It may not be generally known to the public, but it is a fact, that nearly one-half of the entire expenditure of a circus is incurred in the work of the advance brigades. The advertising material, its distribution, express, freight and cartage, together with the salaries, transportation and living expenses of seventy-five to one hundred men, amount to vast sums of money. The largest number of men I ever used in advance of my show was seventy-five, and for this people called me crazy.

Though, of course, there is a limit to possible receipts, there is no doubt that the business secured is in proportion to the sum used in advertising, and it is almost impossible to draw the line at 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 advertising was done by one man on horseback and all the paper used was carried in his saddle-bags, and the salary of any star advertiser now is as much as was required to run the entire show of years ago.

NOVEL ADVERTISING FEATURES

I early learned, by experience, that big receipts at the ticket wagon followed big advertising expenditures. In 1880, in order to boom the "Newly United Monster Shows," I arranged some very peculiar and novel advertising features in the way of three 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 was specially built by Professor Jukes. Its tones resembled the music of a brass band and could be heard at a great distance. This, of course, attracted the people, and the brigade would then advertise the show by a lavish distribution of hand-bills.

Unfortunately the elephant and the music combined to frighten many horses, and I soon found myself defendant in numerous damage suits. Indeed, that single elephant seemed to frighten more horses than did the entire herd with the show.

At one place temporary quarters for the elephant were secured in a stable which could be reached only through a private alley. When we came to take possession of the barn, the owner of the alley, with several policemen, stood on guard 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." As the elephant was the offender, my lawyer proposed to bring him into court as the principal witness, a proposition which caused considerable amusement. As no damage had been done, the "laugh" was decidedly on the owner of the alley.

THE "DEVIL'S WHISTLE"

My second advertising car was fitted up with another enormous organ of far-reaching power, and attracted much attention, while my third and last advertising brigade rejoiced in the possession 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. Professor Jukes had christened this diabolical invention the "Devil's Whistle," and so well did its sound fit the name that the people must have frequently thought His Satanic Majesty was near by.

As that car with its whistle would steam into a town, the inhabitants would flock as one man to see what it was that had so disturbed their peace, and thus we were enabled to advertise more thoroughly than any show before or since. I have often thought that I really deserved punishment for thus outraging the public ear.

Between these three advertising brigades I had smaller companies, accompanied by a colored brass band, which discoursed pleasant music while my bill posters decorated the dead walls and boards. The band also gave concerts at night upon the public square and, between pieces, a good speaker would draw attention to the excellences of the coming show.