Before he became the renowned author we know, Samuel Clemens– Mark Twain– worked (among other things) as a printer. He knew both the painstaking (and sometimes painful) labor of hand-setting type and the extraordinary cultural power of the mass-printed (by Twain’s time, on steam-powered presses) products that it enabled.
In the history of the invention of the typesetting machine and the consequent birth of mass media, Mark Twain is the Zelig of our tale, returning frequently as a typesetter in his brother’s ratty newspaper; as a tramp printer witnessing an explosion of progress in printing technology; as the bankrupted investor in the failed Paige Compositor, a competitor to the successful Linotype; as an early best-selling author and cultural celebrity; and as a publisher trying to invent a business model for books as an industry.
Now that their machinery could produce volume, publishers needed ways to sell at scale, to build the modern phenomenon of the best-seller. The problem: In 1859, only 1,090 bookstores dotted America. By 1914, there were still only 3,501. So if readers couldn’t find books, books had to find their readers. For certain authors and publishers, including Twain, that was accomplished through subscription publishing, with door-to-door canvassers taking orders for books before they were printed. Until the end of the nineteenth century, three quarters of books in the U.S. were sold this way.
In 1874, the New York Tribune estimated that 50,000 agents were employed by subscription publishers. What a wonderful fictional character it would be to imagine the itinerant peddler pitching not pots or patent medicines but literature and literacy, foot in door after door, blurbing Twain with a few dozen sample pages and illustrations to whet curiosity and demand.
Subscription publishing brought advantages. By collecting orders for books before printing, publishers knew how many copies to produce. Publishers could use customers’ capital to finance production—not unlike a content producer today raising money via Kickstarter or Patreon. Subscription publishing’s cross to bear was snobbery. William Dean Howells dismissed subscription books, carving out a caveat only for his friend Twain: “No book of literary quality was made to go by subscription except Mr. Clemens’s books, and I think these went because the subscription public never knew what good literature they were.”
The regular trade carped that subscription publishers “flood the country with worthless books, poorly written, poorly printed and bound, containing a small amount of matter in large type and with wide margins to the page, for a large price.” Elisha Bliss, Twain’s publisher, defended the trade to the Tribune: “Instead of injuring the regular book business I think we create a thirst for knowledge and thus increase the sale of all kinds of books. In the little town where there are no bookstores the book agent induces people to buy.”
Twain valued these readers as they valued him. They freed him from the expectations of high culture and its critics. And he was certain they’d make him rich. “Harper publishes very high-class books,” he wrote to a friend, “and they go to people who are accustomed to read. That class are surfeited. But there is a vast class that isn’t—the factory hands and the farmers. They never go to a bookstore; they have to be hunted down by the canvasser.”
Twain knew that a new, mass audience had to be corralled, one door knocked after another. As he wrote to London critic Andrew Lang: “The thin top crust of humanity—the cultivated—are worth pacifying, worth pleasing, worth coddling, worth nourishing and preserving with dainties and delicacies, it is true; but to cater to that little faction is of no very dignified or valuable occupation, it seems to me; it is merely feeding the over-fed, and there must be small satisfaction in that.” He sought instead to entertain “the mighty mass of the uncultivated who are underneath….I have never tried in even one single instance, to help cultivate the cultivated classes. I was not equipped for that, either by native gifts or training. And I never had any ambition in that direction, but always hunted for bigger game—the masses.”
In 1866, Twain nabbed the assignment of a dream: sailing to the Sandwich Islands (now Hawaii) to send back reports to the Sacramento Union. Upon his return to San Francisco, he launched a side gig as a lecturer, amusing ever-larger audiences with his travel tales and humor. “He wouldn’t be a cloistered writer so much as a showman, a public personality, a professional crowd-pleaser. In short, a celebrity,” wrote Ron Chernow. Next, Twain reported for the Alta California about a journey Back East. Then he issued his first book, The Celebrated Jumping Frog of Calaveras County and Other Sketches, which debuted to good reviews and established Twain’s reputation as a wry humorist. The book was published by Twain’s friend Charles Henry Webb, whom he soon dumped, complaining—as would become his habit—about sales.
