Vi 
 
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 I I 
 
 [ 1 
 
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CONTENTS 
 
 PAGE 
 
 Mudison — Next Sliiliiiii ..-- 4 
 
 Madison— Xiil a l*rifri-l City » 
 
 Madison — ('icograpliy and Topngi apliy _ . . . 11 
 
 Madison — A Home of Industry IS 
 
 Madison — An Agricullin-al Rpgion 21 
 
 Madison — An IMiualiiinal Ccnlrr . . . . 2:i 
 
 Madison — Home of the State of WiM-oiisiii ...... 2S 
 
 Madison — Tlie I'uture Cily . . . - .'il 
 
 Madison — I'acts — but not Boasts ...---...-••.■> 
 
 Fifty Cents The Copy 
 
 Copyn'tlit 1914 
 Madi*on Board of Commerce 
 
A Milt 1 II WKSTKHN HAII.WAY ULI'OT 
 
 "MADISON — NEXT STATION" 
 
 You, who have never visited Madison, Wisconsin, can scarcely appreciate llie 
 true meaning of these words: "Madison — next station." But to tlie 30, ()()() 
 permanent residents of this "inland water-front city" these words carry a 
 genuine meaning of "home, sweet home." To the occasional visitor there is a 
 charm about this "city of the four lakes" which draws people back to Madison on 
 every possible occasion. "Whenever I have a few days of spare lime, and no 
 
 pressing call to go elsewhere in i)arlicular, 
 my first thought always is of a trip to 
 Madison," says Carl S. Vrooman, the well- 
 known publicist. Munson Havens, Secretary 
 of the Cleveland Chamber i.f Commerce, ex- 
 presses his desire to re-visit Madison, in 
 these words: "It is a great delight to visit Madison, Wisconsin — the atmosphere 
 of the town lingers in one's memory long afterwards." So, to both permanent 
 residents and temporary guests, the announcement. "Madison — next station," 
 cannot come loo soon, nor too often. 
 
 "Madison's unusual railroail faciti- 
 lles and ils increased nwlive power 
 should induce the investment of capi- 
 tal along manufacturing lines." 
 
 (iKOHOI-: ('. Markiiam. 
 
 I.IHCAI.O. Mll.WAl KKK A ST. PAVL RAILWAY IIKI'OT 
 
 " I "The commerce of Madison has been biiill up wonderfully in the last 
 
 few years." ^ ^.(/"O ^- ^- Eabi-'ng. 
 
 K 
 
 Page Four 
 
 SEP 28 1914 
 
 X 
 
EAST WASIIINfiTON AVENUE FROM CAI'ITOL DOME 
 
 KING STREET FROM CAPITOL DOBfB 
 
 K- "No other state capita! in this or any other land can vie ivith it in nat- 
 
 I ural beautyr W. D. Hoard. 
 
 JK 
 
 Page Five 
 
NUHTII IIAMII.TnS STRKKT FHOM (-KPITOL OOME 
 
 F U I H I 
 
 WISCONSIN AVENUE FROM CAPITOL DOME 
 
 X 
 
 "Madison is a strange place — situated on a lovely, narrow, hilly isth- 
 mus between two beautiful lakes." William Hard. 
 
 X 
 
 Page Six 
 
i a'.':, %?!>. 
 
 
 WI.ST WASHINl.. HIN AVl.N II. l-Hn.M l.Al'ITOI- IMIMK 
 
 STATE STREET PROM CAPITOL DOME 
 
 K 
 
 "The most beautiful little city in the world." Sir Edwin Arnold. 
 
 Ik 
 
 Page Seven 
 
SOUTH HAMILTON STRKKT PROM CAPITOL DOME 
 
 ilUNONA AVbNL'b FHUM CAPiTUL DUMb 
 
 K 
 
 "W'e who love it are always watching to see how well it measures up 
 to its gifts." Zona Gale. 
 
 X 
 
 t'tiffc Eight 
 
NOT A PERFECT CITY 
 
 However, the people of Madison do not re- 
 gard their city as a "perfect city." They do 
 not look upon it as the only place "where life 
 is worth living." Neither do they regard it as 
 the only "city of opportunity." 
 
 Madison is not a perfect city. No perfect 
 city has yet heen built. Not until individuals 
 conic closer to approaching |)erfection, not 
 until men become imbued with more of the spirit of cooperation and less of the 
 spirit of individualism, not until municipal government approaches that degree 
 of eiliciency long since demanded by private business, not until Nature smiles 
 upon one locality continually, not until climate and atmosphere become a con- 
 stant instead of a variable, can Madison, Wisconsin, or any other city, make a 
 legitimate claim to perfection. If Madison 
 were the only "jjromised land," if it were 
 the only city "worth while," if it were 
 the only city where people could "really 
 live" — if, in other words, it were merely a self-satislied community, instead of 
 setting forth in the following pages impressions which Madison has made upon 
 some of its many ilistinguished visitors who have sojourned here during recent 
 years, this booklet would be devoted — as most literature issued by cities is — to 
 setting forth our claims to consideration from the "we" point of view. 
 
 ''The hospitdlitij of Madison is pro- 
 verbial," ("lark Howi:ll. 
 
 td 
 
 iC 
 
 EIEEEEE'E 
 
 ililUJIi 
 
 t £ e e a p ft 
 
 xo.inri~ 
 
 EEC 
 
 
 
 
 J^ 
 
 'f^ 
 
 kkki 
 
 .Ni.W I'AUK mm. I. ANU AN.NKX 
 
 k 
 
 "/ knoiv of no more pleasant place to live or visit." 
 
 Hubert F. Miller. 
 
 X 
 
 Page Xine 
 
Madison gives promise of becom- 
 ing a more perfect city. At least 
 llujili Chalmers says so, in llu' 
 following words: "Madiscm com- 
 bines to a remarkable degree the 
 things necessary to attract people 
 to a city, namely, a good place to 
 do business and a fine place in 
 which to live. The home-life 
 atmosphere around Madison is 
 pretty nearly ideal. Madison will 
 progress just as fast as people 
 learn of its great desirability as a 
 lilace to call 'home.'" In this, 
 Chalmers has not only struck the 
 key-note of twentieth century cily 
 promotion, but has tersely stated 
 the program of the Madison Board 
 of Commerce — an organization of 
 the common business knowledge of 
 the common business problems of 
 the common business people of 
 Madison. Its citizens are animated 
 
 UUAHU ut' CUMMEHCE UtlLUl.NG 
 
 by a desire to make greater use of citizen- 
 ship. Through this greater use of citizen- 
 ship, they hope to make the Madison of the 
 future a better place to call "home." This 
 sentiment is shared by another citizen of De- 
 troit, "where life is worth living." Other things 
 being equal," says Mr. H. M. Nimmo. Kditor 
 of "The Detroit 
 Saturday Night," 
 "lieople will be 
 glad to work where 
 they are glad to 
 
 live, and Madison can build a city of liiiincs IIimI 
 has met in advance many of the municipal 
 problems that now i)erplex her larger rivals." 
 Animated by a desire to make Madison a 
 more perfect city. 10G4 public spirited citizens 
 working together, through an elticient civic and 
 commercial organization, have resolved, in the 
 language of Halthasar II. Meyer, a member of 
 
 "Karelu has any cilii 
 the opporlunily for serv- 
 ice that Mailison has." 
 H. M. NlMMO. 
 
 IBilill 
 Hfiii 
 
 KKELBV. NKCRBBMAN * KESSEMCH Blll.lil^t. 
 
 K 
 
 "\o city I have ever seen compares with Madison." 
 
 Unitkd States Ses.xtor Moses E. 
 
 Cl-APP. 
 
 K 
 
 Page Ten 
 
I'MTLU SiATtS tuHI-Si I'KODL'CTS IJ^BORATORV 
 
 the Interstate Commerce Commission, "to make the city as famous for its busi- 
 ness, as the University lias made it and the State famous for its interpretation of 
 the functions of education and government." 
 
 and tlie outlet to the great Northwest are readily 
 two passenger trains daily connect this city with 
 
 GEOGRAPHY AND TOPOGRAPHY 
 
 Madison is the most important connecting point between Chicago and the 
 "twin cities"— Minneapolis and Saint Paul — 139 miles northwest of Chicago and 
 82 miles west of Milwaukee, the metropolis of Wisconsin. Eastern and southern 
 connections through Chicago 
 accessible. One hundred an< 
 the important ave- 
 nues of national 
 transportation. The 
 extent to which 
 people from every 
 section of the coun- 
 try avail them- 
 selves of these su- 
 perior railroad fa- 
 cilities cannot fail 
 to be impressed 
 upon the minds of 
 readers, through 
 the variety of 
 guests to this city 
 who come annually 
 from all corners of 
 
 the earth. administration bcildino. gisholt machine company 
 
 X 
 
 "The splendid work of the Forest Products Laboratory will some day 
 tie futly appreciated." J. E. Rhodes. 
 
