[Script Info]
Title: 
[Events]
Format: Layer, Start, End, Style, Name, MarginL, MarginR, MarginV, Effect, Text
Dialogue: 0,0:00:06.00,0:00:08.00,Default,,0000,0000,0000,,Hi.
Dialogue: 0,0:00:08.00,0:00:10.00,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:00:10.00,0:00:13.00,Default,,0000,0000,0000,,I did that for two reasons.
Dialogue: 0,0:00:13.00,0:00:16.00,Default,,0000,0000,0000,,First of all, I wanted to give you
Dialogue: 0,0:00:16.00,0:00:19.00,Default,,0000,0000,0000,,a good visual first impression.
Dialogue: 0,0:00:19.00,0:00:22.00,Default,,0000,0000,0000,,But the main reason I did it is that
Dialogue: 0,0:00:22.00,0:00:25.00,Default,,0000,0000,0000,,that's what happens to me when I'm forced to wear
Dialogue: 0,0:00:25.00,0:00:28.00,Default,,0000,0000,0000,,a Lady Gaga skanky mic.
Dialogue: 0,0:00:28.00,0:00:31.00,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:00:31.00,0:00:35.00,Default,,0000,0000,0000,,I'm used to a stationary mic.
Dialogue: 0,0:00:35.00,0:00:38.00,Default,,0000,0000,0000,,It's the sensible shoe of public address.
Dialogue: 0,0:00:38.00,0:00:44.00,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:00:44.00,0:00:47.00,Default,,0000,0000,0000,,But you clamp this thing on my head, and something happens.
Dialogue: 0,0:00:47.00,0:00:50.00,Default,,0000,0000,0000,,I just become skanky.
Dialogue: 0,0:00:50.00,0:00:54.00,Default,,0000,0000,0000,,(Laughter) So I'm sorry about that.
Dialogue: 0,0:00:54.00,0:00:57.00,Default,,0000,0000,0000,,And I'm already off-message.
Dialogue: 0,0:00:57.00,0:01:00.00,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:01:00.00,0:01:03.00,Default,,0000,0000,0000,,Ladies and gentlemen,
Dialogue: 0,0:01:03.00,0:01:07.00,Default,,0000,0000,0000,,I have devoted the past 25 years of my life
Dialogue: 0,0:01:07.00,0:01:09.00,Default,,0000,0000,0000,,to designing books.
Dialogue: 0,0:01:09.00,0:01:11.00,Default,,0000,0000,0000,,"Yes, BOOKS. You know, the bound volumes with ink on paper.
Dialogue: 0,0:01:11.00,0:01:13.00,Default,,0000,0000,0000,,You cannot turn them off with a switch.
Dialogue: 0,0:01:13.00,0:01:15.00,Default,,0000,0000,0000,,Tell your kids."
Dialogue: 0,0:01:15.00,0:01:19.00,Default,,0000,0000,0000,,It all sort of started as a benign mistake,
Dialogue: 0,0:01:19.00,0:01:22.00,Default,,0000,0000,0000,,like penicillin. (Laughter)
Dialogue: 0,0:01:22.00,0:01:25.00,Default,,0000,0000,0000,,What I really wanted
Dialogue: 0,0:01:25.00,0:01:27.00,Default,,0000,0000,0000,,was to be a graphic designer
Dialogue: 0,0:01:27.00,0:01:29.00,Default,,0000,0000,0000,,at one of the big design firms in New York City.
Dialogue: 0,0:01:29.00,0:01:32.00,Default,,0000,0000,0000,,But upon arrival there,
Dialogue: 0,0:01:32.00,0:01:36.00,Default,,0000,0000,0000,,in the fall of 1986, and doing a lot of interviews,
Dialogue: 0,0:01:36.00,0:01:39.00,Default,,0000,0000,0000,,I found that the only thing I was offered
Dialogue: 0,0:01:39.00,0:01:42.00,Default,,0000,0000,0000,,was to be Assistant to the Art Director at Alfred A. Knopf,
Dialogue: 0,0:01:42.00,0:01:44.00,Default,,0000,0000,0000,,a book publisher.
Dialogue: 0,0:01:44.00,0:01:47.00,Default,,0000,0000,0000,,Now I was stupid,
Dialogue: 0,0:01:47.00,0:01:50.00,Default,,0000,0000,0000,,but not so stupid that I turned it down.
Dialogue: 0,0:01:50.00,0:01:53.00,Default,,0000,0000,0000,,I had absolutely no idea
Dialogue: 0,0:01:53.00,0:01:55.00,Default,,0000,0000,0000,,what I was about to become part of,
Dialogue: 0,0:01:55.00,0:01:57.00,Default,,0000,0000,0000,,and I was incredibly lucky.
Dialogue: 0,0:01:57.00,0:02:01.00,Default,,0000,0000,0000,,Soon, it had occurred to me what my job was.
