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Long (David W.) Collection
MS 923
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Contributing Institution:
California State Railroad Museum Library & Archives
Title: David W. Long Collection
Identifier/Call Number: MS 923
Physical Description:
.67 Linear Feet
1 oversize box
Date (inclusive): 1901-1986
Abstract: Miscellaneous documents collected by PFE assistant engineer David W. Long include the results of market research performed
for the Southern Pacific Railroad by the ad agency Foote, Cone & Belding n the 1950s in Los Angeles and the Oakland / Bay
area, a Harriman safey award, a press release, a land lease document, a presentation to SP President B.F. Biaggini, a roster
of PFE cars, an agreement with Goodyear Tire & Rubber Co. a stock certificate from Market Street Railway, and a Pacific Fruit
Express Co. valuation report.
Physical Location: Statewide Museum Collections Center:
Language of Material:
English
.
Collection is open for research by appointment. Contact Library Staff
Immediate Source of Acquisition
Gift of Mark Ransom, 2022
David W. Long was an assistant engineer for the Pacific Fruit Express Co. in the 1960s.
[Identification of item], David W. Long Collection, MS 923, California State Railroad Msueum Library & Archives, Sacramento,
California.
Miscellaneous documents collected by PFE assistant engineer David W. Long include the results of market research performed
for the Southern Pacific Railroad by the ad agency Foote, Cone & Belding in the 1950s in Los Angeles and the Oakland / Bay
area. They questioned the public about their perception of Southern Pacific in the Los Angeles and the Oakland / San Francisco
Bay area. One research project asked how Southern Pacific might improve, and many responses focused on the elimination of
exisiting racial segregation on Southern Pacific passenger trains in Texas and the South. In addition to market research,
Foote, Cone & Belding provided ad copy for fruits, walnuts, milk, life insurance, and railroads, including Southern Pacific.
Some of this art can be found in the Public Relations Department series in MS 10 Southern Pacific Railroad.
Additional Southern Pacific material includes the design of a Harriman safety award (1986), manufactured by McCoy Label Co.,
a press relase about repair and rehabilitation of equipment in Sacramento and Roseville (1982), a lease to land in San Mateo
County (1901), a notice listing general rules and regulations of the SP Transportation Department (1957) a presentation to
B.F. Biaggini during his visit to Sacramento Aug. 3, 1979 "The Sacramento Locomotive Works: A modern facility with 110 years
of experience, 1869-1979" and a notice of the rules and regulations of the Transportation Department (1957).
Other documents include a roster of early PFE ice refrigerator cars (1906-1932), a Market Street Railway stock certificate
(1922), a Pacific Electric agreement with Goodyear Tire & Rubber Co.(1926), and a Pacific Fruit Express Co. valuation report
of the Los Angeles car shops, yards, and facilities from 1924.
Copyright has not been assigned to the California State Railroad Museum. All requests for permission to publish or quote from
manuscripts must be submitted in writing to the CSRM Library & Archives. Permission for publication is given on behalf of
the CSRM as the owner of the physical items and is not intended to include or imply permission of the copyright holder, which
must also be obtained by the reader.
Subjects and Indexing Terms
Southern Pacific Railroad Company, Public Relations Department Pacific Fruit Express Co. Foote, Cone & Belding