the printed book and the manuscript. Yet both the producer 
and consumer of the printed page conceived of it as a direct 
continuation of the manuscript. In the same way the 
nineteenth century newspaper underwent complete revolution 
with the advent of the telegraph. The mechanical printed page 
was crossed with a new organic form that changed layout as it 
changed politics and society.

     Today with the arrival of automation, the ultimate 
extension of the electro-magnetic form to the organization of 
production, we are trying to cope with such new organic 
production as if it were mechanical mass production. In 1500 
nobody knew how to market or distribute the mass-produced 
printed book. It was handled in the old manuscript channels. 
And the manuscript, like any other handicraft produce, was 
sold in the way in which we now handle “old masters.” That is,