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Free Land and Adventure! Railroad Advertisements Targeting Montana
Photo: Montana railroad map - Created by McGill-Warner Co.
Era of Great Change in Montana - From Lewis and Clark to the Treasure State
Photo: Early Northern Pacific Engine
An early Northern Pacific engine or locomotive located at Missoula, Montana. One man leans against the train. A second man leans on the coal car behind the engine.
The 19th century in Montana was one of great change. In both 1805 and 1806, the Corps of Discovery led by Meriwether Lewis and William Clark described the expansive lands that would be Montana. They wrote about wide open lands teeming with bison herds and the beauty of prairies, mountains, and rivers. Though not right away, they eventually met several Native American tribes just prior to their Rocky Mountain crossing. Throughout their time here, the territory that became Montana was generally described as beautiful, plentiful, and vast by the Corp’s journals, however, the full potential of Montana’s wealth of natural resources would be exploited by the United States in the decades that followed. The 1830s and 1840s brought fur trappers and missionaries into Montana. The 1860s brought the first steamboat to Ft. Benton and the discovery of gold led to an influx of eager prospectors hoping to strike it rich. By that time, railroads had become a staple of industry in the east, but those wishing to travel west of the Mississippi had to traverse over wild and dangerous overland routes. At the foundation of this rapid-paced change, is the fact that Montana’s introduction onto the scene of United States history truly began at a time where technology was advancing as fast as resources could be made available to produce them, and Montana contained untapped potential in nearly every critical resource needed at the time, primarily mineral wealth, lumber, and farmland.
Photo: Last Spike ceremony on the Pacific Coast Extension
The Last Spike ceremony on the Pacific Coast Extension - Four miles west of Garrison, Montana--1, Conductor 2. W. R. Lanning, Gen Frmn. B&B--3. Mr. Copland, Gen. Frmn. B&B --4. J. W. Fry, Gen Frmn. B&B --5. U. J. Fry, Gen Frmn., Supt of Telgh. - 6. J.F. Weeks, D.F. & P.A. Butte-7. J.F. Pinson, Dist. Engr. - 8. C.H. Marshall, Supt. - 9. Dr. Spottswood, Msla. - 10. E.J. Person, Chief Engr. CMPS. - 11. J. H. Ellison, Supt. Contractors -12. C. H. Mcleod, Missoula Mercantile Company - 13. C. F. Loweth, Chief Engr. CMSt.P -14. W. O. Winston, Contractor - 15. Frank Conley, Warden, Montana State Prison - 16. Fred Sterling, Missoula Mercantile Company - 17. George Nick, Dist. Engr. - 18. Mott Sawyer, Asst. T.M. - 19. W. H. Davidson, Asst. Engr. - 20. H. E. Stevens, Winston Bros. - 21. J. D. McVicar, Dist. Engr. - 22. J. J. Harding, Engineer. B&B - 23. A. L. Stone, Editor, Missoulian - 24. W. P. Warner, D.F. & P.A. - 25. Eugene Greenwald, B&B Forman. The eastbound train on the tracks behind the men is probably made by Rogers Locomotive and Machine Works.
The western gold rushes spurred the need for transcontinental railroad lines that could link the United States and allow the rich resources of the West to benefit eastern markets. The first transcontinental line was commissioned by President Lincoln during the Civil War, however, east and west would not meet until the end of that decade in 1869 (https://www.aar.org/chronology-of-americas-freight-railroads/).
This was of no use to the young territory of Montana, since that line, the Union Pacific, was hundreds of miles south. Still, the booming railroad industry pushed forward, bringing the first operational railroad and first train into Montana in late 1881. With a northern transcontinental line, the Northern Pacific, completed two years later, and another completed in 1887, Montana was completely connected to the United States physically, economically, and politically by the end of the 19th century.
Photo: Map of Montana's homestead lands
Map shows number of acreas in red of free homestead land in each township on January 1, 1914, and locations of reservations.; Text and photos on verso.; "E.C. Leedy, Gen'l Immigration Agent, Great Northern Railway, St. Paul, Minn."
