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Sunset (magazine)
Sunset is a lifestyle magazine in the United States. Sunset focuses on homes, cooking, gardening, and travel, with a focus almost exclusively on the Western United States. The magazine is published six times per year by the Sunset Publishing Corporation which was sold by Time Inc. in November 2017 to Regent, a private equity firm led by investor Michael Reinstein. Regent formed the publisher Archetype in 2019 for its media holdings.
Sunset began in 1898 as a promotional magazine for the Southern Pacific Railroad, designed to combat the negative "Wild West" stereotypes about California.
The Sunset Limited was the premier train on the Southern Pacific Railroad's Sunset Route, which ran between New Orleans and San Francisco (the train is still in operation—from Los Angeles—as part of the national Amtrak system). Sunset Magazine was started to be available onboard and at the station, in order to promote the West. It aimed to lure tourists onto the company's trains, entice guests to the railroad's resort (the Hotel Del Monte in Monterey), and possibly encourage these tourists to stay and buy land, since the Southern Pacific was the largest single landowner in California and Nevada.
The inaugural issue featured an essay about Yosemite, with photographs by noted geologist Joseph LeConte. There was information about train travel, as well as social notes from Western resorts, such as this from Pasadena: "The aristocratic residence town of Southern California and rendezvous for the traveling upper ten has enjoyed a remarkably gay season and the hotel accommodations have been sorely taxed." Poetry featuring railroad themes and a later string of short stories in which characters swapped tall tales, always aboard a train, also highlighted travel by rail. Most of these early stories were penned by Paul Shoup, who later abandoned fiction to become president of the Southern Pacific.
On April 18, 1906, the 1906 San Francisco earthquake destroyed the Sunset offices. The May 1906 edition was a six-page emergency issue, in stark contrast to the 214-page April 1906 edition. The issue opened with a dire communiqué from E. H. Harriman, president of the Southern Pacific: "The earthquake on the morning of April 18th was the most severe that has occurred since San Francisco became a great city". Next came a message from Sunset's publishers: "This is to announce that by reason of the recent destruction by fire of the Sunset Magazine offices on April 18th, this Emergency Edition will be the only issue of the magazine for the month of May.… The priceless stock of drawing, photographs and engravings was burned.… In one day the accumulation and accomplishment of years were swept away".
Soon, however, the magazine was trumpeting its hometown's revival, in articles like "San Francisco's Future" and "How Things Were Righted After the Fire of 1906". In "A San Francisco Pleasure Cure", an early story by Sinclair Lewis published in the magazine, a tired businessman revived himself through a visit to the rebuilt city.
Southern Pacific purchased the Portland-based Pacific Monthly in 1912, and merged it with Sunset, to form Sunset: The Pacific Monthly. By 1914, the magazine had built strong national circulation and reputation, and the Southern Pacific sold the magazine to William Woodhead & Co., a group of employees who wished to continue the focus on the American West, but less corporate influence. The Theodore Roosevelt administration indicted the editor, writer, photographer, and aviator associated with a story entitled "Can the Panama Canal be destroyed from the air?" citing national security concerns; the magazine was still owned by the Southern Pacific when the story was published.
The publishers announced their ambitions in the December 1914 issue. Among the promises were reporting from war correspondent Arthur Street, who the magazine sent to Asia to cover the impacts of war and the opening of the Panama Canal on the world; reporting in North America supported by the purchase of a new automobile; coverage of international expositions such as the Panama–Pacific International Exposition; responses to inquiries of a newly-established service bureau, to field questions from readers about relocating to the western U.S. and other matters; and a renewed commitment to fiction and photography.
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Sunset (magazine)
Sunset is a lifestyle magazine in the United States. Sunset focuses on homes, cooking, gardening, and travel, with a focus almost exclusively on the Western United States. The magazine is published six times per year by the Sunset Publishing Corporation which was sold by Time Inc. in November 2017 to Regent, a private equity firm led by investor Michael Reinstein. Regent formed the publisher Archetype in 2019 for its media holdings.
Sunset began in 1898 as a promotional magazine for the Southern Pacific Railroad, designed to combat the negative "Wild West" stereotypes about California.
The Sunset Limited was the premier train on the Southern Pacific Railroad's Sunset Route, which ran between New Orleans and San Francisco (the train is still in operation—from Los Angeles—as part of the national Amtrak system). Sunset Magazine was started to be available onboard and at the station, in order to promote the West. It aimed to lure tourists onto the company's trains, entice guests to the railroad's resort (the Hotel Del Monte in Monterey), and possibly encourage these tourists to stay and buy land, since the Southern Pacific was the largest single landowner in California and Nevada.
The inaugural issue featured an essay about Yosemite, with photographs by noted geologist Joseph LeConte. There was information about train travel, as well as social notes from Western resorts, such as this from Pasadena: "The aristocratic residence town of Southern California and rendezvous for the traveling upper ten has enjoyed a remarkably gay season and the hotel accommodations have been sorely taxed." Poetry featuring railroad themes and a later string of short stories in which characters swapped tall tales, always aboard a train, also highlighted travel by rail. Most of these early stories were penned by Paul Shoup, who later abandoned fiction to become president of the Southern Pacific.
On April 18, 1906, the 1906 San Francisco earthquake destroyed the Sunset offices. The May 1906 edition was a six-page emergency issue, in stark contrast to the 214-page April 1906 edition. The issue opened with a dire communiqué from E. H. Harriman, president of the Southern Pacific: "The earthquake on the morning of April 18th was the most severe that has occurred since San Francisco became a great city". Next came a message from Sunset's publishers: "This is to announce that by reason of the recent destruction by fire of the Sunset Magazine offices on April 18th, this Emergency Edition will be the only issue of the magazine for the month of May.… The priceless stock of drawing, photographs and engravings was burned.… In one day the accumulation and accomplishment of years were swept away".
Soon, however, the magazine was trumpeting its hometown's revival, in articles like "San Francisco's Future" and "How Things Were Righted After the Fire of 1906". In "A San Francisco Pleasure Cure", an early story by Sinclair Lewis published in the magazine, a tired businessman revived himself through a visit to the rebuilt city.
Southern Pacific purchased the Portland-based Pacific Monthly in 1912, and merged it with Sunset, to form Sunset: The Pacific Monthly. By 1914, the magazine had built strong national circulation and reputation, and the Southern Pacific sold the magazine to William Woodhead & Co., a group of employees who wished to continue the focus on the American West, but less corporate influence. The Theodore Roosevelt administration indicted the editor, writer, photographer, and aviator associated with a story entitled "Can the Panama Canal be destroyed from the air?" citing national security concerns; the magazine was still owned by the Southern Pacific when the story was published.
The publishers announced their ambitions in the December 1914 issue. Among the promises were reporting from war correspondent Arthur Street, who the magazine sent to Asia to cover the impacts of war and the opening of the Panama Canal on the world; reporting in North America supported by the purchase of a new automobile; coverage of international expositions such as the Panama–Pacific International Exposition; responses to inquiries of a newly-established service bureau, to field questions from readers about relocating to the western U.S. and other matters; and a renewed commitment to fiction and photography.