"Worry, U.S.A.": DUDE RANCH ADVERTISING LOOKS EAST, 1915-1945.

The article chronicles the history of dude ranching, the practice of hosting American and international elite sportsmen by working ranchers, and its depiction in advertisements between 1915 and 1945. Topics discussed include "The Teepee Book" intended to boost tourism in the West, factors that influence ranch owners to expand into the tourist industry, some ranches and their clients from various cities and eastern regions and presentation of the West in early 20th-century advertisements.