Another aspect of this century that is essential to understanding both the expansion and success of the railroads in Montana is the role of homesteading. The Homestead Act of 1862 offered free land to settlers who were willing to improve it. This went hand in hand with the Dawes Act of 1887 which, among other things, took large amounts of Native American reservation lands and opened it up to settlement. In Montana, homesteading really picked up following the passage of several acts that made the prospect of farming in the state more alluring. This included doubling and even quadrupling the amount of land homesteaders could claim and reducing the amount of time settlers had to live on the land to gain ownership. This, along with the creation of National Parks and the evolution of tourism, provided the railroads with an opportunity to increase their business and provide a steady stream of income for the future. By advertising western lands as free, bountiful opportunities for homesteaders, the railroads could encourage settlers to move west and continue using their railroad line to ship their goods back to eastern markets.
Photo: Montana Free Homestead Land
1912 brochure promoting homesteading in Montana from Great Northern Railway Company. Map on verso.
The primary railroad lines that became central to the story of Montana in the 19th century were the Northern Pacific, the Great Northern, and the Chicago, Milwaukee, St. Paul, and Pacific (Milwaukee Road). Though each one is significant in their own right and extremely interesting topics individually, the collective effort of these companies to boost their profits through advertising demonstrates an invaluable window into the role they played in the story of Montana’s time as a territory and early statehood. Railroad advertising is only a small piece of the overall saga of Montana’s growth in the 19th century, however, it helps to add a layer of individuality in which modern viewers could imagine what it was like to contemplate taking the risk of a new life in the west, visiting the grand national parks, or to simply learn about a place so different from the cities on the Eastern seaboard. This exhibit will provide examples of how each of the Railroad companies encouraged Americans to use their railroad line over other options through their artwork, testimonials of the bounty of Montana farmland, and a fair amount of propaganda.
Northern Pacific Railroad (transcontinental line completed 1883)
Photo: Map showing the land grant of the Northern Pacific Railroad Company in Montana, Idaho, and in part of North Dakota, and in part of eastern Washington, reaching from Dickinson, North Dakota, to Ritzville, eastern Washington.
Relief shown by hachures. Panel title: Preserve this Montana map, it shows the land grant of the Northern Pacific Railroad Company in Montana and Idaho, and in part of North Dakota, and in part of eastern Washington.; Inset: Map showing Northern Pacific Railroad system circa 1890.
The Northern Pacific set out to complete a transcontinental rail line across the northern tier of the United States amid the Civil War, much like the Union Pacific. It stretched from the Great Lakes to Washington state and was completed in 1883 following the driving of the last spike near Gold Creek Montana. What made the Northern Pacific unique among the transcontinental lines through Montana was that it was built largely thanks to massive land grants provided by the federal government. This meant that the company could use the land, lease it, or sell it. In total, the Northern Pacific received 13.3 million acres of land in Montana, and 39 million acres across the west. The completion of the Northern Pacific line meant that a journey that used to take weeks, or even months, could be completed in a few days.
Homesteading
Published for the use of persons seeking information concerning this great new land.
The route the Northern Pacific took through Montana is largely mirrored by the modern I-90 interstate. This means it cuts across the southern half of the state for the majority of its route and links today’s cities of Billings, Bozeman, Helena, and Missoula. The land that this line cut across was sold by the Northern Pacific Railway as a haven for both settlers looking to farm, and those looking to raise livestock. The 1882 pamphlet shown here describes the land in each county adjacent to the Northern Pacific railroad and concludes that “no new Territory of the United States, nor any land under the sun, promises so much to the industrious poor man seeking a home, or to the capitalist seeking for profitable investments, as the Territory of Montana."
Pamphlet on water supply in Montana.
Another pamphlet from 1904 highlighted the irrigation systems and the new Reservation lands that “will shortly be opened for settlement”. This pamphlet demonstrates the major problem that many homesteaders had experienced up to that point in Montana. The land is generally very dry. The state and federal governments, along with local agencies began establishing systems of irrigation that could provide water to lands that were unsuitable for farming without it.
Photo: Some of the Last Free Government Homestead Land: The Flathead Reservation
Pamphlet describes land available for homesteading in the Flathead Valley in Montana.
Still another brochure from five years later describes “some of the last free government homestead land” that had been opened up on the Flathead Reservation in Northwestern Montana. This brochure lists out discounted railroad fares to homesteaders and also includes information about schools in the area alongside the agricultural information to help sell the prospect for families.
