During the same decades, paper production was being speeded through chemistry and steam-powered pressing machines, raising supplies and lowering prices. Some quality was sacrificed as the new methods of processing and bleaching rag-paper left it less supple, more likely to tear or to break with age. But the appetite for words and information far outweighed that for nice paper. Soon magazine and book printers were switching to steam printing and cheaper paper, discovering vast new markets for news, articles, and fiction. By the late 1820s, the prices of some English newspapers had dropped to a penny; where the earlier mass-produced newspapers had still aimed for a middle-class and reasonably well educated audience—those who had been interested in newspapers before but curtailed their purchases due to the price or were unable to find them easily enough—these went after an entirely new audience, one that not long before had read little but shop signs, pamphlets, and broadsheets pasted to building walls. Clerks, mechanics, and even those industrial workers who could read began to discover the pleasures of written information and diversion.
In the span of just a few years, an entirely new reading public had been invented. As the material spread, so did literacy, for the arrival of this cornucopia of entertainment and information stoked a desire to read fluently among people who hadn’t seen much point in it before. Although news led the way, every other form of written diversion quickly followed: gossip, illuminating articles, editorials, humor, fiction, and everything else that had graced the expensive and rather exclusive magazines of the 18th Century, now targeted at broader and less sophisticated audiences. “Story papers” and “story magazines” proliferated, turning fiction from a haute-bourgeois amusement into an industry, a craze, a sweeping common denominator. Publishers quickly discovered the power of the serial to bring readers back, and soon great, sprawling novels began to wend their way like rivers through the magazines, pooling into fat books a few months later.
This was something new: a mass medium. A new generation grew up on it, shaped by it, making from it a new kind of culture, a mass culture. It worked the way mass culture still works: new media arenas aren’t driven by artistic visions needing a venue. Machines make the arenas just as big as technology and market will allow and then the writers and artists fight to fill them, and to shape them. And as with every new medium since, the audience was in love with the medium itself. So Charles Dickens became its first hero in part because he was the cheap press, in his riverrine productivity, his relentless surge toward undetermined endings, his casts of characters as motley and restive as his still-evolving readership. A readership happy to slog through his swamps of page-filling dribble to reach those peaks of his from which they could scan this sprawling new world that paper and ink were making them part of.
The flood of cheap publications rose first in England, but it quickly swept across the Atlantic to inundate America’s cities. The American belief in freedom of the press then extended to lax copyright laws, including a complete indifference to the copyrights of Europe. Anything published in London was likely to show up, often riddled with errors but dirt cheap, from pirate printers in Boston, New York, Philadelphia, and Baltimore almost as quickly as a ship could cross the sea. British writers and publishers howled, but, as has been the case ever since, nothing could slow the American production of mass culture.
The typeset word was not the only beneficiary of new technology. A clever young German actor named Alois Senefelder had devised limestone lithography in the last years of the previous century, and over the next few decades it had been refined by sundry hands to become a practical and inexpensive means of mechanically duplicating pictures in large numbers. Lithos were far more expensive than text, but they allowed illustrations in moderately priced books and pictorial covers even on cheap newspapers, making imagery an integral part of the new mass culture.
At the end of 1835 a twenty-two year old printmaker’s assistant in New York City named Nathaniel Currier published a lithograph of a dramatic fire that only days before had devoured most of Wall Street; he sold several thousand copies, and the litho became part of the news revolution. When two years later, a Frenchman patented “chromolithography”—the use of multiple plates to create an image in different colors—Currier jumped on it instantly with a lurid, two-colored litho of another fire, this one on steamboat. It sold so well that the New York Sun, one of the new generation of mass newspapers, contracted him to supply a chromolitho of some current event every Sunday. Now with a steady supply of capital, Currier turned his energies toward publishing “Cheap and Popular Prints” of whatever type the public wanted, and soon he became the leading figure in a “chromo” craze that swept the nation. He began hiring the most popular artists from the newspapers and magazines to turn out original images of American life and events, and soon was putting out as many as three new images a week and selling over ten thousand prints a year. Countless other printers followed him, plastering the nation with color posters, advertisements, novelty cards, bookplates, and home decorations.
Meanwhile, the flood of mass print rose higher as inventors and capitalists competed to find ways to exploit a market for cheap publications that seemed to grow faster by the year. Almost simultaneously in the mid-1840s, two innovations appeared that multiplied the productivity, and thus the power, of the press exponentially. In the middle of the 1840s a German engineer named F. G. Keller developed a chemical process for making paper out of trees. Many others had tried before, but it was Keller who realized that wood contained fibers that, if extracted, could be chemically turned into pulp just as rag was. And that wood pulp, just like rag pulp, could be pressed and dried and bleached into paper. That paper was more brittle and easily torn paper than even the cheapest rag paper, and because of its high acidity it would quickly destroy itself in a “slow fire,” likely to turn yellow and fall apart within months. But it was cheaper than rag paper. And as the means of logging and transporting low-grade wood improved—especially in America, as canals were dug and railroads were built into the trackless forests of the hinterland—the price would drop still further. Keller sold his patent for almost nothing and ended his life in poverty; but he had given the world pulp—newsprint—the very stuff of mass culture, the fat, cheap, porous, ephemeral, and universally accessible foundation on which a new world of rapid information and disposable mythology would be erected.
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