Next came another enviable gig and a reputation-setting assignment from Alta California, to report from a five-month cruise to the Holy Land on the Quaker City. His letters ran in the paper and were picked up in others across the country. He returned home to a letter from Elisha Bliss of Hartford’s American Publishing Company, soliciting a book on the adventure, which became The Innocents Abroad.
Twain received negotiating advice from famed minister Henry Ward Beecher, who had inspired the Holy Land trip but didn’t go along. In Twain’s telling, Beecher offered a prophetic warning: “Now here—you are one of the talented men of the age—nobody is going to deny that—but in matters of business, I don’t suppose you know more than enough to come in when it rains.” Twain reported to his family, “I listened well, and then came up here and made a splendid contract for a Quaker City book of 5 or 600 large pages, with illustrations….But I had my mind made up to one thing—I wasn’t going to touch a book unless there was money in it, and a good deal of it.” He soon complained this was a bad deal.
Subscription books were fancy and rich in illustration, not so much elegant as tarted up. Buyers had the choice of various bindings as upgrades. The average price of Innocents was $4 (almost $100 today). Readers bought them to display their erudition to visitors: every book a coffee-table book. The Innocents Abroad was received well, favorably reviewed in The Atlantic Monthly by Howells, who noted its length—“in compliance with one of the main conditions of a subscription book’s success, bigness namely”; praised its drollery five times, its irony three times, and its impudence twice; applauded the “amount of pure human nature in the book, that rarely gets into literature”; and counted Twain among America’s humorists, “quite worthy of the company of the best.” Twain’s head swelled sufficiently to accept the praise: “It was quite generally conceded that I was a valuable asset to the American nation and to the great ranks of literature.”
In a year and a half, Innocents sold 82,524 copies, nowhere near Uncle Tom’s Cabin’s 300,000 in its first year, but a success nonetheless. Twain had negotiated well, for he rejected a $10,000 flat payment from Bliss in favor of the 5-percent royalty, which added up to $16,504—about $400,000 today. During his lifetime, no book of Twain’s sold as well as quickly, fueling his chronic grievances with publishers.
Twain wrote a next book for Bliss, about his life Out West, this time demanding half of the profits after manufacturing costs, equaling a royalty of 7.5 percent. Twain told Bliss, “We shall sell 90,000 copies in the first 12 months. I haven’t even a shadow of doubt of that.” Published in 1872, it sold 65,000 in the first year—again, respectable.
Twain and Warren joined to write The Gilded Age, published by Bliss for a 10-percent royalty. The book sold 50,000 copies in its first year. Twain thought he would be a better publisher. He would soon try.
He released The Adventures of Tom Sawyer in 1876, selling only 23,600 copies in its first year. He blamed Bliss for mistiming its release. He next published A Tramp Abroad in 1880. Walter A. Friedman provided an accounting: American Publishing sold 62,000 copies in the first year at $3.50 each for a total of $218,000. Just over half of that went to sales agents, who paid their canvassers. The company kept $106,000, out of which it spent $41,540 on printing, leaving a profit of $64,460, of which Twain received $32,000—nearly $1 million today.
As Twain was writing The Prince and the Pauper, Bliss died. He shifted publication of The Prince to his friend James Osgood. This time, Twain funded the book’s publication—complaining that he was out $65,000 before the first copy was printed. Instead of receiving a royalty, he paid Osgood 7.5 percent of sales. Neither was experienced in subscription sales, and of a first printing of 25,000, 5,000 remained in their warehouses after two years. He repeated the mistake with the publication of Life on the Mississippi, which lured only 30,000 orders, far from the 100,000 Twain hoped for. Osgood’s company ended in bankruptcy in 1885. This might have discouraged a sensible man from deciding to become a publisher. Not Twain.
Twain established his own publishing house, giving it the name of his general manager and dogsbody, Charles L. Webster & Co. The aim was to publish only Twain’s books. The first was his masterpiece, Huckleberry Finn, in 1885. Infamously, an engraver subverted the publication by endowing Uncle Silas Phelps with an erect penis, necessitating the scissoring of the offending image from thousands of copies and delaying publication past prime Christmas season. Nonetheless, the Webster Company’s agents sold 60,000 copies, rewarding the author with a check for $54,000. “Once more I experienced a new birth,” Twain wrote. “I have been born more times than anybody except Krishna, I suppose.”
