Here is an example of the third generation of Union Pacific tour books, one with the map-on-cover. What were they thinking? For people who’ve been to California, a map might evoke some nice memories, but people who’ve already been somewhere are not the target market for escorted tours. For people who’ve never been there, a map is nothing more than squiggly lines. A color photo of Yosemite, San Francisco, or some other sight would have been much more attractive to potential tour-goers.

Click image to download a 38.9-MB PDF of this 52-page booklet.

The cover stock is thick but untextured, making it much less luxurious than the late 1920s embossed-cover booklets. The gilt also seems to be of lower quality, as it is not as reflective as that found on the late-1920s booklets. Inside, there are plenty of very nice black-and-white photos, but not a single one in color. Printing processes have apparently approved since the early 1920s so that the black-and-white photos here are much clearer than the ones in the 1921 California Calls You booklet.

The booklet includes two pages on the 1939 Golden Gate Exposition, which limited its usefulness in future years. I’ll soon post a 1941 Union Pacific booklet that includes many of the same photos as this one without mentioning the exposition, which ended in 1940.

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