rigades. The advertising material, its distribution, express, freight and cartage, together with the salaries, transportation and living expenses of seventy-five

t which judicious advertising should stop. This is demonstrated by the fact that the dressing-room tents of the present day are larger than were the entire old-time circus canvases, when the advert

VERTISIN

cars especially fitted out for the use of my advance agents. The first brigade was accompanied by an enormous organ, for which a car was built, the latter being drawn through the streets by an elephant. This organ was a masterpiece of mechanism and

I soon found myself defendant in numerous damage suits. Indeed, that single e

and undertook to stop the progress of the huge animal. Their efforts, however, met with no success, for, with the most sublime indifference, the beast moved quietly forward. For this I was sued for "trespass" and "injured feelings."

VIL'S W

ion of an engine to which was attached a steam whistle of such power and discordant tone that it could be heard for miles. This the men would blow while going through the country. Professo

was that had so disturbed their peace, and thus we were enabled to advertise more thoroughly than any show

sed pleasant music while my bill posters decorated the dead walls and boards. The band also gave concerts at night u

e "Newly United Shows." Added to these attractions were two stereopticons that pictured, from some house-top or window, the main features of the show. This, together

could be heard much further than that of an ordinary anvil. At intervals, to strengthen the chorus, cannon were fired off. This, though a great novelty, caused some dissatisfaction, especially amid crowded surroundings. My excuse

OTT

ground. But the impossibility of detecting all crooked work may be readily understood when I say that from eight to twelve wagons containing bill-posters and paper start out on country routes in as many different directions, so the "spotter," not being ubiquitous, cannot follow every trail. One of my "spotters," however, did once ascertain that a party of my men had driven into the country and dozed comfortably in the shade all day,

season of my show, amounted to $40,000, and this was before the days of extensive lithographing. I believe I ordered the first three-sheet lithograph ever made, and also the first ten-sheet lithograph. This was considered a piece of foolishness; but when I ordered a hundred-sheet bill and first used it in Brooklyn it was consid

n fifty to seventy-five cents apiece. They can be had now in large quantities for about five cents or less the sheet. As shows no

four four-horse wagons full and these followed our parade. The men tossed the folders high in the air and the wind carried them in all directions. While this style of advertising surprised the people, it was soon stopped, and properly, too, by city ordinance. I think circus people would be better off if ordinances were passed wholly prohibiting bill posting; but unfortunate

XPLOITING OP

California. Believing him to be representing me, the freight agent did as requested, and my advance brigade was delayed until a fresh carload could be sent on from New York, which could be done in less time than it would have taken to have brought the original carload back from San Francisco. After accomplishing this contemptible trick the fellow escaped, and, although I had

the r?le of commercial salesmen. These men would step into prominent stores and, after a short business talk, incidentally mention my name and then impart the information that m

LY R

dollars and is sometimes kept up by the agents long after the proprietors have become reconciled. Once we became involved in one of these contests, and the opposition, in order to harass us, actuall

the time it occurred he fully intended accusing us of having had the switches turned, thus causing the disaster. To that end he had even gone to the length of swearing out warrants for our arrest. They

NED A BRIDGE TO PREVENT

rer on arrival of the show. They were given for services rendered or goods bought, and covered the expenses of livery teams, dis

per, containing advertisements of the Coup Show to exhibit

) -- --,

Its object, of course, was to make the newspaper proprietors and the public think they were

and," or date. We could not safely accuse any of our competitors of this contemptible and incendiary

e advance route. I knew one agent who was an expert telegraph operator and able to take messages by sound. He would scrape acquaintance with the regular operator and pass his

BILL

n the paper of its rival, thus getting all the advantages of the first show's paper. Sometimes the indolence and laziness of my own men have annoyed me greatly. I am reminded that, while my a

exas, Ju

C. C

House, New

ree in Texas; send another

tant figure. As usual, he gave an order on the company which was to be paid immediately on our arrival. But the owner, or pretended owner, inserted a clause in the agreement that the lots were to be used if still in the possession of the signer. Immediately on our arrival the bill was presented, and as promptly paid. Imagine my surprise when,

r through oversight, George Peck's Sun had been entirely forgotten. Nevertheless, I found on reaching Milwaukee that Peck had, on several occasions, good-humoredly alluded in his columns to my coming, and had not "roasted" me, as many other editors so slighted would have done. Accordingly I sent him a check which would have more than paid for the advertising he should have had but did no

SY OF

r, through an oversight, had been skipped altogether in the distribution of the advertising. When the second brigade of the advertising army arrived in town, it found that the issue of this paper had already been mailed to its subscribers. No

very strong, and I had as press agent a brother of the man who held the same position in the employ of my rival. They were both excellent newspaper men and thoroug

esbar

ous business here to-day; the larg

my agent's brother that he was at a loss to know how to overcome them. He finally hit upon a novel and dashing plan. After our columns had been set up in the various papers, he would then engage the adjoin

FREE ADV

n the war of opposition, but others of a mo

the dumb creature, and the children became so interested that petitions were signed by hundreds-yes, thousands-of children and adults of Great Britain, protesting against the delivery of the animal to its new owners. Jumbo's stubbornness proved a fortune to his new owners. Taking advantage of the opportunity they began to work upon the sympathies of the Humane Society, which made

l use Jumbo matter befor

riend Col. John A. Cockrill, then editor of the Post Dispatch-when another associated press Jumbo dispatch came in, with which they were delighted. I then related my experience with the New

ccount on the Jumbo excitement. Their show agents in London did wonderful work in keeping the associated press filled with new matter, and

e, especially the children. This editor had no idea then and perhaps does not even now know that he was made an innocent agent in the big advertising scheme. The children of Great Britain had ridden on Jumbo's back, fed and fondled him for

ed upon that sympathy for Alice and Jumbo almost equaled that aroused for the slave by the description of Uncle Tom in "Uncle Tom's Cabin." The advertising matter for Jumbo-the lithographs, etc.-had already been printed, and in them he was called "Mastodon."