Guide of the Collection of David W. Long MS 923
Library & Archives staff
California State Railroad Museum Library & Archives
2023
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
.
Conditions Governing Access
Collection is open for research by appointment. Contact Library Staff
Immediate Source of Acquisition
Gift of Mark Ransom, 2022
Biography
David W. Long was an assistant engineer for the Pacific Fruit Express Co. in the 1960s.
Preferred Citation
[Identification of item], David W. Long Collection, MS 923, California State Railroad Msueum Library & Archives, Sacramento,
California.
Scope and Contents
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.
Conditions Governing Use
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
box 1, Folder 1
Market Street Railway stock certificate, May 9, 1922
box 1, Folder 2
Pacific Electric Railway Co. agreement with Goodyear Tire & Rubber Co., Feb. 24, 1926
Pacific Fruit Express Co.:
box 1
Roster of early PFE ice refrigerator cars, 1906-1932
box 1
Valuation report of Los Angeles car shops as of April 1924
box 1, folder 3
Harriman safety award labels, 1986
box 1
General rules and regulations of the Transportation Department, Apr. 1, 1957
box 1, folder 5
Presentation to B.F. Biaggini "The Sacramento Locomotive Works: A modern facility with 110 years of experience, 1869-1979",
Aug. 3, 1979
box 1, Folder 6
Press release, repair and rehabilitation of equipment in Sacramento and Roseville, Mar. 22, 1982
Market research for SP by Foote, Cone & Belding :
box 1, Folder 7
"If you were running Southern Pacific, what changes would you make?"
box 1, Folder 8
"Recommendations for a study of the Daylight coach travel market, Jan. 1956
box 1, Folder 9
Study of the Coast Daylight passenger travel market, May 1956
box 1, Folder 10
"What do people think of Southern Pacific?", circa 1952
General Research Bureau, "Public opinion poll on Western industry", 1952
