Lillian Ross

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Last summer, I posted an excerpt from a 1970 Lillian Ross New Yorker piece about that year’s Consumer Electronics Show in which she introduced the magazine’s readers to the first home-video system, Cartrivision. While its makers (including CBS legend Frank Stanton) knew it was a disruptive technology, they were never able to sell it with its relatively high cost ($1,895). Here’s a What’s My Line? episode in which the system is demonstrated by company spokesperson Art Rosenblatt in 1972, the year the system came to the market and the one before it was pulled.

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I know there were some early home-video recorders that failed to gain traction, but a 1970 Lillian Ross New Yorker piece (subscription required) profiles what appears to be the very first system, Cartrivision, which also offered the initial video-rental service, long before Netflix or even Blockbuster. An excerpt from her conversation with Cartrivison executive Samuel Gelfman, who realized way back then what a disruptive technology he was working with:

“What is Cartrivision?’ we asked.

“One of the greatest instruments of social change–the greatest, I would say, since the printing press,” Mr. Gelfman said. “Our set is a color-television set, but it’s also a cartridge-television. Whit this set, you can have your own cartridge library. You slip a cartridge in the slot, press the button, and watch up to two hours of your own choice of movie. A great football game. Anything you want. What’s more, we’ve built in an off-the-air recorder to pick up shows when you’re not at home. It doubles as a camera with a portable microphone. You can make your movies and have instant replay. We’ll sell you the set for between eight and nine hundred dollars. Our cartridges–blank ones–from nine-ninety-eight for a fifteen-minute tape to twenty-four ninety-eight for a two-hour tape. The movie cartridges we’ll rent. Three dollars for overnight. What’s important is for the first time we’re going to be able to provide what you want to see. You don’t have to worry about sponsors anymore.”•

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Here’s a What’s My Line? episode in which the system is demonstrated by company spokesperson Art Rosenblatt in 1972, the year it came to the market and the one before it was pulled.

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From a 1948 New Yorker piece by Lillian Ross about young Norman Mailer, who was experiencing his first rush of fame with The Naked and the Dead:

“Mailer’s royalties will net him around thirty thousand this year, after taxes, and he plans to bank most of it. He finds apartments depressing and has a suspicion of possessions, so he and his wife live in a thirty-dollar-a-month furnished room in Brooklyn Heights. He figures that his thirty thousand will last at least five years, giving him plenty of time in which to write another book. He was born in Long Branch, New Jersey, but his family moved to Brooklyn when he was one, and that has since been his home. He attended P.S. 161 and Boys High, and entered Harvard at sixteen, intending to study aeronautical engineering. He took only one course in engineering, however, and spent most of his time reading or in bull sessions. In his sophomore year, he won first prize in Story’s college contest with a story entitled ‘The Greatest Thing in the World.’ ‘About a bum,’ he told us. ‘In the beginning, there’s a whole tzimes about how he’s very hungry and all he’s eating is ketchup. It will probably make a wonderful movie someday.’ In the Army, Mailer served as a surveyor in the field artillery, an Intelligence clerk in the cavalry, a wireman in a communications platoon, a cook, and a baker, and volunteered, successfully, for action with a reconnaissance platoon on Luzon. He started writing The Naked and the Dead in the summer of 1946, in a cottage outside Provincetown, and took sixteen months to finish it. ‘I’m slowing down,’ he said. ‘When I was eighteen, I wrote a novel in two or three months. At twenty-one, I wrote another novel, in seven months. Neither of them ever got published.’ After turning in the manuscript of The Naked and the Dead, he and his wife went off to Paris. ‘It was wonderful there,’ he said. ‘In Paris, you can just lay down your load and look out at the gray sky. Back here, the crowd is always yelling. It’s like a Roman arena. You have a headache, and you scurry around like a rat, like a character in a Kafka nightmare, eating scallops with last year’s grease on them.'”

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A 1946 New Yorker “Talk of the Town” piece by Lillian Ross and Brendan Gill concerned an unusual advancement in early portable technology. An excerpt that shares details about the odd invention as well as the origins of Dick Tracy’s two-way radio wristwatch:

Among the new gadgets presently forthcoming is one that will help solve the telling-time problem for people and make them less dependent on clocks, watches, and the New York Telephone Company. An outfit called Electronic Time, Inc. (no relation to didactic, Yale-spawned you-know-what), intends to set up in business and has asked the Federal Communication Commission for permission to operate a high-frequency station here to broadcast the time every fifteen seconds around the clock (an expression common in the old, pre-electronic days). The broadcasts will be picked up by miniature receiving sets that will fit into a vest pocket or add a mere three ounces to the weight of a lady’s handbag. They will be about half as big as a pack of cigarettes, or approximately the size of a two-way radio Dick Tracy recently found on the wrist of the murdered man. The little sets will pick up only their home stations, which hasn’t been  assigned its call letters yet. All this may sound simple enough, but after a brief fill-in by Albert R. Mathias, the head of E.T., Inc., who was a Navy officer in the war, we can assure our readers it isn’t. Mr. Mathias’ invention involves, for example, chokes and high fidelity, matters that must be handled with some delicacy in a family magazine.

Mr. Mathias told us that he was a consulting engineer before the war and liked building his own radio sets, some of which were very efficient. “But I could never get the time on my radio when I wanted it,” he said. “I used to have a couple of watches, but my dog chewed them up. Nothing like that is likely to happen to our little radios, which are made of plastic.”•

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