Photo: Northern Pacific exhibition car
View of the interior of a Northern Pacific Railroad Company exhibition car arranged like a museum to display sample grains, minerals, types of wood, and stuffed animals (taxidermy) to advertise products and scenery from lands along the railroad. Haynes' mammoth prints and boudoir views are displayed in frames on the walls.
These examples show how the Northern Pacific advertised the land in Montana for homesteaders and incentivized using their rail line to get here. An exhibition car like this one from the Northern Pacific highlighted some of the animals, plants, and landscapes that homesteaders could expect to see when they arrived in their new home. It also gave tourists an idea of what they were about to experience on their tour.
Tourism
Photo: Menu: An apple a day keeps the doctor away.
Menu for the Yellowstone Park Line of the Northern Pacific. Menu is shaped like an apple and includes information on apples, specifically the "Big Baked Apple" of the Northern Pacific.
Tourism was another major focus of railroad advertising. Railroads used this to reach customers who did not want to move west as a homesteader but also had the money and time to travel. The Northern Pacific created pamphlets to promote their round-trip fares to western tourist highlights, such as Yellowstone and Hunter’s Hot Springs in Montana. This menu was used along the Yellowstone Park line. It shows examples of what travelers ate while they were vacationing in Yellowstone.
Photo: Yellowstone National Park Pamphlet
Pamphlet about Yellowstone National Park.
Yellowstone was founded partially thanks to the Northern Pacific’s lobbying efforts in Congress. The Northern Pacific attracted tourists through their packages with railroad fares, lodging, and meals included. Optional additional excursions could be added for an extra fee as well. This brochure gave travelers an overview of the attractions to see in the park, where to stay, what to wear, and maps to help travelers get around.
Photo: Hunter's Hot Spring Pamphlet
Pamphlet about Hunter's Hot Springs in Montana. Includes index.
In this second example, Hunter Hot Springs was advertised as a perfect place to stop mid-way between St. Paul and Seattle. The pamphlet describes its location, hotel, and resort amenities including the mineral pools, tennis courts, and golf course. It also describes what ailments and sicknesses could potentially be treated at the hot springs alongside its rates for ticket fares and baggage options. This example shows how the railroad worked closely with local businesses to promote both businesses.
Great Northern Railroad 1887 - Along the Hi-Line
Photo: James J. Hill, President of the Great Northern Railroad
Head-and-shoulder portrait of James J. Hill, from an engraved or photomechanical print in 'Harper's Weekly' magazine.
Unlike the Northern Pacific, whose land grants from the federal government largely helped fund the railroad, the Great Northern was built almost entirely by private investors led by the “Empire Builder”, James J. Hill. The Great Northern Railway crosses northern Montana along what is now called the Hi-Line. It allowed customers to travel from Minnesota to Washington along the most northern route in the United States. Though it was paid for by private investors, the Great Northern had to wait for the federal government to make decisions about the use of Native American lands, specifically across the Rocky Mountains in Montana. Eventually, the government granted the Great Northern a right-of-way across the mountains through reservation lands. This railroad was completed very quickly across Montana and used Marias Pass over the mountains. This pass had been historically used by the Blackfeet and Salish people for hunting and travel, however, by the time the railroad was looking for a route across the mountains, they were no longer able to live in their traditional ways.
Photo: Recreational map of Glacier National Park, Montana: Waterton Lakes National Park, Alberta.
Panel title: Vacations for all: Glacier National Park, Waterton Lakes Park.
Photo: Glacier National Park Walking Tours Brochure
Introductory -- Tours afoot -- Two summers afoot through 'Glacier' / by A.A. Kelsey -- What to wear and to carry 'over trails afoot' / by Warren L. Miller -- Some equipment hints for women walkers / by Lulie Nettleton -- Some masculine experiences 'over trails afoot' -- Some feminine experiences 'over trails afoot'
Much like the Northern Pacific, encouraging tourism was a major aspect of the Great Northern Railroad’s advertisement strategy. The line passed through dramatic terrain and truly put the mountains on display for tourists who may not have seen anything like it before. The Great Northern had a hand in convincing the federal government to create a reserve out of Blackfeet land that would eventually become Glacier National Park in 1910. The Blackfeet were compelled by the government to sell a huge section of their land in this deal, and the Great Northern used it to build numerous hotels, chalets, and other tourist attractions to increase their flow of tourist traffic. The advertisements for Glacier Park specifically are extensive. There are brochures highlighting the hotels and chalets, walking tours, hiking tours, fishing tours, and some promoting entire excursions that customers could pay for an entire guided excursion through Glacier.
