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.[49] The conservation movement continued to develop; Rawnsley led successful campaigns to save the medieval Greta and Portinscale bridges from replacement with ferro-concrete structures;[50] and the National Trust continued to acquire land locally.[51] In the First World War Keswick lost many of its young men: the war memorial near Fitz Park commemorates 117 names,[52] from a population at the time of less than 4,500.[53] By the 1930s Keswick was firmly established as the main centre of tourism in Cumberland and Westmorland.