The Eugene Swarzwald
Pictorial California and the Pacific Collection consists of 9,674 black and white photographs, negatives, a photograph album, magazine mock-ups, letters, and
ephemera acquired between 1925 and 1968 by Eugene Swarzwald and the Swarzwald family for considered use in the magazine
Pictorial California and the Pacific. Images depict California and the West with some coverage of the rest of the United States and international destinations.
The collection contains photographs depicting general city views of communities in California, scenic views of wilderness
areas, images of parks, schools and universities, museums, and points of historic interest (including California mining towns
and missions). The collection is strong in subjects related to leisure and social and recreational activities, with particular
emphasis on hotels, golf courses and country clubs, amusement parks, zoos, and beaches. Many of the photographs are by the
Keystone Photo Service, a company founded by Eugene Swarzwald in Los Angeles in 1919. Other photographers in the collection
are Chuck Abbott, Adelbert Bartlett, Lionel T. Berryhill, Lil and Al Bloom, Hal Boucher, Campbell-Ricco-Mazzuchi Photography,
Caroll Photo Service, Garth Chandler, Walter J. Collinge, Fairchild Aerial Surveys, George O. Fales, Frasher's, J.P. Graham,
Dean Hesketh Company, Charles M. Hiller, Pat and G.E. Kirkpatrick, Don Knight, Albert J. Kopec, Ward Linton, Lothers and Young,
Hubert A. Lowman, David M. Mills, Don Milton, Gabriel Moulin Studios, Karl Obert, Earle O'Day, Pacific Air Industries Aerial
Photography, Dave Packwood, Padilla Studios, Maynard L. Parker, Jack W. Patterson, Julius Shulman, Spence Air Photos, H.W.
Steward, Thiem, Harry Vroman, Whithurse Aerial Photos, and Steven H. Willard.
The Pacific Press Syndicate, Inc. began publication of Pictorial California in December of 1925. The title was soon changed to Pictorial California and the Pacific by Eugene Swarzwald, president of the Pacific Press Syndicate and Keystone Photo Service which supplied many of the magazine's
images. Swarzwald's magazine promoted the virtues of California and the western United States, and was distributed by chambers
of commerce, railroad and steamship companies, and hotel management. The magazine is entirely graphic, consisting of photographs
with captions but very little narrative accompaniment. The Swarzwald family produced the magazine until 1968 when it was
taken over by a new publisher.