West by south . . . . half south [by] E. McD. Johnstone. [Buffalo, N. Y. Matthews Northrup & Co., 1890.]. 21.4x17.6 cm, pp. [1-6] 7-98 [99-100], profusely illustrated with photographs and with drawings by Johnstone, printed in brown, blue, red and black, original pictorial brown wrappers, printed in dark brown and gold. First edition. An elaborate souvenir or promotional booklet produced or sponsored by the Southern Pacific Company that describes their southern "sunset route" from New Orleans to California. Includes considerable coverage of "places of interest and resort" in California, including the Sierra Nevada, pp. 72-. This elaborate advertising booklet was probably directed toward high-end American travelers, such as those who patronized Raymond-Whitcomb's vacation excursions. Johnstone worked in the passenger department of the Southern Pacific Company for about eight years, writing and illustrating advertising copy for its publications. In 1893 he and William V. Bryan founded THE TRAVELER, a San Francisco "illustrated monthly journal of travel and recreation," promoting Pacific Coast hotels, resorts and travel, which he edited until his death in 1895. Small chips and some wear to edges, several small stains to covers, a sound, good copy with tight, clean interior. (#166565).
No statement of printing.