Part 7

There was always a sharp rivalry between the advance brigades of opposition shows, and many are the tricks which they play upon each other. Perhaps the most serious and daring trick played on me was when the agent of an opposition show actually went to the railroad office and ordered a carload of my paper, which was on the sidetrack there waiting for our man, to be shipped to 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 Pinkerton men closely on his trail, I was never able to get service on him. Of course the scamp's employers were legally responsible; but in those days we never thought of bringing suit in cases of that kind, although I was strongly tempted to do so in one place, where an opposition show had covered my dates with their own and had greatly damaged us by misleading the people.

Of the many other sharp tricks played on me by opposition shows, one of the best, or worst, was that of equipping men with sample cases, and sending them in advance of my show in the role 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 my show had disbanded and gone to pieces. This, of course, would set the whole town talking, and the news would soon spread over the entire country, thus doing me irreparable harm.

COSTLY RIVALRY

The general public has very little idea of the extent to which opposition tactics are carried by the representatives of circuses and menageries. The rivalry between two shows often costs thousands of 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, actually had four of our men arrested in different States on a charge of libel. The Indiana libel laws were very severe, and in each instance we were compelled to give a heavy bond for the release of our man.

That year the train of a rival outfit ran off the track, and one of the proprietors, in the course of time, became my agent. One day, in a confidential chat, he alluded to the mishap, and told me that at 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 knew that we were perfectly innocent, but their object was to gain notoriety and sympathy. At the last moment, it is to be presumed, their better natures asserted themselves; at all events, they weakened.

Another party in opposition warfare copied our money orders. Orders of this kind were given by our agents and paid by our treasurer on arrival of the show. They were given for services rendered or goods bought, and covered the expenses of livery teams, distributing bills, flour, feed, advance brigade supplies, newspaper advertising, etc. They were made out something after this style:

"On presentation of this order and ten issues of ---- Newspaper, containing advertisements of the Coup Show to exhibit at ---- on the ---- day of ---- pay Mr. ---- $----, amount due him.

"(Signed) ---- ----, Agent."

These orders were extensively used by the opposition for some time before we discovered it. Its object, of course, was to make the newspaper proprietors and the public think they were advertising the Coup show, while of course their own dates would be inserted instead of ours.

At a certain place in Ohio a bridge was burned in advance of us and entailed the loss of our next "stand," or date. We could not safely accuse any of our competitors of this contemptible and incendiary trick; but we knew they were driven to desperation and were capable of resorting to any such outrage.

There were agents so utterly unscrupulous as to receive pay from opposition shows for disclosing to them information that should have been jealously guarded, even betraying the 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 spare time in the telegraph office secretly taking our messages as the latter were being sent over the wire, the local operator being ignorant of the loafer's telegraphic skill.

IDLE BILL POSTERS

These opposition fights greatly benefited the local bill posters and were frequently urged on by them. Sometimes a show would send a brigade over the country at night, placing its own dates on 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 advance brigade was billing Texas, one of my agents became utterly disgusted with the sleepiness of his men. They were mainly of corpulent build, and their captain actually sent me this message:

"WACO, Texas, July, 1881.

"W. C. COUP,

"Sturtevant House, New York City:

"There is one more shade tree in Texas; send another fat man to sit under it."

On numerous occasions I have had to pay dearly as a result of the sharp practices of unscrupulous people, and it is a well-known fact that a circus man has to deal with a great many of this class. Our advance agent always engaged the lots on which we were to exhibit, and he did so at Austin, Texas, renting the necessary ground at a most exorbitant 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, as the show opened at night, another bill was presented for $150. It seems that this sharper had made a fraudulent sale of one of the center lots on purpose to swindle me. Of course I paid it, under protest, in order to enable the performance to proceed, as, anticipating a refusal on my part, they had illegally attached some valuable ring stock.

Some years ago when George Peck was struggling with Peck's Sun, long before it had been recognized as a "leading comic paper," I visited Milwaukee with my show. My invariable instructions to my agents were to advertise in every paper, but especially to place an extra advertisement in all young papers struggling for recognition, provided, of course, that they had merit. For some reason, or 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 not get. To my surprise he returned the check, saying I owed him nothing. I declined to receive it, and once more sent it to him, telling him not to come any of his "funny business over me," and to reserve his jokes for his paper. This brought him around to my hotel, and I was delighted to become acquainted with one of the cleverest men I have ever met. Later he became Governor of his State.

COURTESY OF EDITORS

As an example of the courteous treatment I have invariably received at the hands of the newspaper editors I cannot refrain from giving the following incident which occurred when the show was in North Carolina. In a town in that State one paper, 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. Nothing daunted, however, this agent arranged with the publishers for a special issue which, teeming with praises of the Coup show, was issued and mailed to all subscribers. As a result excellent houses greeted us when we exhibited in the place.

The rivalry between the great shows extended to the newspaper advertising as well as bill-posting department. I remember that once, at Pittsburg, the opposition was 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 thoroughly understood their business. We would take whole columns in the newspapers, and my men with the show would telegraph to the papers at Pittsburg after this manner:

"WILKESBARRE, Pa.

