“Our language is valuable, and we’ve gotta hold on to that. That’s the most human thing we have.” — Jeff Jarvis
Last week, to celebrate episode 3,000 of the show, the New York Times’ Sam Roberts articulated the art of the obituary. Borrowing from Citizen Kane, he described it as the Rosebud method. Obits are all about life (death only figuring as an afterthought), Roberts explained, so hunt for the moment which defines that life.
Today’s show is a kind of obituary of that type. Only it’s about the life of a machine and the mass media that emerged in its wake. In Hot Type, tech historian Jeff Jarvis introduces us to the magnificent late 19th century machine that not only gave birth to industrial mass media, but also bankrupted Mark Twain. It’s the history of the Linotype, the machine invented by Ottmar Mergenthaler that ended four hundred and fifty years of setting type, as Jarvis puts it, “one damn letter at a time.”
It’s an extraordinary story. Before the Linotype, American daily newspapers were limited to a 4,000 circulation. First installed at the New York Tribune on July 3, 1886, the Linotype scaled print, thereby enabling the age of mass circulation newspapers, magazines and books. It appeared so infinitely scalable that Mark Twain poured his entire family fortune into its doomed rival, the Paige Compositor. He lost all his money, of course, making it his Rosebud moment — Citizen Twain, so to speak. But for the rest of us, Mergenthaler’s magnificent type machine was so hot that it revolutionized 20th century culture in the same way that AI is now revolutionizing 21st century reading and writing. The art of obituary. A description of life, not death.
