Daily Archives: July 14, 2021

The proud tradition of not making money in publishing

Gutenberg was able to print many more copies of the Bible than could be handwritten by monks in the same amount of time. His output left the scriptoria in the dust. More means less expensive—lots more people could afford to own a bible. Think of Henry Ford cranking out inexpensive cars, one every hour and a half. https://johnmanders.wordpress.com/2020/07/03/more-cars-please/ Gutenberg could crank out bibles all day long and customers could snap ‘em up as soon as they came off the press, right? The guy should have been a millionaire, right? Nope. It didn’t work out that way. What did he do wrong? This: he didn’t have a distribution system set up. Only a few people in Mainz, Germany could read, so his hometown customer-base was tiny. The tragedy is Gutenberg might have found many enthusiastic customers in Europe’s big cities. Put six bible sales-guys on boats to the universities and libraries in Venice, Rome, Athens, London, Alexandria, Paris—you think they wouldn’t bring home some big orders? It appears Gutenberg never thought to do that. In the business world, nothing happens until the sale is made. Gutenberg conquered every challenge except sales. He wound up owing everybody money and his creditors took everything in his shop. There’s an important lesson here (for me, especially):

Go out there and find your customers!

While I have you here—if you like this blog, please recommend it to your pals. Tell me if you’d like some promotional postcards (tell me your address at jmanders@aol.com). I cherish the hope that I’ll be able to print these Western Civ User’s Guides and start promoting them at comic cons and librarian cons and homeschooling events. I need to go out and find my customers.

As always, I’m very grateful that you weirdos read this stuff.

Door-to-door encyclopedia salesmen were a staple of gag cartoons a few decades ago. https://www.cartoonstock.com/directory/e/encyclopedia_salesman.asp

Back to the beginning of The Western Civ User’s Guide to Reading & Writing.

Don’t forget: I wrote another Western Civ User’s Guide! Back to the beginning of The Western Civ User’s Guide to Time & Space.