ALS, one-page, lightly-lined, 6 x 9.5, Paul Smith’s Adirondack Mountains letterhead, August 27, 1889. Just as they set out to become “the greatest show on earth,” P.T. Barnum, one half of the immensely popular circus show, wrote this to his partner, James Bailey. In part: “The London papers don't seem so ready to notice us as Provincial papers - probably fearing to give us too much free advertising. But that meeting of the Metropolitan Railway in London gets us noticed by London Times-Telegraph and all the leading London papers. And they evidently generally think we shall draw crowds - which I do not doubt. When do you expect to sail and at what date do you think it best for me to go? I hope you have bargained with Courier Company for prices of my books of 2 qualities if you want them - though I don't think we can sell many there - especially of high price binding and paper. As I wrote you yesterday, I shall leave here for home next week…and arrive there 5th if no accident prevents.” The reverse bears an unsigned pencil docket by Bailey (so identified in another hand) which reads, in full: “Notify Barnum when sail/Show sails Oct. 18/2 kind Barnum’s Life [the book]/Can’t show Phila. too late/bills boxed for London/agents gone.” Accompanied by an unsigned original double-sided illustrated period broadside advertising an appearance by Barnum’s show in Philadelphia (tears, restorations, and loss to bottom portion). Light water stain to bottom edge resulting in the signature lighter than text, otherwise fine condition.
A century before the internet and viral videos, businessmen had to devise unique ways to promote their wares—and there were few better at the task than P. T. Barnum and James Bailey. So, when large extravaganzas like Barnum and Bailey's Circus showed up, they would announce their arrival in town with a parade—a natural advertisement that was guaranteed to attract huge crowds. Featuring amazing content, this letter—from one iconic name to his equally iconic partner—takes a look at the stupendous show and Barnum’s concerns over property marketing it, not to mention hawking Barnum’s book with its “high price binding and paper.” James Bailey began a partnership with P. T. Barnum in 1888 and the two formed the famous Barnum and Bailey Circus. When the show came to London's Olympia in 1889 they traveled with 450 performers, 300 horses, 21 elephants, 32 cages, and 35 parade and baggage wagons. Unfortunately for them, and fans, the American way of doing business didn’t sit well with British authorities. Not only was the London media hesitant to cover their arrival, “probably fearing to give us too much free advertising,” authorities also declined a request to allow the circus its street parade. Clear evidence of how a showman and businessman joined forces to create “the greatest show on Earth.” Pre-certified John Reznikoff/PSA/DNA and RRAuction COA.
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