Dialogue: 0,0:02:01.00,0:02:04.00,Default,,0000,0000,0000,,My job was to ask this question:
Dialogue: 0,0:02:04.00,0:02:05.00,Default,,0000,0000,0000,,"What do the stories look like?"
Dialogue: 0,0:02:05.00,0:02:08.00,Default,,0000,0000,0000,,Because that is what Knopf is.
Dialogue: 0,0:02:08.00,0:02:11.00,Default,,0000,0000,0000,,It is the story factory, one of the very best in the world.
Dialogue: 0,0:02:11.00,0:02:14.00,Default,,0000,0000,0000,,We bring stories to the public.
Dialogue: 0,0:02:14.00,0:02:17.00,Default,,0000,0000,0000,,The stories can be anything,
Dialogue: 0,0:02:17.00,0:02:19.00,Default,,0000,0000,0000,,and some of them are actually true.
Dialogue: 0,0:02:19.00,0:02:24.00,Default,,0000,0000,0000,,But they all have one thing in common:
Dialogue: 0,0:02:24.00,0:02:27.00,Default,,0000,0000,0000,,They all need to look like something.
Dialogue: 0,0:02:27.00,0:02:30.00,Default,,0000,0000,0000,,They all need a face.
Dialogue: 0,0:02:30.00,0:02:34.00,Default,,0000,0000,0000,,Why? To give you a first impression
Dialogue: 0,0:02:34.00,0:02:37.00,Default,,0000,0000,0000,,of what you are about to get into.
Dialogue: 0,0:02:37.00,0:02:41.00,Default,,0000,0000,0000,,A book designer gives form to content,
Dialogue: 0,0:02:41.00,0:02:43.00,Default,,0000,0000,0000,,but also
Dialogue: 0,0:02:43.00,0:02:46.00,Default,,0000,0000,0000,,manages a very careful balance between the two.
Dialogue: 0,0:02:46.00,0:02:48.00,Default,,0000,0000,0000,,Now, the first day
Dialogue: 0,0:02:48.00,0:02:51.00,Default,,0000,0000,0000,,of my graphic design training at Penn State University,
Dialogue: 0,0:02:51.00,0:02:54.00,Default,,0000,0000,0000,,the teacher, Lanny Sommese, came into the room
Dialogue: 0,0:02:54.00,0:02:57.00,Default,,0000,0000,0000,,and he drew a picture of an apple on the blackboard,
Dialogue: 0,0:02:57.00,0:02:59.00,Default,,0000,0000,0000,,and wrote the word "Apple" underneath,
Dialogue: 0,0:02:59.00,0:03:02.00,Default,,0000,0000,0000,,and he said, "OK. Lesson one. Listen up."
Dialogue: 0,0:03:02.00,0:03:05.00,Default,,0000,0000,0000,,And he covered up the picture and he said,
Dialogue: 0,0:03:05.00,0:03:08.00,Default,,0000,0000,0000,,"You either say this," and then he covered up the word,
Dialogue: 0,0:03:08.00,0:03:11.00,Default,,0000,0000,0000,,"or you show this.
Dialogue: 0,0:03:11.00,0:03:14.00,Default,,0000,0000,0000,,But you don't do this."
Dialogue: 0,0:03:14.00,0:03:19.00,Default,,0000,0000,0000,,Because this is treating your audience like a moron.
Dialogue: 0,0:03:19.00,0:03:22.00,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:03:22.00,0:03:25.00,Default,,0000,0000,0000,,And they deserve better.
Dialogue: 0,0:03:25.00,0:03:27.00,Default,,0000,0000,0000,,And lo and behold, soon enough,
Dialogue: 0,0:03:27.00,0:03:30.00,Default,,0000,0000,0000,,I was able to put this theory to the test
Dialogue: 0,0:03:30.00,0:03:34.00,Default,,0000,0000,0000,,on two books that I was working on for Knopf.
Dialogue: 0,0:03:34.00,0:03:38.00,Default,,0000,0000,0000,,The first was Katharine Hepburn's memoirs,
Dialogue: 0,0:03:38.00,0:03:41.00,Default,,0000,0000,0000,,and the second was a biography of Marlene Dietrich.
Dialogue: 0,0:03:41.00,0:03:44.00,Default,,0000,0000,0000,,Now the Hepburn book
Dialogue: 0,0:03:44.00,0:03:47.00,Default,,0000,0000,0000,,was written in a very conversational style,
Dialogue: 0,0:03:47.00,0:03:50.00,Default,,0000,0000,0000,,it was like she was sitting across a table telling it all to you.
Dialogue: 0,0:03:50.00,0:03:53.00,Default,,0000,0000,0000,,The Dietrich book was an observation
Dialogue: 0,0:03:53.00,0:03:55.00,Default,,0000,0000,0000,,by her daughter; it was a biography.
Dialogue: 0,0:03:55.00,0:03:58.00,Default,,0000,0000,0000,,So the Hepburn story is words
Dialogue: 0,0:03:58.00,0:04:02.00,Default,,0000,0000,0000,,and the Dietrich story is pictures, and so we did this.
