To understand the future, it’s best to begin by studying the past. Jeff Jarvis returns to the Futurists to share a lively summary of the long arc of mass media, and he unpacks several valuable lessons for our present moment. Jeff’s new book Hot Type provides a compelling account of the long struggle to mechanize typesetting, one invention at a time, including the many failures that led to other mechanical breakthroughs. The invention of the Linotype machine made print cheap, and thereafter society consumed far more printed works, paving a path for modern mass marketing and mass consumption. Rob Tercek and Jeff discuss the direct parallel between the economic impact of mass media 100 years ago and the current advent of AI and the commoditization of human cognition. Topics include Jevon’s paradox, human-mechanical hybrids, unanticipated change versus technological determinism, a dozen parallels to our contemporary media economy, the importance of advertising and the attention economy, the advent of subscription sales of literature, a new definition of literacy.