J. Bruce Ismay


Joseph Bruce Ismay was an English businessman who served as chairman and managing director of the White Star Line. In 1912, he came to international attention as the highest-ranking White Star official to survive the sinking of the company's new flagship RMS Titanic, for which he was subject to severe criticism.

Early life

Ismay was born in Crosby, Lancashire. He was the son of Thomas Henry Ismay and Margaret Bruce, daughter of ship-owner Luke Bruce. Thomas Ismay was the senior partner in Ismay, Imrie and Company and the founder of the White Star Line. The younger Ismay was educated at Elstree School and Harrow, then tutored in France for a year. He was apprenticed at his father's office for four years, after which he toured the world. He then went to New York City as the company representative, eventually rising to the rank of agent. Bruce was one of the founding team of Liverpool Ramblers football club in 1882.
On 4 December 1888, Ismay married Julia Florence Schieffelin, daughter of George Richard Schieffelin and Julia Matilda Delaplaine of New York, with whom he had five children:
In 1891, Ismay returned with his family to the United Kingdom and became a partner in his father's firm, Ismay, Imrie and Company. In 1899, Thomas Ismay died, and Bruce Ismay became head of the family business. Ismay had a head for business, and the White Star Line flourished under his leadership. In addition to running his ship business, Ismay also served as a director of several other companies. In 1901, he was approached by Americans who wished to build an international shipping conglomerate, to which he agreed to sell his firm to the International Mercantile Marine Company.

Chairman of White Star Line

After the death of his father on 23 November 1899, Bruce Ismay succeeded him as the chairman of White Star Line. He decided to build four ocean liners to surpass the built by his father: the ships were dubbed the Big Four:,,, and. These vessels were designed more for size and luxury than for speed.
In 1902, Ismay oversaw the sale of the White Star Line to J.P. Morgan & Co., which was organising the formation of International Mercantile Marine Company, an Atlantic shipping combine which absorbed several major American and British lines. IMM was a holding company that controlled subsidiary operating corporations. Morgan hoped to dominate transatlantic shipping through interlocking directorates and contractual arrangements with the railroads, but that proved impossible because of the unscheduled nature of sea transport, American antitrust legislation, and an agreement with the British government. White Star Line became one of the IMM operating companies and, in February 1904, Ismay became president of the IMM, with the support of Morgan.

RMS ''Titanic''

In 1907, Ismay met Lord Pirrie of the Harland & Wolff shipyard to discuss White Star's answer to the and the, the recently unveiled marvels of their chief competitor, Cunard Line. Ismay's new type of ship would not be as fast as their competitors, but it would have huge steerage capacity and luxury unparalleled in the history of ocean-going steamships. The latter feature was largely meant to attract the wealthy and the prosperous middle class. Three ships of the Olympic Class were planned and built. They were in order, and RMS Britannic. In a highly controversial move, during construction of the first two Olympic class liners, Ismay authorised the projected number of lifeboats reduced from 48 to 16, the latter being the minimum allowed by the Board of Trade, based on the RMS Olympic's tonnage.
Ismay occasionally accompanied his ships on their maiden voyages, and this was the case with the Titanic. During the voyage, Ismay talked with either chief engineer Joseph Bell or Captain Edward J. Smith about a possible test of speed if time permitted. After the ship collided with an iceberg 400 miles south of the Grand Banks of Newfoundland on the night of 14 April 1912, it became clear that it would sink long before any rescue ships could arrive. Ismay stepped aboard Collapsible C, which was launched less than 20 minutes before the ship went down. He later testified that as the ship was in her final moments, he turned away, unable to watch. Collapsible C was picked up by the Carpathia about 3–4 hours later.
After being picked up by the Carpathia, Ismay was led to the cabin belonging to the ship's doctor, Frank Mcgee. He gave Captain Rostron a message to send to White Star's New York office: "Deeply regret advise you Titanic sank this morning fifteenth after collision iceberg, resulting serious loss life further particulars later. Bruce Ismay". Ismay did not leave Dr. Mcgee's cabin for the entire journey, ate nothing solid, and was kept under the influence of opiates. Another survivor, 17-year-old Jack Thayer, visited Ismay to try to console him, despite having just lost his father in the sinking.
When he arrived in New York, Ismay was hosted by Philip Franklin, vice president of the company. He also received a summons to appear before a Senate committee headed by Republican Senator William Alden Smith. Ismay later testified at the Titanic disaster inquiry hearings held by both the U.S. Senate the following day, and the British Board of Trade a few weeks later.

Criticism

After the disaster, Ismay was savaged by both the American and the British press for deserting the ship while women and children were still on board. Some papers called him the "Coward of the Titanic" or "J. Brute Ismay", and suggested that the White Star flag be changed to a yellow liver. Some ran negative cartoons depicting him deserting the ship. The writer Ben Hecht, then a young newspaperman in Chicago, wrote a scathing poem contrasting the actions of Captain Smith and Ismay. The final verse reads: "To hold your place in the ghastly face / of death on the sea at night / is a seaman's job, but to flee with the mob / is an owner's noble right."
Some maintain Ismay followed the "women and children first" principle, having assisted many women and children himself. Ismay's actions were defended in the official British inquiry, which found "Mr. Ismay, after rendering assistance to many passengers, found "C" collapsible, the last boat on the starboard side, actually being lowered. No other people were there at the time. There was room for him and he jumped in. Had he not jumped in he would merely have added one more life, namely, his own, to the number of those lost."
Ismay had boarded Collapsible C with first-class passenger William Carter; both said they did so after there were no more women and children near that particular lifeboat. Carter's own behaviour and reliability, however, were criticised by Mrs. Lucile Carter, who sued him for divorce in 1914; she testified Carter had left her and their children to fend for themselves after the crash and accused him of "cruel and barbarous treatment and indignities to the person". London society ostracised Ismay and labelled him a coward. On 30 June 1913, Ismay resigned as president of International Mercantile Marine and chairman of the White Star Line, to be succeeded by Harold Sanderson.
Ismay announced during the United States Inquiry that all the vessels of the International Mercantile Marine Company would be equipped with lifeboats in sufficient numbers for all passengers. Following the inquiry, Ismay and the surviving officers of the ship returned to England aboard.