Dialogue: 0,0:04:02.00,0:04:05.00,Default,,0000,0000,0000,,So there you are.
Dialogue: 0,0:04:05.00,0:04:08.00,Default,,0000,0000,0000,,Pure content and pure form, side by side.
Dialogue: 0,0:04:08.00,0:04:11.00,Default,,0000,0000,0000,,No fighting, ladies.
Dialogue: 0,0:04:11.00,0:04:13.00,Default,,0000,0000,0000,,"What's a Jurassic Park?"
Dialogue: 0,0:04:13.00,0:04:16.00,Default,,0000,0000,0000,,Now, what is the story here?
Dialogue: 0,0:04:16.00,0:04:19.00,Default,,0000,0000,0000,,Someone
Dialogue: 0,0:04:19.00,0:04:22.00,Default,,0000,0000,0000,,is re-engineering dinosaurs
Dialogue: 0,0:04:22.00,0:04:25.00,Default,,0000,0000,0000,,by extracting their DNA
Dialogue: 0,0:04:25.00,0:04:28.00,Default,,0000,0000,0000,,from prehistoric amber.
Dialogue: 0,0:04:28.00,0:04:31.00,Default,,0000,0000,0000,,Genius!
Dialogue: 0,0:04:31.00,0:04:35.00,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:04:35.00,0:04:38.00,Default,,0000,0000,0000,,Now, luckily for me,
Dialogue: 0,0:04:38.00,0:04:40.00,Default,,0000,0000,0000,,I live and work in New York City,
Dialogue: 0,0:04:40.00,0:04:42.00,Default,,0000,0000,0000,,where there are plenty of dinosaurs.
Dialogue: 0,0:04:42.00,0:04:45.00,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:04:45.00,0:04:49.00,Default,,0000,0000,0000,,So,
Dialogue: 0,0:04:49.00,0:04:51.00,Default,,0000,0000,0000,,I went to the Museum of Natural History,
Dialogue: 0,0:04:51.00,0:04:55.00,Default,,0000,0000,0000,,and I checked out the bones, and I went to the gift shop,
Dialogue: 0,0:04:55.00,0:04:56.00,Default,,0000,0000,0000,,and I bought a book.
Dialogue: 0,0:04:56.00,0:05:00.00,Default,,0000,0000,0000,,And I was particularly taken with this page of the book,
Dialogue: 0,0:05:00.00,0:05:04.00,Default,,0000,0000,0000,,and more specifically the lower right-hand corner.
Dialogue: 0,0:05:04.00,0:05:07.00,Default,,0000,0000,0000,,Now I took this diagram,
Dialogue: 0,0:05:07.00,0:05:11.00,Default,,0000,0000,0000,,and I put it in a Photostat machine,
Dialogue: 0,0:05:11.00,0:05:17.00,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:05:17.00,0:05:20.00,Default,,0000,0000,0000,,and I took a piece of tracing paper,
Dialogue: 0,0:05:20.00,0:05:24.00,Default,,0000,0000,0000,,and I taped it over the Photostat
Dialogue: 0,0:05:24.00,0:05:27.00,Default,,0000,0000,0000,,with a piece of Scotch tape -- stop me if I'm going too fast --
Dialogue: 0,0:05:27.00,0:05:34.00,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:05:34.00,0:05:37.00,Default,,0000,0000,0000,,and then I took a Rapidograph pen --
Dialogue: 0,0:05:37.00,0:05:40.00,Default,,0000,0000,0000,,explain it to the youngsters --
Dialogue: 0,0:05:40.00,0:05:43.00,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:05:43.00,0:05:47.00,Default,,0000,0000,0000,,and I just started to reconstitute the dinosaur.
Dialogue: 0,0:05:47.00,0:05:50.00,Default,,0000,0000,0000,,I had no idea what I was doing,
Dialogue: 0,0:05:50.00,0:05:52.00,Default,,0000,0000,0000,,I had no idea where I was going,
Dialogue: 0,0:05:52.00,0:05:54.00,Default,,0000,0000,0000,,but at some point, I stopped --
Dialogue: 0,0:05:54.00,0:05:58.00,Default,,0000,0000,0000,,when to keep going would seem like I was going too far.
Dialogue: 0,0:05:58.00,0:06:02.00,Default,,0000,0000,0000,,And what I ended up with was a graphic representation
Dialogue: 0,0:06:02.00,0:06:06.00,Default,,0000,0000,0000,,of us seeing this animal coming into being.
Dialogue: 0,0:06:06.00,0:06:08.00,Default,,0000,0000,0000,,We're in the middle of the process.
Dialogue: 0,0:06:08.00,0:06:11.00,Default,,0000,0000,0000,,And then I just threw some typography on it.
Dialogue: 0,0:06:11.00,0:06:13.00,Default,,0000,0000,0000,,Very basic stuff,
Dialogue: 0,0:06:13.00,0:06:16.00,Default,,0000,0000,0000,,slightly suggestive of public park signage.