Huck’s success emboldened Twain and Webster to expand as a full-fledged publishing house. Twain worked diligently to solicit the memoirs of Ulysses S. Grant. Twain offered Grant an astounding 70 percent of profits. He told Webster to hire veterans as canvassers, have them wear their Grand Army regalia, and deliver his script: “I presume it is simply a question with you of your choice of bindings, as no American will want to have it said that he has not read General Grant’s book, a work that will descend to your children and will increase in value with every generation.” The memoirs were a stupendous best-seller, 10,000 door-to-door canvassers selling 325,000 two-volume sets in 1886, earning the general’s widow and children as much as $15 million in today’s dollars.
It was downhill from there for Twain and Webster, their record studded with poor choices of books by a half-dozen Civil War generals or their widows, the king of Hawaii, and Pope Leo XIII (“’Twas kind of a fizzle,” recalled Twain’s maid Katy Leary). Twain signed Henry Ward Beecher to write his memoirs, but the minister died before setting pen to paper. Twain was inspired to publish the ambitious Library of American Literature with 1,700 selections by 500 authors in eleven volumes, but failed to grasp the perilous economics of selling such a gargantuan series by subscription. Readers paid a three-dollar down-payment, but Webster & Co. would not collect the rest of its thirty-three-dollar price until after paying the printers thirteen dollars, on top of twelve dollars to sales agents, with Twain carrying that debt in the meantime. The company needed capital to tide itself over, but where was Twain’s—and his wife’s—money? Sunk into the Paige Compositor. [see here] The business analysis was not complicated. His maid understood it: “Mr. Clemens was all deep in the typesetting machine, and he was putting all his money in that so he didn’t have much left to help out the publishing company. That was the beginning of the end of that venture.”
Even without their bad business decisions, Twain’s venture was likely doomed, along with the subscription publishing industry, for books were getting radically cheaper, with ever-more competition. The number of titles published in the U.S. more than doubled, from 4,559 in 1890 to 12,010 in 1914. In 1895, The Bookman began publishing the first lists of most-popular books according to store sales. The term “best-seller” came into general use around 1910, according to historian of publishing Frank Luther Mott, who set the bar for “best-seller” at “one percent of the total population of continental United States for the decade in which the book was published.” To meet Mott’s benchmark, books today would need to sell 3.4 million copies. For comparison, Kristen McLean, a lead industry analyst at NPD BookScan, reported that in 2022, of 45,571 titles released by just the top ten publishers, only 163 books or 0.36 percent sold more than 100,000 copies in a year.
In our age of mass media, we have developed a skewed definition of big—a presumption that many means most. To sell 100,000 books—and congratulations if you do!—is to speak to 0.03 percent of the nation, hardly a resounding expression of the cultural zeitgeist. The blockbuster economics of media—in film, television, music, and books—depends on a few best-sellers to make up for the vast number of lesser bets. But that eternal quest for blockbusters gives the impression that anything called a best-seller is widely influential, while all else is dismissed. Whether selling entertainment to an audience or an audience to advertisers, the mechanization and industrialization of media—begun with the steam-powered press and culminating with the Linotype—spawned a business and cultural obsession with scale…
As we roll the presses, we might send illuminating birthday greetings to Lee de Forrest; he was born on this date in 1873. An electrical engineer and inventor, he ultimately held 300 patents on a variety of inventions crucial to electronic communications, and co-founded the forerunner organization to the IEEE, De Forest is probably best remembered as the inventor of the Audion vacuum tube, which made possible live radio broadcasting (which he also pioneered) and became the key component of all radio, telephone, radar, television, and computer systems before the invention of the transistor in 1947.
Unwittingly then had I discovered an Invisible Empire of the Air, intangible, yet solid as granite, whose structure shall persist while man inhabits the planet.
– Father of Radio: The Autobiography of Lee De Forest (1950), p. 4
Coincidentally, today is also the anniversary of the award in 1930 of Philo Farnsworth‘s first patent: a television system (U.S. 1,773,980), with a description of his image dissector tube, which was his most important contribution to the development of television.
