From 1948 through 1954, the Santa Fe offered an incredible five daily trains between Chicago and Los Angeles, compared with just two each on the Union Pacific and Southern Pacific routes. The Super Chief and El Capitan, of course, were streamliners, and the Chief was mostly streamlined as well (only its baggage cars were sometimes heavyweights). The Grand Canyon Limited was a mix of streamlined and heavyweight equipment, while the California Limited was entirely heavyweight.

Click any image for a larger view.

These 1947 and 1948 ads from the Saturday Evening Post and Colliers show that the railroad used a variety of approaches to promote these trains after the war. The above ad, for example, focuses on the Heywood-Wakefield seats and other comforts in the railroad’s streamlined coaches.

“Nothing like it” emphasizes the high speeds and increasing frequencies of the railroad’s flagship Super Chief and El Capitan. Starting in 1946, the trains changed from twice weekly to every other day, and then became daily trains in 1948.

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Another approach was to focus on the food offered by Fred Harvey. The Santa Fe was the only major railroad that contracted out its food services to an outside company.

This ad encourages readers to request a copy of Santa Fe’s “winter resorts and ranch directory.” I don’t have a copy of that directory, but it must be somewhat thin as the Santa Fe’s route through northern New Mexico and Arizona misses the central and southern parts of those states, such as Phoenix and Tucson, which offer warm winter weather.

Finally, the railroad advertised that it offered Indian guides as the Super Chief and El Capitan passed through New Mexico. As we will see, the notion that the trains could be some kind of rolling Indian museum became the Santa Fe’s dominant advertising theme in the 1950s.

The Los Angeles Limited was discontinued in 1954, but the other four trains continued in service, in one form or another, until Amtrak took over in 1971.