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Biography of an Idea: The Founding Principles of Public Relations by Edward L. Bernays

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chapter 9

ON TOUR WITH CARUSO

For several years Coppicus attempted to sign Caruso to a post-opera-season concert tour under the bureau’s management. Such a tour with the great tenor would enhance the bureau’s reputation with our current and potential clients, improve our bargaining position with buyers of artists throughout the country and would be profitable. Coppicus also worked on Enrico Scognamillo, Caruso’s unofficial business manager and confidant, but without success; each time Coppicus thought the arrangement was consummated, plans fell through.

Caruso thought he had good reason not to make an American concert tour. The so-called “monkey house” episode, an international cause célèbre of some years before, had given him a traumatic shock ...

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