27 September 1869 • Buffalo, N.Y. (MS: CU-MARK, UCCL 00358)
Arnold called on me two days ago, & introduced his two Buffalo cannvassers. I don’t know anything about him. He said he was going to rush things right along. I told him we were going to publish a supplement of notices of the book next Saturday,1explanatory note & he a (a page or more) & he asked that the type be kept standing till Saturday afternoon, when he would arrive & see if he could make a trade for 5 or 10,000 copies for distribution. I told ⒶemendationI gave him to understand that we would furnish them at cost, or even less. He said nothing about advertising in the Buffalo papers.
I like newspapering very well, as far as I have got—but I leave adjourn, a Ⓐemendationweek hence, to commence preparing my lecture, & shall not be here again till the middle of February. After a few days, now, you I shall be in Elmira till Nov. 1. Recollect.2explanatory note
Yes, our paper is a good one to advertise in, & so is the “Commercial-Advertiser” & the “Courier.” (Latter is Democratic.) Democratic, but good boys.)3explanatory note
None of us have noticed the book yet—shall, this week, maybe.4explanatory note Regards to Mrs. B. & the longest half of Frank.
I think the book is making more stir than other people’s books, & I guess you are pushing it to for all it is worth.
letter docketed: these books were all ordered to be delivered, & I wrote to each party informing them of the fact5explanatory note
Bliss
Sep 30th/69
The Buffalo Express “Advertising Supplement” appeared on Saturday, 9 October.
Clemens left Buffalo for Elmira on the evening of 30 September. There he wrote the Sandwich Islands lecture he used on the tour he began on 1 November, instead of the “Curiosities of California” talk he had previously drafted (“‘Mark Twain,’” Buffalo Courier, 1 Oct 69, 2; 10 May 69 to Redpathclick to open link; 26 June 69 to JLC and PAMclick to open link; 5 July 69 to Fairbanksclick to open link).
The Buffalo Commercial Advertiser, established in 1820, was a Republican evening daily and tri-weekly published by James N. Matthews and James D. Warren. The Buffalo Courier, established in 1835, was a Democratic morning daily and weekly published by Joseph Warren, James M. Johnson, Ethan H. Howard, and Milo Stevens. Among the “good boys” on the Courier was its coeditor, poet David Gray (1836–88), who became one of Clemens’s closest Buffalo friends (Rowell, 66; Buffalo Directory , 55, 169, 171–72, 311, 337, 386). The American Publishing Company’s advertisement for The Innocents Abroad ran daily in the Buffalo Express, beginning 1 October (4):
“The Innocents Abroad.”
MARK TWAIN’S new book, bearing the above title, has just been issued by the American Publishing Company. GEORGE H. ARNOLD, 32 Reynold’s Arcade, Rochester, is the General Agent for this section of the State. He has appointed Messrs. George B. Briggs and George M. Hewitt to act as canvassers for Buffalo.
Persons desiring the book can leave their addresses in the counting-room of this office, and the canvassers will call upon them.
The Courier and the Commercial Advertiser did not carry any advertising for the book.
The Buffalo Express, which had published a brief complimentary notice of Innocents on 18 August (“Mark Twain’s New Book,” 4, reprinting the New York World, 16 Aug 69, 5), printed its full review, presumably by Josephus Larned, on 16 October (2):
NEW BOOKS.
