by this unique method of advertising his blacking in Egypt! But Warren did not cheat his customers, nor practice “an imposition under fair pretences.” He was a humbug, but he was an honest upright man, and no one called him an impostor or a cheat.

When the tickets for Jenny Lind’s first concert in America were sold at auction, several business-men, aspiring to notoriety, “bid high” for the first ticket. It was finally knocked down to “Genin, the hatter,” for $225. The journals in Portland (Maine) and Houston (Texas,) and all other journals throughout the United States, between these two cities, which were connected with the telegraph, announced the fact in their columns the next morning. Probably two millions of readers read the announcement, and asked, “Who is Genin, the hatter?” Genin became famous in a day. Every man involuntarily examined his hat, to see if it was made by Genin; and an Iowa editor declared that one of his neighbors discovered the name of Genin in his old hat and immediately announced the fact to his neighbors in front of the Post Office. It was suggested that the old hat should be sold at auction. It was done then and there, and the Genin hat sold for fourteen dollars! Gentlemen from city and country rushed to Genin’s store to buy their hats, many of them willing to pay even an extra dollar, if necessary, provided they could get a glimpse of Genin himself. This singular freak put thousands of dollars into the pocket of “Genin, the hatter,” and yet I never heard it charged that he made poor hats, or that he would be guilty of an “imposition under fair pretences.” On the contrary, he is a gentleman of probity, and of the first respectability.

When the laying of the Atlantic Telegraph was nearly completed, I was in Liverpool. I offered the company one thousand pounds sterling ($5,000) for the privilege of sending the first twenty words over the cable to my Museum in New York—not that there was any intrinsic merit in the words, but that I fancied there was more than $5,000 worth of notoriety in the operation. But Queen Victoria and “Old Buck” were ahead of me. Their messages had the preference, and I was compelled to “take a back seat.”

By thus illustrating what I believe the public will concede to be the sense in which the word “humbug” is generally used and understood at the present time, in this country as well as in England, I do not propose that my letters on this subject shall be narrowed down to that definition of the word. On the contrary, I expect to treat of various fallacies, delusions, and deceptions in ancient and modern times, which, according to Webster’s definition, may be called “humbugs,” inasmuch as they were “impositions under fair pretences.”

In writing of modern humbugs, however, I shall sometimes have occasion to give the names of honest and respectable parties now living, and I felt it but just that the public should fully comprehend my doctrine, that a man may, by common usage, be termed a “humbug,” without by any means impeaching his integrity.

Speaking of “blacking-makers,” reminds me that one of the first sensationists in advertising whom I remember to have seen, was Mr. Leonard Gosling, known as “Monsieur Gosling, the great French blacking-maker.” He appeared in New York in 1830. He flashed like a meteor across the horizon; and before he had been in the city three months, nearly everybody had heard of “Gosling’s Blacking.” I well remember his magnificent “four in hand.” A splendid team of blood bays, with long black tails, was managed with such dexterity by Gosling himself, who was a great “whip,” that they almost seemed to fly. The carriage was emblazoned with the words “Gosling’s Blacking,” in large gold letters, and the whole turnout was so elaborately ornamented and bedizened that everybody stopped and gazed with wondering admiration. A bugle-player or a band of music always accompanied the great Gosling, and, of course, helped to attract the public attention to his establishment. At the turning of every street-corner your eyes rested upon “Gosling’s Blacking.” From every show-window gilded placards discoursed eloquently of the merits of “Gosling’s Blacking.” The newspapers teemed with poems written in its praise, and showers of pictorial handbills, illustrated almanacs, and tinseled souvenirs, all lauding the virtues of “Gosling’s Blacking,” smothered you at every point.

The celebrated originator of delineations, “Jim Crow Rice,” made his first appearance at Hamblin’s Bowery Theatre at about this time. The crowds which thronged there were so great that hundreds from the audience were frequently admitted upon the stage. In one of his scenes, Rice introduced a negro boot-blacking establishment. Gosling was too “wide awake” to let such an opportunity pass unimproved, and Rice was paid for singing an original black Gosling ditty, while a score of placards bearing the inscription, “Use Gosling’s Blacking,” were suspended at different points in this negro boot polishing hall. Everybody tried “Gosling’s Blacking;” and as it was a really good article, his sales in city and country soon became immense; Gosling made a fortune in seven years, and retired but, as with thousands before him, it was “easy come easy go.” He engaged in a lead-mining speculation, and it was generally understood that his fortune was, in a great measure, lost as rapidly as it was made.

Here let me digress, in order to observe that one of the most difficult things in life is for men to bear discreetly sudden prosperity. Unless considerable time and labor are devoted to earning money, it is not appreciated by its possessor; and, having no practical knowledge of the value of money, he generally gets rid of it with the same ease that marked its accumulation. Mr. Astor gave the experience of thousands when he said that he found more difficulty in earning and saving his first thousand dollars than in accumulating all the subsequent millions which finally made up his fortune. The very economy, perseverance, and discipline which he was obliged to practice, as he gained his money dollar by dollar, gave him a just appreciation of its value, and thus led him into those habits of industry, prudence, temperance, and untiring diligence so conducive and necessary to his future success.

Mr. Gosling, however, was not a man to be put down by a single financial reverse. He opened a store in Canajoharie, N. Y., which was burned, and on which there was no insurance. He came again to New York in 1839, and established a restaurant, where, by devoting the services of himself and several members of his family assiduously to the business, he soon reveled in his former prosperity, and snapped his fingers in glee at what unreflecting persons term “the freaks of Dame Fortune.” He is still living in New York, hale and hearty at the age of seventy. Although called a “French” blacking-maker, Mr. Gosling is in reality a Dutchman, having been born in the city of Amsterdam, Holland. He is the father of twenty-four children, twelve of whom are still living, to cheer him in his declining years, and to repay him in grateful attentions for the valuable lessons of prudence, integrity, and industry through the adoption of which they are honored as respectable and worthy members of society.

I cannot however permit this chapter to close without recording a protest in principle against that method of advertising of which Warren’s on the Pyramid is an instance. Not that it is a crime or even an immorality in the usual sense of the words; but it is a violent offence against good taste, and a selfish and inexcusable destruction of other people’s enjoyments. No man ought