Dialogue: 0,0:06:16.00,0:06:22.00,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:06:22.00,0:06:24.00,Default,,0000,0000,0000,,Everybody in house loved it,
Dialogue: 0,0:06:24.00,0:06:26.00,Default,,0000,0000,0000,,and so off it goes to the author.
Dialogue: 0,0:06:26.00,0:06:28.00,Default,,0000,0000,0000,,And even back then,
Dialogue: 0,0:06:28.00,0:06:30.00,Default,,0000,0000,0000,,Michael was on the cutting edge.
Dialogue: 0,0:06:30.00,0:06:34.00,Default,,0000,0000,0000,,"Michael Crichton responds by fax:"
Dialogue: 0,0:06:34.00,0:06:36.00,Default,,0000,0000,0000,,"Wow! Fucking Fantastic Jacket"
Dialogue: 0,0:06:36.00,0:06:43.00,Default,,0000,0000,0000,,(Laughter) (Applause)
Dialogue: 0,0:06:43.00,0:06:47.00,Default,,0000,0000,0000,,That was a relief to see that pour out of the machine.
Dialogue: 0,0:06:47.00,0:06:50.00,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:06:50.00,0:06:53.00,Default,,0000,0000,0000,,I miss Michael.
Dialogue: 0,0:06:53.00,0:06:56.00,Default,,0000,0000,0000,,And sure enough, somebody from MCA Universal
Dialogue: 0,0:06:56.00,0:06:59.00,Default,,0000,0000,0000,,calls our legal department to see if they can
Dialogue: 0,0:06:59.00,0:07:01.00,Default,,0000,0000,0000,,maybe look into buying the rights to the image,
Dialogue: 0,0:07:01.00,0:07:04.00,Default,,0000,0000,0000,,just in case they might want to use it.
Dialogue: 0,0:07:04.00,0:07:07.00,Default,,0000,0000,0000,,Well, they used it.
Dialogue: 0,0:07:07.00,0:07:12.00,Default,,0000,0000,0000,,(Laughter) (Applause)
Dialogue: 0,0:07:12.00,0:07:15.00,Default,,0000,0000,0000,,And I was thrilled.
Dialogue: 0,0:07:15.00,0:07:17.00,Default,,0000,0000,0000,,We all know it was an amazing movie,
Dialogue: 0,0:07:17.00,0:07:19.00,Default,,0000,0000,0000,,and it was so interesting to see it
Dialogue: 0,0:07:19.00,0:07:23.00,Default,,0000,0000,0000,,go out into the culture and become this phenomenon
Dialogue: 0,0:07:23.00,0:07:26.00,Default,,0000,0000,0000,,and to see all the different permutations of it.
Dialogue: 0,0:07:26.00,0:07:29.00,Default,,0000,0000,0000,,But not too long ago,
Dialogue: 0,0:07:29.00,0:07:32.00,Default,,0000,0000,0000,,I came upon this on the Web.
Dialogue: 0,0:07:32.00,0:07:35.00,Default,,0000,0000,0000,,No, that is not me.
Dialogue: 0,0:07:35.00,0:07:38.00,Default,,0000,0000,0000,,But whoever it is,
Dialogue: 0,0:07:38.00,0:07:41.00,Default,,0000,0000,0000,,I can't help but thinking they woke up one day like,
Dialogue: 0,0:07:41.00,0:07:44.00,Default,,0000,0000,0000,,"Oh my God, that wasn't there last night. Ooooohh!
Dialogue: 0,0:07:44.00,0:07:47.00,Default,,0000,0000,0000,,I was so wasted."
Dialogue: 0,0:07:47.00,0:07:50.00,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:07:50.00,0:07:53.00,Default,,0000,0000,0000,,But if you think about it, from my head
Dialogue: 0,0:07:53.00,0:07:56.00,Default,,0000,0000,0000,,to my hands to his leg.
Dialogue: 0,0:07:56.00,0:08:01.00,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:08:01.00,0:08:04.00,Default,,0000,0000,0000,,That's a responsibility.
Dialogue: 0,0:08:04.00,0:08:07.00,Default,,0000,0000,0000,,And it's a responsibility that I don't take lightly.
Dialogue: 0,0:08:07.00,0:08:10.00,Default,,0000,0000,0000,,The book designer's responsibility is threefold:
Dialogue: 0,0:08:10.00,0:08:14.00,Default,,0000,0000,0000,,to the reader, to the publisher and, most of all, to the author.
Dialogue: 0,0:08:14.00,0:08:17.00,Default,,0000,0000,0000,,I want you to look at the author's book
Dialogue: 0,0:08:17.00,0:08:20.00,Default,,0000,0000,0000,,and say, "Wow! I need to read that."
