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 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.
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.
75.93 linear feet, 55 boxes
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obtaining necessary permissions rests with the researcher.
Open to qualified researchers by prior application through the Reader Services Department. For more information, contact Reader