I always believe we must laugh and grow fat.”
After five minutes of similar rollicking nonsense, down would bob the head again, and the cursing, swearing, tearing, and teeth-grating would commence, and continue till the next character appeared to the audience, bedecked with smiles and good-humor.
On several occasions I got up “Baby shows,” at which I paid liberal prizes for the finest baby, the fattest baby, the handsomest twins, for triplets, and so on. I always gave several months’ notice of these intended shows and limited the number of babies at each exhibition to one hundred. Long before the appointed time, the list would be full and I have known many a fond mother to weep bitterly because the time for application was closed and she could not have the opportunity to exhibit her beautiful baby. These shows were as popular as they were unique, and while they paid in a financial point of view, my chief object in getting them up was to set the newspapers to talking about me, thus giving another blast on the trumpet which I always tried to keep blowing for the Museum. Flower shows, dog shows, poultry shows and bird shows, were held at intervals in my establishment and in each instance the same end was attained as by the baby shows. I gave prizes in the shape of medals, money and diplomas and the whole came back to me four-fold in the shape of advertising.
There was great difficulty, however, in awarding the principal prize of $100 at the baby shows. Every mother thought her own baby the brightest and best, and confidently expected the capital prize.
For where was ever seen the mother
Would give her baby for another?
Not foreseeing this when I first stepped into the expectant circle and announced in a matter of fact way that a committee of ladies had decided upon the baby of Mrs. So and So as entitled to the leading prize, I was ill-prepared for the storm of indignation that arose on every side. Ninety-nine disappointed, and as they thought, deeply injured, mothers made common cause and pronounced the successful little one the meanest, homeliest baby in the lot, and roundly abused me and my committee for our stupidity and partiality. “Very well, ladies,” said I in the first instance, “select a committee of your own and I will give another $100 prize to the baby you shall pronounce to be the best specimen.” This was only throwing oil upon flame; the ninety-nine confederates were deadly enemies from the moment and no new babies were presented in competition for the second prize. Thereafter, I took good care to send in a written report and did not attempt to announce the prize in person.
At the first exhibition of the kind, there was a vague, yet very current rumor, that in the haste of departure from the Museum several young mothers had exchanged babies (for the babies were nearly all of the same age and were generally dressed alike) and did not discover the mistake till they arrived home and some such conversation as this occurred between husband and wife:
“Did our baby take the prize?”
“No! the darling was cheated out of it.”
“Well, why didn’t you bring home the same baby you carried to the Museum?”
I am glad to say that I could not trace this cruel rumor to an authentic source.
In June 1843, a herd of yearling buffaloes was on exhibition in Boston. I bought the lot, brought them to New Jersey, hired the race course at Hoboken, chartered the ferry-boats for one day, and advertised that a hunter had arrived with a herd of buffaloes – I was careful not to state their age – and that August 31st there would be a “Grand Buffalo Hunt” on the Hoboken race course – all persons to be admitted free of charge.
The appointed day was warm and delightful, and no less than twenty-four thousand people crossed the North River in the ferry-boats to enjoy the cooling breeze and to see the “Grand Buffalo Hunt.” The hunter was dressed as an Indian, and mounted on horseback; he proceeded to show how the wild buffalo is captured with a lasso, but unfortunately the yearlings would not run till the crowd gave a great shout, expressive at once of derision and delight at the harmless humbug. This shout started the young animals into a weak gallop and the lasso was duly thrown over the head of the largest calf. The crowd roared with laughter, listened to my balcony band, which I also furnished “free,” and then started for New York, little dreaming who was the author of this sensation, or what was its object.
Mr. N. P. Willis, then editor of the Home Journal, wrote an article illustrating the perfect good nature with which the American public submit to a clever humbug. He said that he went to Hoboken to witness the Buffalo Hunt. It was nearly four o’clock when the boat left the foot of Barclay Street, and it was so densely crowded that many persons were obliged to stand on the railings and hold on to the awning posts. When they reached the Hoboken side a boat equally crowded was coming out of the slip. The passengers just arriving cried out to those who were coming away, “Is the Buffalo Hunt over?” To which came the reply, “Yes, and it was the biggest humbug you ever heard of!” Willis added that passengers on the boat with him instantly gave three cheers for the author of the humbug, whoever he might be.
After the public had enjoyed a laugh for several days over the Hoboken “Free Grand Buffalo Hunt,” I permitted it to be announced that the proprietor of the American Museum was responsible for the joke, thus using the buffalo hunt as a sky-rocket to attract public attention to my Museum. The object was accomplished and although some people cried out “humbug,” I had added to the notoriety which I so much wanted and I was satisfied. As for the cry of “humbug,” it never harmed me, and I was in the position of the actor who had much rather be roundly abused than not to be noticed at all. I ought to add, that the forty-eight thousand sixpences – the usual fare – received for ferry fares, less what I paid for the charter of the boats on that one day, more than remunerated me for the cost of the buffaloes and the expenses of the “hunt,” and the enormous gratuitous advertising of the Museum must also be placed to my credit.
With the same object – that is, advertising my Museum, – I purchased, for $500, in Cincinnati, Ohio, a “Woolly Horse” I found on exhibition in that city. It was a well formed, small sized horse, with no mane, and not a particle of hair on his tail, while his entire body and legs were covered with thick, fine hair or wool, which curled tight to his skin. This horse was foaled in Indiana, and was a remarkable freak of nature, and certainly a very curious looking animal.
I had not the remotest idea, when I bought this horse, what I should do with him; but when the news came that Colonel John C. Fremont (who was supposed to have been lost in the snows of the Rocky Mountains) was in safety, the “Woolly Horse” was exhibited in New York, and was widely advertised as a most remarkable animal that had been captured by the great explorer’s party in the passes of the Rocky Mountains. The exhibition met with only moderate success in New York, and in several Northern provincial towns, and the show would have fallen flat in Washington, had it not been for the over-zeal of Colonel Thomas H. Benton, then a United States Senator from Missouri. He went to the show, and then caused the arrest of my agent for obtaining twenty-five cents from him under “false pretences.” No mention had been made of this curious animal in any letter he had received from his son-in-law, Colonel John C. Fremont, and therefore the Woolly Horse had not been captured by any of Fremont’s party. The reasoning was hardly as sound as were most of the arguments of “Old Bullion,” and the case was dismissed. After a few days of merriment, public curiosity no longer turned in that direction, and the old horse was permitted to retire to private life. My object in the exhibition, however, was fully attained. When it was generally known that the proprietor of the American Museum was also the owner of the famous “Woolly Horse,” it caused yet more talk about me and my establishment, and visitors began to say that they would give more to see the proprietor of the Museum than to view the entire collection of curiosities. As for my ruse in advertising the “Woolly Horse” as having been captured by Fremont’s exploring party, of course the announcement neither added to nor took from the interest of the exhibition; but it arrested public attention, and it was the only feature of the show that I now care to forget.
It will be seen that very much of the success which attended my many years proprietorship of the American Museum was due to advertising, and especially to my odd methods of advertising. Always claiming that I had curiosities worth showing and worth seeing, and exhibited “dog cheap” at “twenty-five cents admission, children half price” – I studied