Sawdust & Spangles Part 6

on his side, there might be a coolness spring up between you."

At that time I was a stranger to southern customs, and their manner of doing things struck me as being a trifle irregular. However, I offered no objection. It has always been a rule with me to maintain the silence which is said to be golden when I am among strangers in a strange land.

I afterwards discovered that it was customary for this landlord to put as many as three in one bed when he happened to be cramped for room. In about ten minutes my bedfellow came up. He was an elderly man with eyes which seemed to pierce one.

His bedroom candle lighted up a face which I have never since been able to eradicate from my memory. It was one of the most interesting faces it has ever been my good fortune to gaze upon. When he smiled, I was somehow irresistibly drawn towards him. It was the saddest, tenderest, sweetest smile that I have ever seen upon a man's face. He spoke to me kindly as he placed his candle upon the little table, then drew his chair up close beside me in front of the open, wood fire. Twenty minutes afterward I could have sworn that I had known the man all my life. He was a brilliant talker; and his stock of knowledge regarding men and affairs of that day seemed to be inexhaustible.

"By the way," I said, after we had talked well into the night, "I see Gen. Sam Houston is billed to speak here to-morrow night. I shall certainly go to hear him." He glanced up at me quickly.

"Are you an admirer of him?" he asked.

"I will answer that question by saying both yes and no," I replied. "I greatly admire him for his st.u.r.dy independence, his political ability, and his apparent hatred for all shams. But there seems to be another side to his character which I do not admire. The manner in which he deserted his Cherokee wife after he had left the nation and returned to civilization, I regard as wholly contemptible. Do you know him?"

"I have seen him," he replied, quietly, smiling the sad smile which had before struck me so forcibly.

"Well, don't you agree with me?" I asked.

"Before I reply to that question I would like to tell you a little story," my roommate replied, and it seemed to me that his voice trembled a little.

"I once knew a man who held a prominent office in the State of Tennessee. He was a young man then--not older than yourself, and with just as quick a tongue when it came to condemning all sorts of wrong and injustice. His position gave him admission to the best social circles, and he wooed and married a beautiful girl. On his part it was wholly a love match. He worshiped her as he had never before worshiped anything on earth. For a time he was happy--after the manner of men who place their entire lives in the hands of one woman. By and by he noticed that his beautiful young wife was growing dejected and unhappy.

Often, when he spoke to her in terms of endearment when they were alone, she would burst into tears, tear herself out of his arms and escape from the room. On one of these occasions he followed her to her room and insisted upon an explanation. At first she refused, but finally yielded, telling him a story which crushed him to the very dust. She said she had never loved him, but had been persuaded by friends to marry him on account of his position. She told him more than that. She told him that long before the marriage occurred she had loved another man.

"That night the husband left his home and his high official position and disappeared. Shaving the hair from his head and tearing the broadcloth garments into shreds, he donned the scanty apparel of the savage and became a member of the Cherokee nation. The members of the tribe treated him with the greatest consideration and respect, and he became a sort of oracle among them. In time he married an Indian maiden, thereby widening the breach between himself and the past. After a number of years had pa.s.sed, however, he grew weary of savagery and his mind often reverted to the life which had been his before his great trouble came upon him. Finally he bade his wife and her untutored friends a temporary farewell and drifted into Texas. Here he soon rose to recognition, and in a comparatively brief s.p.a.ce of time once more held an important official position. But he had not deserted his Indian wife. On several occasions he returned to the tribe to see her and tried to induce her to return with him to civilization. But the poor, untutored Indian squaw was a thousand times n.o.bler than the beautiful society woman who had ruined his life in early manhood. She loved him pa.s.sionately, but positively refused to accede to his requests. 'I would only disgrace you,' she said. 'I am not fit to go out into your world.' Finally the husband returned without her--very much against his wishes, remember--and a few months later word reached him that his Indian wife was dead. She had loved him too well to accompany him into his changed life for fear of disgracing him, and had loved him too well to wish to live without him. She was found, said the messenger, at the bottom of a cliff, and the manner of her death was only too apparent.

The white wife represented what is popularly called the highest type of civilization and social culture--the poor Indian girl what is best known by the name of savagery. That, young man, is how General Houston came to desert his Indian bride."

I had been deeply interested in the old man's story, and when he had finished I thought that his keen eyes were filled with tears as he sat gazing into the dying embers of our fire. I hastened to a.s.sure him that I was glad to be set right regarding General Houston's character. "I shall listen to his speech with renewed interest to-morrow night," I said. "You must have known him well?"

"Yes," was the reply, "I have seen a good deal of him. But, my young friend, don't let your enthusiasm run away with your discretion.

General Houston has his faults like the rest of the world--plenty of them."

"By the way," I said, as we pushed back our chairs and prepared for bed, "I believe you have omitted telling me your name. I have spent such a pleasant evening that I would really like to know to whom I am indebted for it."

"Ah," he said, with the same smile, "I believe I did omit that little formality. My name is Sam Houston."

We did not quarrel regarding the side of the bed he was to occupy.

General Houston could have had both sides had he expressed a wish for them.

VI

BOOMING THE BIG SHOW

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 bra.s.s 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 "trespa.s.s" and "injured feelings." As the elephant was the offender, my lawyer proposed to bring him into court as the princ.i.p.al witness, a proposition which caused considerable amus.e.m.e.nt.

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 bra.s.s 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.

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 quant.i.ties 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-cla.s.s 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 quant.i.ties 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 quant.i.ties 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 pa.s.sed 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 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