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."