Posts Tagged ‘Philo Farnsworth’
“Whatever the world is, today, good and bad together, that is what Gutenberg’s invention has made it”*…
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.
As Jeff Jarvis explains in an excerpt from Hot Type- The Magnificent Machine that Gave Birth to Mass Media and Drove Mark Twain Mad, Twain lived through the transition from hand setting to the Linotype, and through the intertwined transition of the society of which the transition was a part…
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…
The rise and fall of subscription book publishing and the birth of mass media: “Mark Twain, America’s First Celebrity Author and Publisher” from @jeffjarvis.bsky.social via @literaryhub.bsky.social.
* Mark Twain, in an April, 1900 letter contributed to the celebration of the opening of the Gutenberg Museum in Mainz
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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.
“We ceased to be the lunatic fringe. We’re now the lunatic core.”*…
Further, in a fashion, to yesterday’s post on analog computing, an essay from Benjamin Labatut (the author of two remarkable works of “scientific-historical fiction,” When We Cease to Understand the World and The MANIAC, continuing the animating theme of those books…
We will never know how many died during the Butlerian Jihad. Was it millions? Billions? Trillions, perhaps? It was a fantastic rage, a great revolt that spread like wildfire, consuming everything in its path, a chaos that engulfed generations in an orgy of destruction lasting almost a hundred years. A war with a death toll so high that it left a permanent scar on humanity’s soul. But we will never know the names of those who fought and died in it, or the immense suffering and destruction it caused, because the Butlerian Jihad, abominable and devastating as it was, never happened.
The Jihad was an imagined event, conjured up by Frank Herbert as part of the lore that animates his science-fiction saga Dune. It was humanity’s last stand against sentient technology, a crusade to overthrow the god of machine-logic and eradicate the conscious computers and robots that in the future had almost entirely enslaved us. Herbert described it as “a thalamic pause for all humankind,” an era of such violence run amok that it completely transformed the way society developed from then onward. But we know very little of what actually happened during the struggle itself, because in the original Dune series, Herbert gives us only the faintest outlines—hints, murmurs, and whispers, which carry the ghostly weight of prophecy. The Jihad reshaped civilization by outlawing artificial intelligence or any machine that simulated our minds, placing a damper on the worst excesses of technology. However, it was fought so many eons before the events portrayed in the novels that by the time they occur it has faded into legend and crystallized in apocrypha. The hard-won lessons of the catastrophe are preserved in popular wisdom and sayings: “Man may not be replaced.” “Once men turned their thinking over to machines in the hope that this would set them free. But that only permitted other men with machines to enslave them.” “We do not trust the unknown which can arise from imaginative technology.” “We must negate the machines-that-think.” The most enduring legacy of the Jihad was a profound change in humankind’s relationship to technology. Because the target of that great hunt, where we stalked and preyed upon the very artifacts we had created to lift ourselves above the seat that nature had intended for us, was not just mechanical intelligence but the machinelike attitude that had taken hold of our species: “Humans had set those machines to usurp our sense of beauty, our necessary selfdom out of which we make living judgments,” Herbert wrote.
Humans must set their own guidelines. This is not something machines can do. Reasoning depends upon programming, not on hardware, and we are the ultimate program!
The Butlerian Jihad removed a crutch—the part of ourselves that we had given over to technology—and forced human minds to develop above and beyond the limits of mechanistic reasoning, so that we would no longer depend on computers to do our thinking for us.
Herbert’s fantasy, his far-flung vision of a devastating war between humanity and the god of machine-logic, seemed quaint when he began writing it in the Sixties. Back then, computers were primitive by modern standards, massive mainframe contraptions that could process only hundreds of thousands of cycles per second (instead of billions, like today), had very little memory, operated via punch cards, and were not connected to one another. And we have easily ignored Herbert’s warnings ever since, but now the Butlerian Jihad has suddenly returned to plague us. The artificial-intelligence apocalypse is a new fear that keeps many up at night, a terror born of great advances that seem to suggest that, if we are not very careful, we may—with our own hands—bring forth a future where humanity has no place. This strange nightmare is a credible danger only because so many of our dreams are threatening to come true. It is the culmination of a long process that hearkens back to the origins of civilization itself, to the time when the world was filled with magic and dread, and the only way to guarantee our survival was to call down the power of the gods.
