Deadliest Drawbridge Accident and the First Press Release
In 1905, the Pennsylvania Railroad (PRR) embarked on the electrification of a vital route from Camden, NJ, to Atlantic City, NJ. In 1906 disaster struck.
They have ascertained, however, that there was no defect in either the drawbridge or its mechanism to cause the derailment. The bridge—both stationary and movable parts—is of the most approved modern type. … It is certain that the rails on the drawbridge and those on the solid section fitted exactly, for otherwise, the signal could never have shown a clear track. By means of the Interlocking system, it is impossible for the motorman to get the “go ahead” signal until the rails are exactly in place.
The Pennsylvania Railroad Company is leaving nothing undone to get at the cause of the accident. The coroner has already gathered a jury and is making a thorough investigation; the officials of the company are giving him every assistance in their power.
Pennsylvania Railroad Statement, October 29, 1906
Words: 3,944 ~ Read time: 16 min ~ Enjoy
Introduction
In 1905, the Pennsylvania Railroad (PRR) started an important project to update a key route from Camden, NJ, to Atlantic City, NJ. PRR President Alexander Cassatt chose its West Jersey & Seashore (WJ&S) subsidiary because it was close to suburban commuters. He believed it would save money. Cassatt led the initiative despite technical studies, tight deadlines, and labor challenges. A 650-volt DC electric traction system powered the new electric trains. They covered 75 route miles. WJ&S used an overhead trolley wire in urban sections and an overrunning third rail in rural areas.
Worker accidents happened while preparing equipment for the electric line’s start on September 18, 1906. The line faced construction delays and setbacks. Several incidents, such as electrocution and a deadly train crash, foreshadowed the tragic events on October 26, 1906. The WJ&S swing bridge spanning the Thorofare waterway experienced a terrible accident that killed 57 people. In this tragedy, Ivy Lee emerges as the father of modern public relations, creating another story. After the WJ&S Atlantic City drawbridge accident in 1906, his contributions to the field were groundbreaking. This event marked a new era in communication strategies, crisis management, and media relations.
This essay is dedicated in memory of the 57 people who perished at the WJ&S Railroad’s Atlantic City, NJ, Thoroughfare draw bridge on September 28, 1906.
Executive Summary
Events Before the Accident: In 1905 the Pennsylvania Railroad (PRR) started building electric traction for a significant route. This line went from Camden, NJ, to Atlantic City, NJ. They chose their West Jersey & Seashore Railroad (WJ&S) subsidiary because it was close to people who lived in the suburbs. They also thought it would save them money. PRR President Alexander Cassatt led the project. They faced challenges like technical studies, tight deadlines, and labor issues. The electric trains used a 650-volt DC electric system. They used an overhead wire in urban settings and an overrunning third rail in rural areas. The trains covered 75 miles in total. Delays plagued the construction, with the Westville, NJ powerhouse requiring final touches. The electric line started operating on September 18, 1906, but there were accidents while preparing the equipment. Before the devastating events of October 28, 1906, several incidents hinted at what would come. There were three incidents: electrocution, a deadly train collision, and a big accident on the WJ&S Thorofare swing bridge. Unfortunately, the bridge accident led to the loss of 57 lives.1
The Accident: On October 28, 1906, a tragic incident occurred on the WJ&S, shaping a sorrowful chapter in its history. The disaster happened at a swing bridge in Atlantic City, NJ. The bridge tender opened it for a boat. An electric train en route to the resort derailed near the draw span entrance, leading to a catastrophic plunge into the deep channel. The first two submerged cars resulted in the loss of all occupants, while those in the third faced a dangerous escape. Investigations proposed theories, including a broken wheel flange and a defective draw span rail. The locking mechanism on the bridge had issues, so the Interstate Commerce Commission charged the WJ&S officials. The police arrested the bridge tender. But another investigation found him innocent, and officials dropped the charges. Instead, they blamed WJ&S officials for the unsafe bridge. The bridge needed repairs and speed limits after the disaster located near an 1896 train crash site.