''Titanic'' controversy

During the congressional investigations, some passengers testified that during the voyage they heard Ismay pressuring Captain Smith to increase the speed of the Titanic in order to arrive in New York ahead of schedule and generate some free press about the new liner. The book The White Star Line: An Illustrated History by Paul Louden-Brown states that this was unlikely, and that Ismay's record does not support the notion that he had any motive to do so.
Writing on the BBC News magazine website, Rosie Waites reports that Ismay was widely vilified in the United States after the sinking of the Titanic, due to the hostility shown in the yellow press controlled by William Randolph Hearst, who had fallen out with Ismay. Waites writes "Ismay was almost universally condemned in America, where the Hearst syndicated press ran a vitriolic campaign against him, labelling him 'J. Brute Ismay'. It published lists of all those who died but in the column of those saved it had just one name – Ismay's."
Following from the Hearst press depiction of Ismay, Waites writes that every subsequent film about the Titanic has depicted Ismay as a villain, starting with the 1943 Nazi propaganda film Titanic; the 1996 miniseries Titanic; James Cameron's Titanic; and Julian Fellowes' TV miniseries Titanic, where he is portrayed as a racist who orders a group of non-British crew members locked below to drown. Louden-Brown, consultant to the Cameron film, has stated that he thought the antagonistic characterisation of Ismay was unfair and he tried to challenge this. Louden-Brown said "Apart from being told, under no circumstances are we prepared to adjust the script, one thing they also said is 'this is what the public expect to see'." The 1958 film A Night to Remember did not blame Ismay for the disaster, but also presented him in an unfavourable and cowardly light, while a Titanic-themed episode of the science fiction television series Voyagers! portrayed Ismay dressing as a woman in order to sneak into a lifeboat.
Lord Mersey, who led the 1912 British inquiry into the sinking of the Titanic, concluded that Ismay had helped many other passengers before finding a place for himself on the last lifeboat to leave the starboard side.

Later life

Though cleared of blame by the official British inquiry, Ismay never recovered from the Titanic disaster. Already emotionally repressed and insecure before his voyage on Titanic, the tragedy sent him into a state of deep depression from which he never truly emerged. He kept a low profile afterwards. He lived part of the year in a large cottage, Costelloe Lodge, near Casla in Connemara, County Galway, Ireland. Paul Louden-Brown, in his history of the White Star Line, writes that Ismay continued to be active in business, and that much of his work was for The Liverpool & London Steamship Protection & Indemnity Association Limited, an insurance company founded by his father. According to Louden-Brown:
Ismay maintained an interest in maritime affairs. He inaugurated a cadet ship called Mersey used to train officers for Britain's Merchant Navy, donated £11,000 to start a fund for lost seamen, and in 1919 gave £25,000 to set up a fund to recognise the contribution of merchant mariners in the First World War.
After the tragedy, Ismay's wife Florence ensured the subject of Titanic was never again discussed within the family. His granddaughter, historian and author Pauline Matarasso, likened her grandfather to a "corpse" in his later years:
In his personal life, Ismay became a man of solitary habits, spending his summers at his Connemara cottage and indulging in a love of trout and salmon fishing. When in London, he would attend concerts by himself at St George's Hall or visit a cinema, at other times wandering through the London parks and engaging transients in conversation. A family friend observed the spectre of Titanic was never far from Ismay's thoughts, saying that he continually "tormented himself with useless speculation as to how the disaster could possibly have been avoided." At a Christmastime family gathering in 1936, less than a year before Ismay's death, one of his grandsons by his daughter Evelyn, who had learned Ismay had been involved in maritime shipping, enquired if his grandfather had ever been shipwrecked. Ismay finally broke his quarter-century silence on the tragedy that had blighted his life, replying, "Yes, I was once in a ship which was believed to be unsinkable."

Death

Ismay's health declined in the 1930s, following a diagnosis of diabetes, which worsened in early 1936, when the illness resulted in the amputation of his right leg below the knee. He was subsequently largely confined to a wheelchair. On the morning of 14 October 1937, he collapsed in his bedroom at his residence in Mayfair, London, after suffering a massive stroke, which left him unconscious, blind and mute. Three days later, on 17 October, J. Bruce Ismay died at the age of 74.
Ismay's funeral was held at St. Paul's, Knightsbridge, on 21 October 1937, and he is buried in Putney Vale Cemetery, London. He left a very considerable personal estate, which excluding property was valued at £693,305. After his death, his wife Florence renounced her British subject status in order to restore her American citizenship on 14 November 1949. Julia Florence Ismay, née Schieffelin, died 31 December 1963, aged 96, in Kensington, London.

Portrayals