"The W. C. Coup show did a tremendous business here to-day; the largest and best show ever seen here."

These telegrams would be used to head our other notices in the Pittsburg papers, and whole columns would follow, setting forth the merits of the show. With more solid indorsements these telegrams so worried 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 adjoining columns. In this space, in display type, he denounced our telegrams as bogus, stating that he had seen his own brother write them at the hotel. This announcement completely took the wind out of our sails.

JUMBO'S FREE ADVERTISING

Many amusing things of this sort occurred in the war of opposition, but others of a more serious nature would, of course, come up.

The greatest amount of free advertising ever received by a big show, within my knowledge, for any one thing, was that which was incident upon the purchase of "Jumbo." The elephant was bought by Barnum, Bailey & Hutchinson from the Zoological Gardens in London. When the day arrived for his removal, the elephant lay down and refused to leave his old home. This created a sympathy for 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 every effort to prevent Jumbo from being sent to this country. The news was cabled to America by the column. I happened to be in the editor's room of a daily paper in New York when one of these cables came into the office. The editor laughingly called my attention to it and threw it into the waste basket. I said: "What, are you not going to use this?" He said: "No, of course not."

"Well," said I, "you will use Jumbo matter before the excitement is over."

I saw how the excitement could, and surely would, in such able hands, be kept up. I left that night for St. Louis, where my educated horses were being exhibited, and made a call on my old friend 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 York editor who had refused to use the cable that came into the office while I was sitting there. The colonel and Mr. Pulitzer said: "Well, we are glad to use it--this and future dispatches."

The next day the colonel handed me a New York paper, which proved to be the same that I had mentioned, and in it appeared a double leaded account on the Jumbo excitement. Their show agents in London did wonderful work in keeping the associated press filled with new matter, and the free advertising they secured would have cost at regular rates a half million of dollars and even then would not have been as effective.

The agents succeeded in working up this opposition to Jumbo's removal until they induced the editor of the London Telegraph to cable Barnum, asking what price he would take to leave Jumbo in his own home, explaining the feeling of the people, 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 years, so that it was easy to arouse this feeling of indignation and sympathy. The multitude even threatened violence if he was removed. The excitement had purposely been kept up to such a pitch by these people that it became international.

There was also much excitement about Jumbo's wife, Alice. Elaborately written articles were cabled over, expressing the sorrow of Alice at the enforced departure of Jumbo and her consequent separation from her husband. The feelings of the people were so worked 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." When he refused to be moved his right name, Jumbo, was used, as the dispatches had gone out in that name. The strategy used by these managers and their agents to get all this notoriety did no one any harm and made good sensational reading for the newspapers.

VII

PARADES AND BAND WAGONS

Shows thrive best on bluster and buncombe. Years of experience have taught me that the traveling show business handled by capitalists who have been trained in other lines of enterprise can never succeed. I have often been reproved by business men who were astounded at the lavish and apparently wasteful expenditures of the circus for "show and blow," and who have insisted that these expenses should be cut in half. It is true that such reckless expenditures in any ordinary commercial undertaking would be disastrous, but it is the life of a big show. When it is possible thoroughly to arouse the curiosity of the public, expense should be a secondary consideration.

THE FIFTY-CENT RIVALS OF THE $10,000 HIPPOS

I recall an incident, however, which goes to show that the most expensive attractions do not necessarily prove the greatest drawing cards. Among the rare animals which I had one season were some Memiponias, or tiny deerlets--"hell benders," as they were commonly called. One of the opposition shows was making a great feature of a pair of hippopotami, or river horses, from the Nile. I had made arrangements to receive, at stated intervals, regular numbers of "hell benders," and I would wire my agents ahead, "Another living hell bender arrived to-day." This he would advertise with great gusto, getting out special bills and keeping up the excitement.

One day, while one of my agents, who happened to be back with the show, was sitting in my office, a bill to the amount of six dollars was presented for "One dozen hell benders." Seeing this he inquired what it meant.

"Don't you see?" said I. "'One dozen hell benders, six dollars.'"

"Do you mean to say," my agent exclaimed, "that I have been advertising fifty-cent hell benders?"

"You have," I laughingly replied.

"Well," said he, "if that doesn't beat the deuce! These fifty-cent hell benders have knocked $10,000 worth of hippos higher than a kite!" It certainly was a fact that our fifty-cent articles had been so judiciously advertised as to create more excitement than the costly "hippos" of the opposition.

In the course of the same season I made a discovery which proved to be a valuable drawing card. I owned some young elephants which I had lent to a showman on the Bowery. On going to see them one day I noticed a man holding his finger in the mouth of one of the smaller ones. I placed my finger in the mouth of another and found that the creatures seemed to derive pleasure from the action of sucking. Immediately I sent out for an ordinary infant's nursing bottle. The young elephant drained the bottle as if to the manner born. It was passed from one to another of the infant class. Finally they fought in the most indescribably comical manner for possession of the bottle.