Dialogue: 0,0:08:20.00,0:08:23.00,Default,,0000,0000,0000,,David Sedaris is one of my favorite writers,
Dialogue: 0,0:08:23.00,0:08:26.00,Default,,0000,0000,0000,,and the title essay
Dialogue: 0,0:08:26.00,0:08:29.00,Default,,0000,0000,0000,,in this collection is about his trip to a nudist colony.
Dialogue: 0,0:08:29.00,0:08:31.00,Default,,0000,0000,0000,,And the reason he went is because
Dialogue: 0,0:08:31.00,0:08:33.00,Default,,0000,0000,0000,,he had a fear of his body image,
Dialogue: 0,0:08:33.00,0:08:36.00,Default,,0000,0000,0000,,and he wanted to explore what was underlying that.
Dialogue: 0,0:08:36.00,0:08:39.00,Default,,0000,0000,0000,,For me, it was simply an excuse to design a book
Dialogue: 0,0:08:39.00,0:08:42.00,Default,,0000,0000,0000,,that you could literally take the pants off of.
Dialogue: 0,0:08:42.00,0:08:45.00,Default,,0000,0000,0000,,But when you do,
Dialogue: 0,0:08:45.00,0:08:47.00,Default,,0000,0000,0000,,you don't get what you expect.
Dialogue: 0,0:08:47.00,0:08:49.00,Default,,0000,0000,0000,,You get something that goes much deeper than that.
Dialogue: 0,0:08:49.00,0:08:53.00,Default,,0000,0000,0000,,And David especially loved this design
Dialogue: 0,0:08:53.00,0:08:56.00,Default,,0000,0000,0000,,because at book signings, which he does a lot of,
Dialogue: 0,0:08:56.00,0:08:59.00,Default,,0000,0000,0000,,he could take a magic marker and do this.
Dialogue: 0,0:08:59.00,0:09:05.00,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:09:05.00,0:09:08.00,Default,,0000,0000,0000,,Hello!
Dialogue: 0,0:09:08.00,0:09:11.00,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:09:11.00,0:09:14.00,Default,,0000,0000,0000,,Augusten Burroughs wrote a memoir
Dialogue: 0,0:09:14.00,0:09:17.00,Default,,0000,0000,0000,,called ["Dry"], and it's about his time in rehab.
Dialogue: 0,0:09:17.00,0:09:22.00,Default,,0000,0000,0000,,In his 20s, he was a hotshot ad executive,
Dialogue: 0,0:09:22.00,0:09:25.00,Default,,0000,0000,0000,,and as Mad Men has told us, a raging alcoholic.
Dialogue: 0,0:09:25.00,0:09:28.00,Default,,0000,0000,0000,,He did not think so, however,
Dialogue: 0,0:09:28.00,0:09:31.00,Default,,0000,0000,0000,,but his coworkers did an intervention and they said,
Dialogue: 0,0:09:31.00,0:09:35.00,Default,,0000,0000,0000,,"You are going to rehab, or you will be fired and you will die."
Dialogue: 0,0:09:35.00,0:09:39.00,Default,,0000,0000,0000,,Now to me, this was always going to be a typographic solution,
Dialogue: 0,0:09:39.00,0:09:41.00,Default,,0000,0000,0000,,what I would call the opposite of Type 101.
Dialogue: 0,0:09:41.00,0:09:43.00,Default,,0000,0000,0000,,What does that mean?
Dialogue: 0,0:09:43.00,0:09:45.00,Default,,0000,0000,0000,,Usually on the first day of Introduction to Typography,
Dialogue: 0,0:09:45.00,0:09:48.00,Default,,0000,0000,0000,,you get the assignment of, select a word
Dialogue: 0,0:09:48.00,0:09:51.00,Default,,0000,0000,0000,,and make it look like what it says it is. So that's Type 101, right?
Dialogue: 0,0:09:51.00,0:09:53.00,Default,,0000,0000,0000,,Very simple stuff.
Dialogue: 0,0:09:53.00,0:09:56.00,Default,,0000,0000,0000,,This is going to be the opposite of that.
Dialogue: 0,0:09:56.00,0:09:59.00,Default,,0000,0000,0000,,I want this book to look like it's lying to you,
Dialogue: 0,0:09:59.00,0:10:03.00,Default,,0000,0000,0000,,desperately and hopelessly, the way an alcoholic would.
Dialogue: 0,0:10:03.00,0:10:06.00,Default,,0000,0000,0000,,The answer was the most low-tech thing you can imagine.
Dialogue: 0,0:10:06.00,0:10:10.00,Default,,0000,0000,0000,,I set up the type, I printed it out on an Epson printer
Dialogue: 0,0:10:10.00,0:10:13.00,Default,,0000,0000,0000,,with water-soluble ink, taped it to the wall
Dialogue: 0,0:10:13.00,0:10:16.00,Default,,0000,0000,0000,,and threw a bucket of water at it. Presto!
