As If By Chance: Part II

Sketches of Disruptive Continuity in the Age of Print from Johannes Gutenberg to Steve Jobs

Ira Washington Rubel with his offset lithographic press as it was presented in the Penrose Pictorial Annual: A Review of the Graphic Arts, Vol. XIV, 1908-09

The invention of offset printing

Turning now to an examination of the available information about the invention of the offset printing method by Ira W. Rubel yields additional clues to solving the riddle of the peculiar but significant socio-historical phenomenon of invention by accident.

It is a fact that very little has been published about Ira Washington Rubel, the man or the inventor. He was born on August 27, 1860 in Chicago to Moses Rubel, an immigrant from Hochspeyer, Rheinland-Pfalz, Germany, and Ellen (May) Rubel, originally from Philadelphia. He was the eldest of six children, with four brothers, Charles, Simon, Nathaniel and Levi, and one sister, Bess C. Marks.

Ira Rubel began his working life as a litigating attorney after graduating with a Bachelor of Law from Northwestern University in 1883 and, in that same year, founded, along with his brother Charles, the Rubel Brothers printing establishment in Chicago. Their printing business thrived and, with the support of two more Rubel brothers, expanded into paper manufacturing and also opened an office on Broadway in New York City. The Rubel Brothers Paper Manufacturing Company then opened a production facility along the Passaic River in Nutley, New Jersey sometime around 1901 and it was at this location that Ira developed the first offset printing press.

Ira died suddenly from a stroke at age 48 in 1908 while he was exhibiting his offset press design in Manchester, England. He did not, as far as we know, leave behind a written account of his work as an innovator. This lack of resources about Rubel’s accomplishment—even though he is universally acknowledged as the inventor of the offset method of printing on paper—has been taken note of by others.

The authors and editors of The Lithographers Manual took specific interest in the fact that “the origin of the offset press is one of the least discussed subjects in the literature on printing,” and that “The history of lithography and of the offset press is not yet written.” It is also true that major works on the development of printing—for example S.H. Steinberg’s Five Hundred Years of Printing (1955)—barely mention Ira W. Rubel, offset printing or the circumstances under which the invention was made. Referring to Rubel as “the America printer” who designed the offset press in 1904 in just one sentence, Steinberg does not repeat the story of accidental invention.

One of the challenges in locating documentary records of Rubel’s invention is the fact that he was unable to patent his rubber roller-based offset printing method in the US. If a patent application were available, it is possible that details of his work would be in front of us in black and white. However, Rubel was blocked from obtaining a US patent because offset printing on paper was considered by lawyers to be a replication of the tinplate printing method invented in 1875 by Robert Barclay. This technique used cardboard as the “blanket” between the printing plate and the tin substrate.

The records existing show, however, that Rubel’s inability to patent his invention in the US contributed both to the lack of information about him as well as to his death at a relatively young age. In an obituary published after he died, a family member said that his stroke was caused by “the worry and work occasioned in seeking to protect his patents and marketing his inventions in Europe and America.”

There are several original sources that do explain how the “accidental” attribution came to be applied to Ira W. Rubel’s groundbreaking innovation. The editors of The Lithographers Manual rely upon an account given by Harry A. Porter, Senior Vice President of the Harris-Seybold Company, in a report to the Detroit Litho Club on December 14, 1950. Porter confirms that Rubel operated “a small paper mill in Nutley NJ” where he manufactured “sulphite bond and converted this paper lithographically into bank deposit slips.”

Significantly, Porter says that at the time Rubel developed the offset press, “lithographic stone presses had a rubber blanket on the surface of their impression cylinder.” The impression cylinder “pressed” the paper against the stone and thereby performed the transfer of ink. The Lithographers Manual goes on:

Whenever the feeder, then not a machine but a person, missed feeding a sheet when the press was operating, the inked image was transferred to the rubber blanket from the stone. The following sheet would then be printed on both sides because the rubber blanket transferred the inked image to the back of the sheet. It was generally known that this unintentionally made transfer produced a print superior to that made directly from the stone. Mr. Rubel noticed this fact and decided to utilize it as the basis of a printing press.

