Struggles and Triumphs · Chapter
XLI: Bennett and the Herald explained
Barnum recounts his long-standing conflict with James Gordon Bennett of the New York Herald, detailing how Bennett's refusal to publish Museum advertisements due to a private business disagreement led to a unified stand by the Managers' Ass
What happens
Barnum recounts his long-standing conflict with James Gordon Bennett of the New York Herald, detailing how Bennett's refusal to publish Museum advertisements due to a private business disagreement led to a unified stand by the Managers' Association. The managers withdrew all advertising from the Herald, causing significant financial loss to the paper, while the theaters thrived under Bennett's abuse. Barnum also describes Bennett's failed attempt to renege on a property deal and his own strategy of benefiting from the Herald's attacks.
Themes in this chapter
Public Perception and Reputation
Barnum leverages Bennett's abuse to boost theater attendance, showing how public opinion can be swayed by media attacks.
Resilience in Adversity
Barnum and the managers thrive despite Bennett's attempts to harm them, demonstrating resilience against media hostility.
Showmanship and Humbug
Barnum's strategic use of Bennett's abuse as free publicity exemplifies his showmanship and understanding of public spectacle.
Characters to notice
- P. T. Barnum
Narrator and central figure; recounts his conflict with Bennett and his role in the Managers' Association.
- Mr. James Gordon Bennett
Editor of the New York Herald; refuses Barnum's advertisements due to a private dispute, leading to a boycott by theater managers.
- Mr. Hudson
Managing editor of the Herald; informs Barnum that Bennett has ordered the exclusion of his advertisements.
- Mr. John Hall Wilton
Mentioned as part of the committee that waits on Bennett; likely a manager involved in the Association.
- Stewart
One of the managers delegated to the committee that meets with Bennett.
- Mr. Greeley
Mentioned in passing as a comparison for Bennett's editorial style.
Key passages
“I will not publish Barnum’s advertisement; I do my business as I please, and in my own way.”
Bennett refuses to run Barnum's ad, asserting his right to run his business as he sees fit.
Bennett's direct refusal to the managers' committee.
“The more Bennett raved the more the people laughed, and the more determined did they seem to patronize the managers.”
Bennett's angry attacks only made the public more supportive of the theater managers.
Barnum observes the counterproductive effect of Bennett's abuse.
“I always found Bennett’s abuse far more remunerative than his praise, even if I could have had the praise at the same price, that is, for nothing.”
Barnum profited more from Bennett's criticism than from his compliments, which would have cost nothing anyway.
Barnum's strategic view of negative publicity.