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.
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 brass 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.