The following day the _New York Herald_ refused the advertisement
of the Winter Garden, where Barnum was managing a temporary museum
until the Chinese Museum rooms at Broadway and Prince Street could
be remodeled. Barnum was a member of the Producing Managers’
Association, which included in its number Lester Wallack, Wheatley,
Stuart, and the other theatrical leaders of the period. A committee
of the Association visited Bennett to protest against the exclusion
of Barnum’s advertisement, but Bennett insisted that he would not
publish Barnum’s advertisements, and that he had the right to run his
business in his own way. The managers did not dispute this point, but
they claimed the same privilege, and the next day every theatrical
advertisement was withdrawn from the _Herald_. The _Herald_ had also
been employed as the job printer for most of the New York theaters,
and this business was taken elsewhere. Bennett continued to print some
of the withdrawn advertisements, hoping to bring back the managers
to his newspaper, but then the producers printed in other newspapers
above their advertisements, “This Establishment does not advertise in
the _New York Herald_.” The _Herald_ retaliated by printing editorials
almost every day for several months on the corrupt and inartistic state
of theatrical representation in New York, and Bennett praised Tony
Pastor’s Bowery show as the kind of entertainment New York needed,
for Pastor was not one of the protesting managers. Bennett’s virulent
publicity caused the managers to prosper, and it was estimated that the
_Herald_ lost $75,000 each year in advertising and printing contracts.
Finally the owner of Barnum’s Museum property sued Bennett, and he was
compelled to take over the property at the original price. The managers
continued their boycott of the _Herald_ for two years.
During one of the meetings of the Producing Managers’ Association
Barnum was urged by Lester Wallack to take a drink during the recess
provided by tradition for that purpose. “Excuse me, Mr. Wallack,”
said Barnum, “you know my record, and I am sure you will respect my
intention of keeping it up. It has been the boast of my life that no
man has ever seen a drop of anything stronger than water pass my lips
for many years. Be kind enough to turn your backs!” The managers turned
their backs, and when they turned again Barnum’s glass was empty, but
whether he had filled it was never determined; all were too considerate
to ask.
Public-domain text, read in full here on John Shaqi.
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