Albert Mobilio

Media Circus: Genteel readers of the world, dig deep

For the gentle reader who has everything, there's only one mail-order catalog: Levenger's

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Do you long for the golden age of the Book? That epoch of high-minded literacy when statesmen quoted poetry, great novels were serialized in newspapers and a literary quarterly or two could be found strewn about the sitting room of many homes? Do you decry the triumph of the visual; despise the ubiquity of the screen? If your answer is yes, yes my breasts all perfume yes, then you are perhaps one of that breed more sinn’d against than sinning, the happy few, those who hear the brave music of a distant drum and who get these top-drawer allusions, you are, kind lady, noble sir, a Reader. Not just some abridged-version trifler, but a Reader with iron eyeballs ready to burnish them on a grindstone like Middlemarch just to warm up for Proust.

Yet, however steeped in bookish lore or wise in taste you may be, you remain an embattled warrior against a cathode-glazed Babylon. So, before girding up thy loins and going forth into the paneled den, you should stop to take a quick glance at the Levenger Catalog: Tools for Serious Readers. The posh equipage you will find in its pages will not only spirit you back to the bookish yesteryear but will arm you for your own stylish war on illiteracy: luxurious leather-bound notebooks, pocket magnifiers sheathed in full-grain leather, rich leather and suede book weights, Napa leather pen and eyeglass cases, soft leather envelopes for “a pad, a few pens,” traditional leather folios, cocoa brown leather chair cushions, Napa leather stamp pouches, mosaic leather paperback covers (with satin ribbon bookmarks), top-of-the-line belting leather notebook covers, black Tuscan leather card cases and full-grain La Paz leather pencil cases. If a few thousand cattle need die in the cause, so be it. A paperweight that isn’t “a pleasure to touch” and that doesn’t possess “the inviting aroma of a British leather shop” is hardly a tool for the Serious Reader whose parchments simply won’t stay put under something as pedestrian as a coffee mug.

And the siege that is readin’ & writin’ not only decimates the herd but lays waste to forests too. No, not just for paper, but for tulip wood dip pens, natural cherry bed desks, Danish wood veneer book shelves, oak bookstands, dark cherry pen cabinets (“you will want to run your fingers over the butterfly joinery”), natural cherry desk sets, dark cherry reader’s tables and dark cherry magazine stands. (The woodsy folks at Levenger’s “admit to being partial to solid cherry” because it’s “the epitome of traditional good taste.”)

If all this leather and lumber doesn’t get you in the mood to dash off an epistle or scan some strophes, perhaps the proper frame of mind might be summoned by Levenger’s preening prose, which flatters the Serious Reader’s literary pretensions while never losing sight of good value for the dollar — blank-page journals will “preserve your thoughts for a century or so” and pens are “heirloom writing instruments”; notebook paper is “luscious cream stock that is a joy to write on” and sterling silver pens are not merely “precious in sentimental value” but “precious in content (92.5 percent silver).” Indeed, one rather pricey lighting fixture is even called the Investment Desk Lamp. A dimmer switch allows you to choose “bright intensity” or “romantic hues” for perusing your stock portfolio.

Levenger’s saddle-soap and Lemon Pledge vision of literary life tilts earnestly against the not-so-distinguished thing itself. Genet used a stubby pencil to write on paper bags while in prison. Faulkner, too, favored pencils, with which he produced handwriting so cramped and illegible he could hardly read it the next day. Kerouac, who madly pounded out “On the Road” on a paper roll, sweated so much he went through dozens of T-shirts a day, and Yeats described poets penning lines while “tossing on their beds.” If the canon was produced in such haphazard, un-ergonomic circumstance, think about the likely desks of grunge scribblers like William Vollmann, Mary Gaitskill and Henry Rollins. Any British Crystal Inkwells in sight? Bookish labor just ain’t as dainty as imagined by Levenger — but wouldn’t it be pretty to think so?