 JX 
 
 Page Eleven 
 
Madison is located on a high, roUing isthnnis, between Lakes Monona and Men- 
 dota. This isthmus extends southwest and northeast, about three-quarters of a 
 mile in width. This isthmus is thirtv-nine miles from the southern boundary of 
 
 THK WASHINCTON III'II.DING 
 
 Wisconsin. It is ninety miles from the Mississippi River, two hundred and sixty 
 miles from Lake Superior, and eighty-two miles from Lake Michigan. The map 
 on page 63 shows Madison as a market center and indicates that it is in the heart 
 
 of Wisconsin, which gives it special 
 f commercial advantages. .-Vs a traveler 
 
 of wide observation has tersely put it : 
 "The salient feature of this region is 
 the chain of four lakes extending from 
 northwest to southeast, connected by 
 the Yahara River. They were formed 
 hy a glacier which extended southwest 
 from ("ireen Bay to Madison. This slow- 
 acting but Titanic agent threw up the 
 hills which now make the summer 
 landscape varied and charming."' This 
 same traveler goes on to say: "Few 
 American cities can match this i)ic- 
 lurcsciue natural situation. Boston, 
 Massachusetts, and Portland, Maine, 
 have tine harbors broken by headlands 
 and islands; Washington, District of 
 THE cABi.i.NAi. ii.iTi.i, Columbla, is bordered hy the lordly 
 
 X 
 
 "On my last visit, in 1913, I found one of the most thriving cities of its 
 size in the country." Ridolph Blankknberg. 
 
 Page Twelve 
 
 K 
 
Potomac; I'hiladclpliiii has 
 both the Delaware and the 
 Schiixlkill rivers; Detroit lias 
 a hiaulifiil river front; and 
 Milwaukee, Chicago, Clcve- 
 laiul and Hiilfalo have lake 
 fronts. But no city in this 
 country has just the conihina- 
 tion of land and water that 
 Madison has. If Madison lacks 
 the cliffs and surges of the 
 ocean, it has a most complete 
 setting of sparkling water. 
 
 » 
 
 J. 
 
 T »+44l 
 
 (.HPHEVM THLATHIi 
 
 .Neitlier Washington nor Philadelphia has tiie 
 undulating, hilly background. There is no 
 lake cily tlnis unicpiely placed between two 
 bodies of water — in tlie very heart of lake- 
 land." Other cities, it is true, have wonderful 
 natural attractions, but there are few, if any, 
 inland cities that have a water front as ex- 
 tensive as Madison has. 
 
 "The city of Madison has impressed me with 
 its beauty and possibilities on the occasion of 
 each visit," says .1. H. Kirkland, Chancellor of 
 Vanderbill L'niversitx. "Tiie rare conibina- 
 
 FCI.LER OPERA HOCSE 
 
 tion of town and country, wide, ex- 
 tensive lields, and magnificent build- 
 ings, lakes and hills, give it a unique 
 position among all the inland towns 
 of our country." Many visitors agree 
 with Congressman E. A. Hayes of Cali- 
 fornia, wiio regards Madison, Wis- 
 consin, as the most beautiful little 
 cil> he has ever seen. "Its beauti- 
 ful shade trees and location between 
 the lakes make it," he says, "i<leal 
 in everv wav." .Sir Horace Phniketl 
 
 THE TRl'MI'i 
 
 K 
 
 "Of the many cities of the United States I have visited, none have more 
 inherent attractiveness than Madison." George K. Tuuneu. 
 
 Ix' 
 
 Page Thirteen 
 
gave an interview to 
 the New York Press in 
 1912 in which, among 
 other complimentary 
 things, he said: "I like 
 Madison, Wisconsin, 
 better than any other 
 city I have visited in 
 the United States." 
 
 By reason of its fa- 
 vored situation, "the 
 four lakes city" pos- 
 sesses a charm which 
 is peculiarly its own. 
 Nestled among its clus- 
 tered lakes, it looks out 
 to the nortli over the 
 broad expanse of Lake 
 Mendota (Great Lake), 
 about t w e n t y - 1 h r e e 
 miles in circumfer- 
 ence, while to the south 
 is the placid surface of 
 Lake Monona (Spirit 
 Lake), with a circumference of approximately eleven miles; and linked by the 
 silver thread of the Yahara River, are the sister lakes Waubcsa (Swan Lake) and 
 Kegonsa (Fish Lake). Lakes Monona and Mendota are approximately 845 feet 
 above ocean level and 210 feet higher than Lake Michigan. Mendota is five feet 
 higher than Monona. Bluffs and embankments rise from 40 to 120 feet above 
 the water, the sides and tops 
 being covered with trees and 
 shrubs. 
 
 In liis tribute to "The Four 
 Lakes of Madison," the poet 
 Longfellow said, in part: 
 
 "Four limpiil lakes, four S'aiades 
 
 Or syh'an Heilies are these. 
 In flntring nthes nf azure tiressett; 
 Four lorely hanttmaitis thai up- 
 hold 
 Their shiiiind mirrors rimniett with 
 golil. 
 To the fair rily of the west." 
 
 Ex-Governor W. 1). Hoard 
 writes: "While chief execu- 
 tive of the state it was niv 
 
 0*NB COUNTY COURT HOUSH 
 
 THK CITY IIAI.I. 
 
 x[ 
 
 "Sever have I known so many happy people so set about with the things 
 that make life livable, as I found in Madison." — Charles T. Jackson. 
 
 ]x 
 
 Page Fourteen 
 
good fortune to entertain the 
 famous French in a n, Max 
 O'Rell. I took him to the top 
 of University Hill, where he 
 could look out upon Lake Men- 
 (lota. He was silent for sev- 
 eral minutes, then turning to 
 me said: "All Europe docs 
 not possess a spot of greater 
 scenic beauty than is here pre- 
 sented." 
 
 "Most advantageous, too,'" 
 says H. M. Nimmo of Detroit, 
 "from the point of view of 
 local material prosperity, is 
 tile city's location in one of 
 the most impressive of western 
 tliis inland lake city, according 
 
 I I t 
 
 III I I f 
 
 i- - 
 
 ^ 
 
 (.AY BUILDING 
 
 FEDERAL COURT HOUSE AND POST OFFICE Hl'ILDING 
 
 landscapes." If Nature has thus lavishly endowed 
 to Mr. A. J. Earling, president of tlie Chicago, Mil- 
 waukee and St. Paul Railway Company — a fre- 
 quent visitor to Madison — "Man has contributed 
 his share." "It is diflicult to leave this tribute to 
 your city," says the railroad president, "with- 
 out expressing also great admiration for your 
 important and substantial business men who 
 have built up the commerce of Madison won- 
 derfully in the last few years. Through their 
 deserved prosperity it has been possible to 
 make Madison the rarely beautiful city which 
 it is. The work of your Park and Pleasure 
 Drive Association," he continues, "has inter- 
 ested all students 
 of civic betterment. 
 While it has the 
 superb advantage-s 
 of your natural lo- 
 cation, its work in 
 taking advantage of them and making them 
 useful and enjoyable to your citizens and your 
 visitors has been most admirable." 
 
 II is a fact that in order to better enjoy the 
 scenic beauties around these lakes the citizens 
 of Madison have spent nearly one-third of a 
 million dollars on the improvement of the 
 (hives and parks. "What particularly appeals 
 to me as regards the city of Madison," says 
 
 "^fadison's location, in 
 thf heart of a great stale, 
 upon beautiful lakes, gives 
 it special commercial ajid 
 natural attractiveness." 
 John Barrett. 
 
 :a 
 
 "Madison — this country's most delightful union of the life of nature 
 and the life of knowledge." William Hard. 
 
 X 
 
 Page Fifteen 
 
TUU ELKS CLl'B HUl&E 
 
 David Faircliild, aHricullural I'xploriT of tin- I'liili'd Stali-s Dcparlnu-nt of .\nr\- 
 culture, "is tin- Iri'atiiu-nt which you liavc given to the surrounding roadways. I 
 believe that \i>ur or.uanizatinn which hiaiitilied the country roads around Madi- 
 son has done a great piece of |)i<:neering work, and the publications of your 
 committee on this feature of Madison's development have been a stinnilus to me 
 
 THi; CMVKRSITV (:i.l"II 
 
 K 
 
 "More altrtictii'c than her location is the friendly spirit and the ener- 
 getic prot/ressiveness of her institntions." Joseph E. Davies. 
 
 X 
 
 Page Sixteen 
 
beyond any other publication 
 issued in this country. The 
 difliculty with most of our 
 cities is that their suburbs are 
 a ragged waste of suburban 
 development. It is these 
 ragged edges of our American 
 cities which convince Euro- 
 peans of their ugliness." The 
 eleven parks, and twenty- 
 five miles of lake shore drives 
 connecting these parks, of 
 which Mr. Fairchild speaks, 
 
 « ooo PHlLA[ti:i,l'HlANS AT MAPLE BLUFF CiOLF CLL'U 
 
 cover an area of 282 acres. 
 
 This acreage is not inclusive of the 990 acres of recreational facilities included 
 
 in the University grounds. 
 
 But with this accomplishment Madison is not satisfied. In this day of motor 
 cars, city parks and drives must be connected by well-constructed rural high- 
 ways. Madison will not be satisfied until its rural highways compare favorably 
 with its park drives. 
 
 THE MAIUSON C.LVB 
 
 a 
 
 "Madison is one of the most beautiful and attractive of our American 
 inland cities." Dr. Joseph Swain. 
 
 X 
 
 Page Seventeen 
 
MADISON UAS 1 EI.ECTBIC COMPANY S POWbH PLANT 
 
 A HOME OF INDUSTRY 
 
 "To build up the liumanity of a comiiuinily is the surest way to buiUi up llie 
 business of a community." Madison lias prolileil by baving made, long ago, this 
 policy the foundation of its business program. Hence, the manufacturing and 
 distributing interests of Madison are of great importance to this city today. Madi- 
 son people are able to "produce and earn." They are also able to "buy and pay." 
 The industrial activities of Madison are its greatest asset from a material stand- 
 point. They contribute more to the wealth of the community than do the joint 
 contributions of the University, with its 6,000 resident students, and the State gov- 
 ernment, with its large number of departments. One hundred twenty Madison in- 
 dustrial concerns, ranging from institutions which supply merely the local market. 
 
