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At one major publishing house, there is a running joke that the second book published on the Gutenberg press was about the death of the publishing business. While this joke is an obvious exaggeration, there is a certain amount of truth that with each advance in technology, with each printing innovation or invention, a similar death dynamic occurred. This was most noticeable during the tumultuous years of the eighteenth century when a veritable flood of printing techniques, business practices, reading formats, and sources for reading material was introduced. The cultural reaction to each new technological change, while not exactly the same in all respects, exhibited a series of characteristics that closely mirrored each other. In each case, readers reacted in various ways against the innovation and supported the traditional publishing industry and, in their reaction, created, modified, and maintained a sense of their own identity.