620 years ago today, Johannes Gutenberg was born.

Of course, no one knows exactly when he was born because there weren't a lot of books

to write things down in.

He fixed that problem and invented modern culture as we know it.

Salut, c'est John, The Glass-Go-On-Ecos, et vous écoutez un épisode spécial des archives

d'Aquimbo.

I don't think there's any way to deny the fact that books and then magazines, newspapers,

radio, television, the internet, media changed the culture.

It changes the culture every day.

It changes the culture in ways large and small, mostly that we don't even notice.

But the people who make media, they notice and they pay attention.

What they pay attention to most of all is how to make money.

And there are two ways to make money and both of them are related.

One is to sell advertising.

But in order to sell advertising, you need to focus on number two.

Number two is distribution.

How do we get the word out there?

How do we get people to read or watch or listen to what we make?

One determines the media and media determines the culture.

So let's start with books.

Books were distributed at the very beginning to libraries.

But soon after that, once they were affordable, it was about bookstores.

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