 CISHOLT MACHINE COMPANY 
 
 X 
 
 'Nature has done everything possiltle for Madison." — Clark Howell. 
 
 X 
 
 Page Eighteen 
 
FII.LIIK 4 JOHNSON MANUFACTURING COMPANY 
 
 to institutions with international trade marks, are located here. They produce 
 an annual output of approximately $10,000,000. A large percentage of these in- 
 dustries are making substantial profits. Among the important products of these 
 plants are agricultural implements, machine tools, gas and oil engines, lubricat- 
 ing devices, dairy products, electrical apparatus, dry batteries, hospital supplies, 
 candies, building materials, beverages, baking products, printing, publishing. 
 
 The conclusions of a scientific sur- 
 vey by the Industrial Committee of 
 the Madison Board of Commerce dem- 
 onstrate that excellent opportunities 
 exist for the future development, not 
 only for our existing enterprises, but 
 for a variety of additional industries 
 capable of using the natural advan- 
 tages of this location and the close 
 proximity to raw material, produc- 
 tion, and distribution. 
 
 Madison's industries are successful 
 industries. A recent issue of "The 
 Grain Dealers' Journal" typifies the 
 successful growth of many of Madi- x. s. morris co. ani> l. l. ou.s sf.f.d co. 
 
 
 X 
 
 "Madison has the best opportunily to become a model, modern American 
 city." John Noi.en. 
 
 ]x 
 
 Page Nineteen 
 
SI^NLAN-MOKBIS COMPANY 
 
 son's industrial and distrilniling enterprises when it says, "I-. L. t)lds began in 
 the seed business on a farm near Clinton, Wisconsin, in 1888, raising all of his 
 own seeds. In 1890 he erected a warehouse at Clinton. Four years later he in- 
 corporated the L. L. Olds Seed Company for $50,000 and in 1908, when the 
 Clinton warehouse burned, the company moved to Madison, Wisconsin. The busi- 
 ness of the company has doubled twice in the five years it has been established 
 at Madison, sales in 1912 exceeding those in 1911 by forty-live per cent." 
 
 Sites are available for industries and for jobbing purposes which are favored 
 with ample shipping facilities and terminals. The important lines of three great 
 railroads radiate into Madison through the divisions of the Chicago, Milwaukee 
 and St. I'aul, (Chicago and Northwestern, and Illinois (k'nlial Railroads. A glance 
 at the map found on page 63 of this booklet shows Madison to be a hub, with 
 
 nine spokes radiating in all directions. 
 ■* The main line of the Chicago and North- 
 
 f western Railroad connects Madison with 
 
 (Chicago and the South, the "twin cities," 
 and the great Northwest. This has made 
 Madison the logical distributing point 
 for Wisconsin and an iiiiporlani factor 
 in transi)ortali()n for the Middle and 
 North West. As Hallhasar H. Meyer, of 
 the Interstate Commerce Commission, 
 puts it, "The geographical location of 
 Madison, its superior railroad connec- 
 tions, its line factory sites, give it all the 
 essentials of a manufacturing and job- 
 bing center." In this connection Mr. 
 II. M. Nimmo, editor of "The Detroit 
 Saturday Night," says, "Further advan- 
 tage in the study of large economic and 
 social problems is promised Madison in 
 the enlargement of its own industrial ac- 
 MADisoN SADDLERY COMPANY tivltics through the fact that it is 
 
 K 
 
 "The most beautiful thing about Madison is its thoughtfulness and 
 neighborliness." Wm. H. Allen. 
 
 Page Twenty 
 
 X 
 
,'>i\ 
 
 1 :--^^C'"^ 
 
 ij «ITTT"nw 
 
 accessible to tlie iiuliistrial labora- 
 tories of Cliicago and Milwaukee." 
 
 Madison needs to olTer no bonus to 
 industry; Madison has no bonuses to 
 offer. Only industries are encouraged 
 to locate here which, because oC the 
 nature of their business — raw mate- 
 rial, labor, facilities for marketing, 
 and tiiose other elements which go to 
 determine a successful location for a 
 particular industry — which give prom- 
 ise of success in this commufiity, be- 
 long here. In a word, Madison seeks to 
 call attention only to the real advan- 
 tages which it can deliver to industries. A definite statement of our assets and 
 liabilities, as a home for a particular line of industry, will be promptly furnished 
 those requesting industrial information an Madison by the Madison Board of 
 Commerce. 
 
 AN AGRICULTURAL REGION 
 
 Madison, the county seat of Dane County, is located in the heart of the largest 
 dairy and agricultural region in the United States. Industrial and commercial 
 activities which use dairy and agricultural products as a base have exceptional 
 opportunities in Madison. Dairying is Wisconsin's first industry, and Wisconsin 
 is first among the dairy states of the Union. It produces one-half of the cheese, 
 and one-sixth of the butter of the United States. Here, then, we liave a city 
 
 TBCKBUBYBR CANUV COMPANY 
 
 FORT WAVNF. EI.ECTBIC WORKS 
 
 1"The city is iiinrlhy of one of llic jrcalest agricultural counties of the 
 United States." A. B. Farquhar 
 
 Page Twentg-one 
 
 m 
 
 X 
 
~ K)? L. M-l^ 
 
 which is nol only the "home of the 
 State," but also the center of the most 
 important line of business activity of 
 that State. 
 
 Recently the territory tributary to 
 Madison has developed into an im- 
 portant center for the condensing of 
 millv, and enough condensed milk is 
 made in this immediate territory an- 
 nually to float four battleships. Mr. 
 A. B. Farquhar, a large Eastern manu- 
 facturer of farm implements and 
 heavy machinery, has not overlooked 
 this striking, and unique, economic 
 fact regarding Madison when lie states. 
 
 CANTWELL PRINTING COMPANY 
 
 "The city is worthy of one of the greatest ag- 
 ricultural counties in the United States." 
 
 In Dane County most of Wisconsin's 
 $6,000,000 annual tobacco crop is grown 
 and cured. With close i)roximity to the coal 
 deposits of northern Illinois, within forty 
 miles of the southern Wisconsin lead and zinc 
 region, with one of the largest hydro-electric 
 developments in the Middle West located 
 within thirty miles of this city, Madison not 
 only will continue to hold an important place 
 among the distributing centers of the Middle 
 
 UUMUtJtAl PHlNTl^l<i CUMPANY 
 
 MATk JULbNAL PHINTING COMPANY 
 
 West, but offers large induce- 
 ments to business organiza- 
 tions not looking for charity 
 but for the more substantial 
 opi)ortunities which will be 
 looked for in the future, by 
 industries etTiciently organ- 
 ized — according to natural 
 and created advantages of sup- 
 ply and demand. "Take it all 
 in all," says Carl S. Vrooman, 
 "I know of no place of its size 
 
 X 
 
 "Madison is one of the most charmingly situated cities in the northern 
 hemisphere." David G. Fairchild. 
 
 I'age Twenty-two 
 
 X 
 
in the world that can compare with Madison 
 in the strength and many-sidedness of its ap- 
 peal to men and women of intelligence, high 
 ideals and capacity for enjoying the true, the 
 beautiful and the good." 
 
 AN EDUCATIONAL CENTER 
 
 Next to manufacturing and distributing, 
 education is the most important business in- 
 stitution in Madison. In fact, to mention 
 Madison and not to mention in the same 
 breath its great educational facilities would 
 
 MADISON CANUV COMPANY 
 
 be to overlook what every guest to 
 Madison during recent years has 
 called special attention to. Mr. 
 Harry A. Wheeler's remark is typi- 
 cal: "Entrusted to this city is a 
 great university, full of powers, 
 full of responsibilities, teeming 
 with opportunities, and with a 
 
 BROWN BLOCK 
 
 GRIMM ROOK BINDERY 
 
 magnificent campus and buildings." In this 
 city is found a harmonious development of 
 commerce, education and government. 
 
 Skirting the shores of Lake Mendota, in and 
 adjacent to the city of Madison, Wisconsin, 
 lie approximately 990 acres of land. This 
 with some sixty buildings set thereon, and 
 their splendid equipment, represent an invest- 
 ment by the State, in the community of Madi- 
 son, of five and a quarter million dollars. So 
 wide has the scope of this university become, 
 so greatly has it enlarged upon its original 
 
 K 
 
 "Men of vision ivill make Madison famous for its business." 
 
 Balthasab H. 
 
 Meyeb. 
 
 K 
 
 Page Twenly-lhree 
 
MADISON-KIPP LUBRICATOR COMPANY 
 
 plans and ideals, that no edu- 
 cational institution lias made 
 greater progress in the extent 
 of its service or in the rapid- 
 ity of its growth during the 
 past ten years. 
 
 The United States Forest 
 Products Laboratory, an insti- 
 tution conducted jointly by 
 the United States government 
 and the Slate of Wisconsin, is one of the many unitiue features of this University. 
 It is the only institution of its liind in tlie United States and the largest in the 
 world. Of it J. E. Rhodes of Chicago, Secretary of the National Lumber Manu- 
 facturers' Association, said: "The splendid work which you are doing at Madison 
 is of interest not only to the lumber and kindred industries, but to the public at 
 large, and some day will be more fully appre- 
 ciated than it may be now." 
 