The editors of The Lithographers Manual also referenced a description by Frank Heywood in the book by F. T. Corkett, Photo-Litho and Offset Printing (1923) that makes clear that Rubel was a determined inventor. He took an offset press that he designed to England in 1906 and, “The manufacture of this machine was undertaken by a firm of Lancashire engineers, and although for various reasons—the principal being Rubel’s somewhat untimely death in 1908—it failed to make good, his efforts must be recognized as beneficent and a distinct contribution to lithographic offset print.”

An anecdotal description of the events in Rubel’s workshop around 1904—and the accidental way he made his discovery—is provided by Carl Richard Greer in his Advertising and its Mechanical Production (1931):

The boy who was feeding the press forgot to send a sheet through, with the result that the image on the stone was transferred, or offset, on the rubber blanket. When the next sheet went through it did not give the effect Rubel desired and he threw it aside. The sheet turned over and on its back, but printed in reverse, Rubel found the design printed exactly as he desired. He asked the boy how this had happened, and was told. For the remainder of the afternoon they experimented, and then Rubel went home and set to work on the design of a press to print indirectly by offset from a rubber blanket.

The Smithsonian Institution possesses at its National Museum of American History in Washington, DC, one of the first presses built by Rubel. The Smithsonian brief describes the machine and the business relations that he established with others to develop his design and build presses for sales and distribution in the US. Smithsonian does not make reference to Rubel having arrived at his invention by way of an accidental discovery, although it does relate that the press was operated at his facility in New York in 1904 and sold one year later to a printing firm in San Francisco. The Smithsonian published the following description of Rubel’s press in 1996:

This sheet-fed rotary offset press was built in 1903 by Ira Rubel of Nutley, New Jersey. Its cylinder measures 36 inches in diameter.

The Rubel offset press was the earliest of several rotary, offset machines produced in the first decade of the twentieth century. It was invented in 1903 by Ira Washington Rubel, the owner of a small paper mill and lithographic shop in Nutley, New Jersey. No businessman himself, Rubel formed a partnership early in 1906 with a Chicago lithographer, Alex Sherwood, setting up the Sherbel Syndicate as a monopoly to distribute the press. Sherbel presses were built for the syndicate by the Potter Printing Press Company of Plainfield, New Jersey. The syndicate failed later that year, and the press was redesigned and sold as the Potter offset press, becoming the chief rival to the Harris offset press. Eventually, in 1926, the Potter and Harris companies were consolidated. Rubel himself went to England to promote his machine in 1907 and died there in 1908, at the age of 48.

This model was operated in Rubel’s plant in New York in 1904. In 1905 it was purchased by the Union Lithographic Company of San Francisco for $5,500 and shipped to California. It waited out the San Francisco earthquake and fire on a wharf in Oakland, and was put to work in 1907. The maximum speed of the press boasted about 2500 sheets per hour; the sheet size was 28 inches by 34 inches.

Additional information about Ira W. Rubel as an innovator—also minus any reference to misfeeds or accidents—was written by his business associate Frederick W. Sears of New Zealand and published in the Penrose Pictorial Annual: A Review of the Graphic Arts, Vol. XIV 1908-09. After the construction of twelve machines and the failure of the Sherbel Syndicate—later giving rise to the Harris-Seybold Company as the primary manufacturer of offset presses in the US—Rubel traveled for the first time to England, as mentioned above, in 1906. It was then that he met and established a relationship with Sears and the two men agreed to build and sell presses based on Rubel’s design in cooperation with the group of Lancashire engineers.

Sears wrote the following tribute to Rubel at the time of his death. It establishes that the man from Nutley, New Jersey persevered through great difficulties in his work as an innovator and that he was a fine gentleman as well:

There is no doubt, however, that Rubel was the man who showed the world what the off-set machine could do, and although there are several makers of these machines to-day, Rubel’s stands out in front of them all. I met him the first day he arrived in England, some three years ago. I was the first to see his machine run in London, and I joined business with him, and was with him to the last. He was the kindest and gentlest-natured man I have ever known, and everyone with whom he came in contact liked or loved him. Some twelve months ago he had a slight stroke of paralysis at the Derby Hotel, Bury, when we were at tea, but with great care he pulled round, and was able to visit his native land, returning to England in February last. He was never the same man, occasionally he appeared to be himself again, and we all tried to believe the worst was over, but the warning had been given, and our hopes were vain. On Wednesday, the 2nd September, 1908, whilst we were sitting at lunch at the Derby Hotel, the hand of death was laid on him. He dreamily dosed and opened his eyes—we carried him to bed—and he never opened them again. He was conscious only occasionally, and died at 9:10 p.m. on the 4th September, 1908. His body was cremated at Manchester on the following Monday, and the ashes are to go to his native place to be laid at rest in the family vault beside his father, mother and brother. Nobody who is not related to him will miss Rubel more than I do. I cannot yet realize that he is no more. I seem to look for him and his letters which came every day.

