Keswick's history throughout the 20th century was one of increasing reliance on tourism, the pencil industry being the second largest source of employment. The Cumberland Pencil Company, formed at the turn of the century, occupied a large factory near the River Greta on the road leading out of Keswick towards Cockermouth. The conservation movement continued to develop; Rawnsley led successful campaigns to save the medieval Greta and Portinscale bridges from replacement with ferro-concrete structures; and the National Trust continued to acquire land locally. In the First World War Keswick lost many of its young men: the war memorial near Fitz Park commemorates 117 names, from a population at the time of less than 4,500. By the 1930s Keswick was firmly established as the main centre of tourism in Cumberland and Westmorland. An article in "The Manchester Guardian" in 1934 called it "the capital of the Lake District", and continued: