With our free press under threat and federal funding for public media gone, your support matters more than ever. Help keep the LAist newsroom strong, become a monthly member or increase your support today .
This is an archival story that predates current editorial management.
This archival content was written, edited, and published prior to LAist's acquisition by its current owner, Southern California Public Radio ("SCPR"). Content, such as language choice and subject matter, in archival articles therefore may not align with SCPR's current editorial standards. To learn more about those standards and why we make this distinction, please click here.
1920s Ad For Eagle Rock Promises 'All White' Residents
(via Michael Kohlhaas, Reddit)
In 1923, Eagle Rock became a part of Los Angeles, and it was quickly developed and marketed to the masses. In an ad that will make your palm hit your face, the Greater Eagle Rock Club promoted the neighborhood as one that was home to "the white or caucasian race," exclusively. The ad showed up in papers like The Sentinel, which a decade later noted that as a result "a real boom was started for Eagle Rock." Here's the text:
Eagle Rock has had a steady and natural growth without exploitation—and thus presents a firm foundation for a very remarkable development during the next few years. EVERYONE is talking Eagle Rock — because: The advantageous location of Eagle Rock is unexcelled! Eagle Rock is a corporate part of the great city of Los Angeles! Our hills and dales provide the most favored of 'view' homesites! Favorable restrictions help create a community of beautiful homes! The residents of Eagle Rock are all of the White or Caucasian race!
Over time, of course, Eagle Rock has seen many ethnic and socioeconomic groups, and has been considered "highly diverse"—recently, the population breakdown was: Latino (40%), followed by White (29%), Asian (23.9%), and Black (1.9%). In more recent years, the area—which is next to the now-hip Highland Park—has become more gentrified and populated with young professionals and creatives.
Sponsor
Hollywood, 1925. (Getty)
This Eagle Rock ad is just one in a history of racist ads promoting areas protected from "metropolitan development." In a 1924 ad for Hollywoodland, residents of L.A. are urged to "protect your family by procuring a home place in the Hills of Hollywoodland—secured by fixed and natural restrictions against the inroads of metropolitanism."
At LAist, we believe in journalism without censorship and the right of a free press to speak truth to those in power. Our hard-hitting watchdog reporting on local government, climate, and the ongoing housing and homelessness crisis is trustworthy, independent and freely accessible to everyone thanks to the support of readers like you.
But the game has changed: Congress voted to eliminate funding for public media across the country. Here at LAist that means a loss of $1.7 million in our budget every year. We want to assure you that despite growing threats to free press and free speech, LAist will remain a voice you know and trust. Speaking frankly, the amount of reader support we receive will help determine how strong of a newsroom we are going forward to cover the important news in our community.
We’re asking you to stand up for independent reporting that will not be silenced. With more individuals like you supporting this public service, we can continue to provide essential coverage for Southern Californians that you can’t find anywhere else. Become a monthly member today to help sustain this mission.
Thank you for your generous support and belief in the value of independent news.
But the game has changed: Congress voted to eliminate funding for public media across the country. Here at LAist that means a loss of $1.7 million in our budget every year. We want to assure you that despite growing threats to free press and free speech, LAist will remain a voice you know and trust. Speaking frankly, the amount of reader support we receive will help determine how strong of a newsroom we are going forward to cover the important news in our community.
We’re asking you to stand up for independent reporting that will not be silenced. With more individuals like you supporting this public service, we can continue to provide essential coverage for Southern Californians that you can’t find anywhere else. Become a monthly member today to help sustain this mission.
Thank you for your generous support and belief in the value of independent news.
Senior Vice President News, Editor in Chief
