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.