Horace Emerson Rhoads or "Dusty" Rhoads, was the last of six children born to Abe and Adaline Rhoads. Horace started working for the Anderson Daily Bulletin as a newsboy when he was 6 years old. By the time he was 16, Horace had been promoted to circulation manager. His parents and older brother, Roscoe, moved to San Diego in the fall of 1901. Horace was employed as a solicitor for the San Diego Sun and the family moved to La Jolla in late 1902. In 1904 Horace had an office in the Hartfield Building in Chicago, handling national advertising for a string of Scripps owned Pacific Coast newspapers. Horace was elected vice-president and business manager of the San Diego Sun in 1908 and was given the job of general manager for the Los Angeles Record and the San Diego Sun in 1910. Soon after, he became the general manager of the San Francisco Daily News. Horace believed that the newsboys he employed held great potential for the future and he organized the Los Angeles Newsboy Club during his tenure in Los Angeles. Horace sold out his shares in the Scripps newspapers and devoted his time to more local pursuits. He was on the Executive Council of the La Jolla Civic League in charge of public utilities and was involved in the fight for the Camp Kearney Road and other city improvements. Other local activities included being a member of the Greater La Jolla Celebration Committee in 1924. Horace served on the founding board of directors of the First National bank of La Jolla in 1928. Many of the same men started the La Jolla Guarantee Building-Loan Association a year later of which, Horace was the vice-president. He successfully reinvigorated the dying San Diego Athletic Club during the 1930s, which he helped found in 1924. He also stayed active in San Diego politics, supporting local and state Republican candidates. Horace may have retired, but he continued his active lifestyle until his death in 1941.
Scope and Content
The collection is single-item cataloged and contains 759 items including 92 manuscripts. Most of the manuscripts are documents regarding the advertising, circulation, and financial concerns of The Los Angeles record, The San Diego sun, and The San Francisco daily news from the early 1910s. The other substantial manuscripts are diaries of Adaline Rhoads and Roscoe Maxwell Rhoads detailing the social life and customs of late-19th century Indiana and early-20th century Southern California. Adaline Rhoads wrote about her daily chores, the activities of her children and her travels. Roscoe Maxwell Rhoads also details his attempts to mend his health through exercise, various diets, bathing in magnetic wells and two visits to the Battle Creek Sanitarium in the late 1890s. Roscoe Maxwell Rhoads also detailed the family's journey from Anderson, Indiana to San Diego, California and their later move to La Jolla, California. The collection contains 102 pieces of correspondence, the majority of which are addressed to Horace Emerson Rhoads regarding the newspaper business. There are also a significant number of letters from Horace Emerson Rhoads regarding the newspaper business and the San Diego Athletic Club. There are letters concerning San Diego and California politics, including three letters regarding the purchase of an airplane for the governor of California. Rhoads received letters on the subject of honorary membership in the Los Angeles Record Newsboys' Club. The collection also contains letters regarding participation in La Jolla events and politics.
The ephemera consists of 565 pieces, most of which are newspaper clippings. The bulk of the ephemera is related to the newspaper business, especially E.W. Scripps newspapers, and the career of Horace Emerson Rhoads. Many of the newspaper and magazine articles are about the careers of individual newspapermen, their philosophies concerning the business, or their deaths. The collection also has a large number of obituaries regarding local Southern Californians. There is a large amount of material regarding La Jolla, its politics, its businesses and its early relationship with San Diego. The ephemera also includes a Price List of Indian Stone Implements for sale by J.R. Nissley of Ada, Ohio and three fliers pertaining to fossils and books concerning collecting. There are also two photograph albums, one of which has photographs of San Francisco after the earthquake and fire of 1906. Other subjects in the collection include: William Hempstead Porterfield; John Diedrich Spreckels; Anderson (Ind.); San Francisco (Cal.); athletic clubs; diet fads; Fourth of July celebrations in California; World War I; women's rights; Epworth League; Woman's Relief Corps; abortion law, child labor law, child welfare, divorce law and interracial marriage law in California; politics and government of San Diego; and dairying in California.