Ira Rubel’s remains are interred near a marker that includes both his name and that of his wife Sarah, at Jewish Graceland Cemetery (Hebrew Benevolent Society Cemetery) in Chicago. His did not live to experience the recognition he would later receive the world over for his innovation and, as far as we know, neither he nor anyone in his family ever benefited financially from his invention.

It is clear from the above review that: (1) Rubel spent years working on the perfection of the offset press design; (2) the “unintentional” transfer of ink to “the back of the sheet” was “generally known” as a technical problem by owners of lithographic presses of that era; (3) Rubel’s unique contribution was not only that he experienced this misfeed problem on his rotary lithographic press, but that he decided to exploit it; (4) Rubel noticed that the accidentally reversed and indirect image from the rubber blanket of the impression cylinder onto the back of the sheet was superior to that of the right-reading image printed directly from the lithographic printing surface onto the same sheet of paper; (5) he experimented from this point forward and worked on “the design of a press” based upon the indirect offset method of transferring ink to paper.

The importance of the four descriptions of Ira W. Rubel and his invention of the offset printing method—by Porter in 1950 and Heywood in 1923 as published in The Lithographers Manual, by Greer in his 1931 book Advertising and its Mechanical Production, by the Smithsonian National Museum of American History in 1996 and by Sears as published in 1908 in the Penrose Pictorial Annual—is that they establish two important facts about the disruptive advancement that parallel the previous autobiographical description from Senefelder of his invention. On the one hand, something accidental occurred, and then, on the other hand, the inventor foresaw the potential contained within this chance event and used it to bring about a significant technological leap.

In the case of Alois Senefelder, a chance writing of a laundry list upon a limestone revealed possibilities to the determined inventor that he had not previously considered. Further experimentation to exploit the accidentally discovered properties of the grease pencil upon the stone led Senefelder to invent an entirely new printing process based—not upon the mechanical transfer of ink from a raised surface to the paper—but upon the chemically separative properties of oil and water, i.e., the ink was attracted to the image on the limestone made with an oil-based writing implement and repelled by the surface covered with water. Senefelder’s breakthrough was a critical step in the transition of print technology from the era of handicraft that began with Gutenberg and lasted for more than three centuries into the age of manufacturing that began at the end of the eighteenth and beginning of the nineteenth centuries.

One hundred years later—and coming near the end of the mass industrialization of printing—in the case of Ira W. Rubel, a commonly known misfeed error of a sheet of paper on rotary lithographic printing presses with a rubber blanket impression cylinder led to a significant discovery. Rubel transformed this “mistake” into the foundation for a new printing press design. Of course, no one could have known in 1796 or in 1904 how completely the combination of these two breakthroughs would go on to displace the previously dominant letterpress method and transform the entire printing industry in the twentieth century in the form of offset lithography.

As If By Chance: Part I

Sketches of Disruptive Continuity in the Age of Print from Johannes Gutenberg to Steve Jobs

Drawing Hands by M.C. Escher, 1948

The understanding that there is no element of chance around or in us, but that all things, both mind and matter, follow an ordered pattern, supports the argument that even the simplest blot or scribble cannot exist by pure chance or without significance, but rather that the viewer does not clearly recognize the causes, origins, and occasion of such a “drawing.”

Adrian Frutiger, 1989

Necessity is blind only so long as it is not understood.

G. W. F. Hegel, 1817

Everything existing in the Universe is the fruit of chance and necessity.

Democritus, circa 400 BC

It is notable that some of the most important inventions in the history of print technology are recorded as coming about by chance. In both contemporary accounts and in the historical record, it is said that major breakthroughs in printing were achieved by way of accidents. Much in the same way school children are taught that the natural scientist Sir Isaac Newton discovered the law of gravitation after an apple fell from a tree upon his head, the stories of significant invention in the history of printing are told to be the result of lucky mistakes.

