EDITOR'S LETTER

I asked Paul Thompson about the cowboy in the photograph. I figured if anyone knew his name, it would be Paul. His grandfather, Jim Thompson, was one of the first European settlers in Sedona - he homesteaded Indian Gardens in Oak Creek Canyon in 1876.

Paul wasn't sure about the cowboy, or the two young children on the horse next to him, but he says the gate was at the north end of what used to be Sedona's first Old West movie set, which was built in the 1940s. Ed Ellinger, who made the photograph, owned the Saddlerock Ranch, a landmark property located a stone's throw to the south.

I asked Janeen Trevillyan about the photograph, too. She's Sedona's leading historian. “The image was used on the Ellingers' Christmas card in the late 1950s,” she says. “Ed was taking advantage of a good view for his photo.” More than likely, we would have been on the Ellingers' Christmas card list - Ed was a contributor - and that's probably how our editor discovered the photo, which we published on the back cover of our December 1960 issue. By that time, our “Christmas Edition” was already a juggernaut, selling nearly a million copies over the holiday season. But our business manager, Jim Stevens, wanted to make sure that every Who in Whoville had a copy. So, on October 9, 1960, he hosted a handful of newsstand distributors at the Westward Ho in downtown Phoenix. Editor Raymond Carlson was there, too, along with representatives of the Independent News Company, our national newsstand distributor in New York, and two distributors from Tucson. That small city would be the focus of a special promotion designed to make our December issue even more ubiquitous. H.J. Sandoval Sr., of the Tucson News Agency, was impressed with our pep rally. “The get-together for the kickoff of the Christmas Edition of Arizona Highways was indeed most enthusiastic,” he wrote. “We wish to express our thanks not only for the fruitful meeting, but also for the cocktails and dinner that evening.” A representative of Southwest News Co. was equally impressed: “For any job to be done right, we must first have the tools to work with. This, for which we are most grateful, was given to us in the form of promotional material - all-new, improved, colorful and in whatever quantities needed.” Wooden display racks, cardboard display racks, posters, banners, bumper stickers, cocktail napkins, table tents ... like Lucy offering psychiatric help for 5 cents at a small booth, the marketing plan for our December 1960 issue was pretty simple. It was old-school and grassroots. And to help it along, Governor Paul J. Fannin proclaimed the second week of December as “Arizona Highways Week.” On a bookshelf behind my desk I have a 2-inch-thick threering binder filled with every detail of that special promotion, including the number of trucks that delivered the magazines and display racks. There were eight, with two men in each truck. And they started the day, November 16, at 4 a.m. with breakfast at Johnie's Drive-In on Speedway Boulevard in Tucson. That binder also includes photographs and written details of every store display.

At Sears & Roebuck, our magazine was displayed in a storefront window next to the Stone Avenue entrance, along with the ever-popular Sears Christmas catalog. At Woolworth's, there were two wooden display racks divided by a banner poster at the front entrance of the store. We even had a six-pocket rack next to the cash register at Uncle John's Pancake House.

In all, we delivered 110,000 magazines, about half the population of Tucson, to more than 30 stores. And we sold almost all of them. If you add those magazines to our normal distribution, and factor in the pass-along rate, millions of people around the world would have looked at that issue, and most of them would have seen Ed Ellinger's photograph on the back cover.

Sixty-four years later, that image is back in the spotlight. In addition to being the subject of our annual holiday puzzle, it's back on our back cover. Sort of. Initially, the plan was to rerun the image in its original form. Just like we did in 1960. But then I saw one of Naomi Brown's paintings on Instagram. And that's when it hit me, like a blast of frankincense.

“Hello Naomi. This is Robert, from Arizona Highways. I have a question: I'm wondering if you could make a painting from this photograph. I'd like it for our December issue, so your timeline would be extremely tight. I can tell you more, if you think it's something you'd be interested in. And if you have the time.” “Ummm... heck yeah,” she said. “I love this image. And I'd love to paint it for you.” And so she did. Beautifully. Thank you, Naomi. For saying yes and for setting aside so many other commissions. For your determination in hitting our ridiculous deadline. And for your remarkable artwork. In the spirit of the season, you have given us a wonderful gift, and we are sincerely grateful.

“Reflect upon your present blessings, of which every man has many,” Dickens wrote, “not on your past misfortunes, of which all men have some.” I would encourage the same contemplation this holiday season. Meantime, whether you celebrate Christmas, Hanukkah, or just some time alone with your family and friends, happy holidays, and thank you for spending another year with Arizona Highways.

DISCOVER BISBEE

Bisbee, Arizona, is a mile high in the scenic Mule Mountains. Just a scenic drive away from Tucson and Phoenix, Bisbee offers the best year-round climate you'll find anywhere. Come enjoy our rich history and Discover Bisbee.