Travel guide to inexpensive activities in Glacier National Park.
This brochure describes a wide range of vacation options, optional excursions, and add-on tours under the guide of “Short Jaunts for Little Money”. It even includes plans for two-week long vacations with a guided itinerary to take travelers to all of the highlights of the park.These, of course, also include the rail fares and stations along the Great Northern where hopeful travelers can hop on to experience nature in the west.
Photo: Glacier National Park: Where the Fighting Trout Leap High
Includes 'A fisherman goes sightseeing in Glacier National Park' by Celbe C. Cline and 'The land of the wimpuss' by Richard Henry Little.
This fishing brochure discusses the types of fish that can be caught in Glacier Park, as well as the best places to fish. The last pages include options for guided tours, lodging, camping excursions, trail rides, and of course, the fares and best stations along the Great Northern.
Photo: See America First, Glacier National Park, Great Northern Railway Chalet at Belton
View of Belton Chalet in Belton, Montana, or present-day West Glacier, Montana, near Glacier National Park, with a group of people standing on the balcony of the main building. Part of the Great Northern Railway's 'See America First' series.
These other examples use photographs and drawings to illustrate the natural beauty of the park and have plenty of advertisements for the Great Northern on nearly every page. The railroad used these brochures to spread information about what travelers could expect for food and lodging, what opportunities for adventure like horse trail rides, auto tours, and boat tours, and what options for camping they could engage in. These advertisements were often associated with the “See America First” campaign which suggested that American travelers opt to vacation in the United States instead of the traditional “Grand Tour” vacations for upper-class travelers in that era that brought tourists to the Swiss Alps, Germany, and other European highlights. With the first World War and mounting political tension in Europe, “seeing America first” was a way that travelers could have a similar experience, without risking their safety on an international trip. This is also a part of the reasoning behind the Swiss-style design choices of the Glacier Park chalets and hotels.
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Homesteading
Photo: Montana Free Homesteading Land
1914 brochure promoting homesteading in Montana from Great Northern Railway Company.
The Great Northern also promoted Montana to homesteaders and those looking to start a new life in the west. The advertisements targeting this group of society often had headlines that touted “Free Montana Land” or Montana as the “Treasure State”. These brochures often provided a wealth of information about climate, soil types, job opportunities outside of farming, and schools. This brochure explains how hopeful homesteaders could gain land through Montana’s three year homestead and squatter’s laws. It also shared stories from seven Montana counties highlighting success stories from farmers.
Photo: General Information About Montana: A Homeseekers' Guide
Pamphlet about farming in Montana. Includes 'what the farmer wants to know about climate, land, water, fuel, soil, grain, stock, irrigation, markets, etc.'
This brochure is a “homeseeker’s guide” and it includes information about farming essentials, sightseeing from the railroad, mining information, and law enforcement. This guide attempted to provide a homesteader with all they would need to feel comfortable moving across the country to start a new life. The Great Northern also offered discounts for homesteaders who used their rail line. Second-hand homesteading goods could travel at discounted rates. Also, when moving livestock, one person would receive a free rail ticket to take care of them. These incentives show a stark difference from the advertisements of luxury vacations in the travel brochures.
Photo: Montana: Homesteads in Three Years
Pamphlet about homesteading opportunities in Montana.
Both of these brochures attempt to lure homesteaders to Montana by first sharing several years worth of data for crop yields of various products, like wheat, corn, and barley, in comparison to other homesteading states. They also use personal testimonials from homesteaders of “poor” background and of “moderate means”. The “man of moderate means” discussed how his initial investment of $1,400 was able to purchase him a 320-acre plot, four horses, a wagon, drill, plow…, a house, cattle, hogs, and chickens. Although he does describe the climate as dry, he was still able to make a profit on his crops. The poorer man was “sorry he didn’t come twenty years ago” because he was able to grab up a homestead and make profits on his crops even in a dry year. He also describes how there are plenty of other jobs available in nearby towns as well.
