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.

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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.