Apotheosis has always haunted the soul of humankind. Since ancient times we have suffered the longing to become gods and exceed the limits nature has placed on us. To achieve this, we built altars and performed rituals to ask for wisdom, blessings, and the means to reach beyond our capabilities. While we tend to believe that it is only now, in the modern world, that power and knowledge carry great risks, primitive knowledge was also dangerous, because in antiquity a part of our understanding of the world and ourselves did not come from us, but from the Other. From the gods, from spirits, from raging voices that spoke in silence.
[Labatut invokes the mysteries of the Vedas and their Altar of Fire, which was meant to develop “a mind, (that) when properly developed, could fly like a bird with outstretched wings and conquer the skies.”…]
Seen from afar by people who were not aware of what was being made, these men and women must surely have looked like bricklayers gone mad. And that same frantic folly seems to possess those who, in recent decades, have dedicated their hearts and minds to the building of a new mathematical construct, a soulless copy of certain aspects of our thinking that we have chosen to name “artificial intelligence,” a tool so formidable that, if we are to believe the most zealous among its devotees, will help us reach the heavens and become immortal…
[Labatut recounts the stories– and works– of some of the creators of AI’s DNA: George Boole (and his logic), Claude Shannon (who put that logic to work), and Geoffrey Hinton (Boole’s great-great-grandson, and “the Godfather of AI,” who created of the first neural networks, but has more recently undergone a change of opinion)…]
… Hinton has been transformed. He has mutated from an evangelist of a new form of reason into a prophet of doom. He says that what changed his mind was the realization that we had, in fact, not replicated our intelligence, but created a superior one.
Or was it something else, perhaps? Did some unconscious part of him whisper that it was he, rather than his great-great-grandfather, who was intended by God to find the mechanisms of thought? Hinton does not believe in God, and he would surely deny his ancestor’s claim that pain is an instrument of the Lord’s will, since he was forced to have every one of his meals on his knees, resting on a pillow like a monk praying at the altar, because of a back injury that caused him excruciating pain. For more than seventeen years, he could not sit down, and only since 2022 has he managed to do so long enough to eat.
Hinton is adamant that the dangers of thinking machines are real. And not just short-term effects like job replacement, disinformation, or autonomous lethal weapons, but an existential risk that some discount as fantasy: that our place in the world might be supplanted by AI. Part of his fear is that he believes AI could actually achieve a sort of immortality, as the Vedic gods did. “The good news,” he has said, “is we figured out how to build things that are immortal. When a piece of hardware dies, they don’t die. If you’ve got the weights stored in some medium and you can find another piece of hardware that can run the same instructions, then you can bring it to life again. So, we’ve got immortality. But it’s not for us.”
Hinton seems to be afraid of what we might see when the embers of the Altar of Fire die down at the end of the sacrifice and the sharp coldness of the beings we have conjured up starts to seep into our bones. Are we really headed for obsolescence? Will humanity perish, not because of the way we treat all that surrounds us, nor due to some massive unthinking rock hurled at us by gravity, but as a consequence of our own irrational need to know all that can be known? The supposed AI apocalypse is different from the mushroom-cloud horror of nuclear war, and unlike the ravages of the wildfires, droughts, and inundations that are becoming commonplace, because it arises from things that we have, since the beginning of civilization, always considered positive and central to what makes us human: reason, intelligence, logic, and the capacity to solve the problems, puzzles, and evils that taint even the most fortunate person’s existence with everyday suffering. But in clawing our way to apotheosis, in daring to follow the footsteps of the Vedic gods who managed to escape from Death, we may shine a light on things that should remain in darkness. Because even if artificial intelligence never lives up to the grand and terrifying nightmare visions that presage a nonhuman world where algorithms hum along without us, we will still have to contend with the myriad effects this technology will have on human society, culture, and economics.
In the meantime, the larger specter of superintelligent AI looms over us. And while it is less likely and perhaps even impossible (nothing but a fairy tale, some say, a horror story intended to attract more money and investment by presenting a series of powerful systems not as the next step in our technological development but as a death-god that ends the world), it cannot be easily dispelled, for it reaches down and touches the fibers of our mythmaking apparatus, that part of our being that is atavistic and fearful, because it reminds us of a time when we shivered in caves and huddled together, while outside in the dark, with eyes that could see in the night, the many savage beasts and monsters of the past sniffed around for traces of our scent.
