"I am a showman by profession, and all the gilding shall make nothing else of me."
| The Advance Courier (as seen above) was one of
Barnum's greatest publicity creations. It was an illustrated
newspaper designed to intrigue the public before his traveling show
appeared in the community. The numbers were outstanding.
500,000 copies, 24 pages, free: this paper was handed out to the public
one week before the show's arrival. The "articles" were
written almost entirely by Barnum himself. The highlight of the
newspaper was a two-page spread of a 33-point list of why "every man,
woman and child" in America had to come see the greatest show on
Earth. Eventually, W.C. Crum would take over operations for the Courier.
Barnum moved on to his autobiography. He would sell it at the gate for $1.50, which included a free ticket to the circus ($0.50 value). Eventually, Barnum found a printer that would make the book for 9 cents a copy. Barnum bought a million of them and reduced the price to $1. He knew the publicity was much more valuable than the book profits. He continued his exaggerated publicity to himself, as apparent from the following excerpt from such a publication. "P.T. Barnum was born to be a showman, but not a charlatan nor a mountebank. . . . Look at the conformation of that massive head! . . . how evenly and admirably balanced! Behold the kindness and beneficence of the face; the tenderness of those eyes; the cheerfulness and exuberance of that mild, expressive countenance. Who would dream of shrinking or turning away from such a look -- from such a face?" Barnum made sure his face was one of the most recognized in the country, with advertisement like the one on the right. |
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When Barnum passed away, he was heralded by the media around
the world. One of his several compliments was, "The King of
Advertising." He was heralded as a great respecter of the
masses; he knew they had the legitimate criticisms. If ever a show
was unsuccessful, he knew that it was the show's fault, or more likely his
poor job of handling the publicity. He never put the blame on the insufficiencies
of the public.
Barnum saw himself as a showman, and he was . . . he created the show, not the attractions. He innovated the power and success of advertising like no one had ever done, or done since. He realized the influence of puffery and the media . . . he used these to create an empire for the people. There are many mixed reactions to Barnum's role in the world. However, positive or negative, he was a major influence in the advertising business. He understood and used it better than anyone. |
THE END