a large living. The success in cultivation of small plots of land under irrigation is one of the greatest of all factors in the state's progress. thousands of newcomers to California engage in diversified farming and small fruit farms with success. As the California Promotion Committee, we find that the publication of what has been done, giving names and addresses of parties, is effective. In publishing such matter without comment the prospective settler is able to judge for himself whether the industries mentioned appeal to him. It is a method which in my opinion is beneficial, not only to the state, but is of advantage to the prospective settler.

One of the most notable instances of success in small farming is that of Mr. Cleek of Orland, who has lived on a single acre of land for twenty-five years, and from it has made enough to support himself and wife and put money in the bank amost every year. In fact Mr. Cleek has accumulated sufficient capital from this plot to be able to loan money. Thomas Oats has an orchard two miles from Sacramento, from which he realizes $1,200 an acre for Royal Anne cherries. Florin, in Sacramento county, is noted for its strawberries. Up to August 5th last year, Florin shipped 1,095 tons of strawberries, having a value of $131,400. Robert Barneby, at Florin, rented five acres of land on equal shares. The patch yielded 2,900 crates, from which Mr. Barneby received as his half, after paying for all crates and baskets, $1,026. I have names of about thirty others at Florin, which possesses a railway station, a country store and some other scattered buildings, who have done as well. Margaret and Lizzie McMurray, at Fair Oaks, off a quarter of an acre of phenomenal and Logan berries, sod $300 worth of berries net, besides $144 worth of plants. Wing Steward of San Diego, five hundred miles south, has forty bushes of guavas on a patch of ground 30 by 68 feet in size, from which he picked 2,000 points of fruit; before the season closed in February, he picked another thousand pounds. J. E. Hayden this year tells me he sold $500 worth of strawberries from one acre of ground. The output of berry farms is not incuded in statistics of the state's fruit crop.

When an inquirer wishes to know either about dairying or fruit-raising and wishes to balance therelative merits of each, these are presented to him the fullest manner possible; he is informed of the conditions and opportunities in each industry in the localities with which he is most impressed, and the decision is left entirely to him without any attempt to influence his choice, either directly or by an unfair presentation. To supply this information requires a large and competent staff. Over 200 letters are sent from the Promotion Committee daily, in answer to inquirers from all parts of the world. The committee maintains a headquarters in San Francisco. These headquarters, by the distribution of great quantities of literature, etc., help to arouse an interest among Californians in regard to their own state, as well as to furnish a convenient opportunity for visitors to obtain information. In fact, the work done at home, in the commonwealth itself, must be the foundation of all real success in the upbuilding of the state. What one organization can acomplish singly is infinitesimal when compared to the results obtained when all citizens are aroused to enthusiasm and lend their co-operation in seeing that home-seekers are satisfactorily established in the new land. California has been conspicuously successful in advertising its resources. The state has now reached a period of steady industrial growth and this advertising has taken on a sober, honest tone. The publication of glittering generalities is frowned down upon. In the entire history of California, embracing that period since agriculture and industrial enterprises have come to vie in commercial importance with mining, I know of only one large colonization project where the intending settlers have been willfully misinformed as to the opportunity awaiting them. Needless to say, this project is a total failure. Co-operation is the watchword in California's progress. The man who cultivates the soil should have the best we have to give. I believe we are giving him our best.

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