Perhaps the two most well-known examples of this phenomenon are found in accounts of the late eighteenth century invention of lithography by Alois Senefelder and the early twentieth century invention of offset printing by Ira Washington Rubel. In both cases, the technical advances made by the inventors are often explained as having been the product of accidents. Here are two citations:

Lithography was invented around 1796 in Germany by an otherwise unknown Bavarian playwright, Alois Senefelder, who accidentally discovered that he could duplicate his scripts by writing them in greasy crayon on slabs of limestone and then printing them with rolled-on ink.

Department of Drawings and Prints, The Metropolitan Museum of Art, October 2004

Offset printing, also called offset lithography, or litho-offset, in commercial printing, widely used printing technique in which the inked image on a printing plate is printed on a rubber cylinder and then transferred (i.e., offset) to paper or other material. The rubber cylinder gives great flexibility, permitting printing on wood, cloth, metal, leather, and rough paper. An American printer, Ira W. Rubel, of Nutley, N.J., accidentally discovered the process in 1904 and soon built a press to exploit it.

The Editors of Encyclopædia Britannica, July 1998

Readers of these passages would not be blamed for thinking that Senefelder of Bavaria, Germany in 1796 and Rubel of Nutley, New Jersey in 1904 were the beneficiaries of pure luck or that they fortuitously stumbled their way into print technology history. However, this would be an incorrect, or at best incomplete, way of understanding the contributions of these two innovators.

Why does the word “accidentally” appear in the above accounts of historic inventions that took place more than one hundred years apart and together established what is known as offset lithography, a technology that revolutionized the printing industry and remains today the dominant method of transferring ink to paper? Why is it that stories of accidental invention—even from authoritative sources like the Metropolitan Museum of Art and the Encyclopædia Britannica—persist for both men, despite ample evidence in the historical record that Senefelder and Rubel went about their work as innovators with deliberation and were striving to improve the printing process through the methods of ingenuity, experimentation and science that prevailed during their respective times?

Finding complete answers to these questions requires an investigative journey. While it may be a fact of popular interest that Senefelder and Rubel are known as much—or possibly even more—for the accidental way they arrived at their achievements than they are for the achievements themselves, it is also a fact that invention by happenstance has occurred in the history of science and innovation more often than is generally known. Since the “accidental” attribution tends to overshadow and mystify the progress attained—in printing as well as other disciplines—it is instructive to examine these two inventions in their historical context and to locate the place of Senefelder and Rubel within the whole development of print in order to show that their accomplishments were historically necessary advancements.

The concept of disruptive continuity applies to the development of printing—as well as all forms of human technical and scientific progress—because it acknowledges that each innovation owes its emergence to the accomplishments of others that came beforehand; that the new achievement could not have been made without innumerable connections to the past. At the same time, disruptive continuity also recognizes that each new innovation represents a sharp break with the past; that it is a transition point forward and expresses the future in ways that had not been possible and could not have been accomplished previously.

As this introduction goes on to show, it is at the nexus point of discontinuity from prior gradual progression and moment of a leap into the future that the phenomenon of accidental invention occurs. To understand how unanticipated events can and do often become transformed into significant innovations is to understand the mechanism by which the technology of the old stage is superseded by the technology of an entirely new stage of human progress.

To untangle the riddle of accidental invention in the specific cases of Senefelder and Rubel, it is necessary to: (1) investigate the historical record and review the facts of what is known about the invention of lithography and offset printing and the men who made these accomplishments; (2) look outside print technology and into the prevalence of “invention by accident” more broadly in the history of scientific and technological discovery; (3) explore the source of the need for the legends of serendipity in the human progress; (4) make a theoretical analysis of the two-sided and contradictory content of “accidents” in general; and, (5) return to Senefelder and Rubel and show how their inventions were themselves manifestations of disruptive continuity in the history of printing.

In examining the details about our two printing innovators, it is fortunate that, in the case of Senefelder, an account written by the inventor himself is available and, in the case of Rubel, there exists two technical explanations, an anecdotal account and a posthumous tribute to the inventor written by a close business partner at the time of his death.