 To return to the impressions made by Madi- 
 son on the editor of "The Detroit Saturday 
 Night": "Rarely has any city the opportunity 
 for service that Madison enjoys. Hers is the 
 eduralional center of the State; and hers the 
 
 seat of government. 
 In the expanding 
 functions of Amer- 
 ican democracy, 
 education is the 
 prime prerequisite for the jjopular direction 
 of politics. In Madison the constant inter- 
 action of theory and practice is made ad- 
 mirably possible through the proximity of the 
 state university and the state capitol." It has been often said that in no com- 
 nuinily in the world is to be found a higher grade of per capita intelligence. 
 
 "One cannot speak of your beautiful city without mention of its great univer- 
 sity, of world-wide fame," speaking again, says A. B. Farquhar. "I am par- 
 ticularly impressed with Madison," says Dr. Harvey \V. Wiley, "because it is the 
 
 seat of what I regard as one 
 of the most progressive uni- 
 versities in the country. 
 Good, solid, practical educa- 
 tion and patriotic politics 
 joined together make Madison 
 an object lesson among the 
 cities of the world." With a 
 resident enrollment of 6,000 
 
 "Madison has all the es- 
 sentials (}f a manufiirtur- 
 ing (tint jtfhhinfi center." 
 
 llM/niASAR li. Ml.VKH. 
 
 ItAUGLR STATE SHOE COMPANY 
 
 MAUISON IM.OW C.OMI'ANV 
 
 kL 
 
 "Madison is ideal in every way.' 
 
 Page Twenty-four 
 
 CONC.HKSSMAN E. A. HaYES. 
 
 IX 
 
students and (5,000 additional stu- 
 dents doing university work through 
 correspondence, a large portion of 
 tlie population of the state is kept 
 in direct and daily contact with the 
 city where the university is located. 
 With 57,000 former students scat- 
 tered throughout the world, Madi- 
 son has an asset in every civilized 
 community. It should he unneces- 
 sary to elaborate upon the material 
 advantage which Madison derives 
 through the location within its bor- 
 
 MABSCHALL DAIRY 1,A1U)UAU1U\ 
 
 ders of the University of Wisconsin. In con- 
 sequence, we shall conclude this subject with 
 a few additional opinions. Norman Hap- 
 good, editor of "Harper's Weekly," points 
 out the advantage in these words: "It," 
 speaking of Madison, "is the center of as 
 signilicant an educational influence as I know 
 about anywhere in the world." John Bar- 
 rett, Director General of the Pan American 
 Union, makes a like reference to this advan- 
 tage when he says: "The fact that it is the 
 home of a great university — one of the great- 
 est in the world — appeals to me almost more 
 than any other argument in its favor. I be- 
 lieve that in consequence it will always hold 
 
 I !! 
 
 .MAIMSMN FiHi.fHn 
 
 KENNEDY DAIRY COMPANY 
 
 a unique position among the capital 
 cities of the United States." Finally, 
 Mayor Blankenburg, of Philadelphia, 
 sets forth most strikingly and convinc- 
 ingly the importance to the city of 
 Madison of its being the home of the 
 University of Wisconsin : "I shall ever 
 recall with the greatest of pleasure my 
 sojourn last summer in the capital 
 city of Wisconsin, during the visit of 
 the City (>lub of Philadelphia, its mem- 
 bers and friends. The thrift of the 
 
 K 
 
 "Madison is a sort of fad of mine." 
 
 Carl Vrooman. 
 
 Page Twenlu-fti'e 
 
 K 
 
_ w^i»L?m^mKK ' ' 
 
 1 « 1 ^^^ta« > 
 
 1 
 
 Ifii m1L!!j ihniiih i^i^BBBi 
 
 HM 
 
 
 .MAUISON S UKKT SUGAB FACTORY 
 
 people, llieir genuine hospitality, llie earnestness of the student corps, and the 
 light and education difFused by the zealous and progressive teachers, cannot fail 
 to make the L'niversity of Wisconsin one of the Meccas of those who seek higher 
 education." 
 
 The presence of the University coukl 
 scarcely fail to promote in Madison a 
 most iTiodern system of secondary edu- 
 cation. Two high schools, eleven public 
 schools, a ijiivate academy, six parochial schools, four schools of music, a busi- 
 ness college, and a school of lelegrapli\ , all contribute most efliciently to prepare 
 the youth of the city for the larger facililies of education oll'ered by the L'niversity. 
 Due 1(1 its superii.r eihicidionai advantages, it is safe to say that more permanent 
 
 "// i.v a great tielight tn visit Madison 
 - -the atmosphere of the town tingers in 
 one's memory long afterwards." 
 
 Ml'NSON Havkns. 
 
 FHKKillT VAHltS. t*,. A N. W. HV. 
 
 I "Madison must become world-renowned to even a greater extent than 
 
 it is now." Db. A. J. Ochsneb. I ^F 
 
 Page Twenty-six 
 
FKKir.HT YAROS. C. M. A ST. P. RY. 
 
 residents arc attracted to Madison tlian liccause of any other single reason. I-'roni 
 every state in tlie Union come annually students and writers in large numbers, 
 expressing the same sentiment as does William Hard, of "Everybody's Magazine": 
 "I am glad indeed whenever my duty calls me there." 
 
 In a democracy, education is the twin brother of government. The constitu- 
 tion of the Slate of Wisconsin, adopted in l.S4<S, made provision that for all time 
 the seat of state government and llie home of the University shall be 
 located in Madison. "They," speaking of the Capitol, the University, and the 
 State Historical Library, "are monuments that any city in this great country of 
 ours would be glad to have. There are few commonwealtlis that have been so 
 
 SOUTHERN WISCONSl.N RAILWAY (.AR HARNS 
 
 k[ 
 
 'Rarely has ant; city the opportunity for service that Madison has." 
 
 H. M. NiMMO. 
 
 \k 
 
 Page Twenly-seven 
 
CNIVIiHSITY UOAT HUt'SE AND GYWNASIL'M PROM LAKE MENDOTA 
 
 generous to one city as to place State Capitol, State University, and State Histor- 
 ical Society williin flic borders of a single municipality," says Harry A. Wheeler, 
 Ex-president of the Chamber of Commerce of the L'nitcd States. "Many a city 
 and many a state has a state university, many another city is the seat of govern- 
 ment, but there are but few in the borders of our great land that have tiicm all 
 together." 
 
 HOME OF THE STATE OF WISCONSIN 
 
 On the highest point between Lakes Mendota and Monona, in the very center 
 of the city, one mile from "The Hill," in a fourteen acre park, the State govern- 
 ment is housed, in a new, seven million dollar capitol, built of white Vermont 
 granite, with a dome the second highest in the United States. "The grand build- 
 ing that is rearing itself on the hill is the gift of the State to Madison." concludes 
 
 
 
 
 
 , i -^J^X 
 
 ?v^ 
 
 <:1I1LUHKN S HAY AT IIKNHY VILAS I'AHK 
 
 X 
 
 'The far-famed bay of Saples is not more lovely than Monona." 
 
 Hev. C. H. Richards. 
 
 K 
 
 Page Twenty-eight 
 
LOOKING TOWARD THE CAPITOL PROM UNIVERSITY HILL 
 
 Harry A. Wheeler. This capitol is not only a credit as a home for the State of 
 Wisconsin, but an inspiration to the thousands of people who come to Madison 
 annually to view, at close range, the practical operation of Wisconsin's policies of 
 government. To visit Madison without seeing the city from the capitol dome is 
 to leave the city not really familiar with the landscape of the surrounding coun- 
 try, the panorama of which is only faintly 
 suggested in the opening pages of this book. 
 Madison is not a "self satisfied city." 
 Madisonians would be ungrateful to the 
 citizenship of Wisconsin if they did not 
 take just pride in the monument which has been erected in their city to the 
 achievements of democracy in the commonwealth of which Madison is the capital 
 city. Wisconsin cities are proud of their capital city; Madison feels its debt of 
 gratitude to her sister cities of Wisconsin. Hence, Madison people share the satis- 
 faction expressed by Miss Zona Gale when she writes, "It is a great glory for a 
 city to be the scene of the strong legislation of the last few years in Wisconsin, 
 
 "^fadison's location, in the heart of a 
 great slate, upon beautiful lakes, gives 
 it special comtnercial and natural at- 
 tractiveness." John Barrett. 
 
 WATCHING THE ANNUAL CLASS BUSH 
 
 K_ "// (S hard to speak of the beauties of Madison without being charged I 
 
 I with exaggeration." U. S. Senator Moses E. Ci-app. I ^JF 
 
 Page Twentu-ntne 
 
WISCONSIN SrATF. CAPITOL 
 
 CAPITOI. DOME AT NIGHT 
 
 Kl "The magnificent slate capital gives it a distinction that might be en- 
 I vied by any city." J. H . Kirkland. I %[F 
 
 Page ThirtB 
 
especially of the legislation looking toward economic justice; and also to he the 
 setting for a university whose ideals are not confined to the forming of indi- 
 vidual character, but extend to the business of bettering the race. We who love 
 it are always watching to see how well it measures up to its gifts." 
 
 It is dillicult foi- Madison citizens to forget the importance of the location within 
 their city of the state government. Esjjecially is this true when reminded by so 
 distinguished a character as Theodore Hoosevelt, who, recently writing in The 
 
 m.i.i.i'i ii),\ lii) 
 
 l.\l-i;UTIVi: CHAMBERS 
 
 Outlook, said, "It has rarely been my good fortune to meet a body of public men 
 who are more practical, and at the same time more obviously in earnest in their 
 desire to achieve ideals for social and civic l)ettermenl than the public men whom 
 I met at Madison." 
 