That’s why there is a decidedly Old World flavor to these products: pens are the color of the “green Aegean,” one mechanical pencil was obtained from Count von Faber-Castell at his 200-year-old pencil factory and Tudor bridge cards were produced for the coronation of Queen Elizabeth II. Repeated mentions of Britain and Germany invoke the venerable literary traditions of those countries and conjure nostalgic visions of Masterpiece Theater-ish home libraries where the sherry awaits and the pages are yet uncut. One offering, a 1936-style globe reproduced for Levenger, is quite literally an old world. Although the place names have been brought up to date, the art deco sphere has been photographed next to a prewar rotary phone — Churchill might have twirled such a globe as he rang up Chamberlain to chide him about appeasement.

But the new technologies can’t be ducked forever. Apparently, the wood shop and tannery can just as easily churn out quaint accouterments for the screen. Sculpted wood keyboard stands, cushy leather mouse pads, full-grain diskette cases and La Paz cellular phone carriers are to be found among the fountain pens and monogrammed paperweights. Even the esteemed dark cherry has been pressed into low service as a remote control box. (Of course, the box does offer additional space for magazines and crossword puzzles. The written word, it seems, will not go gentle into that good night.) After all, the Serious Reader can’t be on the clock every hour of every day. Sometimes you need to kick back with a “Patty Duke Show” rerun or click around the Tokyo Topless Web site. Hey, Chaucer will still be there when you’re done.

Creating fetish objects for bibliophiles, who surely number among the most fussy of fetishists, is a canny move on the part of the Levenger folks. Untouchable first editions will no doubt be found in homes along with pens too expensive to use and desks too polished to accommodate a pair of feet. Just as book collectors prefer to inhale the aroma of literature rather than chew on its meat, the purchaser of a $129 leather journal that “should be used to record the passions of your life” will probably end up recording their to do lists. Tools for the Serious Reader provide the Levenger customer some reassurance about his literary inclinations — if you wrap a Tom Clancy paperback in a butter-soft leather jacket, it surely raises the book a notch or two in the canon.

Most not-so-serious readers and writers pore over text perched on the commode under bad light with a Bic in their hand. They use bobby pins for bookmarks and think the great age of the book was the last time they read a good one. But even these humble souls so lacking in seriousness are not immune to something as cool as a Levenger pocket combination telescope-and-microscope with a sleek black body, brass hardware and a Napa carrying case lined with Ultrasuede for lint-free, scratch-resistant protection. These Naugahyde- and Formica-philes would love an Old World, Stanley and Livingstone-type tool like that. And Christmas is coming up soon.

Toying with us

Two books explore how marketers and toy-makers turned our little darlings into crazed, Barney-craving monsters.

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A kid’s consumer soul in full cry is an ugly thing, not
only because his repetitive, snot-choked whine can
feel like a rusty, serrated blade sawing back and
forth in your ear, but because we recognize that
bloody howl as our very own. Indeed, one adequate
definition of adulthood might be the ability to
tamp down and dissemble this clamorous need for
shiny, whirring purchasables. Grown-ups can
rationalize: The box-set of Philly Sound CDs will
boost my husband’s spirits, or that tasty linen
jacket will come in handy for job interviews.
But, at bottom, truly, toys are us. Tikes know
this and feel no shame. Their trick is to get
their outsized greed in sync with your guilt
about yours. When that happens, it’s two more
babes bound for toy land.

Was it always thus? Two new books — “Kid’s Stuff: Toys and
the Changing World of American Childhood” by Gary
Cross and “What Kids Buy and
Why: The Psychology of Marketing to Kids” by Dan S.
Acuff and Robert H. Reiher — treat the gimme complex with high
seriousness, providing both historical context and
psychological insight. Cross gives us the
big picture, toy-wise, how, over the past century,
educational theories, child-rearing manuals,
toy makers and modern marketing have shaped young
consumers and what they consume. Acuff and
Reiher are those modern marketers, and they’ve
written an instruction manual on how to turn your
cherub-faced li’l darling into a foaming, spitting
knot of Barbie-crazed lust.