The invention of lithography

In 1817, at the urging of his colleagues, Alois Senefelder wrote down the story of his life along with a detailed description of how he invented lithography by experimental methods. He also provided a step-by-step technical guide for those wishing to learn and practice the art also known as “printing from a stone” or “stone printing.” Senefelder’s account was published one year later in the German volume entitled Vollständiges Lehrbuch der Steindruckerey (A Complete Course of Lithography). The work was translated into English by J.W. Muller and published by The Fuchs & Lang Manufacturing Company in New York in 1911 as The Invention of Lithography.

The relevant passages from the 1911 English text are found in the first chapter, “Section I: History of Stone Printing, Part I: From 1796 to 1800.” Owing to the challenges associated with the translation of the German-language first person account from 1796 into English, along with Senefelder’s manner of description, it is necessary to quote passages at some length from his text.

As mentioned in the above quote from the Metropolitan Museum of Art, the young Alois Senefelder was an aspiring playwright and was motivated to start a printing firm so that he could publish his own works. Senefelder wrote that he was familiar with the procedures of the letterpress printing process of his day, “I had spent many a day in the establishments,” and that “it would not be hard for me to learn.” Senefelder also had a “desire to own a small printing establishment myself” because—having studied both public finance and law for three years at the University of Ingolstadt—he wanted to “earn a decent living” and “become an independent man” by going into business.

However, it was economic reality—a lack of the financial resources required to become a printer—that drove Senefelder down the path of innovation. As he wrote, “If I had possessed the necessary money, I would have bought types, a press and paper, and printing on stone probably would not have been invented so soon. The lack of funds, however, forced me to other expedients.”

Senefelder gave details of three different approaches he took in an effort to replicate the letterpress method without the ability to purchase the technologies that were readily available to others with the requisite capital resources. These were:

  1. To etch letters in steel and then “impressing them on pear wood, in which the letters would show in relief, somewhat like the cast type of the book printers, and they could have been printed like a wood-cut.” He abandoned the approach, “I had to give up the whole thing through lack of implements and sufficient skill in engraving.”
  2. To purchase “enough types to set one column or folio” and transfer the letters “to a board covered with soft sealing-wax, and reproduce the relief plate thus obtained in stereotype form.” Although this method was a technical success—especially after he began “mixing finely powdered gypsum with the sealing-wax” and “made the latter harder than the ordinary type composition”—Senefelder was unable to move forward because, “even this exceeded my financial power.” He gave up on this plan, “especially as I had conceived a new one during my experiments.”
  3. To learn “to write out ordinary type letters exactly, but reversed” with “an elastic steel pen on a copper plate covered in ordinary manner with etching surface” and these plates would be given to copper-plate printers for the press work. Here, Senefelder had difficulties because, though he learned quickly the skill of writing in reverse, “I could not correct the errors made during writing” because the “accessories of copper-plate engravers, especially the so-called cover varnish, were quite unknown to me.”

Senefelder then “labored desperately to overcome the difficulty” and tried three sub-methods within this “elastic steel pen” approach:

(a) Having “attained much chemical knowledge” during his days as a student, Senefelder began working with “spirits of wine and various resinous forms” and “oil of turpentine and wax” as methods for making corrections on the copper plate. However, he abandoned these materials because the chemical solution frequently became heavily diluted and “caused it to flow too much and dissolve the etching surface, at which time several well-done parts of the engraving were ruined.”

(b) Still determined to work with copper plate, Senefelder experimented with a wax and soap mixture as a material that could be used for correcting mistakes. He used, “a mixture of three parts of wax with one part of common tallow soap, melted over the fire, mixed with some fine lampblack, and then dissolved in rainwater, gave me a sort of black ink with which I could correct faulty spots most easily.” But this path “presented a new difficulty” in that he had only a “single little copper plate,” and, after he “pulled proofs at the house of a friend who possessed a copper-plate press,” he had to spend “hours again laboriously grinding and polishing the plate, a process which also wore away the copper fast.”

(c) To get around the limited copper plate resources, Senefelder transitioned to experimentation with “an old zinc plate of my mother’s,” that was “easier to scrape and polish.” However, “the results were very unsatisfactory,” because the “zinc probably was mixed with lead,” and he did not have a “more powerful acid” that could penetrate it.

