The Northern Pacific Railroad and the selling of the West: a nineteenth-century public relations venture

Background of the drive for settlers. Status of western lands in 1872 ; Factors influencing emigration and migration ; Relationship of the Northern Pacific program to other emigration agencies

The Northern Pacific program gets underway, 1870-1873. Distribution of printed matter ; Getting publicity in the presss ; Public speakers, excursions, and miscellaneous devices ; Advertising in the newspapers ; Arousing interest through exhibits ; Employing agents and forming colonies ; Forerunners of the public relations counsels

The period of the big boom, 1876-1884. The flow of printed publicity resumed ; Advertising in the newspaper ; Keeping up an agitation in the press ; Use of miscellaneous publicity techniques

The period of drought, crop failures, and large-scale land sales, 1886-1893. Advertising during the adverse years

Newspapers becoming the dominant medium, 1897-1902. Paying for advertising in transportation ; Advertising in the west ; Inspiring favorable letters in the press ; Publicity techniques with source unconcealed ; The job of the land solicitor ; 1897 to 1902 in review

The campaign in Europe. The Land Department chooses its prospects ; Printed promotional material flows to Europe ; Placing advertising in European newspapers ; Exhibiting products of the Northwest ; The promotional devices summarized

An analysis of the pressures exerted. The contents of the advertising arguments analyzed ; An analysis of individual articles ; Conclusion on the worth of the promotional material

Results of the campaigns. Sales of Northern Pacific lands ; The growth of the Northwest's population ; The direction of the migratory movement ; Conclusions on the effectiveness of Northern Pacific promotion.