Ivy Lee, Father of PR: Ivy Lee is known as the father of modern public relations. He shaped the field in the early 20th century. Born in 1877, Lee’s journey from journalism to public relations led him to establish Ivy Lee and Associates in 1904. In 1906, he may have been the first corporate publicity agent for the PRR. He used new communication strategies to handle the flood of information requests. Lee had a significant effect on public relations history. That was clear during the WJ&S Atlantic City drawbridge accident on October 6, 1906. Historians regard this accident as prompting the first press release. Lee set a new example for how companies should handle accidents by being open and honest. He changed the industry by addressing challenges. Lee also interacted with the media and used press releases to communicate. He had many roles - he was a corporate spokesperson and advised clients like John D. Rockefeller. One of the events he handled was the Ludlow Massacre. Lee’s involvement with the German Dye Trust during World War is legion. His unsuccessful attempts to counteract anti-German propaganda had lasting effects on his future.
Events Before the Accident
In 1905, the Pennsylvania Railroad (PRR) decided to electrify one of its two routes from Camden, NJ, to Atlantic City, NJ. The PRR chose its West Jersey & Seashore (WJ&S) subsidiary for electrification. They picked it because many commuters lived in the suburbs south of Camden, NJ, and they thought it would save money.
Once approved, PRR President Alexander Cassatt (1839-1906) formed a committee to study the technical aspects. The selected trains were electric “multiple unit” (EMU) passenger trains.2 They decided on a 650-volt DC electric traction system for power. In areas with many road crossings, an overhead wire provided power. They used an overrunning third rail in more rural areas. The line spanned between Camden, NJ, and Atlantic City, NJ, with a branch extending from Newfield, NJ to Millville, NJ. This effort included 75 route miles and about 150 track miles.
Cassatt asked the committee to finish their study by October 1905 to counter the proposed but never-built Delaware River and Atlantic Railway. After making the decision, everyone felt pressured to build the electric railroad quickly.
The operation of electric trains could not start on the target date of July 1, 1906, because the Westville, NJ powerhouse still needed final touches, causing delays. In June, knowing a delay inevitable, President Cassatt ordered the electric line’s completion by July 5, irrespective of the expenses involved. However, the power distribution plant and signal system had ongoing labor issues. That included delays from external contractors, which made the projects more complicated.
With minimal fanfare, the first electric trains commenced revenue service at 7 AM on September 18, 1906. Two worker accidents overshadowed the completion of the electric road. They were getting equipment ready for the opening day. An electrocution incident occurred at the Pavonia car shop in Camden, NJ, involving a General Electric worker. That happened on September 1. The accident was allegedly caused by a railroad electrician who mistakenly removed a ground wire. This wire protected the GE worker from the power used to test each car.
Ten days later, in Westville, NJ, a ten-car train undergoing road trials struck and took the life of a PRR employee who was working on a stationary car. The accident damaged two cars. A motorman who misjudged the stopping distance needed because of his extra-long consist. These incidents served as a prelude to the tragic event that unfolded on Sunday, October 28, 1906. WJ&S Train No. 1065, consisting of shiny new equipment, departed Camden, NJ on time at 1:00 PM for its fateful trip.
The Accident
In 1906, a sad event occurred on the WJ&S. The accident site was a bridge a mile west of the West Jersey terminal at Atlantic City, NJ. It spans the “Thorofare,” a deep tidal channel. This waterway separates the Ocean Resort island from the mainland. The bridge deck (track) was about 15 feet above the water.
At two o’clock on Sunday, October 28, 1906, Daniel E. Stewart, a sixty-five-year-old bridge tender, opened the double-track swing bridge for a yacht. A witness fishing at the site testified that there was an argument between Stewart and the men on the yacht. The occupants of the yacht were angry that it took Stewart “too long” to get the span open for the yacht’s movement.