Dialogue: 0,0:10:16.00,0:10:18.00,Default,,0000,0000,0000,,Then when we went to press,
Dialogue: 0,0:10:18.00,0:10:20.00,Default,,0000,0000,0000,,the printer put a spot gloss on the ink
Dialogue: 0,0:10:20.00,0:10:22.00,Default,,0000,0000,0000,,and it really looked like it was running.
Dialogue: 0,0:10:22.00,0:10:25.00,Default,,0000,0000,0000,,Not long after it came out, Augusten was waylaid in an airport
Dialogue: 0,0:10:25.00,0:10:27.00,Default,,0000,0000,0000,,and he was hiding out in the bookstore
Dialogue: 0,0:10:27.00,0:10:29.00,Default,,0000,0000,0000,,spying on who was buying his books.
Dialogue: 0,0:10:29.00,0:10:32.00,Default,,0000,0000,0000,,And this woman came up to it,
Dialogue: 0,0:10:32.00,0:10:34.00,Default,,0000,0000,0000,,and she squinted, and she took it to the register,
Dialogue: 0,0:10:34.00,0:10:37.00,Default,,0000,0000,0000,,and she said to the man behind the counter, "This one's ruined."
Dialogue: 0,0:10:37.00,0:10:41.00,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:10:41.00,0:10:46.00,Default,,0000,0000,0000,,And the guy behind the counter said, "I know, lady. They all came in that way."
Dialogue: 0,0:10:46.00,0:10:51.00,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:10:51.00,0:10:54.00,Default,,0000,0000,0000,,Now, that's a good printing job.
Dialogue: 0,0:10:54.00,0:10:57.00,Default,,0000,0000,0000,,A book cover
Dialogue: 0,0:10:57.00,0:11:00.00,Default,,0000,0000,0000,,is a distillation.
Dialogue: 0,0:11:00.00,0:11:03.00,Default,,0000,0000,0000,,It is a haiku,
Dialogue: 0,0:11:03.00,0:11:06.00,Default,,0000,0000,0000,,if you will, of the story.
Dialogue: 0,0:11:06.00,0:11:09.00,Default,,0000,0000,0000,,This particular story
Dialogue: 0,0:11:09.00,0:11:12.00,Default,,0000,0000,0000,,by Osama Tezuka
Dialogue: 0,0:11:12.00,0:11:15.00,Default,,0000,0000,0000,,is his epic life of the Buddha,
Dialogue: 0,0:11:15.00,0:11:18.00,Default,,0000,0000,0000,,and it's eight volumes in all. But the best thing is
Dialogue: 0,0:11:18.00,0:11:22.00,Default,,0000,0000,0000,,when it's on your shelf, you get a shelf life
Dialogue: 0,0:11:22.00,0:11:26.00,Default,,0000,0000,0000,,of the Buddha, moving from one age to the next.
Dialogue: 0,0:11:29.00,0:11:32.00,Default,,0000,0000,0000,,All of these solutions
Dialogue: 0,0:11:32.00,0:11:36.00,Default,,0000,0000,0000,,derive their origins from the text of the book,
Dialogue: 0,0:11:36.00,0:11:39.00,Default,,0000,0000,0000,,but once the book designer has read the text,
Dialogue: 0,0:11:39.00,0:11:42.00,Default,,0000,0000,0000,,then he has to be an interpreter
Dialogue: 0,0:11:42.00,0:11:45.00,Default,,0000,0000,0000,,and a translator.
Dialogue: 0,0:11:45.00,0:11:48.00,Default,,0000,0000,0000,,This story was a real puzzle.
Dialogue: 0,0:11:48.00,0:11:51.00,Default,,0000,0000,0000,,This is what it's about.
Dialogue: 0,0:11:51.00,0:11:54.00,Default,,0000,0000,0000,,"Intrigue and murder among 16th century Ottoman court painters."
Dialogue: 0,0:11:54.00,0:11:57.00,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:11:57.00,0:12:01.00,Default,,0000,0000,0000,,All right, so I got a collection of the paintings together
Dialogue: 0,0:12:01.00,0:12:03.00,Default,,0000,0000,0000,,and I looked at them and I deconstructed them
Dialogue: 0,0:12:03.00,0:12:05.00,Default,,0000,0000,0000,,and I put them back together.
Dialogue: 0,0:12:05.00,0:12:07.00,Default,,0000,0000,0000,,And so, here's the design, right?
Dialogue: 0,0:12:07.00,0:12:10.00,Default,,0000,0000,0000,,And so here's the front and the spine, and it's flat.
Dialogue: 0,0:12:10.00,0:12:13.00,Default,,0000,0000,0000,,But the real story starts when you wrap it around a book and put it on the shelf.
Dialogue: 0,0:12:13.00,0:12:17.00,Default,,0000,0000,0000,,Ahh! We come upon them,
Dialogue: 0,0:12:17.00,0:12:20.00,Default,,0000,0000,0000,,the clandestine lovers. Let's draw them out.
Dialogue: 0,0:12:20.00,0:12:25.00,Default,,0000,0000,0000,,Huhh! They've been discovered by the sultan.