As every new AI model becomes stronger, as the voices of warning form a chorus, and even the most optimistic among us begin to fear this new technology, it is harder and harder to think without panic or to reason with logic. Thankfully, we have many other talents that don’t answer to reason. And we can always rise and take a step back from the void toward which we have so hurriedly thrown ourselves, by lending an ear to the strange voices that arise from our imagination, that feral territory that will always remain a necessary refuge and counterpoint to rationality.
Faced, as we are, with wild speculation, confronted with dangers that no one, however smart or well informed, is truly capable of managing or understanding, and taunted by the promises of unlimited potential, we may have to sound out the future not merely with science, politics, and reason, but with that devil-eye we use to see in the dark: fiction. Because we can find keys to doors we have yet to encounter in the worlds that authors have imagined in the past. As we grope forward in a daze, battered and bewildered by the capabilities of AI, we could do worse than to think about the desert planet where the protagonists of Herbert’s Dune novels sought to peer into the streaming sands of future time, under the heady spell of a drug called spice, to find the Golden Path, a way for human beings to break from tyranny and avoid extinction or stagnation by being more diverse, resilient, and free, evolving past purely logical reasoning and developing our minds and faculties to the point where our thoughts and actions are unpredictable and not bound by statistics. Herbert’s books, with their strange mixture of past and present, remind us that there are many ways in which we can continue forward while preserving our humanity. AI is here already, but what we choose to do with it and what limits we agree to place on its development remain decisions to be made. No matter how many billions of dollars are invested in the AI companies that promise to eliminate work, solve climate change, cure cancer, and rain down miracles unlike anything we have seen before, we can never fully give ourselves over to these mathematical creatures, these beings with no soul or sympathy, because they are neither alive nor conscious—at least not yet, and certainly not like us—so they do not share the contradictory nature of our minds.
In the coming years, as people armed with AI continue making the world faster, stranger, and more chaotic, we should do all we can to prevent these systems from giving more and more power to the few who can build them. But we should also consider a warning from Herbert, the central commandment he chose to enshrine at the heart of future humanity’s key religious text, a rule meant to keep us from becoming subservient to the products of our reason, and from bowing down before the God of Logic and his many fearsome offspring:
Thou shalt not make a machine in the likeness of a human mind…
Before and after artificial intelligence: “The Gods of Logic” in @Harpers. Eminently worth reading in full.
For a less pessimistic view, see: “A Journey Through the Uncanny Valley: Our Relational Futures with AI,” from @dylanhendricks at @iftf.
* Geoffrey Hinton
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As we deliberate on Daedalus’ caution, we might we might send fantastically far-sighted birthday greetings to a tecno-optimist who might likely have brushed aside Labatut’s concerns: Hugo Gernsback, a Luxemborgian-American inventor, broadcast pioneer, writer, and publisher; he was born on this date in 1884.
Gernsback held 80 patents at the time of his death; he founded radio station WRNY, was involved in the first television broadcasts, and is considered a pioneer in amateur radio. But it was as a writer and publisher that he probably left his most lasting mark: In 1926, as owner/publisher of the magazine Modern Electrics, he filled a blank spot in his publication by dashing off the first chapter of a series called “Ralph 124C 41+.” The twelve installments of “Ralph” were filled with inventions unknown in 1926, including “television” (Gernsback is credited with introducing the word), fluorescent lighting, juke boxes, solar energy, television, microfilm, vending machines, and the device we now call radar.
The “Ralph” series was an astounding success with readers; and later that year Gernsback founded the first magazine devoted to science fiction, Amazing Stories. Believing that the perfect sci-fi story is “75 percent literature interwoven with 25 percent science,” he coined the term “science fiction.”
Gernsback was a “careful” businessman, who was tight with the fees that he paid his writers– so tight that H. P. Lovecraft and Clark Ashton Smith referred to him as “Hugo the Rat.”
Still, his contributions to the genre as publisher were so significant that, along with H.G. Wells and Jules Verne, he is sometimes called “The Father of Science Fiction”; in his honor, the annual Science Fiction Achievement awards are called the “Hugos.”
(Coincidentally, today is also the birthday– in 1906– of Philo T. Farnsworth, the man who actually did invent television.)








Gernsback, wearing his invention, TV Glasses (source:
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