.jpg)
People Want to Be Shocked and Entertained
Megalomaniac showman P.T. Barnum (1810–1891) understood this better than anyone and became incredibly wealthy because of it. After a lifetime of making extraordinary people world-famous—and sometimes shamelessly exploiting them—he founded the Barnum & Bailey Circus at the age of sixty, branding it as "The Greatest Show on Earth."
The Early Career of P.T. Barnum
P.T. Barnum was born in 1810 in Bethel, Connecticut. He began his career as a showman by exhibiting Joice Heth, a blind and paralyzed woman, for public amusement. In the 1840s, he established Barnum’s American Museum, which became one of the most popular attractions in New York City.
This museum offered a unique combination of entertainment and education, featuring exhibits ranging from freak shows to scientific demonstrations. Historians consider it a crucial step in the development of urban entertainment culture in the 19th century.
"The Greatest Show on Earth"
When P.T. Barnum founded his own circus at the age of sixty, he already had a lifetime of experience in entertainment and publicity. His circus would grow into a worldwide phenomenon: "The Greatest Show on Earth."
With an unparalleled sense of showmanship, Barnum brought a magical world to life, filled with breathtaking acrobats, exotic animals, and the infamous yet celebrated “freak shows” that both fascinated and shocked audiences.
One of his greatest attractions was Jumbo, the gigantic African elephant he acquired from the London Zoo in 1882. Barnum transformed Jumbo from a zoo attraction into a living legend, a symbol of grandeur and spectacle. His name even became synonymous with anything enormous—an enduring legacy that lives on to this day.
Barnum’s Lasting Influence on Popular Culture
Barnum’s approach to entertainment and marketing has left a lasting impact on modern popular culture. His use of publicity and advertising to capture public attention remains a key part of the entertainment industry today.
He also introduced innovative marketing techniques, such as large-scale advertising campaigns and publicity stunts, earning him the nickname "Shakespeare of Advertising." His ability to turn curiosity into profit set a precedent for modern-day marketing strategies.
P.T. Barnum’s Autobiography: A Marketing Masterpiece
In 1855, Barnum published his autobiography, The Life of P.T. Barnum, Written by Himself. This was not only a personal account of his life but also a clever marketing strategy that enhanced his reputation as a showman. He portrayed himself as a complex, multifaceted figure: a showman, entrepreneur, and philanthropist—designed to spark both curiosity and admiration among the public.
A Bestseller with Exaggerated Claims
Barnum claimed that the first edition sold nearly half a million copies, though this was likely a significant exaggeration. Nevertheless, the book was a success and attracted widespread attention, further boosting his popularity. Interestingly, Barnum kept updating his autobiography, leading to multiple editions that continue to challenge modern bibliographers.
Stories of Fame and Fortune
The book extensively discusses his exhibition of dwarf Charles Stratton, better known as General Tom Thumb, who brought Barnum international fame. It also details the American tour of Swedish opera star Jenny Lind. Barnum was deeply impressed by Lind and promoted her tour—earning, of course, an enormous amount of money, reportedly around $500,000.
The Dutch Edition
The book was also translated into Dutch as Leven en Avonturen van P.T. Barnum (1856). It was published by Rotterdam-based publisher Nijgh and included several illustrations. The structure of the book is rather unusual—it starts on page 304, possibly due to confusion caused by the numerous American editions.
The Greatest Showman and the Birth of Modern PR
Barnum’s autobiography was more than just a book; it was a carefully orchestrated marketing campaign that reinforced his status as "The Greatest Showman."
By presenting himself as a master of promotion and innovation, he laid the foundation for modern PR strategies and demonstrated how storytelling can be used to shape public perception and achieve commercial success.
Comments