Last week, Rex Sorgatz reviewed the 15-year-old first issue of Wired; lo and behold, Wired founding editor Louis Rossetto sent him a lengthy response that’s a whole lot more interesting than the original review (sorry, Rex).
This beta was a full-on 120 page prototype, with actual stories re-purposed from other places, actual art, actual ads (someone quipped that it was the ultimate editor’s wet dream to be able to pick their own ads), and then all the sections and pacing that was to go into the actual magazine. The cover was lifted from McLuhan’s The Medium is the Massage; it was the startling black and white image of a guy’s head with a big ear where his eyes should have been. The whole thing got printed and laminated in a copy shop in Berkeley that had just got a new Kodak color copier and rip. Jane, Eugene, and I went in when the shop closed on Friday evening and worked round the clock through the weekend. Took 45 minutes to print out one color page! We emerged Monday morning with the prototype, which we had spiral-bound in a shop in South San Francisco, before we boarded a plane for Amsterdam to present it to Origin’s founder and CEO Eckart Wintzen, to see if he would approve the concept, agree to advertise in the magazine, and then give us the advance we crucially needed to keep the project alive.