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"The Chicago Journal
of Commerce commented favorably on the name of the new company,
"it indicates the intention of the reorganizers to start with a
clean page. Heretofore the railroad has been known in most of
its operating territory as the Milwaukee, but in all financial
circles it has been 'the St. Paul.' The name "Milwaukee" will be
new in financial circles. The associations of the old St. Paul
securities will tend to be lost sight of as everybody writes,
talks, and thinks "Milwaukee" instead of "St. Paul" ..."
Literary Digest, December 11, 1926
The roll out of the "new" identity was a massive advertising
campaign during 1927 to establish in the public mind, "The
Milwaukee Road."
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