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Chicago, Milwaukee, St. Paul, and Pacific - 1907 (Milwaukee Road)
Photo: Little Joe, freight locomotive E74, Deer Lodge
Milwaukee 'Little Joe,' freight locomotive E74, Deer Lodge, Montana.
The third major transcontinental rail line to make its way into Montana was the Chicago, Milwaukee, St. Paul, and Pacific, or Milwaukee Road. It made its way into Montana in 1907, which made it newer and more modern than both the Northern Pacific and the Great Northern. It had fancy new steel bridges and bright colored engines that stood out among the older wooden trestles and black or green engines of the Great Northern. In western Montana, the Milwaukee Road closely follows the route of the Northern Pacific, however, East of Three Forks, the Milwaukee Road branched off to reach towns that were not serviced by the Northern Pacific. This meant that many agricultural communities now had a much easier access to rail service. However, those areas were sparsely populated and not major tourist destinations, so the Milwaukee Road needed to be much more proactive in advertisements to convince homesteaders to make the journey. This is seen in the wording and the pictures they used to promote the land. Another thing that made the Milwaukee Road special was its electrical rail lines. This came about due to its connections to the Anaconda Company, and therefore, Montana Power. This was both a novelty for travelers and a great boon to the power company.
Photo: Montana, along the new line to the Pacific Coast
Pamphlet about resources and opportunities in Montana.
The image on the cover of this pamphlet is one of the most iconic advertisements for Montana from the railroads. It shows a homesteader plowing gold out of the ground in Eastern Montana. This epitomizes the aggressive and targeted advertisements the Milwaukee Road needed to convince Easterners to take the risk of homesteading in Montana. Especially in areas that were sparsely populated and comparatively dry to other homesteading areas. This pamphlet follows a very similar model as the others done by the Northern Pacific and the Great Northern that breaks down the type of land and crops grown as well as other industries that homesteaders could be involved in, such as mining and livestock. This is accompanied by pictures and statistics of crop yields from previous years. It ends with a description of rail fares and discounts offered to homesteaders. This is one example among many created by the Milwaukee Road presenting Montana as a haven for farmers and opportunity seekers.
Conclusion - Boom and Bust
Photo: Group photo of Homesteaders
1910 group portrait of about 50 woman, children and men by a log cabin. The Chicago, Milwaukee, St. Paul and Pacific (the Milwaukee Road) railroad tracks entered the Musselshell Valley in 1908 and created a population boom.
The railroad companies had a large presence in the homesteading boom in Montana. According to Montana: Stories of the Land, more than 82,000 homesteaders came to Montana during this time in an attempt to prove up and claim their free homestead land. For some, the dream became a reality, they were able to meet the conditions of proving up the land and gain ownership. For those, their homesteads were profitable enough to be passed down even to today. However, the dry conditions of farming in Montana coupled with a series of events led to disaster for many homesteaders who were forced to leave or take up industrial jobs. A drought beginning in 1917 spelled the beginning of disaster for Montana homesteaders. Then, the Spanish Flu hit, sickening many in the prime of life. This came in conjunction with the end of WWI and of wartime demand and prices for agricultural goods. Ultimately, 70,000 of those 82,000 hopeful homesteaders would leave Montana in the 1920s, however, the homesteading boom left a lasting impact on Montana and helped usher in the 20th century. Railroad companies' impact on Montana is even more widespread. Railroads were integral to nearly every industry in Montana and the echoes of that impact can be seen widely across Montana today. Many places, even tiny towns, often have remnants of the early impact of railroads, such as station buildings or the iconic black and white town signs. These modern reminders and the historical advertisements help us envision what it was like to consider a homesteading way of life.
Exhibit Author: Hanna Patera
Bibliography
Association of American Railroads. n.d. “Freight Rail History: Key Milestones from 1804 to Today.” Association of American Railroads. Accessed 2026. https://www.aar.org/chronology-of-americas-freight-railroads/.
Holmes, Krys, and Susan C. Dailey. 2008. Montana: Stories of the Land. Helena, Montana: Montana Historical Society Press.
Montana Historical Society. n.d. “Transportation Tourism.” Historic Montana. Accessed 2026. https://historicmt.org/tours/show/75.