 THE FUTURE CITY 
 
 It is conceded that without the natural and created advantages already com- 
 mented upon, Madison could not have attracted the attention of those who have 
 indulged in such tributes. But more important than physical location, more im- 
 portant than opportunities for work, accumulation of property, participation in 
 education, science, and the functions of government, and religion, is the individual 
 unit — the men and women who now inhabit this community, so well bequeathed to 
 
 K 
 
 "This capital is an inspiration to the thousands of people who come to 
 Madison annually." Harry A. Wheeler. 
 
 Page Thirly-one 
 
 X 
 
"Madison holds a unique position 
 among all of the inland towns of the 
 country." Jamks H. Kirki.anh. 
 
 them by the sturdy, slirewd, Yankee population, later sujjpleniented 
 
 by the best brain and brawn of European immigrants. Madison, 
 
 today, is a result of the truth so often stated, but so seldom understood — "Men 
 
 and women make a city." 
 
 Here is found a high grade of intelligence, a high average of per capita wealth, 
 a city of many homes, of no paujiers, and of no millionaires, and a city where no 
 class of people are discontented or unhappy. Visitors are made to feel the pres- 
 ence of the fact that "prosperity has been 
 handed around" in Madison. It was in 
 response to this consciousness that Her- 
 bert Quick, editor of "Farm and Fireside," 
 said of Madison: "Wherever I go since I left Madison, I make the statement, in 
 season and out of season, that I would rather live in Madison, Wisconsin, than in 
 any other town in the world. It has more good things and fewer bad things than 
 any other city I have ever known. It has scenic beauty, pure water, pure air, 
 and back of it all it has a civic 
 and social atmosphere which 
 is unsurpassed. 'Hiere are 
 more great men and women 
 in New York, London and 
 Paris than in Madison. But 
 in either of these places the 
 desirable people are scattered 
 through a population of mil- 
 lions and so diluted that they 
 are scarcely perceptible in the 
 mass. But Madison is a smaller 
 city, so blessed with great 
 people, both distinguished and plbasvbb launch 
 
 X 
 
 i 
 
 "In the very heart of Lakeland." 
 
 Ernest Bbi'ncken. 
 
 K 
 
 Page Thirlg-two 
 
1^ 
 
 "\ever in my life have I visilpii a 
 more attractive city than Madison." 
 Clark Howki.i.. 
 
 iiidisfingiiished, that tliey really give tone to the town." William H. 
 Allen, Director of the Bureau of Municipal Research of New York City, 
 should know a city when he sees it. Making municipal government, such as will 
 make a city a more attractive place in which to live, is his business. Of all the 
 impressions which he might have spoken of, it is significant to note the fact 
 which impressed him most strikingly: "To me the most beautiful thing about 
 Madison is its thoughtfulness and neighborliness." Joseph E. Davies, Commis- 
 sioner of the Bureau of Corporations of 
 the United States, at Washington, also calls 
 attention to this fact, in these words: 
 "Splendid as are the beauties of her loca- 
 tion, still more attractive is the friendly spirit and the energetic progressiveness 
 of her institutions." "I found there splendid neighbors and hosts of friendly, in- 
 telligent people who know how to live and share their life with others," con- 
 chides Balthasar H. Meyer. "I know of no city which possesses a larger propor- 
 tion of people in comfortable 
 circumstances." 
 
 Up to recent years success- 
 ful programs of city develop- 
 ment were based largely upon 
 material creation. Human rec- 
 reation is day by day becom- 
 ing a more iniiiortant item in 
 tlu' plans of city promoters. 
 Many cities will never recover 
 from the fact that tlieir water- 
 fronts have been assigned by 
 previous generations to no 
 
 4 
 
 SKATING ON LAKE MONONA 
 
 x[ 
 
 "One of the most impressive of western landscapes." H. M. Nimmo. 
 
 X 
 
 Page Thirly-three 
 
more human service than as acreage for railroad terminals. Millions of dollars 
 arc being spent annually by cities to reclaim marsh land, because of the lack of 
 municipal foresight. Modern business and professional elliciency demand recrea- 
 tional facilities. These are demanded not only in the interest of the present, but 
 in the interests of the future citizenship of a community. In planning the I'ni- 
 versity of Chicago it is said that Hcickefeller made the statement that he would 
 
 Assr;Mnt.v (;hamhi:k caimtui. 
 
 endow the Iniversily of Chicago with additional millions if that would give to 
 that institution one of Madison's lakes. 
 
 Fortunately for the Madison of today, and the Madison of the future, a far- 
 sighted .Madison citizenship kept in trust for the future abundant natural recrea- 
 tional facilities. As a result, Madison has solved in advance a perplexing problem, 
 
 which most of her sister cities are seeking 
 to solve. Chancellor Kirkland of Vander- 
 bilt L'niversity does not overlook this strik- 
 ing fact when he says. "The rare c(mibina- 
 tion of town and country, wide, extensive fields and magnificent buildings, lakes 
 and hills, gives it a unique position among all the inland towns of our country." 
 As one visitor says, "Madisim could be justly famed as a resort if it had no more 
 serious and solid attractions." "The city of Madison has more views which cause 
 the visitor to say 'Gee Whiz!" than any other city I can recall, except the cities 
 containing great natural wonders like Niagara Falls, Colorado Springs, and others. 
 
 ■'/ ii'oulti rather tine in .\fadisf)n than 
 in any other town in the world." 
 
 Herbert (Jcic.k. 
 
 K 
 
 "The public men I met at Madison are practical, obviously in earnest 
 to achieve ideals." Theodore Roosevelt. 
 
 X 
 
 Page Thirty-four 
 
ASSEMBLY COBRIDOB — CAPITOl. 
 
 of that class," says Munson 
 Havens, of Cleveland. (;iark 
 Howell, edilor of "The Allania 
 Constitution," clinciies this 
 fact with the statement, "Na- 
 ture has (lone evefvUiinf,' pos- 
 sible to adorn Madison, and to 
 protecl the health of its peo- 
 ple. It combines the attrac- 
 tions of both an inland and a 
 water-front city. It is the 
 cleanest place I ever saw. In 
 fact, il is one of the most 
 beautiful cities in the world." 
 Says Dr. .Albert .1. Ochsner, "In 
 all of my travels in many countries I have never found a university town that had 
 so many features which seemed lo he provided by Nature to inspire. The natural 
 beauty of the city, the location of the university at the very edge of the city and 
 still where it is not disturbed by commerce or manufacturing districts, the lakes 
 with their splendid effect upon the health and the aesthetic sense of the people, 
 the opportunities for athletic work on land and water, and the exceptional oppor- 
 tunities for hearing good music, all contril)ute 
 NO much toward making Madison an ideal town 
 that, as the years go on, it must become world- 
 renowned to even a greater extent than it is 
 now." 
 
 The healthfulness of its climate and its brac- 
 ing air, spoken of by so many visitors to 
 Madison, render it a place of unrivaled attrac- 
 tions as a resort for summer tourists from all 
 parts of the country. "Irregular shore lines, 
 bulging ridges made it very awkward to lay 
 
 out a pretty town, 
 yet these very ele- 
 ments make it pic- 
 turesque. The blue 
 lakes so mirror the 
 sk\- on either side that heaven seems all about 
 us, as well as overhead. The jutting prom- 
 ontories, the overhanging bluffs, the shores 
 fringed with Nature's own embroidery, the 
 horizon necklaced with hills, the sunset at 
 once the inspiration and despair of artists. 
 EAST ENiHANCE-cAPiTOL "lakc Up a sccnc whosc witchery of beauty is 
 
 "Yttur iiiiivcrsitii Ubrar\i 
 is tlif niosl salis'fttrliirti I 
 have ever worked in." 
 
 ('Ahl-VktUIMAN. 
 
 K 
 
 "It is a great glory for a city to be the scene of the strong legislation of 
 the last few years in Wisconsin." Zona Gale. 
 
 K 
 
 Page Thirly-flve 
 
V1I„\S PAHK ZOO 
 
 "\o cit^ I have ever seen compares 
 with .Uar/iso/i." Moses E. Clapp. 
 
 ever fresh and captivating. The far-famed Bay of Naples is not more lovely than 
 Monona, and if more historic associations cluster there, we are creating them 
 here. Mendota is as charming as Como, minus the overhanging mountains; and 
 we can make up for these by our legends. The Yahara is a more beautiful stream 
 
 than the Tiber" — thus has Madison been 
 characterized by one of America's most ex- 
 tensive travelers. 
 
 As early as 1858 Madison was declared 
 by Horace Greeley to be the most magnificent site of any inland town he ever 
 saw. Sir Edwin Arnold said in 1892, "It is the most beautiful little city in the 
 world." Commenting on these two expressions, Mr. Hubert F. Miller, Manager 
 of the Chicago Association of Commerce, says: "I quite agree with Sir Edwin 
 Arnold as to the beauties of .Madison, and with Horace Greeley, who said it was 
 the most magniflccnt site of any inland town, but if Sir Edwin Arnold could see 
 it today he would not call it a little city, and if Horace Greeley could have post- 
 poned his visit fifty years he would not need to qualify his praise in any way. 
 
 YACHT RACES WEEKLY EVENTS llt*RINC THE SUMMER 
 
 K 
 
 "/ am particularly impressed wilh Madison." Dr. Harvey W. Wiley. 
 
