Citizen Twain: Jeff Jarvis on Hot Type, the Magnificent Machine That Gave Birth to Mass Media

“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 [https://keenon.substack.com/p/are-they-dead-yet?r=ktr9] 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 [https://www.waterstones.com/book/hot-type/jeff-jarvis/9798765123959], tech historian Jeff Jarvis [https://www.waterstones.com/book/hot-type/jeff-jarvis/9798765123959] 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.   Five Takeaways   •       One Damn Letter at a Time. For four hundred and fifty years after Gutenberg, virtually every word in every language was set by hand, one letter at a time — which is why the average American daily circulated just 4,000 copies, “a small Substack newsletter.” Steam-powered presses, cheap wood-pulp paper, stereotyping, and the telegraph had solved every other bottleneck; the typesetter with a composing stick was the last. More than 300 typesetting machines failed before Ottmar Mergenthaler — a Baltimore watchmaker who knew nothing about printing, prodded by James O. Clephane, once a stenographer in Lincoln’s cabinet — had the eureka: stop imitating hand-setting and mold entire lines of type at once. Installed at the New York Tribune on July 3, 1886, the Linotype made type fresh for every edition, let print catch up with the telegraph, and gave birth to mass media. •       The Union That Didn’t Smash the Machine. The book’s great labor surprise: the typesetters didn’t fight the typesetting machine. Having studied the Luddites’ defeat, the International Typographical Union sent spies into the Tribune’s composing room, concluded the Linotype was inevitable, and demanded to operate it — with Mergenthaler’s blessing. Thirty thousand jobs disappeared, returned to full strength within five years, and grew for seventy-five more, making the ITU America’s most powerful union. Then came wave two — paper tape, computers that could hyphenate and justify, cold type, PostScript — and this time the union fought: six of nine New York papers died in the strikes, Bert Powers traded automation for lifetime job guarantees (the last holder retired from the New York Times around 2012), and Murdoch’s secret Wapping plant ended Fleet Street — a century, almost exactly, after machine number one. The two lessons: take charge of the technology if you can; if it will replace you outrigh