A SKILLFUL APPEAL TO PUBLIC SYMPATHY

Then I fitted a large glass jar, holding a gallon, with rubber tubes, so that all could use it at the same time. Invariably they would empty this bottle before loosening their hold on the nipples. They had doubtless been taken from their mother when too young, or perhaps she had been killed at the time the young were captured. So effectively did they appeal to public interest and sentiment that by dint of skillful advertising the celebrated "sucking baby elephants" made quite a fortune in a single season. They would be led into the ring, where they would take their nourishment like human babies, their over-grown size making this infantile operation very comical and absurd. The sight captivated the heart of every woman who attended the show.

The eagerness of circus proprietors to procure animal monstrosities for exhibition purposes has called forth many laughable communications from persons who have curiosities of this kind to sell. I remember going one morning into the office and reading a telegram which came to Mr. Barnum. It was as follows:

"BALTIMORE, Md.

"To P. T. BARNUM: I have a four-legged chicken. _Come quick._"

The circus of the present day is not complete without the side shows and the after concerts. For my own part I can honestly say that I never in my life heard a concert announcement made in my show without feeling like getting up and leaving in disgust; but all classes of show-goers must be pleased, and there is one class which demands the concert and another class that wants the side shows.

A SILENT PARADE FROM ALBANY TO THE STATE LINE

I am glad to know that the circus man who speaks of his patrons as "gillies," and who endeavors to obtain his wealth by fair or foul means, is becoming more and more rare. I recall an illiterate circus man of this description who employed every "privilege" known to the circus world. For example: when traveling by wagon the whole caravan would pass through a toll-gate, stating that the "boss" was behind and would pay the toll. The last vehicle to go through would contain this dignitary and his treasurer, who, when confronted with the long list of vehicles on which he ought to pay toll, would declare that the toll-keeper had been imposed upon, and that half of those vehicles belonged to a gang of gypsies having no connection whatever with the show. He would then cut the bill down according to the easy or hard nature of the custodian of the toll-gate, and in this manner evade payment of what, in a whole season, would aggregate a large sum of money.

On one occasion, when about to exhibit in Albany, and knowing that his whole outfit would that day be attached for debt, he ordered the parade to start early, as he intended to give them a "long ride." The procession accordingly started on what has passed into circus history as the "silent parade," for, leaving the city in all the glory of spangle and tinsel, the showmen never rested until they had reached the State line, while the sheriffs, waiting at the tents in Albany for the parade to return, had the poor satisfaction of attaching the almost worn-out and quite worthless canvas.

I have often been asked what it costs to start a circus and menagerie. This is a most difficult question to answer, since it depends entirely upon the size and pretensions of the enterprise in question. Shows vary in size from cheap affairs, capable of being carried in three railroad cars, to the elaborate institutions which require two long special trains for their transportation. The expense of running a large show is enormous, although in advertising this expense is usually exaggerated. There are a great many traveling tented exhibitions which "bill," or advertise, like a circus, and in the eyes of the general public pass for circuses, but which, in reality, are variety exhibitions given under canvas.

THE FLUCTUATING LEVELS OF CIRCUS VALUES

In the eye of the law a circus must have feats of horsemanship in its program, and such shows have to pay a "circus" license, which in some States and cities is very high. If, however, the shows do not give any riding, their performance simply consisting of leaping, tumbling, and athletic feats, then a license may be taken out at a greatly reduced price; and this accounts for the almost numberless small shows which annually tour the country. Of the circus and menagerie show proper I do not think there are more than twenty in America; but of tented exhibitions, billed as "railroad shows," there are several hundred. The tented exhibitions employ from fifty to six hundred men each, and the capital invested in them runs from $5,000 to $250,000.

Many of the smaller shows are fitted out economically by purchasing from the larger ones paraphernalia that has been used a season or two. For example: the canvases used an entire season by a large show may be purchased cheaply, because it is essential to the attractiveness of a really great amusement institution to have each season a new, white "spread." The old canvas, if not sold to the smaller showmen, is disposed of to the paper manufacturers at about one and one-half cents the pound.

The same rule of enforced replenishment applies to wardrobe and general paraphernalia. In this way a beginner in the circus business may, by judicious investment in second-hand bargains, start out with a very fair outfit secured at a much smaller cost than if he were compelled to purchase everything new. And, in this connection, let me say that I know of no other business enterprise in which new material costs so much, and when sold at second-hand realizes so little. One of the largest shows ever organized in this country, and which was reputed to be worth more than half a million dollars, was inventoried on the death of one of the proprietors, with a view to selling the estate of the deceased, and, to the great surprise of the executors, was found to reach in value only about $200,000.

Twenty years ago a show with a daily expenditure of $250 was thought extravagant, while fifty years ago a circus whose receipts averaged sixty dollars a day was considered to be doing a good business. To-day there is one show the expenses of which are undoubtedly more than $3,500 a day, although it is surprising what wonderful displays are made by others at a cost of less than $1,000 a day. The reason for this is that, above a certain amount, the expenses depend largely upon the amount of advertising done. It is amusing, however, to note the manner in which all of them, big and little, claim to be the largest and most expensive attractions in the country. Many smaller showmen use the same billing matter as the largest ones, and scores of lines can be read in the circus advertisements of to-day that have done duty for many years.

WHAT IT COSTS TO RIDE WITH THE BAND WAGON