As soon as the engagement was announced a fierce battle began for control of the narrative. The formal announcement on Friday 20 September 1895 immediately triggered a convulsion of publicity. Initially, much of the coverage was deferential, although Alva’s successful direction of the matter attracted some snide remarks. The ‘short but decisive campaign of General Alva’, was congratulated by Town Topics.35 ‘It was a Famous Victory,’ crowed the World, quoting Southey on the triumph of the 1st Duke of Marlborough at the Battle of Blenheim, in an unexpected outbreak of erudition.36 Newspapers dedicated several column inches to profiles of the young Duke, ‘Blenheim Castle’ and the Spencer-Churchills, and apart from remarking that he did not seem particularly clubbable, the commentary was superficially polite. Consuelo was described as sweet and cultivated though her ‘youth’ and ‘simplicity’ were consistently underlined. Sometimes this went a little far. As the Newport Journal remarked: ‘Her picture as a girl of ten or twelve years old, wearing a tucked guimpe and a childish gown of white muslin and lace with a baby sash is made to do duty in a full page reproduction as “The Fiancée of the Duke of Marlborough” … and some of the papers are indulging in ill-natured criticism.’37 Suspicion about the Duke’s motives was never far from the surface either, even in those newspapers who claimed to despise such cynicism. ‘All doubt as to what impelled the Duke’s visit to this country is dissipated by the announcement of his engagement,’38 opined the New York Herald, immediately planting seeds of doubt by mentioning it, and failing to explain why becoming engaged to an heiress in any way cleared the matter up.
Once excitement about the engagement subsided, public attention turned to the scale of the deal. There was a short delay until the Duke of Marlborough’s lawyer arrived from England. ‘The marriage settlements gave rise to considerable discussion. An English solicitor who had crossed the seas with the declared intention of “profiting the illustrious family” he had been engaged to serve devoted a natural talent to that end,’39 wrote Consuelo. Although wild sums were discussed in the press – $10 million according to one source, plus an additional $5,000 to pay off the Duke’s creditors – the eventual settlement to the Duke was $2.5 million in $50,000 shares of capital stock of the Beech Creek Railway Company, on which an annual payment of 4 per cent was guaranteed by the New York Central Railway Company, giving him an annual income of $100,000*. This income, which was very similar in structure and total to Alva’s divorce settlement, was the Duke’s for life, and was guaranteed even if his marriage to Consuelo ended. In a most unusual arrangement, however, which may have reflected some unease on the part of William K. about the motives of his daughter’s fiancé, a comparable sum was settled on Consuelo. William K. agreed to pay her $100,000 a year in four equal quarterly instalments, a sum which almost certainly took account of $50,000 already paid to Alva annually for Consuelo’s upkeep which was now transferred to her on marriage under the terms of the divorce settlement.40
There was some delay in the negotiations until Consuelo proposed that the final sum should be split between them ‘in equal shares, at my request’.41 It is interesting to note, in view of the later charges of coercion, that Consuelo herself came up with the proposal that finally unlocked the problem, for failure to find a compromise could have resulted in the engagement coming to a premature end. She may have felt, however, that matters had proceeded too far for her to back out. Later, Blanche Oelrichs remembered Newport servants gossiping that Consuelo cried all night at the conclusion of the settlements between the Duke and her father. ‘What were these settlements that tied people up in them against their will? For what did they barter this mysterious something which they cared for enough to cling to with tears? I put a few leading questions to my sister, a great friend of Consuelo’s … to be angrily told that if I went on playing with “street children” I would never get “anywhere”.’42
After the first flush of enthusiasm, the attitude of the American press became much more ambivalent, as if the editors were responding simultaneously to a sentimental desire to see the engagement as a love match and to widespread cynicism about the Duke’s motives. In the World, which had both a political agenda and a wide female readership, both interpretations of the story appeared on the same page. Consuelo wrote later that the Duke went off on a tour of America shortly after the engagement was announced, but this is not true. Soon afterwards, Oliver Belmont arranged a coaching trip to Tuxedo for Consuelo, the Duke, Alva and the Jays, which lasted a few days. While the Duke was still – to all intents and purposes – Alva’s guest, criticism by the flock of journalists who followed him was muted. On the return of the coaching party to New York, however, this changed when the Duke took rooms at the Plaza Hotel. From the moment that he ceased to be Alva’s house guest the press declared open season. The Duke was quite inexperienced in dealing with this kind of publicity, accustomed to a far more deferential press in England. At the same time, however, he clearly lacked Alva’s instinctive grasp of publicity as an instrument of social power. Shortly after the engagement was announced, for example, he let it be known that the marriage had been ‘arranged by his friends and those of Miss Vanderbilt’,43 a most unfortunate turn of phrase which would be held against him for a very long time.
The Duke cannot be held responsible for all criticism, however, for some of it was politically motivated. Joseph Pulitzer at the World, in particular, had a longstanding objection to the manner in which ‘our vulgar moneyed aristocrats’ were prepared to buy ‘European gingerbread titles’44 for their daughters. He thought it was deeply unpatriotic and objected just as strenuously to the European nobles who came hunting for American bounty. The day after the coaching trip, when the Duke was joined from England by his cousin Ivor Guest (who would be his best man), they departed for a short excursion to look at the famous blood stock of Kentucky, followed by a bevy of reporters. Such a trip does not seem wholly unreasonable given that the Duke had been staying with the Vanderbilts for several weeks and that Mrs Vanderbilt was on the point of moving into the new house at 72nd Street and Madison Avenue from which Consuelo would be married. Indeed, he may have felt that his presence would have been a burden at such a time.
The Duke must soon have regretted the decision to strike out alone, however, for the World in particular was determined both to poke fun and to show him in the worst possible light. In common with other newspapers, it particularly objected to the fact that he measured just over five foot two inches and that Consuelo stood taller than him at five foot eight. He was accused of discourtesy at a Kentucky racecourse when he picked up a glove; he showed excessive enthusiasm for Kentucky whisky; and in Louisville he was spotted with various sporting friends, at a performance of a high-class comedy “The City Club of Gay Paree” at the Buckingham Theatre. At this point, the World’s reporter thought he had a scoop, maintaining that the Duke had been spotted giving ‘the glad hand and the cheerful word’ to Miss Sophie Erb who had played the role of Tottie Coughdrops.45 Miss Sophie Erb told the reporter that she had been ogled throughout her appearance as a living picture in ‘The Birth of Venus’ by a sporty-looking man who later sent word that he was the Duke of Marlborough and asked her for supper – an invitation she indignantly refused saying that she didn’t care if he was the Prince of Wales. Since ‘sporty-looking’ is an adjective that no-one else has ever applied to the 9th Duke of Marlborough, it seems likely that he was the victim of a prank, but the Tottie Coughdrops incident was soon picked up by other more sober newspapers including the New York Tribune.46