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5.0 out of 5 stars
The American Colony's Rupert Murdoch, September 2, 2007
This review is from: Benjamin Franklin's Printing Network: Disseminating Virtue in Early America (Hardcover)
The many facets of the career of Benjamin Franklin have brought one biography after another, with some specializing in one particular aspect of his life. As he had so many active fields of endeavor, the supply of books will continue. Franklin was a scientist, inventor, philosopher, revolutionary, chess player, journalist, essayist, and lifelong do-gooder. He was also a printer, and from that he was a businessman. It is this seemingly ordinary part of his spectacular life that is the subject of _Benjamin Franklin's Printing Network: Disseminating Virtue in Early America_ (University of Missouri Press) by historian Ralph Frasca. Franklin, of course, thought of himself as a printer. It was what he was trained to do as an apprentice. He became a fugitive apprentice when he ran away from his older brother's Boston shop to make his own way in Philadelphia. He succeeded, and although others eventually took over the ink and typesetting parts of the trade while he made himself busy with other things, he extended his influence to other shops and other newspapers. Using his job skills, he was able to rise beyond his class, a common enough and even typically American story now, but something that was just not done in what was still the British social system of the time. He developed a network of printers which was not only lucrative to him, but helped him get the word out about the importance of virtue, morality, and industry.
That Franklin was a success himself as a printer in Philadelphia there can be no doubt, but he was enormously influential in making a printing empire. In 1731, South Carolina invited him to become its printer of official records, but he did not want to leave Philadelphia. He hit on the alternative of sending his journeyman, Thomas Whitmarsh, to Charleston, along with a press, fonts, and funds. Whitmarsh thus was the first member in what we would recognize as a franchise marketing scheme. He surrendered a third of the profits to Franklin, and in return got the start-up costs, as well as almanacs and other books to be sold in his shop, and news stories so that the _South-Carolina Gazette_ would be a sister publication to Franklin's in Philadelphia. Over the succeeding decades, Franklin would select other journeymen to become his distant proxies, always valuing their industry and sobriety, and in this way hoping that his emphasis on virtue might create further examples for others to follow. Eventually, the Franklin printing empire extended to New York, Newport, New Haven, and even Antigua. Not all of the shops flourished, and some not only lost money but caused their founder family heartache. Nonetheless, Franklin's printing network was the largest and most influential of the time. His first partnership started in 1729, and he forged his last over fifty years later. By his franchises, he increased the growth of printing throughout the colonies; by 1755, eight of the fifteen newspapers in the colonies were from the Franklin network, and other printers learned and borrowed from them. Franklin's success was the press's success, and formed the early American printing tradition. Not only were information and opinion disseminated through the network, but also the value of journalism was impressed upon the reading audience. When the new government was being formed, the importance of a free press was not lost upon it.
Perhaps the most important function of the network was that it allowed Franklin to spend more time on other things, the experiments in electricity, the advising on colonial independence, and the appointments to France by which we better remember him. It was the printing that made him, though; in drafting his will in 1788, he went on to mention his other offices, but identified himself as "BENJAMIN FRANKLIN, of Philadelphia, printer..." right at the beginning. He also wrote the wonderful epitaph for himself (not actually used on his monument) comparing his printer's body to a cover of a book from which the contents have been torn out. Even within the sphere of being a printer, however, he went on to be much more. Frasca's welcome book shows just how Franklin made himself into a printing empire, and stresses (just as Franklin would have wanted) how it was done as part of his effort at improving humanity.
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