Workers lifted a small section of the rails on each end. The motorized equipment turned the moveable span, in a turntable-like motion, to the open position.
Once the boat cleared, the double-track span returned to its closed position for railroad traffic. Workers removed the planks under the lifted rail ends, allowing them to drop back into place.3 The bridge had a signal tower interlocked with the approach signals. Without the proper turntable span position, they couldn’t clear the signals. Click here for a video of a movable railroad bridge operation with physical characteristics similar to the WJ&S Thorofare swing span.
Only two or three weeks prior, they completed the electrification of the rail line. That included testing the bridge mechanism, believing it to be in good working order.
After Stewart closed the span, the westbound two o’clock train from Atlantic City crossed on the westbound track without incident. A little while later, a train with three cars on the eastbound track headed to the resort came to the bridge. The arrival time for the train was 2:30 PM in Atlantic City, just a couple minutes east of the bridge. The train had new electric technology, and leading up to the bridge, it was traveling around 30 to 40 miles per hour. The signal aspect (appearance) of a clear indication for the motorman to proceed at the posted speed. That meant the signal system had shown the bridge closed and locked for train traffic. Thus, the motorman did not know there was any danger ahead.
Motorman Walter Scott was filling in for someone who was off that day. At 2:25 PM, the train derailed near the entrance to the draw span. It rumbled over the deck of the bridge and then veered off the wooden bridge plunging into the deep channel.
As the train’s rear car snagged on the bridge’s abutment, teetering momentarily, a panicked rush ensued as passengers clamored for the rear door. About twenty or more escaped before the car careened over the edge, with some leaping into the water. The impact with the other cars caused a gradual slide into the water. Fortunately, this brief pause allowed some passengers to jump to safety before the car submerged.
Motorman Scott remained at his post and went down with the train, as did Conductor John Curtis. Perched atop the final car, the rescuers discovered Curtis, driven to madness by terror and shock. His head bore several cuts, and he displayed other signs of severe injuries. When queried about the details of the accident, Curtis’ only bewildered response was, “Good God, what is it?” It took considerable effort to coax a coherent account, but in shock, he could not provide a straightforward narrative of the events. When asked how many passengers were on board, he said 110, changed it to 130, and finally admitted he wasn’t sure. The discovery of 87 full-fare tickets suggests that the number of passengers likely matched the ticket count.
Brakeman Ralph Wood emerged as a hero. As the train derailed and jolted over the ties, he sprinted to the rear door of the last car, flinging it wide open to help passengers escape. Wood held the door until the car slid off the bridge, plunging into the water, after which he swam to the shore. His decisive action in keeping the door open likely saved many lives.
When the third car plunged into the water, passenger Henry Roemer crawled out of a window. Even though things were dangerous, Roemer, who was good at swimming, got out and started helping others immediately. He swam next to the car that was sinking. He broke the window glass and helped many passengers escape.
Mrs. McDonald from Philadelphia was also in the third car, at its lead (submerged) section. This heroine of unmatched strength and willpower recounted her unsettling experience as follows:
“When the cars went overboard I was looking; out of the window. It was terrible. I saw that we were all doomed and my first thought was of my husband. The cars plunged over and the water gurgled into the windows and doorways. Fortunately, I am a good swimmer. The Lord only knows how I broke my way through a window, but I did it. As I rose to the surface I thought of my husband and dove down with a faint hope that I could reach him. I went down and down and finally grabbed hold of a body. I came up with it, but discovered some other and he got safely ashore. I dove twice more and each time I brought up a strange man. The fourth time I went down I reached my husband and succeeded in landing him safely ashore.”
Soon after the cars submerged, boats gathered around the area, guided by the visible tops of their trolley poles. Despite the cars drawing power from a third rail in the accident area, they had trolley poles to draw power from above, as detailed in the section above, Events Prior to the Accident.