Finally, Senefelder moved on to transferring a printed image to paper based on “a handsome piece of Kellheimer stone.” He explained, “The experiments succeeded, and though I had not thought originally that the stone itself might be used for printing (the samples I had seen hitherto of this Kellheim limestone were too thin to withstand the pressure exerted in printing), I soon began to believe that it was possible. It was much easier to do good work on the stone than on the copper.”

He began working “in order to use the stone just like copper” and trying “all possible kinds of polishing and grinding without attaining my purpose completely.” Senefelder wrote that moving from copper or zinc plate to printing from a limestone did not immediately result in the invention of lithography, “I had invented little that was new, but simply had applied the copper-plate etching method to stone.” And furthermore, “I was not the first discoverer of stone-etching, nor of stone-printing; and only after I made this new discovery which I will describe now, which led me from the engraved to the relief process, with my new ink, might I call myself the inventor of an art.”

In the midst of his detailed survey, Senefelder made it clear that he decided to write his account in 1817 in order to set the record straight, “I have told all of these things fully in order to prove to the reader that I did not invent stone-printing through lucky accident, but that I arrived at it by a way pointed out by industrious thought.”

However, he went on to say that his experiments with etched, i.e., mechanical and relief and not yet chemical, processes on stone “were entirely checked by a new, accidental discovery. Until now I had invented little that was new, but simply had applied the copper-plate etching method to stone. But this new discovery founded an entirely new form of printing, which basically became the foundation of all succeeding methods.” [Emphasis added]

Senefelder then recounted his well-known story of accidental invention:

I had just ground a stone plate smooth in order to treat it with etching fluid and to pursue on it my practice in reverse writing, when my mother asked me to write a laundry list for her. The laundress was waiting, but we could find no paper. My own supply had been used up by pulling proofs. Even the writing-ink was dried up. Without bothering to look for writing materials, I wrote the list hastily on the clean stone, with my prepared stone ink of wax, soap, and lampblack, intending to copy it as soon as paper was supplied.

As I was preparing afterward to wash the writing from the stone, I became curious to see what would happen with writing made thus of prepared ink …

My further experiments with this relief plate succeeded far better than my previous ones with etched letters. The inking in was much easier, and hardly one quarter of the force was necessary for making impressions. Thus the stones were not so liable to crack, and, what was the most important for me, this method of printing was entirely new, and I might hope to obtain a franchise and even financial aid.

It would take further experimentation with the stone by Senefelder to finally arrive at the invention of lithography, “Even this method, new in 1796, still was purely mechanical in its purpose, whereas the present printing method, which I began in 1799, may be called purely chemical.”

The following can drawn from the above summary of Senefelder’s own account of his invention: (1) Senefelder began in 1796 by experimenting and practicing with multiple materials and chemicals as he sought to develop an affordable mechanical printing process that was less capital intensive than the letterpress method; (2) he insisted that he did not invent lithography “through a lucky accident” but by way of “industrious thought”; (3) he stated that his efforts to come up with an alternative mechanical method to letterpress “were entirely checked by a new, accidental discovery”; (4) he told the story of how, while working with a limestone as a mechanical image transfer base, he wrote a laundry list upon the stone and from here new possibilities then occurred to him; (5) it would take three more years of further experimentation with the limestone before the “purely chemical” printing method was discovered in 1799 that become known as lithography.

It is highly significant that in his own account Senefelder presented two different and internally contradictory explanations for how he made his breakthrough. In one sentence, he wrote that he did not invent lithography by “lucky accident” but by “industrious thought” and, in another sentence, he contradicted himself and said his experiments with mechanical methods on limestone “were entirely checked by a new, accidental discovery” that subsequently led to his invention of the “art” of the purely chemical method of printing.

This shows that Senefelder was perplexed in his attempt to explain the two opposing determinations that appeared to him as simultaneously true. Since he could not have expressed the genuine relationship between accident and necessity in the invention of lithography in a clear and scientific manner, Senefelder instead gave two separate and mutually exclusive explanations for how it happened.

It becomes plain from this that it is Senefelder himself who is responsible for two different stories: one stating that he invented lithography by an “accidental discovery” and another that he arrived at stone-printing not “through lucky accident” but by deliberately experimental methods. While this explanation appears to confound rather than clarify matters, Senefelder’s contradictory elaboration provides an important clue to solving the riddle of why stories of chance discovery in the history of printing have come to be the predominant ones.