There was no question that when Mt. Lassen aka Lassen Peak started its volcanic eruptions in 1914, it provided  bountiful promotion for the region, that was relatively unknown to the outside world. As news reporters swarmed the area, they also wrote the region, a bonanza of free publicity.

The Bank of Lassen County was aware of this phenomenon and is reflected in a 1924 advertisement copy of the bank that stated:

Thanks To Mt. Lassen – When Mt. Lassen smokes, word is flashed to the newspapers over the world, which means that the thoughts of everyone everywhere is, for the moment, turned this part of California.

Thus Mt. Lassen gives us some very good publicity, free, and helps in making this entire section better.

However, many of the every-day happenings in this Lucky Land of Lassen, may well interest the world-developments in the field of industry; our farm prospects, the possibilities of the irrigated districts; beet growers; dairying; and many other opportunities, not to mention our great lumber industry.

Tim