The phenomenon of colonization by big land companies, common throughout the history of the United States, came late to the Panhandle-Plains of West Texas. Ranchers held sway there up into the 20th century. Then, realizing that the future followed the plow, they, joined by business owners and speculators, founded towns on their land, competed for railroad connections, provided irrigation wells and other improvements, and engaged in a variety of advertising activities to interest prospective settlers and to sell the land to farmers at a profit. Trainloads of such "prospectors" were brought in to tour the land; and salesmen of all kinds roamed all the more settled states painting enticing pictures of the fertile lands which their employers offered for sale. Major George W. Littlefield created the Littlefield Lands Company and founded the town of Littlefield, Texas, in 1912, in order to sell as farmland a part of his Yellow House Ranch. His sales manager, Arthur P. Duggan (his nephew by marriage, and grandfather of the author of this study), used many of the techniques then current to attract buyers for the Lamb County land in and around Littlefield. He dug wells and operated a demonstration farm; he planted trees, planned a park, and otherwise beautified the town; he helped to create and maintain a school, a bank, and a number of businesses; and he negotiated contracts and coordinated the activities of innumerable independent land agents. Because the role of the big land company in the settlement of the United States has not, on the whole, received the attention which it deserves, this detailed examination of the operations of one such company is of particular significance. Most of the book is devoted to the creation of the company, the steps taken to make the area attractive to potential settlers, and the problems which beset the building of the community. One chapter discusses the techniques and the difficulties of selling land through independent agents. The final chapter considers the people who moved onto the Littlefield tracts—where they came from, why they came, what their reactions were to the plains country, and how they learned to cope with their new environment. An appendix gives pertinent information about all land transactions conducted by the company between 1912 and 1920, and about each buyer. For this study the author made use of previously unknown records discovered while he was gathering information for a biography of Major Littlefield.

“It shall be the chosen land, perpetual sunshine shall kiss its trees and vines, and, being storied in luscious fruits and compressed into ruddy wine, will be sent to the four points of the compass to gladden the hearts of all mankind . . . They will breathe the pure and bracing air, bask in the healing sunshine, drink the invigorating wine, and eat the life prolonging fruit.” —from a brochure advertising the Staked Plains from the Missouri Pacific Railway Company, 1889 Land of Bright Promise is a fascinating exploration of the multitude of land promotions and types of advertising that attracted more than 175,000 settlers to the Panhandle–South Plains area of Texas from the late years of the nineteenth century to the early years of the twentieth. Shunned by settlers for decades because of its popular but forbidding image as a desert filled with desperados, savage Indians, and solitary ranchers, the region was seen as an agricultural and cultural wasteland. The territory, consequently, was among the last to be settled in the United States. But from 1890 to 1917, land companies and agents competed to attract new settlers to the plains. To this end, the combined efforts of local residents, ranchers and landowners, railroads, and professional real estate agents were utilized. Through brochures, lectures, articles, letters, fairs, and excursion trips, midwestern farmers were encouraged to find new homes on what was once feared as the “Great American Desert.” And successful indeed were these efforts: from 13,787 in 1890, the population grew to 193,371 in 1920, with a corresponding increase in the amount of farms and farm acreage. The book looks at the imagination, enthusiasm, and determination of land promoters as they approached their task, including their special advertisements and displays to show the potential of the area. Treating the important roles of the cattlemen, the railroads, the professional land companies, and local boosters, Land of Bright Promise also focuses on the intentions and expectations of the settlers themselves. Of special interest are the fifteen historical photographs and reproductions of promotional pieces from the era used to spur the land boom. What emerges is an engaging look at a critical period in the development of the Texas Panhandle and an overview of the shift from cattle to agriculture as the primary industry in the area.