PICTORIAL CALIFORNIA and the PACIFIC
Vol. XII, No. 5, Autumn 1937

Measures 10 1/4" x 14", 32 pages.  Love, love, love this magazine!  So much great photography inside, mostly California, but occasionally other locales as well.  The cover photo is "Autumn Days on Telegraph Hill, San Francisco."  Back cover is "Pasadena's High Mountains."  Some other highlights include:  Santa Monica Mountains, various Los Angeles including The Arcady Hotel on Wilshire, San Francisco Chinatown and Coit Tower, Oakland and UC Berkeley, Beverly Hills, "Orange Country" (center spread), Yokohama, Japan, and the Great Buddha, Peking, China, + so much more!  And you get the order form, too.  :-)

The staples have rusted so this would benefit from modern staples in the seam if you so desire.  It's not too big of a deal, just a heads up.  These come up every now and again; not rare, but scarce perhaps.  The last comparable I could find sold on eBay in November 2023 (a 1930 copy).  See below for a bit of history about PC magazine.  Overall very good condition.

I have THREE up for auction this week.  Happy to offer combined shipping should you purchase more than one.


Pictorial California debuted in December 1925 by founder Eugene Swarzwald. The magazine was self-described as the first rotogravure magazine with a 24-page picture book format. Volume 5, number 1, January 1930, appeared with a name change to Pictorial California and the Pacific. The expanded geographic coverage included a new directory of hotels, resorts and other travel information The magazine was later operated by Vivian Smith Swarzwald as Publisher and Editor through the issue of Volume 43, number 1 Winter 1968. A new incoming owner, William L. Lemons, published the next issue for the Spring of 1968 without introduction, but the following issue, Volume 43, number 3, introduced the publication in color.

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