The first two cars were underwater in thirty feet of water. The third car hung from the bridge with its front submerged. The sudden stop shocked the passengers. They were either trapped among torn-out seats or stunned. That led to the tragic loss of everyone in the first two cars. Some passengers drowned in the front of the third car. Others escaped by breaking through the windows instead of crawling up the aisle. Fifty-seven people died in the accident. One of the rescuers also lost his life when he came in contact with the 650-volt DC third rail.
The Interstate Commerce Commission was new to accident investigations. After restoring the bridge, they discovered that the supports did not drop into place. The reasons for this failure are still unknown. As a result, they were not aligned with the track and could derail a fast-approaching train. After the bridge moved back, Stewart didn’t see the rail ends. He had to take away a red flag near them. When the bridge opened, someone put the flag there. He would have caught a considerable misalignment but could have missed a slight irregularity. The bridge had an interlocking mechanism controlling the signal aspects.
The bridgetender and a surviving crew member said the bridge was poorly built, causing it to close incorrectly. Because the automatic lock was broken, the bridgetender manually aligned the drawbridge rails.
WJ&S officials quickly denied the allegations. They accused bridge tender Daniel Stewart of hiding his negligence. During the coroner’s investigation, Stewart’s position gained support when he changed his story. That led to his arrest for criminal negligence and involuntary manslaughter.
But three months later, an unexpected investigation by a county grand jury changed everything. The jury told the employee to open and close the bridge many times. They discovered that they needed to fix the locking mechanism.
During the reenactment, the draw portion’s rails settled five inches above the mating rails on the fixed span. Even though there were clear signs that it was safe to cross, the motorman who died was not held responsible. The jury recommended releasing the jailed bridgetender and dropping all charges.
Instead of following the suggestion, WJ&S officials faced charges for keeping an unsafe bridge. Afterward, the railroad had to fix the locking mechanism and make all trains go only eight miles per hour on the bridge. This disaster happened near where a major train crash between a WJ&S train and an Atlantic City Railroad train occurred in 1896, killing 50 people. In the annals of history, this incident is marked as being North America’s deadliest drawbridge accident.
The WJ&S Atlantic City line upgrade was the largest steam railroad electrification project in North America in that era. That also was among the earliest of the PRR electrification projects.4 Ironically, PRR President Alexander Cassatt died in Philadelphia on December 28, 1906, three months after the WJ&S Throghfare accident.
Ivy Lee, Father of PR
People regard Ivy Lee as the father of modern public relations. He was a pioneer in the field of strategic communication, crisis management, and media relations. He changed people’s perceptions of influential individuals and organizations. Clients included John D. Rockefeller and the PRR. He also helped the German government during World War I.
Lee was born in 1877 in Georgia and graduated from Princeton University in 1898. He started his journalism career working for various newspapers and magazines. Lee soon realized he had a knack for influencing public opinion and decided to switch to public relations. He founded his agency, Ivy Lee and Associates, in 1904.
Edward Bernays and Ivy Lee were public relations pioneers in the early 20th century. Whether the founder of modern PR is Ivy Lee or Edward Bernays remains debatable. For more about Bernays, see Edward Bernays and Propaganda.
In 1906, the Pennsylvania Railroad (PRR) became a client of Lee, possibly becoming the nation’s first corporate publicity agent. Remaining with the company for most of his life, Lee was pivotal in introducing innovative communication strategies to convey the company’s perspective. Though the reasons for hiring Lee are unclear, historical records indicate that he swiftly assumed various responsibilities. By the early 20th century, top executives at the PRR found themselves inundated with requests for articles and interviews. He worked to overturn the prevailing policy of secrecy surrounding industrial accidents, opting instead to take reporters directly to the scenes of railroad incidents.
The October 6, 1906, WJ&S Atlantic City drawbridge accident also impacted public relations history. That was considered the first press release written on October 28, 1906. It set a precedent for corporate crisis communication. Lee’s statement admitted that the company did not know the exact cause of the accident but denied any defect in the bridge or its mechanism. He also provided some details about how the company reached this conclusion. The New York Times printed Lee’s statement word-for-word on October 29, 1906. That accounts for the world’s first Press Release.
