In 1965, Xerox made a 14-minute-long video ad for the Xerox 2400 photocopier, and I’ve been tickled by it ever since I first saw it years ago. Not only does the ad, titled “What’s the Difference?” illustrate how many steps the Xerox 2400 can eliminate from the process of short-run duplication,
it also notes that since xerography is a dry process, as the name suggests, it keeps printers’ and office workers’ hands clean.
Even better, with just a handful of simple techniques,
the Xerox 2400 not only duplicates documents but also facilitates the creation of new ones. The video devotes a good three minutes to demonstrating how this will revolutionize the sales order and invoicing system, the purchase order system, and production order system.
In her book, Marriage, a History: From Obedience to Intimacy, or How Love Conquered Marriage, Stephanie Coontz conveys the contemporary appeal of such advertisements, which seem so strange to us today. Continue reading “Getting the Future Wrong: Xerox’s Hardware Solution to Software Problems”