California Picture Book: 1940

After the Grand Canyon, California must have been Santa Fe’s leading tourist destination, yet we’ve previously seen only one Santa Fe booklet dedicated to that state, from 1938. This one is from two years later, and other than the cover the main difference is that a full-page photo of a southern California orange grove has been replaced with a photo of the newly completed Bay Bridge and a couple of reminders that the Golden Gate Exposition would “open again in 1940.”

Click image to download a 22.6-MB PDF of this 48-page booklet.
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In both editions, two pages of text introducing readers to California were written by John Steven McGroarty (1862-1944). Born in Pennsylvania, he moved to California in 1901 and worked as a writer. He wrote several books and a play about California history and was elected to Congress twice in the 1930s, where he introduced a proposal for an early version of social security. His flowery prose probably seemed quaint in 1940; today it is completely dated.


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