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And now! instant in-house printing with the espresso book - E-Light Beauty Machine by grehh hernjer
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And now! instant in-house printing with the espresso book - E-Light Beauty Machine by GREHH HERNJER
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| Article Posted: 07/25/2013 |
| Article Views: 97 |
| Articles Written: 1951 - MORE ARTICLES FROM THIS AUTHOR |
| Word Count: 479 |
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And now! instant in-house printing with the espresso book - E-Light Beauty Machine |
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For anybody who cares about real communities and the booksellers attheir heart, those are exciting cultural prospects. Moreover, themachine promises to expand the very concept of a bookstore. To ourideas of the bookshop as showplace, recommendation source,distribution outlet and cultural space, we can now add "bookshop asprinting house." Powell's is one of the latest of some 60 stores and librariesaround the world to put an EBM on-site. For the rollout, aninspirational marketing campaign highlights the machine as apublication tool.
Black-and-white posters of literary legends adornthe store's shelves and walls: Walt Whitman, Gertrude Stein andD.H. Lawrence -- all self-published. In bold type, we're asked,"Are you next?" That instinct to point to historical precedents isnatural in a moment of technological and cultural breakthrough likethis one -- Marshall McLuhan said every new technology retrievessomething from an older time. Indeed, as I watched thiswonder-machine in action, my mind was not on the future so much asthe past. I was thinking of the early Renaissance, of people like15th-century Englishman William Caxton and his Italian contemporaryAldus Manutius.
Both were pioneers of mechanical book production.Each used his press to revive or refortify obscure or ancientworks. Aldus specialized in Greek literature, hoping to preserve itfor future generations. In the meantime, he invented italic typeand popularized the pocket-size format. Caxton was the first toprint English-language books, mostly translated adventure storiesfrom the continent.
These men were the Western world's first greatpurveyors of texts to a reading public -- and each was publisher,printer and bookseller all in one. Printer-booksellers, in fact,remained the norm in Europe's publishing industry for centuries. In light of those beginnings, the industry we now know seemswoefully complex. A writer (if lucky) finds an agent, the agent (iflucky) finds a publisher, the publisher pays a printer and employsa distributor, the distributor supplies a bookseller, and thebookseller peddles the book to readers while enjoying the right toreturn unsold stock to the publisher at any time.
Complex? Insaneis more like it. And now, thanks to e-reading devices, Amazon'smonopolistic tendencies, publisher bankruptcies, store closures,etc., our print-book ecosystem appears to be on the verge of asustainability meltdown every few days. The model heralded by the EBM -- bookseller as printer -- is not somuch new and revolutionary as it is a return to a foundationalsimplicity. That may be a beautiful thing.
It could even signal arenaissance. -- M. Allen Cunningham's latest book is "Date of Disappearance," anillustrated limited-edition story collection just released by hisown Atelier26 Books.
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