Back in the good old days, before Ninja
Turtles, even before Pez dispensers, back in the
15th century, toys as such didn’t exist. Wealthy
children played with objects — manger scenes,
Noah’s arks, engravings of animals or
battles — that originated as amusements for adults.
For example, fashion dolls originated in the
Middle Ages as portable mannequins on which the
latest Parisian styles might circulate. After
this practical service they would be passed along
by mothers to daughters. Among the hoi polloi,
rag-and-straw dolls or balls made out of animal
wastes were popular. (They still are if you think
about tossing around the ol’ pigskin, originally
a pig bladder.) But overall, considerable
congruence existed between adult and child play
and, as Cross points out, playthings “served
common purposes in introducing the young to the
tools, experiences and even emotional lives of
their parents.”

You can only have so much fun with animal
waste. In the late 19th century,
items like roller skates, bicycles, mechanical
banks, sleds, air rifles and jack-in-the boxes
made their mass-produced appearance. About this
time the bacchanal excesses of Christmas were
tidied up for domestic use and rechanneled as gift
giving, especially to the young. Newly erupting
parental anxiety about children’s need for
creative outlets dovetailed with this holiday ethos to
launch a juggernaut of tinker toys and teddy bears.
Trailing in its wake would come exhausted Santas and parents wrung free of their last
dime by their child’s trembling lip and the words “I wanna.”

Over subsequent decades, toys evolved from
reflectors of adult lives — erector sets,
doll houses, model railroads — to embodiments of
childhood fantasy. If playing with Civil War
soldiers at least bore some relation to history,
Flash Gordon ray guns bore less, and Power Rangers
bear none at all. All three product lines share
the common denominator of violence, but only the
old-fashioned toy soldiers offer the possibility
of a moral context. “Toymakers,” Cross writes,
“seem like pied pipers leading our children away
from us.” And even so-called educational toys (toy
manufacturing czar Leo Marx once said they were
purchased only by “spinster aunts and spinster
uncles and hermetically sealed parents who wash
their children 1,000 times a day”)
unavoidably promote that consumption-now-or-else
mentality kids seem to inhale from us like air.

But it’s not really that grim, is it?
Parents do get a piece of the action, what
Thorstein Veblen called “vicarious
consumption,” and from that flows an
undeniable delight. Small windfalls I once spent
on myself I started using to buy German-made,
zoologically accurate dinosaurs for my little boy.
(After close inspection of cheaper reptile
replicas, I determined there was no comparison
with the imported models.) Satisfying my own
consumer itch with an arguably “educational” toy
that lit the boy up like he’d mainlined a couple
of Milky Way bars seemed to be a good deal. But
soon after beginning to bring home these
occasional treats, I found myself being greeted at
the door by my 3-year-old’s avid inquiry, “Whatchu
got for me?” And, if that wasn’t heart-sinking
enough, the demand soon turned imperious. I was
being shaken down for Mesozoic miniatures.
Delight turned sour as it turned to obligation, and
I realized my toddler had come of consumer age.
He and I were entering the threshold of mature
relations — we could now bargain and bicker over
goods.

As defensive prep for these brutal
negotiations you could do no better than read
Acuff and Reiher’s “What Kids Buy.” The book’s flap
copy reads, “If you’re in the business of
marketing or developing products and programs for
kids, [this book] belongs in your office.” The
authors trumpet their 20 years of consulting
for Nike, Tyco, Disney, Pepsi, Mattel, Hasbro,
Sega and Kellogg’s. So if you want to know why
your child’s soul is on fire for some soda, snack
or gadget, these guys can tell you. They muster up
scads of scientific data to put their finger on
the “moral sense,” “humor,” “neurology” and
“needs” of kids at every age. Did you know that
for 3-to-7-year-olds, “the right brain, which
specializes in nonlinear, nonlogical abilities,
such as visuospatial acuity and music, is being
emphasized developmentally”? Toy packagers are
then advised to make use of “a character or
glittery heart symbol … to grab and hold this
child’s attention.”