Lee skillfully navigated challenges, selectively declining most requests while favoring those that could benefit the company. In 1908, when a reporter from Frank Munsey’s Railroad Man’s Magazine sought an interview with PRR President James McCrea (1848-1913), Lee encouraged the meeting, citing Munsey’s favorable stance toward corporations. Additionally, Lee pointed out that Munsey owned the Philadelphia Evening Times, whose editor had pledged impartiality in covering the PRR.
Lee significantly transformed the Public Relations industry by recognizing that enhanced understanding and accurate reporting could foster broader public goodwill. He achieved this by overturning the prevailing policy of secrecy surrounding industrial accidents, opting instead to take reporters directly to the scenes of railroad incidents. A hundred seventeen years later, the press release remains the most widely utilized tool in the public relations industry for disseminating announcements to the media.
More than a corporate spokesperson, Lee was a comprehensive public relations advisor, influencing the company’s statements on freight rates to freight car shortages. In tandem with his discerning approach to interviews, Lee began supplying the press with stories aligned with the PRR’s objectives. Press releases highlighted the company’s initiatives, such as tree planting and station decorations, consistently emphasizing the safe transportation of millions of passengers. These narratives received widespread coverage, eliciting satisfaction from PRR’s publicity department.
John D. Rockefeller, the wealthiest man in America, was Lee’s most famous client. He owned Standard Oil, a monopoly controlling most of the oil industry. The public despised Rockefeller. They disliked his ruthless business practices. They also opposed his involvement in the Ludlow Massacre. The massacre was a violent clash between striking miners and company guards in Colorado in 1914. Lee convinced Rockefeller to be kinder and more generous. He did this by visiting miners’ families, giving money, and establishing the Rockefeller Foundation.
Lee worked with significant clients. American Red Cross, Bethlehem Steel, American Tobacco, Princeton University, and John D. Rockefeller used Lee. But when he worked with the German Dye Trust, a company linked to the Nazi Party, people questioned his career. Lee believed he could influence the company to change Adolf Hitler’s policies. During World War I, Lee worked to counter negative propaganda for Germany. He wanted to show Germany as a civilized and cultured nation fighting for its rights and interests. Congress investigated Lee because of his job with a German company at the start of the Nazi regime. He asserted that he terminated his association with the company upon uncovering its ties.
Congress members called him “Poison Ivy” and saw his association as unpatriotic. He also arranged for interviews and tours for American journalists in Germany. His efforts were unsuccessful, as public opinion was against Germany. That tarnished his career’s final years.
Lee died in 1934 from a brain tumor. He left behind a legacy of innovation and influence in public relations. He created the foundations of modern public relations. These include research, planning, ethics, and social responsibility. He is also remembered as a master of persuasion and storytelling who understood the power of words and images to shape public perception.
Conclusion
The September 28, 1906, catastrophic accident on the PRR’s WJ&S Thorofare swing bridge resulted in the loss of 57 lives. The investigation found different theories, like a broken wheel part and a faulty rail on the draw span. The Interstate Commerce Commission found problems with the bridge’s locking mechanism, which led to charges against WJ&S officials.
Amid this turmoil, Ivy Lee, recognized as the father of modern public relations, played a pivotal role. The PRR hired Lee in 1906. He brought in new ways to communicate and challenged the secrecy around accidents. The WJ&S drawbridge accident happened on October 28, 1906. That was a significant moment in public relations history because it was the first incident covered by a press release. Lee handled the crisis. He admitted uncertainty about the cause of the accident. Yet, he denied any bridge defects.
Beyond crisis management, Lee revolutionized public relations by emphasizing transparency and accurate reporting. He worked with influential people like John D. Rockefeller, improving their public image. However, his association with the German Dye Trust during World War I sparked controversy and stained his later years.
