Page:Sawdust & Spangles.djvu/131

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105
BOOMING THE BIG SHOW

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 handbills.

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