The 20th anniversary issue of Wired magazine hit my mailbox recently (and props to them for waiting until volume 21 to publish it, rather than announcing a completed milestone upon reaching the 20th year of publication). Sure enough, plenty of good reading, organized around the people and ideas that have mattered during those decades.
“There are a lot of magazines about technology,” Louis Rossetto is quoted as having written in the first issue in his first editor’s letter, entitled “Why Wired?” – a title I can tell you because the magazine is sitting on my shelf. More on that shortly. “Wired is not one of them. Wired is about . . . the Digital Generation.” So it can be argued that this 20th anniversary issue is not about technology, either, although it includes articles about Angry Birds and Bill Gates, Silicon Valley and Alan Turing, HTTP and IPOs.
And in this particular issue that is not about technology, there are more than a fair number of brilliant, memorable stories presented in memorable, idiosyncratic fashion upon the printed page. And oh, the color palette. In the anniversary issue’s recounting of the launch of issue 01.01, the following little drama plays out in the pressroom:
“The first sheet comes out. The guy rips it off the caddy, puts it on this big table at the press control panel with the lights that are tuned to get true color. John [Plunkett, the creative director] looks at the sheet and says, ‘I want more ink.’ The guy says, ‘It’s perfect.’ John says, ‘I want more ink.’ The guy looks at him like he’s got two heads. He does the same thing all over again. John says, ‘More ink.’ They do this two or three more times. John says, ‘Turn the ink up until it smears. Then dial it back until it doesn’t. That’s what I want.’ The guy is disgusted. Out comes a sheet and it looks like Wired.”
At any rate, the arrival of this issue gave me renewed inspiration to finish one of my occasional projects: filling in the holes in my almost-complete collection of the U.S. edition of these iconic magazines. Continue reading