 X 
 
 I'age Thirty-six 
 
ICE BOATING ON I„4KE MONONA 
 
 Before I visited Madison for the first time I had supposed tlie city was celebrated 
 chieflj' for its brains. Now I know it is famous for its brains but noted for its 
 beauty. I do not know of a more beautiful or more pleasant place to live or visit." 
 There are collateral advantages arising from a city advertising campaign that 
 have never been given proper emphasis in the "tables of results" occasionally 
 published by commercial organizations throughout the country. And yet, 
 city advertising has ranged from the misleading to the ridiculous and the ab- 
 surd. "Injudicious lying brings all liars into bad repute," said Mark Twain. 
 The controlling purpose of this information on Madison has been to lessen the 
 "injudicious lying" of municipal publicity. Our aim has been to make no claim 
 which could not be verified by a visit to the city. Comments by disinterested, 
 but responsible, people should be more convincing than prejudiced statements 
 made by those who could not be blamed for overstating the case of their home 
 town. Madison will continue to receive favorable comments from those who 
 
 A CBITICAL MOMENT 
 
 TOBOGGAN SLIDE 
 
 K 
 
 I "Mi 
 
 I and s 
 
 "Madison could hf jiisihi fuim-d as a resort if it had no more serious 
 and solid allractions." Carl Vrooman. 
 
 K 
 
 Page Thtrly-seven 
 
come here only so long as it continues to be a place capable of getting people to 
 think well of it. People who speak well of it today we expect will be able to 
 say additional good things about it in the future. Otherwise it must become 
 noted for having squandered its natural and human endowment. 
 
 But a city like Madison, in the center of the richest agricultural and dairy 
 region in Wisconsin, with exceptional transportation facilities, a logical market 
 and distributing point, with more Industries in proportion to its population than 
 
 MAIN IIAl.I. 
 
 UNIVI-lHsrTY nF WISCONSIN 
 
 any other city in Wisconsin, cannot be overlooked by the manufacturer or the 
 distributor. ,V city with more i)assenger trains daily entering its stations than any 
 other city in the State of Wisconsin, with exceptional hotel accommodaticms, with 
 good highways leading into it, on the main highways to Chicago, Milwaukee, and 
 Saint Paul — a city with such facilities for travel will not be overlooked by the 
 tourist, autoist or convention delegate. A city with four lakes at its door, with 
 beautiful drives, with boating, fishing, camping facilities, pleasure launches, an 
 excellent climate, with human institutions of national fame, will not be over- 
 looked bv the summer rcsortcr, the sightseer and the human explorer. A city 
 
 K 
 
 "All Europe does not possess a spot of greater scenic beaut ij llian is 
 presented from University Hill." Max O'Rell. 
 
 Page Thirly-eighl 
 
 K 
 
which is rapidly developing these natural and man-made assets will surely con- 
 tinue to be a place capable of getting people to come and remain. 
 
 "Of all the cities in the United States," says John Nolen, of Boston, l-"eIlow of 
 the American Society of Landscape Architects, speaking in his book entitled 
 "Madison, a Model City," "it appears to me tliat Madison has the best opijortunity 
 to become in the future a model modei'n American city. It has the site, the en- 
 vironnient, the climate, tlie piipuhilion, (lie hiKii civic spirit, Ihc traditions, the 
 
 7^ 
 
 X 
 
 AGBICULTUBAL HALT. UNIVERSITY OF WISCONSIN 
 
 paramount attractions of government and higher education. It lacks only the 
 increase of wealth and j)oi)ulation, whicii time will certainly and quickly bring, 
 the co-operation of various public bodies, and a well-considered plan of city 
 making which it is the purpose of this report to at least inaugurate. It is witiiin 
 the power of the people of Madison to make Madison in the future what Cicneva is 
 today — a beautiful and well-ordered, free, organic cit.v." 
 
 A city which hopes, and plans to a<lvance, and become, in the words of John 
 Nolen, "a beautiful, well-ordered, free and organic city," must accept new stand- 
 ards. It must apply new methods to new occasions. It must grasp new opportu- 
 nities, discard depreciated custom, if it would hold its own in this day of real 
 
 "The location of the University, at the edge of the city, makes Madison 
 an ideal university town." Dr. A. J. Ochsneb. 
 
 Page Thirty-nine 
 
 K 
 
VIF.W SHOWING "IMCNIC POINT" IN THE DISTANCE 
 
 AGRICl'l.TlHAI. urillilNCS AND CAMPUS — UNI\'KBSITY OF WISCONSIN 
 
 K 
 
 "There is no gift that a stale can bestow upon a city like the gift of 
 itt university." Harry A. Wheeler. 
 
 K 
 
 Page For/y 
 
i_aa-iJ£«3Ai; 
 
 HORSE BARN — AGRICULTURAL COLLEGE 
 
 competition among cities — a 
 competition as free and un- 
 controlled as has been compe- 
 tition among the individual 
 business interests of tiie coun- 
 try prior to tlie hist decade. 
 
 Like the individual, a city 
 can dissipate its inherited 
 natural endowment. Like the 
 family unit of society, the sec- 
 ond generation of a city can 
 fail to preserve the good name 
 of those from whom tliat city 
 was inherited. This it can most 
 easily do by leaving neglected 
 its real opportunities, by failing to create, by lacking initiative to promote, by 
 refusing even to grasp the privileges wliich were "tlirust upon it." While the 
 surest way to build up the business of a community is to build up 
 the humanity of a city, still, the successful city must retain as 
 the base of its human program, a substantial, material structure. 
 Materialism must pay the bills incurred by idealism. Commerce 
 and civics must go forward hand in hand. The one hand must 
 carry opportunity for material reward to industry for creating 
 business-bigness, if not "big business"; the other, the encourag- 
 ing hand of human service, must promote more happiness in the 
 lives of the less fortunate. Both have as much real responsibility, 
 not only to the past, but also to the future generation of citi- 
 zenship, as eitlier can assume. Both hands must fulfill their obli- 
 gation to the city of which both are the "keepers." Both must 
 look upon their community as only an enlarged private institu- 
 tion. Both must come to see that there is no such happiness as 
 
 e.\clusive happiness, no 
 prosperity save mutual 
 profit, no real progress if 
 it be not that progress 
 which retains the good of 
 the old and accepts the 
 tried of the new. 
 
 This conception of an 
 cfFicient community re- 
 gards all citizens of a city 
 as builders of a single busi- 
 ness — as community-busi- 
 .MAiN HAIL FROM AGRici ..Ti RA., MAIL ncss-builders. It Tecognizes 
 
 W 
 
 K 
 
 "Madison is the center of as magnificent an educational influence as I 
 know about anywhere in the world." Norman Hapgood. 
 
 K 
 
 Page Fort\i-ont 
 
community building as manifesting itself in the power to malic permanent and 
 profitable patrons for a community. This conception of a city recognizes that 
 permanent patrons are made for a city, as for a private business or profession, 
 only by making conditions within that city such as will produce a city product — 
 everything that the people of a city have to sell — such as will attract people to 
 that city, such as will get people to acknowledge the superior commodity of that 
 city. The result is a product such as will persuade people to purchase at a profit, 
 both to seller and buyer, the good things which that city has to ofi'er to the 
 world. Thus the citizens of that city, no matter in what line of business or pro- 
 fession they are engaged, are anxious to improve the elements which enter into 
 the complete product which their city has to market. They are interested in 
 making the commodity of their city so serviceable that the trade mark of their 
 
 milii 
 
 "!!!M 
 
 
 STATK HISTOHUm. AN[) f N I\l;HSITV LIBRARY BVILDING 
 
 city will become acknowledged as standing for utility and service — at a price thai 
 is right, just and equitable. The citizens of such a city are constant in tiieir 
 efforts to improve the commodity which they arc producing. Continuous analy- 
 sis of the weak elements of their community product is their program. How best 
 to serve home patrons, temporary guests, and prospective inhabitants is their aim. 
 This program of community building imposes no real burden. nf)thing but op- 
 l)()rtunily, upon anyone. It merely gets men to enlarge the common functions of 
 citizenship. It leads men to associate with citizenship in a city an enlarged 
 opportunity for city good. The paying of taxes, complying with police regula- 
 tions, loyalty to arbitrary ward lines, the recognition of the legal confines of a 
 municipality which recognizes little, if any, common interests with its rural 
 neighbors — these narrow conceptions of one's city are dispelled in a city of real 
 
 X 
 
 "Madison — famous for its brains but noted for its beauty." 
 
 Hi'BERT F. Miller. 
 
 X 
 
 Page Forlg-luio 
 
r^^j 
 
 community builders. Such a community demands adequate legal authority to 
 work out its local problems. Such a community is more interested in what it 
 receives for each dollar of tax money levied than its rate of taxation. Such a 
 community sees that although its right to levy taxes and incur debt should be its 
 own privilege, yet, it must always be subject to such intelligent supervision of 
 expenditures as will elfectively safeguard against extravagancies and waste. 
 Such a community aims to turn over the city to its future owners a better place 
 than they found it. Such a community insists upon giving to its growing chil- 
 dren better equipment to make better use of the better environment than was the 
 equipment with which it began its work. 
 
 w 
 
 MADISON HIGH SCHOOL 
 
 Just such a community is not yet found in this country. Such a community 
 Madison is not. Such a community Madison, according to many authorities, in 
 addition to John Nolen, bids fair to become. To become such a community Madi- 
 son has the ambition to aspire. The legislature of Wisconsin has already acted 
 favorably upon joint resolutions which when finally adopted by the people, as 
 they undoubtedly will be, and incorporated as amendments to the State Constitu- 
 tion, will provide all the power necessary for effective action by both State and 
 city. All who come to share the life and cooperate in the work of building a big- 
 ger, better and busier city will be generously received. And tliey, too, like all the 
 rest of us who hear we are living in "the most beautiful little city in the world," 
 will never regret the day they came to dwell in the fair "city of the four lakes." 
 In the Madison of today, just as she is, just as others have seen and admired her, 
 every seeker of "A Model City" is welcome to sojourn and remain. 
 
