P.T. Barnum, Extraordinary Showman

P.T. Barnum is remembered as a circus impresario, and he was definitely that. But his career spanned many decades before he went into the circus business. He published a newspaper, owned more than one retail establishment, and went into politics. At heart, however, Barnum was always interested in ways to entertain the public.

He was a good businessman. He respected his audience, but he believed that some of the stories (spoofs) he told were ones his audience wanted to believe. Most historians concur that the quote, “There’s a sucker born every minute,” was not said by Barnum.

Promotion and advertising were key to all his businesses. One fellow referred to him as the “Shakespeare of advertising.”

P.T. Barnum, Early Life

P.T. Barnum (1810-1891) was born in Bethel, Connecticut. His family was middle class, so he had sporadic opportunities to attend school. But even as a child, he was eager to work. As a boy, he drove cows to and from the pasture, helped on the farm, and rode the plow horse.

As a young adult, he became a shopkeeper, and then started a local newspaper called the Herald of Freedom. Three years into the business, however, he encountered legal trouble, so he stopped publishing. At that point, he moved to New York, casting about for what to do next.

Joice Heth, P.T. Barnum’s First Exhibit

In 1835, he came upon a down-and-out promoter who was exhibiting a slave whom the promoter said was George Washington’s mammy, Joice Heth. Barnum sensed opportunity, so he bought the slave and continued the promoter’s story, adding that she was 161 years old. (Some report that he freed Heth from slavery but kept her in his employment.)

Heth said she was a devout Baptist. This gave Barnum the hook he needed. He forged baptism documents and sent an advance man to towns they would visit to schedule meetings for Joice Heth with ministers. By presenting her documents to “men of the cloth,” Barnum hoped to establish credibility. In addition, he wrote and published her biography, The Life of Joice Heth, the Nurse of George Washington.

When abolitionists agitated about exhibiting a slave, Barnum announced that all money raised would go to anti-slavery causes. There is no record of whether or not he followed through on this. He became an abolitionist late in life, however.

Touring Heth

With the proper groundwork laid, Barnum started traveling with Joice Heth. He established himself in each town and charged people admission to come in and see her.

While not anywhere near age 161, Heth was old and infirm, so it helped with Barnum’s story. When customers arrived, Heth was happy to talk to them and make up stories about caring for little George Washington. For several months, Barnum brought in about $1500 a week from the exhibit.

When ticket sales slipped, Barnum renewed interest in her by telling reporters a new story. He explained that she wasn’t real at all; that she was actually a machine made of whale bone. This brought in paying audiences again. They wanted to come back to see for themselves that she was a living being.

Economic Slump

In 1837, Barnum hit two pieces of unrelated bad luck—the U.S. economy dipped, and Joice Heth died. He had her body autopsied. The coroner said she was probably about 80 when she passed away. To his credit, Barnum arranged for Joice Heth to be buried in the Barnum family plot in Connecticut.

For the next few years, Barnum did what he could with some small performing troupes.  But businesses were struggling, and Barnum lost money.

In 1841, Barnum learned that an attraction known as Scudder’s New York Museum was for sale. These “dime museums,” as they were called, were a popular entertainment in Europe as early as the 16^th century but they reached peak popularity in the late 18^th and early 19^th century.  The museum collections typically consisted of all sorts of oddities ranging from natural history exhibits to live fish and animals. Completely fabricated beings were not ruled out.

Opening the American Museum

In 1809, John Scudder purchased a collection from previous owners. He maintained the museum for almost thirty years. When P.T. Barnum purchased it from him in 1841, Barnum knew the more unusual the displays the better. He moved Scudder’s collection to Broadway and Ann Streets (New York City) where he housed it in a series of buildings. To attract attention, Barnum flew flags along the rooftops of the buildings and had the exterior walls decorated with paintings of animals.  He also purchased a revolving light from a lighthouse so that he could attract customers at night.

Inside, the attractions ranged from natural history displays to odd zoo animals, people made of wax, and any “freaks” that Barnum came upon in his wanderings. The “Feejee Mermaid,” a monkey torso sewn on to a fish tail, was a very popular exhibit at the museum.  There was also a theater space for lectures and performances.

Because dime museums frequently attracted “riffraff,” Barnum hired guards. He wanted women alone and families to feel safe coming to his establishment.

At the height of its popularity, the museum was open 15 hours per day, six days a week.  The public couldn’t get enough of what Barnum had to offer.

Connecticut Legislature

In 1865, shortly after Barnum relocated to Connecticut, the Museum caught fire. Everything was lost. Barnum stayed in the museum business, re-building in Manhattan. When the second museum was destroyed by a fire in 1868, Barnum closed the museum for good.

By this time, he was serving in the Connecticut legislature (1865-1869). During this time, Barnum put his heart and soul into improving Bridgeport. His headquarters were there, and he worked hard to bring new businesses to the town. Barnum later served as mayor (1875-1876).

The Circus Business Beckons

In 1871, Barnum joined circus owners Dan Castello and William C. Coup to launch P.T. Barnum’s Grand Traveling Museum, Menagerie, Caravan, and Hippodrome.  By 1875, he owned it outright.

He was always casting about for new performers. In Bridgeport, he came to know a young boy, Charles Stratton, who was affected by dwarfism. Barnum saw potential in teaching the young boy about show business. Eventually, he was presented as General Tom Thumb, one of Barnum’s most successful attractions. 

Bailey Comes to Bridgeport

James Bailey (1947-1906) was on his own at a young age and got a job with the William Lake and John Robinson Circus. When Robinson died unexpectedly, Bailey took on the role of manager. He bought an interest in another circus that came to be known as Cooper and Bailey. He eventually added other shows to his portfolio. 

As Bailey built his circus business, he knew his primary competition was P.T. Barnum. In 1880, Bailey took one of his shows to Bridgeport, Connecticut, to go head-to-head against Barnum. To Barnum’s consternation, Bailey’s circus outsold Barnum’s, taking in $2 for every $1 made by Barnum’s show.

Barnum saw benefits to Bailey’s operation and proposed a merger. Bailey took over management of business affairs, and Barnum focused on running the shows.

Among the sensations that Barnum brought to the United States was opera singer Jenny Lind (1820-1887). Known as the “Swedish Nightingale,” Americans loved her. Jumbo the elephant was also a huge attraction. Together, the two men really did run the “greatest show on earth.”

Death of the Greats

P.T. Barnum died in 1891. James Bailey succumbed unexpectedly in 1906, The Ringling Brothers, a competitor made up of seven siblings who toured their circus had their business eye on Barnum & Bailey. One of them attended Bailey’s funeral and soon made a deal with his widow. At first, the two units operated separately, but by 1919, the two operations were united for good. Fittingly, the first appearance of Ringling Brothers, Barnum & Bailey Circus was inNew York City’s  Madison Square Garden. 

To read more about that enterprise, see the profile of James A. Bailey.  Also read How Jumbo Joined the Circus—  a great tale about two circus men and an elephant.

Share with Others!