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8 i n s i g h t s Gutenberg’s first book printed using this method, the famous forty-two line Bible, was published around 1460 in an edition of 180 copies. It sold out even before the ink was dry on the last pages. In less than twenty-five years, the new printing method spread all over Europe. In the 1470s, book prices began to fall rapidly and by 1490, more than 200 printers had set up business. Knowledge formerly concealed behind monastery walls began to reach an unprecedented number of people. People’s thirst for knowledge was fired by their growing opportunities to acquire it. As they strove for information and enlightenment, the mounting market demand broke the former monopoly of Latin. The number of texts printed in the vernacular increased seven-fold between 1519 and 1522 alone. This development led to both the consolidation of national languages and the Reformation. What is more, printing changed the whole way people thought. While the oral tradition of the Middle Ages was based on imagery and metaphors, the printed word ushered in a more linear, rational way of thinking – analogous to the rows of letters arrayed on a printing block. The central idea of Gutenberg’s technology, namely breaking down a text into its constituent parts, proved to be an engine for scientific thinking and thus a cornerstone of the Enlightenment. Book printing then took on a pioneering role in the commercial sphere, too, where this complex craft underwent an unprecedented degree of mechanisation, becoming a prototype for industrial production. Books became the first mass-produced consumer good. Full steam ahead: large print runs for newspapers The first broadsheets, known as “newe Zeytungen”, appeared while Gutenberg was still alive. During the Reformation, such pamphlets provided a discussion forum for questions of religious faith. For the first time, public opinion was formed indirectly through the media rather than through verbal exchange, the first step towards our modern media society. In the course of the seventeenth century, the broadsheets gave way to the first periodically published newspapers, further expanding citizens’ opportunities to inform themselves about topics of current interest and to discuss them publicly. The first best-seller in world history: the “B42” It was a newspaper, namely, The Times of London, that wrote the next step in printing history in 1814. Gutenberg’s basic principles had remained unchanged for 350 years, but as the print runs of books and newspapers increased, the book printer Friedrich Koenig (co-founder of Koenig & Bauer, Würzburg, Germany) built the first cylinder printing machine, which was no longer manually operated but steamdriven. The speed of printing increased dramatically to 1,000 printed pages per hour, and by the end of the nineteenth century, the first rotary presses were printing 20,000 sheets per hour.
issue #3 © l i n k e d 9 There are still forty-nine copies of the Gutenberg Bible extant today. Two of them belong to the Gutenberg Museum in Mainz, Germany. Book production in Europe from ca. 1450 to 1800* 1 000 000 000 800 000 000 600 000 000 400 000 000 200 000 000 0 15 th century 16 th century 17 th century 18 th century * Not including Eastern Europe, i.e. parts of the Ottoman Empire and Russia
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Page 10 and 11: 10 i n s i g h t s Lithography The
Page 12 and 13: 12 i n s i g h t s Palpable truth P
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