Dialogue: 0,0:12:25.00,0:12:28.00,Default,,0000,0000,0000,,He will not be pleased.
Dialogue: 0,0:12:28.00,0:12:31.00,Default,,0000,0000,0000,,Huhh! And now the sultan is in danger.
Dialogue: 0,0:12:31.00,0:12:34.00,Default,,0000,0000,0000,,And now, we have to open it up
Dialogue: 0,0:12:34.00,0:12:37.00,Default,,0000,0000,0000,,to find out what's going to happen next.
Dialogue: 0,0:12:37.00,0:12:40.00,Default,,0000,0000,0000,,Try experiencing that on a Kindle.
Dialogue: 0,0:12:40.00,0:12:47.00,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:12:47.00,0:12:50.00,Default,,0000,0000,0000,,Don't get me started.
Dialogue: 0,0:12:50.00,0:12:53.00,Default,,0000,0000,0000,,Seriously.
Dialogue: 0,0:12:53.00,0:12:57.00,Default,,0000,0000,0000,,Much is to be gained by eBooks:
Dialogue: 0,0:12:57.00,0:13:00.00,Default,,0000,0000,0000,,ease, convenience, portability.
Dialogue: 0,0:13:00.00,0:13:03.00,Default,,0000,0000,0000,,But something is definitely lost: tradition,
Dialogue: 0,0:13:03.00,0:13:08.00,Default,,0000,0000,0000,,a sensual experience, the comfort of thingy-ness --
Dialogue: 0,0:13:08.00,0:13:11.00,Default,,0000,0000,0000,,a little bit of humanity.
Dialogue: 0,0:13:11.00,0:13:14.00,Default,,0000,0000,0000,,Do you know what John Updike used to do
Dialogue: 0,0:13:14.00,0:13:16.00,Default,,0000,0000,0000,,the first thing when he would get a copy
Dialogue: 0,0:13:16.00,0:13:18.00,Default,,0000,0000,0000,,of one of his new books from Alfred A. Knopf?
Dialogue: 0,0:13:18.00,0:13:21.00,Default,,0000,0000,0000,,He'd smell it.
Dialogue: 0,0:13:21.00,0:13:25.00,Default,,0000,0000,0000,,Then he'd run his hand over the rag paper,
Dialogue: 0,0:13:25.00,0:13:28.00,Default,,0000,0000,0000,,and the pungent ink and the deckled edges of the pages.
Dialogue: 0,0:13:28.00,0:13:33.00,Default,,0000,0000,0000,,All those years, all those books, he never got tired of it.
Dialogue: 0,0:13:33.00,0:13:37.00,Default,,0000,0000,0000,,Now, I am all for the iPad,
Dialogue: 0,0:13:37.00,0:13:41.00,Default,,0000,0000,0000,,but trust me -- smelling it will get you nowhere.
Dialogue: 0,0:13:41.00,0:13:44.00,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:13:44.00,0:13:47.00,Default,,0000,0000,0000,,Now the Apple guys are texting,
Dialogue: 0,0:13:47.00,0:13:50.00,Default,,0000,0000,0000,,"Develop odor emission plug-in."
Dialogue: 0,0:13:50.00,0:13:55.00,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:13:55.00,0:13:58.00,Default,,0000,0000,0000,,And the last story I'm going to talk about is quite a story.
Dialogue: 0,0:13:58.00,0:14:01.00,Default,,0000,0000,0000,,A woman
Dialogue: 0,0:14:01.00,0:14:04.00,Default,,0000,0000,0000,,named Aomame in 1984 Japan finds herself
Dialogue: 0,0:14:04.00,0:14:07.00,Default,,0000,0000,0000,,negotiating down a spiral staircase
Dialogue: 0,0:14:07.00,0:14:10.00,Default,,0000,0000,0000,,off an elevated highway. When she gets to the bottom,
Dialogue: 0,0:14:10.00,0:14:12.00,Default,,0000,0000,0000,,she can't help but feel that, all of a sudden,
Dialogue: 0,0:14:12.00,0:14:14.00,Default,,0000,0000,0000,,she's entered a new reality
Dialogue: 0,0:14:14.00,0:14:17.00,Default,,0000,0000,0000,,that's just slightly different from the one that she left,
Dialogue: 0,0:14:17.00,0:14:19.00,Default,,0000,0000,0000,,but very similar, but different.
Dialogue: 0,0:14:19.00,0:14:22.00,Default,,0000,0000,0000,,And so, we're talking about parallel planes of existence,
Dialogue: 0,0:14:22.00,0:14:26.00,Default,,0000,0000,0000,,sort of like a book jacket and the book that it covers.
Dialogue: 0,0:14:26.00,0:14:29.00,Default,,0000,0000,0000,,So how do we show this?
Dialogue: 0,0:14:29.00,0:14:33.00,Default,,0000,0000,0000,,We go back to Hepburn and Dietrich, but now we merge them.
