Part 618: Theatrical Guides – Jno. B. Jeffery
Jno. B. Jeffery was a printer and engraver. He was listed as the sole proprietor and manager of the Jno. B. Jeffery’s Show Printing and Engraving House of Chicago.
The first edition of “Jno. B. Jeffery’s Guide and Directory to the Opera Houses, Theatre, Public Halls, Bill Poster, Etc. of the Cities and Towns of America” was published in Chicago during 1878. The title page noted that the publication was “Intended for the use of amusement managers and their agents, lecturers and proprietors of public halls, theatres and concert rooms, bill posters, hotel proprietors, and the traveling public generally.”
The Preface to the Fifth Edition commented, “Long before the first edition was compiled, we realized that the days of ‘stock companies’ were past, and that a new era was dawning upon the amusement world. As we then predicted, traveling organizations are now almost the sole reliance of the amusement loving public. We also realized the necessity for a book which would, at the same time, be a guide to agents and managers of all amusement enterprises, and a medium through which owners and managers of houses of amusement could make full and fair report of their respective towns and houses – one that could be relied upon by the traveling organizations as being correct. That our GUIDE meets these requirements, the success of the first four editions is sufficient proof.”
The original introduction in 1878 provides some wonderful insight into the theatre industry:
“Since Eighteen Hundred and Sixty, the Amusement Professions have shared in the extraordinary developments visible in every material interest which had aided to convert an almost limitless and thinly populated territory into an empire which already excites the wonder and admiration of older and less vigorous civilizations.
The American Stage ranks in importance with that of England and France, and its personnel, in either quality or number, has attained a recognized position as first among the first of any country in the world. Intellectual foreigners have been astounded at the rapidity with which a vast wilderness has been transformed into a Nation thickly dotted with centres of industry, commerce and art; and all the refinements pertaining to the most exalted state of modern culture. Where only a few years ago the red man reigned supreme, stately edifices, superior in many instances to those which are the pride of the chief capitals of Europe, are now occupied by the servants of Art, and are nightly thronged with her ardent votaries.
The full extent of this marvelous progress has not been recognized generally as it deserved. Earnest reflections upon the subject of the advancement of American amusement interests incited the author to attempt the task of placing before the members of the profession what may be figuratively called a panoramic view of the showable towns and villages of this vast country – thus facilitating the business interests of the entire amusement guild of the United States.
This comprehensive Guide, as will be evident, is the result of years of labor, enterprise, study and personal experience – it is hoped that its contents will not fail to prove both correct and useful. Its compilation has been in the nature of work of love, and it is now offered to the entire amusement profession of this country as the humble tribute of its most devoted servant,
Jno. B. Jeffery.
Chicago, 1878”
The Jeffrey Directory and Guide promised to his first edition subscribers that the second edition would be made available to them free of charge. Of this choice, the third edition preface noted, “although the experiment was an expensive one, the compiler is fully remunerated in the evidences he has received of the value set upon it by its possessors.” The third edition was sold for three dollars per copy (today’s monetary equivalent of approximately $75.00). By the eleventh edition, Jeffery promised, “The Guide is strictly a business book, for business men, all extraneous matter has been excluded, and the space thus gained is utilized for information absolutely necessary.” But here was an interesting addition – “A Brief Sketch of the Early History of the Benevolent and Protective Order of Elks,” as well as the Elk’s Lodge Directory.
Jeffery’s Guide also included a Circus Directory, a listing of Circus Organizations (1879-1882), Dramatic and Musical Critics (listed by city), “Jeffery’s Hints,” and the standard Theatre Directory for the United States, its Territories, Canada, and the Australasian Colonies.
“Jeffery’s Hints” are pretty hysterical and specified for managers, agents, bill posters, hall owners, hotel proprietors and to members of the company. My favorite advice from Jeffery is “The management of a Theatre, or any amusement organization requires integrity, capital, enterprise, industry, perseverance, patience, urbanity and experience, in order to secure permanent success. Unfortunately, an almost universal belief pervades the community that any person can run a show, hotel, or a newspaper; a brief practical experience utterly demolishes this Jack-o’-lantern theory, In addition to the qualifications already mentioned, the manager of any amusement enterprise must possess superior executive ability together with a thorough knowledge of human nature.”
To be continued…