As we browse, we might send engrossing birthday greetings to a writer whose first pages are highly likely to compel you, David Mitchell; he was born on this date in 1969. A novelist, screenwriter, and translator, he has authored nine novels, two of which (number9dream and Cloud Atlas) were short-listed for the Booker Prize; one of which (The Bone Clocks) was long-listed for the Booker and won the World Fantasy Award. His 2016 work, From Me Flows What You Call Time, was the second contribution to the Future Library project (to be published in 2114).
… What we read– and, librarian Carlo Iacono argues, how we read.
Our inabilty to focus isn’t a failing. It’s a design problem, and the answer isn’t getting rid of our screen time…
Everyone is panicking about the death of reading. The statistics look damning: the share of Americans who read for pleasure on an average day has fallen by more than 40 per cent over the past 20 years, according to research published in iScience this year. The OECD calls the 2022 decline in educational outcomes ‘unprecedented’ across developed nations. In the OECD’s latest adult-skills survey, Denmark and Finland were the only participating countries where average literacy proficiency improved over the past decade.Your nephew speaks in TikTok references. Democracy itself apparently hangs by the thread of our collective attention span.
This narrative has a seductive simplicity. Screens are destroying civilisation. Children can no longer think. We are witnessing the twilight of the literate mind. A recent Substack essay by James Marriott proclaimed the arrival of a ‘post-literate society’ and invited us to accept this as a fait accompli. (Marriott does also write for The Times.) The diagnosis is familiar: technology has fundamentally degraded our capacity for sustained thought, and there’s nothing to be done except write elegiac essays from a comfortable distance.
I spend my working life in a university library, watching how people actually engage with information. What I observe doesn’t match this narrative. Not because the problems aren’t real, but because the diagnosis is wrong.
The declinist position rests on a category error: treating ‘screen culture’ as a unified phenomenon with inherent cognitive properties. As if the same device that delivers algorithmically curated rage-bait and also the complete works of Shakespeare is itself the problem rather than how we decide to use it…
[… observing that “people who ‘can’t focus’ on traditional texts can maintain extraordinary concentration when working across modes, he argues that “we haven’t become post-literate. We’ve become post-monomodal. Text hasn’t disappeared; it’s been joined by a symphony of other channels.”…]
… What troubles me most about the declinist position is not its diagnosis but its conclusion. The commentators who lament the post-literate society often identify the same villains I do. They recognise that technology companies are, in Marriott’s words, ‘actively working to destroy human enlightenment’, that tech oligarchs ‘have just as much of a stake in the ignorance of the population as the most reactionary feudal autocrat.’
And then they surrender. As Marriott says: ‘Nothing will ever be the same again. Welcome to the post-literate society.’
This is the move I cannot follow. To name the actors responsible and then treat the outcome as inevitable is to provide them cover. If the crisis is a force of nature, ‘screens’ destroying civilisation like some technological weather system, then there’s nothing to be done but write elegiac essays from a comfortable distance. But if the crisis is the product of specific design choices made by specific companies for specific economic reasons, then those choices can be challenged, regulated, reversed.
The fatalism, however beautifully expressed, serves the very interests it condemns. The technology companies would very much like us to believe that what they’re doing to human attention is simply the inevitable result of technological progress rather than something they’re doing to us, something that could, with sufficient political will, be stopped.
Your inability to focus isn’t a moral failing. It’s a design problem. You’re trying to think in environments built to prevent thinking. You’re trying to sustain attention in spaces engineered to shatter it. You’re fighting algorithms explicitly optimised to keep you scrolling, not learning.
The solution isn’t discipline. It’s architecture. Build different defaults. Create different spaces. Establish different rhythms. Make depth as easy as distraction currently is. Make thinking feel as natural as scrolling currently does.
What if, instead of mourning some imaginary golden age of pure text, we got serious about designing for depth across all modes? Every video could come with a searchable transcript. Every article could offer multiple entry points for different levels of attention. Our devices could recognise when we’re trying to think and protect that thinking. Schools could teach students to translate between modes the way they once taught translation between languages.
Books aren’t going anywhere. They remain unmatched for certain kinds of sustained, complex thinking. But they’re no longer the only game in town for serious ideas. A well-crafted video essay can carry philosophical weight. A podcast can enable the kind of long-form thinking we associate with written essays. An interactive visualisation can reveal patterns that pages of description struggle to achieve.