 K 
 
 "// appeals strongly to those who appreciate beautiful scenery." 
 
 George C. Markham. 
 
 K 
 
 Page Forly-lhree 
 
"Madison is a lovely gem of the first water, set in the clasp of four 
 %P I silver lakes." Ella Wheeler Wilcox. I ■ II 
 
 Page Forly-four 
 
MADISON FACTS — BUT NOT BOASTS 
 I. GEOGRAPHY AND TOPOGRAPHY 
 
 1. Lalitiide W 05' nortli. longitude 8<) 23' wost. One luiiKired lliirty- 
 nine miles nortlnvest of Cliicugo, 82 miles west of Milwaukee, 2()() miles 
 southeast of St. Paul (and Minneapolis), 39 miles from southern boun- 
 dary of Wisconsin, 90 miles east ol the Mississippi River, 75 miles west 
 of Lake Michigan. 2(i0 miles from nortlurn boundary of Wisconsin. 
 
 2. City located on isthmus, 971 feet above the sea, about three-fourths 
 of a mile wide and six and a half miles long, between Lakes Mendota 
 
 IRVING SCHOOL 
 
 and Monona; area of former 16 square miles, greatest depth 84 feet, 
 circumference 22 miles; area of latter 5 s([uare miles, greatest depth 
 75 feet, circumference 11 miles. Feature of this city and region is chain 
 of four lakes extending northwest and southeast; Mendota and Monona 
 connected by Yahara River. Region fornud by glacier which extended 
 southwest from Green Bay. Wisconsin. Lakes have a broken and \aried 
 shore line, bluiVs and end)ankments rising from 40 to 100 feet above the 
 water; surrounding country rolling and covered with rich vegetation. 
 
 K 
 
 "Madison's beautiful shade trees and location between the lakes matic 
 it ideal in every way." Congressman E. A. H.*yes. 
 
 X 
 
 Page Forlu-flw. 
 
SCHOOL CHILDREN AT PLAY 
 
 fLAY UROVND CENTER WITH INSTRl'CTOR IN CHARI.I. 
 
 K_ "Nature gave you Ihe fairest spot in all Wisconsin upon which to 
 
 I build a city." Harry A. Wheeler. I ^J|| 
 
 Page Forlg-six 
 
CLIMATE, HEALTH AND RECREATION 
 
 1. Climate. Average toinpcraturc seven niontlis, (October to April) 
 below 50, July and August above 68; climate cool and bracing in winter, 
 146 days of winter, witli minimum temperature ten degrees below zero; 
 extremes not of great duration, average only 18 days with minimum 
 below zero, seven days with maximum above 90. Annual rainfall nearly 
 
 K 
 
 CITY (CAHNI-.tilli) LIBRARY 
 
 32 inches, half of which falls from May to September. Weather and 
 climate of Madison variable, same seasons in successive years rarely 
 alike; flie four lakes nunlify the climate, retarding spring and fall; 
 growing season 179 days; summer evenings cool, few fogs, much sun- 
 shine, few windstorms. Numerous springs, and ten artesian wells of 
 remarkable purity form the city's water supply. 
 
 I tract 
 
 'Mddison combines to a n-mdiLiil'lc dcijicc the thiii<is ticfis.'.iirii 
 people to a city." Hugh Ciiai.m 
 
 Page Forly-sei'en 
 
v» 
 
 "The welfare of the citizen is placed above all commercial and mer- 
 cenary matters." Dr. Harvey M. Wiley. 
 
 I>C 
 
 Page Forlu-eighl 
 
2. Ilcallh. Wisconsin lias lowest ikalh vi\[v of all slates (2:5) iii- 
 cliidrd in lodcral report, with the exception of two new Western states. 
 The averai^e rale of these 23 stales \\as 1.') |)er 1.0(10. Hale i'or Wiscon- 
 sin was 12 i)er 1,000. wliile the Madison dealh rate was only 7.2 per 1,01)0. 
 Six hospitals in city. 
 
 ;{. Recreation. Nineteen parks, area ol 2()0 acres, with 11,!)!.') leel ol 
 water t'rontaife, not including University grounds. A modern zoo. 
 Thirty miles of pleasure drives; 18 suburban tracts; l.")!) miles ol' boat- 
 ing on lakes and river; bathing beaches, and bath houses with atlend- 
 
 JIADISON CITY MAHKIT 
 
 ants, a real city base ball team, and every lorni of intercollegiate athletic 
 contest. Playgrounds, toboggan slides, skating, skiing, ice yachting, 
 regattas, canoeing, motor boating. Fishing (bass, pike, perch, pickerel, 
 etc.). All winter and summer sports, free or at small cost, none of which 
 are commercialized. One opera house, one vaudeville house, ten mo- 
 tion picture houses, lN\elve bands and orchestras. 
 
 III. INDUSTRIES AND COMMERCE 
 
 1. One hundred Iwenlij industries, liltii largest number in stale; value 
 of product approximately ^ 10,000,01)0 in lOlii. Princii)al products: ma- 
 chine tools, gasoline and oil engines, electrical machinery, hospital fur- 
 niture and lixtures, horse collar pads. lUetrie hand lamps, di'v baiter- 
 
 X 
 
 c 
 
 "Madison — a center of American ideals and instilutions." 
 
 H. L. BmncMAN. 
 
 K 
 
 Page Forly-nine 
 
THE STEENSLAND BRIDGE OVER THE YAH.VRA 
 
 ies, shoes, agricultural implements, silos, rennet extract, art glass, geo- 
 logical and landscape models, boats, candy, cigars, beverages, bread, etc. 
 2. Distributing point, due to transportation on three railroads, Chi- 
 cago and Northwestern, Chicago, Milwaukee and St. Paul, and Illinois 
 Central; nine divisions out of Madison, with 24,715 miles of trackage 
 radiating in all directions, serving every state in the Middle and North- 
 west. On the main line of Chicago and Northwestern, midway between 
 .Minneapolis and Cliicago; 102 passenger trains daily, 24 local freight 
 trains daily. Fifteen miles of street railway system, willi 35 modern 
 cars; engineers say best for cities in 30,000 class. Auto busses to sub- 
 urbs. Haw material for which Madi.son is distributing zone: coal, lead 
 
 1 
 
 l-AC.UON IN TI.NNKY PARK 
 
 I"Madison*s beauty of 19H is the best instructor in landscape states- 
 manship I know:* \ViLLiAM H. Allen. 
 
 X 
 
W>**a' 
 
 BRITTINGHAM PAHK — MONONA BAY 
 
 and zinc, silica sand, agricultural and daii->' products, iron ore, copper, 
 lumber, paper, leather, cement, steel, oil. 
 
 ■^. Bank deposits, 1910, $7,818,(594.10; 1914, $11,725,743.21. Bank re- 
 sources, 1910, $10,339,657.75; 1914, $14,712,044.84. p:ight thousand fifty 
 telephones, most of any city in the United States per 1,000 population. 
 One hundred twenty-six thousand two luuidred twenty-six moiu'y orders 
 paid and sold in 1913, value $855,194.88. Postal receipts, $246,931 in 
 
 CONVENTION DELEGATES AT MONONA PABK 
 
 I "The natural attractiveness of Madison has been liberally and intelli- 
 ~jr I gently improved upon." A. J. Earling. | ^P 
 
 Page l-'iflu-nne 
 
Till-; lutivii Ai.D.NG shi:rma.n avi.m k 
 
 1913. IiiUiiuil iTvoinic iTCi'ipts, S1,12."),0(K) in 1<)11. Throe luiiiilicd 
 seven l)iiil(ling permits in l!)i;5, representing a l)uilcHng investment ol 
 .$1,55().()()(). Number of miles of water mains. 7(). Sixty-five miles of gas 
 mains. Sixty-six liundred horse power electrie plant; cheap power: 10c 
 per K. W. first iU) liours of active load; 6c per K. \V. next 60 hours of 
 active load; 2c per K. \V. over !I0 iiours of active load; active is .'>.") i)er 
 cent ol connected load, for factories. Cheap gas, $1.1.") per 1.000 cui)ic 
 feet for first 2.000 eui)ic- I'vvi; sl.O,') for next ;?.000 cubic feet; OOc per 
 1,000 cubic feet over and above .').(l()0 cubic feet. 
 
 IV. AGRICULTURE 
 
 1. .S'o;7. Rich, rolling, clay icani prairie, of limestone ori-rin. adai)ted 
 to any phase of farming suitable to liie climate of the region, |)ailicu- 
 larly favorable to live stock production; a natural field for dairy cows. 
 
 K 
 
 'The treatment yon lutre <jii>en the snrritnnclin;) roadn>ays appeals to 
 
 David I'aikciiu.d. | 'L^ 
 
 Page FiHti-Iwi 
 
bccnusc of growth ol' luscious grasses, llic giiu r;il yield of ccicals, and 
 splendid crops of corn; capable of producing such excellent nioniy 
 crops as tobacco, garden truck, fruits and vegetables. 
 