If any book of late years has so generally interested the press of the country and received so extensive and favorable an introduction to the public as has Mark Twain’s “Innocents Abroad,” since its appearance, we fail to remember the instance. We gave to our readers last week, in a supplementary sheet, some specimens of the notices we have found in our exchanges. Numerous as were the excerpts there collected, they represent but a fraction of what have fallen under our observation, and the notable fact is, that, instead of the mere mention so commonly accorded to a new book, almost every journal has given it an unusually elaborate review, written, not in a simple spirit of courtesy, but evidently with an inspiration of interest excited by reading the work. The truth is, we believe, that no one of an ordinary disposition of mind can dip into the volume without being snared by a curious fascination. It is so different from any narrative of travel that ever was written before. The mere tickle of an ever pervading humor is not all that makes it delightful, but that humor is like an atmosphere, in which the old world scenes that so many tourists and travelers have led us into, take on a new and altogether novel appearance, so that we follow our droll excursionist from place to place as eagerly as though we had never been carried to them by any narrative before. It would be a great mistake to suppose that the book is just a big package of Mark Twain’s jokes, to be read with laughter, and for the sake of laughter. It is the panorama of Europe and the Holy Land as they were seen by one who went abroad with no illusions; who carried about with him a shrewd pair of American eyes, and used them to get his own impressions of things, as they actually presented themselves, not as he has been taught to expect them; who bore with him, moreover, as acute an appreciation of sham and humbug as his sense of the humorous and ludicrous was keen. What he saw he tells, and we believe there is more true description in his book than in any other of the kind that we have read. What is to be told soberly he tells soberly, and with all the admiration or reverence that is due to the subject. But he does like to wash off false colors, to scrape away putty and varnish, to stick a pin into venerable moss grown shams—and it is a perpetual delight to his reader to see him do it in his droll, dry way. We have yet to find the person who could open the book and willingly lay it down again; for, certainly, it is not often that more or livelier entertainment can be had in the same compass. The work has been published by the American Publishing Company, at Hartford, and is sold by agents who canvass for subscriptions.
Also on 16 October, the Buffalo Commercial Advertiser (3) printed its review:
“Mark Twain’s” New Book.—We have received from the American Publishing Company, of Hartford, a copy of “Mark Twain’s” (Samuel L. Clemens) new book entitled “The Innocents Abroad, or the new Pilgrims’ Progress;” being some account of the steamship Quaker City’s pleasure excursion to Europe and the Holy Land; with descriptions of countries, nations, incidents and adventures, as they appeared to the author. It makes a volume of over 650 pages, 8vo, with 234 illustrations, and is handsomely gotten up, so far as mechanical execution is concerned.
The text is marked throughout with the author’s irresistable humor, which, blended with a conscientious narrative of facts, makes the volume peculiarly attractive. Unlike most attempts to be funny, (and especially at such length) Mr. Clemens’s book is a success. In ninety-nine cases in a hundred, a fat octavo joke is sure to pall the taste of an average reader. It is much like living for a week or two on sweetmeats. In his “Innocents Abroad,” Mr. Clemens seems most successfully to have blended facts with fancy, humor with instruction; and to have produced a pleasant, piquant and really enjoyable book.
We learn that it will be sold exclusively by agents, like all the publications of the American Publishing Company, and that agents are now canvassing this city and county for subscriptions. Our readers will be called upon by them in due time, and we can assure them that the book is worthy of their favor.
David Gray published a long and laudatory review in the Buffalo Courier, but not until 19 March 1870; the reason for the delay is not known (Gray).
Presumably Bliss had informed the Buffalo newspapers that he had sent their review copies of Innocents in care of Clemens, who received them by 7 September (see 7 Sept 69 to Blissclick to open link 2nd of 2 ).
MS, Mark Twain papers, The Bancroft Library, University of California, Berkeley (CU-MARK). A photographic facsimile of the letter is on pp. 540–41. The MS consists of one leaf of blue-lined off-white wove paper, 4⅞ by 7 15/16 inches, inscribed on both sides in black ink.
L3 , 362–364; MTLP , 28–29.
see Mendoza Collection, p. 587.
More information on provenance may be found in Description of Provenanceclick to open link.
Pinholes in the top margin of the MS, if not added by a later hand, may indicate that Clemens sent an enclosure, now missing, or that Bliss pinned the letter to his book order. Black ink was splattered along the bottom of both sides of the MS, probably by Elisha Bliss, when he made his marginal note.