The future belongs to people who can dance between all modes without losing their balance. Someone who can read deeply when depth is needed, skim efficiently when efficiency matters, listen actively during a commute, and watch critically when images carry the argument. This isn’t about consuming more. It’s about choosing consciously.
We stand at an inflection point. We can drift into a world where sustained thought becomes a luxury good, where only the privileged have access to the conditions that enable deep thinking. Or we can build something unprecedented: a culture that preserves the best of print’s cognitive gifts while embracing the possibilities of a world where ideas travel through light, sound and interaction.
The choice isn’t between books and screens. The choice is between intentional design and profitable chaos. Between habitats that cultivate human potential and platforms that extract human attention.
The civilisations that thrive won’t be the ones that retreat into text or surrender to the feed. They’ll be the ones that understand a simple truth: every idea has a natural form, and wisdom lies in matching the mode to the meaning. Some ideas want to be written. Others need to be seen. Still others must be heard, felt or experienced. The mistake is forcing all ideas through a single channel, whether that channel is a book or a screen.
Your great-grandchildren won’t read less than you do. They’ll read differently, as part of a richer symphony of sense-making. Whether that symphony sounds like music or noise depends entirely on the choices we make right now about the shape of our tools, the structure of our schools, and the design of our days.
The elegant lamenters offer a eulogy. I’m more interested in a fight…
As we turn the page, we might note that we’ve been here before, and celebrate the emergence of a design, an innovation, a technology that took on a life of its own and changed reading and… well, everything: this day in 1455 is the traditionally-given date of the publication of the Gutenberg Bible, the first Western book printed from movable type.
(Lest we think that there’s actually anything new under the sun, we might recall that TheJikji— the world’s oldest known extant movable metal type printed book– was published in Korea in 1377; and that Bi Sheng created the first known moveable type– out of wood– in China in 1040.)
Gutenberg Bible on display at the U.S. Library of Congress (source)
A “fore-edge painting” is an illustration or design which appears on the “fore-edge” of a book (i.e. on the edge which is opened up, opposite to the spine). The history of such embellishments is thought to go back to the tenth century but it wasn’t until the eighteenth century that the unusual practice really began to take off. The simplest form involved painting onto the fore-edge when the book was closed normally — hence the image appears by default — but a more advanced form involved a rather ingenious technique whereby the painting was applied to the page edges when the stack was fanned at a slight angle. This way the image is hidden from view when the book is closed normally. To hide any remnants of this secret image the exposed edge of the book, when closed normally, was gilded (or sometimes marbled). In his 1949 essay “On Fore-Edge Painting of Books” Kenneth Hobson came up with this rather nice metaphor to explain: “Imagine a flight of stairs, each step representing a leaf of the book. On the tread would be the painting and on the flat surface would be gold. A book painted and gilt in this way must be furled back before the picture can be seen.”
Bookbinders, such as Edwards of Halifax, got even cleverer with variations of the technique, producing books with “double fore-edge paintings”, where one image would be revealed when the book was fanned one way, and a second image revealed when fanned the other. “Triple fore-edge paintings” are where a third image is added instead of gilt or marbling. “Panoramic fore-edge paintings” utilise the top and bottom and edges to make continuous panoramic scenes. “Split double paintings” have two different illustrations, one on either side of the book’s centre, meaning that when the book is laid open in the middle, each is seen on either side. Very rare and skilled variations of the art only reveal the image when the the pages of the book are pinched or tented in a certain way.
Most often the artwork would reflect the content of the book (as shown in the chess example above). Sometimes it would depict the owner (through a portrait or picture of their home). And occasionally it would be oddly incongruous, such as The Poetical Works of John Milton being adorned with a painting of the tomb of Thomas Gray.
One of the finest collections of fore-edge paintings is held at Boston Public Library, which you can see on their Flickr, and on a dedicated website, which includes an introductory essay by Anne C. Bromer of Bromer Booksellers, who along with her husband gifted this wonderful collection to the Boston Public Library. In this post we’ve featured our highlights from their collection…
As we fan the folio, we might send delightfully-illustrated birthday greetings to Michael Bond; he was born on this date in 1926. A writer of both children’s books and teleplays, he is of course best known as the creator of of Paddington Bear.