“Visuospatial acuity” sounds to me like an
old Moody Blues tune, but even I know that
“glittery” stuff catches a kindergartner’s eye.
Yet the general obviousness of most of the
marketing ploys laid out here doesn’t make the
book less scary; the punctiliously assembled
research, complete with involved charts and
diagrams, gives the unmistakable impression of
plans for a military campaign: This book is the
blueprint for D-Day and your children are Paris
and Berlin. When describing kids motivated
to ask their parents to buy something, Acuff and
Reiher refer to “purchase influence” or what is
commonly known in the toy biz as “the nag
factor.” The candor is appreciated; they’re
out to make your job as a parent just a teensy bit
harder. But, even with their fiendish plot in
your hands, what can you do besides send your kids
to a Tibetan monastery? Since the incubus
consumerus dwells everywhere, one smuggled Gameboy
would shoot the whole place to blink ‘n’ beep hell.

After a couple of nights of being whined and
wheedled nightly for new dinosaurs, I sat my son
down and patiently explained that we should enjoy
each toy completely before moving on to the next,
that one toy at a time was like having a best
friend to have fun with and care about, that a
gift was a special thing for special times, and
that the best gift Mommy and Daddy could ever get
was a hug and big kiss from our little guy. His
eyes softened and his head inclined
sympathetically toward me as I finished. “Daddy,”
he purred, “whatchu got for me tomorrow?”

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“American Junk”

Flea-market connoisseur, Mary Randolph Carter sorts the treasure from the trash.

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homo consumerus may know no greater joy than buying — except, perhaps, throwing away. How sweet to toss out the wooden chair you intended to refinish but instead stacked magazines on, the wicker magazine basket that held old shoes, the shoe tree you regularly strung with damp gym clothes and the 16-volume 1959 encyclopedia currently divided to serve as a pair of matching night stands. Without having spent a cent, your home acquires the sparkle of a fresh purchase. (All right, so you can’t look up Khrushchev before dozing off anymore.) You not only have more elbow room but, having hauled your castoffs to the local junk shop, you’ve forged a crucial link in the consumer food chain — your junk will soon become someone else’s treasure.

A flea-market connoisseur, Mary Randolph Carter sorts the treasure from the trash in “American Junk,” a handsomely illustrated guide to shiny ceramic dogs, plastic watermelon wedges and paint-by-numbers artwork in sea-shell encrusted frames. (Indeed, the lush color photos of humble tchotchkes suggest that the want of a good camera is the only thing keeping my house out of Architectural Digest.) Carter organizes her junk by genre, with separate chapters on fish replicas, chairs, Western style junk, kitchen stuff, bottles and lampshades. To survey the previously unfathomed variety of, say, fish kitsch is alone worth the price of admission.

And cost is paramount in this junkie’s paradise. Almost every one of the book’s hundreds of items is meticulously priced — a rubber Minnie Mouse squeeze doll (she’s in her underwear and gloves) was $2, the lampshade made out of “rocks and resin” was $25 and a still life with a “Matisse-at-Nice sensibility” a mere $20. That price tag determines whether Minnie is great junk or an overpriced jewel. At a flea market, she may be just another piece of dusty crap, but cleaned up in the window of a trendy shop in downtown Manhattan the semi-nude rodent is a campy, pop-culture bibelot.

But what truly makes such clutter valuable is that it’s been used. Junk has been handled, lived with, cherished or despised by someone else. Unlike new stuff, it arrives in your home with a legacy, a trail of human scent. The Boy Scout’s painted snake mounted on plywood, the gaudy vase given as a wedding present and only hauled out when Auntie came to dinner or that squeezable mouse late of some boomer’s crib — they surely furnish the memory of their one-time owners as vividly as they now decorate your home. At least, of course, until you throw them out, too.

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