27. Extinction in Ecotopia:
Environment and Identity in the Late 20th-Century Pacific Northwest
Salmon in the City
"Come to Oregon where the market is growing and the living is fun," said the
headline to this 1963 advertisement run by Portland General Electric Co., in
Fortune magazine. The ad explicitly linked salmon to the quality of life that
would attract a business executive to the Northwest: "Mr. Carlson is a nut on
fishing. He can...drive 20 minutes from his home in the heart of Portland and
spend a couple of hours trying to latch onto a salmon and still be in the
office by 9." (Caption and photograph reproduced in, Joseph Cone and Sandy
Ridlington, eds. The Northwest Salmon Crisis: A Documentary History.
Corvallis, Oregon State University Press, 1996. p. 165. Copyrighted 1996 by
Oregon Sea Grant.)