A few months ago I had the fleeting thought to write a post about Stephen Biesty, the DK books cross-section legend. After learning he’d passed only just last year, I was disheartened to discover his personal website and galleries had gone offline, and there were no significant retrospectives of his career that I could find.
Now, after having looked through nearly every single work he produced and having read literally everything I could find online about him, I have come to find his quiet denouement rather touching. He certainly seemed to be private by design, offering only a handful of interviews in his lifetime. The longest profile I could find is weirdly condemning of his workmanlike ethos:
The artist himself is not quite as immediately engaging. Biesty is 35, with the smooth face and straight jeans of a Microsoft programmer. He lives in a Somerset cottage of grey-gold stone between a village church and a pair of wandering geese.
Biesty’s garden glows in the late-summer sun, yet he leads the way straight up to his studio and questions about his business. The room is almost bare of artist’s clutter, more an office with fax and easel and three paintbrushes laid parallel on a tissue to dry. ‘I don’t collect stuff,’ says Biesty.
He talks about his illustrating with a stern set to his chin, as if filling out a tricky detail. He doesn’t sketch – “There isn’t time to be doing reams of doodles” – but expands his work straight from thumbnail ideas to full-scale final pieces. These he completes, eyes close to the paper and hand in rhythm, layer by repetitive layer, between 7.30am and 5.30pm every weekday. “At lunchtime I go downstairs for half an hour and a sandwich.”
Biesty makes all this sound like mass production. “You’re employed to do one thing,” he says, straight as a factory manager. “Something that’s going to sell.” There are no posters of his pictures on his studio walls.
[…] Often, he answers with “we” rather than “I”.
I have to confess a great soft spot for all this. My great grandfather was studying technical illustration at Pratt before he was drafted into the war and lost at sea. His daughter became a graphic designer, as did her daughter — my mom. I appreciate that we all sat somewhere between art and science, heart and mind. Biesty’s seeming indifference towards an artistic identity gives his work more credibility for my tastes.
Biesty’s breakout moment came when the K of DK books asked Biesty to draw a steamboat in cross section. “I tried it lengthways and he said, ‘Fine. But try it the other way, like a loaf.’” And lo:
This became the centerpiece for his first book, Incredible Cross-Sections [here], and the seed for the rest of his career. Anyone around my age and above a certain threshold of autistic will have burned much library time on this amazing ‘90s run of DK books…
[Cole goes on to show and discuss other examples of Biesty’s work and to examine his influences…]
… Later in life, Biesty was able to admit some of the depth so evident in the work, as he accepted an award in 2011 for Into the Unknown [here]:
In a world where most information is stored and conveyed electronically, conventional non-fiction books for young people have taken a heavy hit. So is Into The Unknown a dinosaur, a final example of a Dying Breed? I believe not. In the years ahead, certainly fewer paper books will be produced. But those that are designed, written, and manufactured will be a bit like medieval manuscripts — special creations, works of art, unique, beautiful products to be collected and cherished. Into the Unknown, therefore, is not the end of a line but the beginning of a new, fresh and very beautiful one, and you have so kindly recognized that fact. Thank you all very much indeed…
* Robert J. Bezucha, The Art of the July Monarchy: France, 1830 to 1848
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As we show (in addition to telling), we might spare a thought for an illustrator of a different ilk, William Steig; he died on this date in 2003. A cartoonist (most notably, in The New Yorker), and illustrator and writer of children’s books, he’s best known for Shrek!, which inspired the film series of the same name, as well as others that included Sylvester and the Magic Pebble (which won the Caldecott Medal), Abel’s Island, and Doctor De Soto. He was the U.S. nominee for the biennial and international Hans Christian Andersen Awards, as both a children’s book illustrator in 1982 and a writer in 1988.
When asked his opinion about the movie based on his picture book, Shrek!, William Steig responded: “It’s vulgar, it’s disgusting — and I loved it.” (With the release of Shrek 2 in 2004, Steig became the first sole-creator of an animated movie franchise that went on to generate over $1 billion from theatrical and ancillary markets after only one sequel.)
Your correspondent is headed off on the road, so (R)D will be in temporary hiatus. Regular service should resume on/around October 13. To keep you occupied until then, this tasty tidbit from Neal.fun (Neal Agarwal): “I’m not a robot.”
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