 2. Dane (loiintij, of which Madison is county scat, has 1017 farms; 
 sixteen towns and villages. Kl.TiS!) acri's are devoted to tobacco raising. 
 Niney-five per cent of liie county's ari'a is in fai'ins, 72 per cent in im- 
 proved land. Highways are yood. 2(),!K52,!)(')7 pounds of tobacco are 
 raised annually. There an- 80 creamerii's, cS.") cheese factories, two milk 
 condenseries. First county in Wisconsin in rural population — 17,1 13; 
 iirst in Wisconsin in farm acreage — 7;5(),310 acres; first in dairy cows of 
 Wisconsin — 115,000, leads nearest competitor of state by l."),000. Stock 
 is delivered to I'nion Stock Yards of Chicago within few hours afttr 
 loading at Madison; feeding unnecessary. First in state in value of 
 farm im|)lements and buildings — -^1 1,000,000; county land valuation. 
 
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 Xr.NNliY TABK I.AdOON AM) DRIVE 
 
 K 
 
 "// is wilhiit Ihc puircr of Ihc pcdplc of Ma(lisi}n la iiuil.c Madisaii 
 the fiiliirc whdl Geneva is today." John Nolen 
 
 Ik 
 
 Page Fillu-three 
 
$52,(KM),()00; production of cereal crops, 7,500,000 bushels annually. 
 Dane County produced more corn in 1909 than either Washington or 
 California; more grapes than Montana; more orchard fruits and small 
 fruits Hum North Dakota; greater amount of clover in 1909 than South 
 Dakota; more forage crops, more of timothy and clover mixed tlian 
 were grown in Oklahoma; more oats than Louisiana (17 bushels greater 
 yield per acre) ; more oats on 100,000 acres than Virginia, with 204,0(M) 
 
 Till; Wll.I.nWs. 
 
 • N THi; r.AKI. Slllllll. AI Il.NM.V i'AKK 
 
 acres. Conunercial fertilizers available and inexpensive. Great annual 
 yield of alfalfa. Twenty-two weekly and four daily newspapers; 20 
 telephone lines; 27 rural free delivery routes; University School of Agri- 
 culture in close touch. 
 
 I?. .1 prosperous population inhabits Dane County, born and bred on 
 farni.s, and developed as tillers of the soil from youth; a people that 
 
 X 
 
 "What is there left in Madison for a communily organization to do, 
 except to say to the rest of the world, 'Come.' " Howard Strong. 
 
 Zlx 
 
 Page Flfly-four 
 
LOOKING TOWABD THI-: CITY FROM A SHAOKI) NOOK 
 
 Tlir, CITY FROM l.AKK MONONA. AT NIGHT 
 
 "Madison has more views which catise the visitor to say 'Gee Whiz!* 
 
 ^J^_ I than any ofhcr cilij." Mlnson Havkns. 
 
 Ix 
 
 Page Ptfla-five 
 
luivc (Uvclopcd from sturdy western European stock, conihininw the 
 common sense, thrift, nnd tenacity of jjurpose of their forefathers, with 
 a modern, educated American progressiveness. Their homes and well- 
 kept farms give evidence of the prosperity of this comnuinily. 
 
 
 V?«^. 
 
 fv-*; 
 
 h-^y^^' 
 
 
 
 NORTH CVHHUI.I. STHKKT BESIUEMXS 
 
 V. EDUCATIONAL CENTER 
 
 1. /•7r.s7 (//(y (';; .v/a/r ;;( cdinalutu. Kleven graded schools, two high 
 schools, six parochial schools, lour schools of music, one academy, one 
 vocational school, one continuation school, one husiness college, one 
 school of telegraphy. Six thousand two hundred ninety-five pupils en- 
 rolled in public schools, SfS per cent of these in regular attend- 
 ance. City gardening promoted by public schools. Educational system 
 of Dane County represented by 270 common and 1.^ private schools, in 
 addition to liigh schools. 
 
 » 
 
 "/ like Madison belter than any other city I have visited in the United 
 States." Sir Hor.\ce Pi.inkktt. 
 
 u 
 
 Page Fiflu-iir 
 
LANGDON STREET RESIDENCES 
 
 GILBIAN STREET RESIOEKCES 
 
 K 
 
 'iVa/ure has lavishly endowed Madison, but man has contributed his | ■ ■ 
 share." A. J. Earling. | JUL 
 
 Page Fifty-seven 
 
iJVNliUON SThEKT, LOOKING WtST 
 
 FROM THE PIAZZA AT THE MENDUTA HoMMlAI. 
 
 K 
 
 "\'ever have I known so fair a spot within the easy compassing of such 
 comfortable homes." Charles Tenney Jackson. 
 
 K 
 
 Page Fifly-eif/hl 
 
2. Vniix'rsilij of Wisconsin, opciu'cl in IS.IU, occupies !)U() acres ol" 
 laiid witli over (iO buil(iiiit?s, represents an investment of approximately 
 live and one-ciuarti'r million dollars, has an t'nrollmi'iil of (i.Tfi.") ri'si- 
 clent students and 6.12() in Extension Division. Of resident students 
 -1,122 are Wisconsin born of whom 1,018 reside in Madison; 2,31.') come 
 from every state in the I'nion and 20 foreign countries; 1,711 are male 
 and 2.021 are female students. C.o-education policy adopted in 1869. 
 11 has ().")! professors, instructors, and assistants. It graduated four 
 students in 1(S,")!. 7S.'5 students in 1!)1 I; graduated a largt'r luuu- 
 
 WUHK ol- Tin: .MAUISO.N GARDEN ASSOCIATION 
 
 her during the last tin years than during the preceding 41 years of its 
 life. Two million eight hundred thousand dollars are available for use 
 in 1911, derived from: federal grants, state tax of three-eii,'hths of a 
 mill on all property in state, legislative appropriation, student fees, and 
 private gifts. All colleges of the University arc focused in Madison. 
 The Babcock Test is one ot the most famous contributions to practical 
 science, from the L'niversilv of Wisconsin. 
 
 X 
 
 "Madison — a rare comhinalion of loirn and counlnj." 
 
 J. II. I\I1U<I.\N1). 
 
 K 
 
 Page Fiftv-nlne 
 
,i. The following libra- 
 ries form a valuable ad- 
 junct to the educational 
 system: City, State His- 
 torical (best equipped 
 working lil)rary west of 
 the Alleghanirs), rnivtr- 
 sity, Aj^ricullural, Engi- 
 neer! ii". Stale Law, Legis- 
 lative lUlerence, and col- 
 lections of several learned 
 societies; in all nearly 
 1,5(M),(HK) volumes and pamphlets. The City Library, with its eight 
 branches, in 1913 circulated 1()I,000 volumes, only 60 per cent fiction. 
 Well known museums are: Slate Historical, Anatomical. Chemical, 
 Drug, Pathological, Zoological, Botanical, Herbarium, and tiie collec- 
 tion of the Madison Art Association. 
 
 HVI)MAll.lC POWIIR AT I'HAIHM-: OV SA(. N KAB MADISUN 
 
 VI. GOVERNMENT 
 
 1. Plans drawn for new federal court house and post office building 
 costing •$550,000; new state capitol building nearing completion, costing 
 $7,0(K),000, artistic symbol of the state, shape of (ircek cross, dome sec- 
 ond highest in the United Stales — 283 feet high, tiiis, tiie distinct feature 
 of the building; Dane Countv court house, costing .'?180,000. City lax 
 
 levy in 1911, $700,000. 
 One of the first cities in 
 the United States to have 
 a city plan, prepared by 
 Joim Nolen. of Boston. A 
 most enk'ieiil lire dcpart- 
 nu'iil: Muuiicipally owned 
 water plant, rale $.00 per 
 iumdred cubic feet for 
 first 7.").000 cubic feet, $.05 
 over and above 75,000 
 cubic feet, t'ederal, state, 
 county. and muniei|)al 
 governments all housed in 
 close proximity and in llic 
 hearl of llie citv. 
 
 VIEW OF THE WISCONSIN l>KI.I.S — NEAR MADISON 
 
 k[ 
 
 "The most magnificent site of any inland city I ever saw." 
 
 HoR.xcE Greeley. 
 
 Ix 
 
 I'age Sixtu 
 
.4^ 
 
 
 'V^ 
 
 THK STATIE OF LINCOLN, BY ADOLPH ALKXANIIKH WEINMAN, SCVI.FTOB. WHICH STANDS ON THE CBEST OF 
 THE HII.L IN THE INIVERSITV OF WISCONSIN COURT OF HONOR. OVERLOOKING THE CAPITOL CITY 
 
 k[ 
 
 "// combines the energy and friendliness of the newer West with the 
 beauty and finish of the older East." George K. Turner. 
 
 ]x 
 
 Page Sixly-one 
 
TOPOC.RAPHIC.U, MAP OF MADISON AM> Tlii: lOlR I. ARC RIX-IOX 
 
 Page Sixty-two 
 
0:eT» O^mrt. 
 
 South Dakota. 
 
 /l/EBfASI('A 
 
 /CAffSAS 
 
 ^i'nco/f\ ,' 
 
 Toioia 
 
 MADISON AS A MARKKT CENTICB 
 
 L 
 
 MADISON AS A CENTER OF RKSOIRCES 
 
 Page Sixly-lliree 
 
r 
 
 LOOKING TOWAHOS Till: CITY KROM HRITTINGHAM PAHK 
 
LIBRARY OF CONGRESS