History shows Ivy Lee as a pioneer in modern public relations. He focused on research, planning, ethics, and social responsibility. Lee faced challenges and criticism, but he shaped public perception through communication. His impact was lasting. The Atlantic City line’s electrification showed progress in transportation. Ivy Lee’s contributions reflected a transformative era in public relations.
Bonus
For your enjoyment and edification, below is a video of an uncommon swing bridge mechanism - no lift rails. Few of them exist today. 📕
Sources
Books
When the Steam Railroads Electrified, 2nd Revised Edition ~ William D. Middleton, 448 pages, Indian University Press, March 2002
By Rail to the Boardwalk ~ Richard M. Gladuch, 331 pages, Interurban Press, January 1986
West Jersey Rails II: A Series of Stories about Southern New Jersey Railroad History ~ West Jersey Chapter National Railway Historical Society, 72 pages, January 1985
Down Brakes: A History of Railway Accidents, Safety Precautions and Operating Practices in the United States ~ Robert B. Shaw, 487 pages, P.R. Macmillan, January 1961
Public Relations and Technology: The “Standard Railroad of the World” and the Crisis in Railroad Safety 1897-1916 ~ Pennsylvania History: A Journal of Mid-Atlantic Studies, Vol. 74, No. 1. 2007 (31 pages)
Online
Atlantic County New Jersey 1906 Atlantic City Electric Train Disaster ~ Genealogy Trails National Site
The Complex Legacy of Early PR Leader Ivy Lee ~ Platform Magazine, December 17, 2017
South Jersey Railroad History Map ~ Frederick R. Smith
1906 Atlantic City Wreck ~ BMT Lines YouTube video
1906 Atlantic City Train Wreck ~ Strange Ago
I warmly encourage you to consider becoming a paid subscriber if you have the means. Regardless of your choice, your support is deeply appreciated. From the bottom of my heart, thank you for your invaluable support!
Many documents indicate 57 lost their lives, while others show 53.
An electric multiple unit (EMU) train is a set of self-propelled passenger cars that use electricity for power. It does not require a separate locomotive, as electric traction motors are incorporated within one or a number of the cars. An EMU usually comprises two or more coupled cars, but electrically powered single-unit consists are also generally called EMUs.
The modern version of lift rail assemblies includes a fully mechanical system to raise and lower the lift rails.
Other early PRR electrification projects:
Burlington & Mount Holly Traction ~ Burlington to Mount Holly, N. J
1895. 7.2 route-miles. Experimental operation for local passenger service. 500 volts DC Trolley wire; trolley pole.
Motor passenger cars. Electric operation discontinued 1901.
Cumberland Valley branch ~ Dillsburg to Mechanicsburg, PA
1906. 7.7 route-miles. Experimental operation, general economy of operation for local passenger service. 600 volts DC.
Trolley wire; trolley pole. Motor passenger cars. Electric operation discontinued 1928.
Electricity has traditionally been a convenient replacement for ropes in public executions. Apparently, they have been effective at depopulation for over 100 years. Teddy Roosevelt, a Progressive, was POTUS in 1906. I smell a conspiracy.
Seems electric modes of transportation have no better records in the 1950s than they do today! Only now the Oligarchy wants you to drive them, and pay $17 dollars to charge one, without insurance, which is against the laws of most states, Or maybe burn your house down, and homeowners insurance may not cover your home.
Fueling electric vehicles costs roughly the equivalent of $17 a gallon: Study
https://www.washingtonexaminer.com/policy/energy-environment/study-fueling-electric-vehicles-17-gallon
No Juice: WSJ Columnist Finds 40% of EV Chargers She Tried in LA County Were Out of Service
A Wall Street Journal, journalist who owns an electric vehicle (EV) was dismayed to find that about 40 percent of the chargers she tried throughout LA county were out of service. A troubling data point for car companies and government officials claiming that the entire country will soon go electric.
https://www.breitbart.com/tech/2023/11/15/no-juice-wsj-columnist-finds-40-of-ev-chargers-she-tried-in-la-county-were-out-of-service/