Dialogue: 0,0:14:33.00,0:14:37.00,Default,,0000,0000,0000,,So we're talking about different planes, different pieces of paper.
Dialogue: 0,0:14:37.00,0:14:40.00,Default,,0000,0000,0000,,So this is on a semi-transparent piece of velum.
Dialogue: 0,0:14:40.00,0:14:43.00,Default,,0000,0000,0000,,It's one part of the form and content.
Dialogue: 0,0:14:43.00,0:14:46.00,Default,,0000,0000,0000,,When it's on top of the paper board,
Dialogue: 0,0:14:46.00,0:14:49.00,Default,,0000,0000,0000,,which is the opposite, it forms this.
Dialogue: 0,0:14:49.00,0:14:53.00,Default,,0000,0000,0000,,So even if you don't know anything about this book,
Dialogue: 0,0:14:53.00,0:14:56.00,Default,,0000,0000,0000,,you are forced to consider a single person
Dialogue: 0,0:14:56.00,0:14:59.00,Default,,0000,0000,0000,,straddling two planes of existence.
Dialogue: 0,0:14:59.00,0:15:04.00,Default,,0000,0000,0000,,And the object itself invited exploration
Dialogue: 0,0:15:04.00,0:15:09.00,Default,,0000,0000,0000,,interaction, consideration
Dialogue: 0,0:15:09.00,0:15:12.00,Default,,0000,0000,0000,,and touch.
Dialogue: 0,0:15:12.00,0:15:14.00,Default,,0000,0000,0000,,This debuted at number two
Dialogue: 0,0:15:14.00,0:15:16.00,Default,,0000,0000,0000,,on the New York Times Best Seller list.
Dialogue: 0,0:15:16.00,0:15:18.00,Default,,0000,0000,0000,,This is unheard of,
Dialogue: 0,0:15:18.00,0:15:20.00,Default,,0000,0000,0000,,both for us the publisher, and the author.
Dialogue: 0,0:15:20.00,0:15:22.00,Default,,0000,0000,0000,,We're talking a 900-page book
Dialogue: 0,0:15:22.00,0:15:24.00,Default,,0000,0000,0000,,that is as weird as it is compelling,
Dialogue: 0,0:15:24.00,0:15:26.00,Default,,0000,0000,0000,,and featuring a climactic scene
Dialogue: 0,0:15:26.00,0:15:28.00,Default,,0000,0000,0000,,in which a horde of tiny people
Dialogue: 0,0:15:28.00,0:15:30.00,Default,,0000,0000,0000,,emerge from the mouth of a sleeping girl
Dialogue: 0,0:15:30.00,0:15:32.00,Default,,0000,0000,0000,,and cause a German Shepherd to explode.
Dialogue: 0,0:15:32.00,0:15:40.00,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:15:40.00,0:15:43.00,Default,,0000,0000,0000,,Not exactly Jackie Collins.
Dialogue: 0,0:15:43.00,0:15:46.00,Default,,0000,0000,0000,,Fourteen weeks on the Best Seller list,
Dialogue: 0,0:15:46.00,0:15:49.00,Default,,0000,0000,0000,,eight printings, and still going strong.
Dialogue: 0,0:15:49.00,0:15:52.00,Default,,0000,0000,0000,,So even though we love publishing as an art,
Dialogue: 0,0:15:52.00,0:15:55.00,Default,,0000,0000,0000,,we very much know it's a business too,
Dialogue: 0,0:15:55.00,0:15:58.00,Default,,0000,0000,0000,,and that if we do our jobs right and get a little lucky,
Dialogue: 0,0:15:58.00,0:16:01.00,Default,,0000,0000,0000,,that great art can be great business.
Dialogue: 0,0:16:01.00,0:16:04.00,Default,,0000,0000,0000,,So that's my story. To be continued.
Dialogue: 0,0:16:04.00,0:16:07.00,Default,,0000,0000,0000,,What does it look like?
Dialogue: 0,0:16:07.00,0:16:12.00,Default,,0000,0000,0000,,Yes. It can, it does and it will,
Dialogue: 0,0:16:12.00,0:16:15.00,Default,,0000,0000,0000,,but for this book designer,
Dialogue: 0,0:16:15.00,0:16:18.00,Default,,0000,0000,0000,,page-turner,
Dialogue: 0,0:16:18.00,0:16:21.00,Default,,0000,0000,0000,,dog-eared place-holder,
Dialogue: 0,0:16:21.00,0:16:24.00,Default,,0000,0000,0000,,notes in the margins-taker,
Dialogue: 0,0:16:24.00,0:16:27.00,Default,,0000,0000,0000,,ink-sniffer,
Dialogue: 0,0:16:27.00,0:16:31.00,Default,,0000,0000,0000,,the story looks like this.
Dialogue: 0,0:16:31.00,0:16:34.00,Default,,0000,0000,0000,,Thank you.
Dialogue: 0,0:16:34.00,0:16:37.00,Default,,0000,0000,0000,,(Applause)