A uniformed brigade of trumpeters was also sent through the country on horseback, and a band of Jubilee singers marched through the streets singing the praises of the "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 with perhaps the most liberal newspaper advertising that ever had been done, made the whole advance work as near absolute perfection in show advertising as possible.
One of the picturesque features with the advance show was Gilmore's "Jubilee Anvil Chorus." The anvils were made of wood with a piece of toned steel fastened at the top in a manner which secured a volume and resonance of tone that 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 was that the chorus was a free feature furnished by my friend Gilmore, and that, as it cost the public nothing, the latter should be satisfied. Never before nor since was a country so startled and excited over the coming of a show.
"SPOTTERS"
A great circus uses large quantities of advertising paper—so much, in fact, that it is difficult to keep track of it. True, the superintendent of the advertising car gives each man so many "sheets" in the morning and the man at night hands in a statement which is supposed to show where and how he has placed the paper. These brigades are followed by "watchers," or, as the railroad men term them, "spotters," who look carefully over the 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, had not put up any paper and had not fed the hired horses, although they did not forget to charge for the "feeds." The horses were thus made to suffer and the men pocketed the money which should have gone for oats. Of course my superintendent discharged the entire brigade, although, when the season is well under way, it is very difficult to obtain skilled bill-posters, for it is quite a difficult craft and experts are in good demand.
The reader, however, can easily see what a great loss such doings entail on a show, considering the cost of the paper at the printer's, the freight or expressage, the cartage, and the money paid the men for putting up the sheets. The printing bills of a first-class show are enormous. My lithograph bill alone, the last successful 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 considered such a curiosity that show people visited the City of Churches for the express purpose of looking at this advertising marvel. How things have changed! The Barnum and one or two other shows now use nothing but lithographs, and many of their bills are beautiful works of art, some of them being copies of really great pictures.
I can remember when one-sheet lithographs cost one dollar each, and for several years later they could not be bought for less than fifty to seventy-five cents apiece. They can be had now in large quantities for about five cents or less the sheet. As shows nowadays frequently use hundreds of sheets in a day, imagine what would be their cost at the price paid in the pioneer show period.
The circus of the present day is judged by the quality of its paper. One season I arranged with a publisher to use a folded quarter sheet, three sides of which advertised our show and the fourth side contained the first chapter of a story about to be published in his magazine. These were furnished to us in enormous quantities and our agents distributed them. In Boston we had 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 unfortunately such a movement would go far toward breaking up a profitable industry, since many of the bill posters are rich men, some making as much as $25,000 a year and a few fully $50,000. I believe Mr. Seth B. Howes, the veteran circus manager, was the first one to order a billboard made or paste paper on the outside. Previous to this all bills were hung or fastened up with tacks.
RIVALRY IN EXPLOITING OPPOSITION SHOWS
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 rôle 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.