It was this mention of Jenny Lind’s charities, used casually but
pointedly in every publicity notice Barnum wrote that turned his
speculation into a certain success. It is proof of his sagacity as a
showman that he utilized all sides of his materials, and even exploited
as effectively as he did their main claims to fame, any incidental
personal characteristics they might reveal. He not only exploited them
thoroughly, but he also foresaw the possibilities of them, at least in
the case of Jenny Lind. A few years later Barnum looked back upon his
accomplishment and confessed: “I may as well state,” he wrote in his
autobiography, “that although I relied prominently upon Jenny Lind’s
reputation as a great musical _artiste_, I also took largely into my
estimate of her success with all classes of the American public, her
character for extraordinary benevolence and generosity. Without this
peculiarity in her disposition, I never would have dared make the
engagement which I did, as I felt sure that there were multitudes of
individuals in America who would be prompted to attend her concerts by
this feeling alone.” Previously divas had sung for charity, and there
are those who do so unobtrusively every day, yet never before or since
have we heard of an artist’s benevolence in the same breath as we heard
of her talents; but Jenny Lind during the entire period of her fame in
America was known and discussed more as a Florence Nightingale than as
The Swedish Nightingale.
Barnum, as he himself expressed it, “had put innumerable means and
appliances into operation for the furtherance of my object, and
little did the public see of the hand that indirectly pulled at their
heart-strings, preparatory to a relaxation of their purse-strings;
and these means and appliances were continued and enlarged throughout
the whole of that triumphal musical campaign.” It was not necessary
for Barnum to work very hard with the New York newspapers; they could
be depended upon to realize that Jenny Lind was a story, and in the
days when James Gordon Bennett, the elder, was hurling almost daily
competitive epithets at Horace Greeley, a story was sought after
with even greater zeal than to-day, when cables, wireless telegraphy
and airplanes make so many of them. In 1850 the New York newspapers
gave much space to the news from Europe, and Jenny Lind was creating
a European sensation. The English and Continental newspapers were
received by the New York newspapers on the fastest steamers, and
long extracts from them took the place of local stories. Although
the conductor of the Philadelphia train may have ignored it, the
Jenny Lind mania in Europe did not escape the eye of the metropolitan
editor. Extracts of European criticisms, accounts of her personal and
artistic triumphs, comments on her benevolence, appear regularly in the
newspapers of the period, so she was not exactly unknown to those in
America who read the European news.
Public-domain text, read in full here on John Shaqi.
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