
When I headed off to college in 1972 my curiosity led me to enroll in an experimental education program funded by the Ford Foundation. I hope to write of that someday, but today we consider two peculiar residents of my library: two editions of The Whole Earth Catalog. Being 18 in 1972, I didn’t exactly participate in “The Sixties” which meant I hadn’t heard of The Whole Earth Catalog until it appeared on the textbook list for that experimental program I’d enrolled in. What is it and why am I making a big deal about it? Is this just some oldster nostalgia trip? Maybe, but I think it’s much more than that.
The WEC basically laid the groundwork for what today is Wirecutter and everything like it, except…what if Wirecutter had a hefty dose of social awareness ethos baked in? And what if there were no suspicions that Wirecutter and websites like it make decisions partially based on monetary reward? Before The WEC, I’m unaware how one could have gone to a single source for information, evaluations, and recommendations on a number of topics. Everything one needed know about consuming involved a physical trip to interface with salespeople. In certain cases one could consult a dedicated publication for audio equipment, say, or fashion, but sooner or later one needed to go to a store to buy something. If I wanted information about high quality stereo equipment, I went to Huppin’s Hi-Fi downtown where all the audiophiles (a.k.a., stereo gearheads) gathered and had all the information. When one wanted furniture, one headed to a furniture store or several and bought the best of whatever you saw. The same with clothes, garden tools, hardware, books, cars, pretty much anything. Who knew if it was good? Who knew if the price here was as good as there? If you ordered something, like a car with all the options in your favorite color, you started at a dealership. Everything filtered through the salespeople.
But the WEC gathered its recommendations for just about everything which interested the Peace Generation (or whatever you want to call us), told you why it represented the best you could buy, and gave information about how to get it. Or as the Function statement on the very first page of The Last WEC said , “The WHOLE EARTH CATALOG functions as an evaluation and access device. With it, the user should know better what is worth getting and where and how to do the getting.” This “last” edition didn’t have a table of contents. After page two told you how to get the stuff, and other tips, the third page launched right into “Whole Systems” and starting with the subsection Buckminster Fuller (anything dealing with Buckminster Fuller, a near-god of social planning). Other sections dealt with land use, industry, craft, community, nomadics, communication, and learning. These were loosely defined: subsections in Learning include “Thinking,” “Serendipity,” “Psychology,” and “Free Schools”. Additionally, the lower right corner of all right-hand pages from Page 9 onward contained the story “Divine Right’s Trip” where the main character, Divine Right, experiences many adventures of the time until he lands on the Whole Earth Catalog at the very end, a sort of gold-at-the-end-of-the-rainbow thing.
I could write pages and pages about the WEC to little effect on anyone who hasn’t seen it. In its way it picked up the tradition of the old Sears-Roebuck catalogs which allowed people living in the backwaters of America to buy through the mail most of the things they could ever want for their farms, their businesses, their personal health, and to clothe their bodies. (“Through the mail” • prep phrase describing movement of written communication and goods prior to delivery services such as UPS and FedEx) The S-R catalog fell onto hard times when everyone started to get electricity and cars made it easier to get to the merchants.
After navigating the remainder of the 1970’s and all of the 1980’s, issuing a few Supplements—the informal publications which came out between editions of The WEC—founder Stewart Brand and crew decided a new edition needed to be published. Those 20 years saw the introduction and rise of the personal computer, for one thing, and the starry-eyed, inchoate idealism of The Sixties had given way to a gritty, in-the-trenches attitude by the early 90’s. Most of the casual members of the Peace Generation had left the ranks, lured by money, security, and mere existence. The title page of The Millennium Whole Earth Catalog quoted Brand from 1969: “We are as gods and might as well get good at it,” before explaining that good things performed by governments and other large bodies were being obscured by “gross defects”; a rising personal power needed a guide to the new tools making this possible.
Two random samples from The WEC shall suffice, one from each.
Opening The Last Whole Earth Catalog to pages 36-37, I find myself in the middle of a five-page description of something called Liferaft Earth. I’ve no personal knowledge of this, and I’m not reading all five pages of very tiny print (looks like 6-8pt type; it varies because consistency was not a strong point for The WEC). It appears to be about making sure everyone on the planet has enough to eat. Here’s a snippet from the top of the second column of page 35…
The following five pages chronicles a week-long event sponsored and organized by the CATALOG in October 1969.
Richard Brautigan saw the end of it. The beginning of it was three days I spent alone on a train with excellent hash and Paul Ehrlich’s Population Bomb. Ehrlich had been a teacher of mine, back in his butterfly and my tarantula days, so I knew to believe him.
—SB
“SB” was Stewart Brand who created and led the WEC publication team. Incidentally, in looking for a formal description of his title/role, I discovered the entire Last WEC was composed using an IBM Selectric typewriter. I didn’t find his role.
I left a bookmark in the Millennium edition long ago. Opening to this page brought me to the Communications section/Writing subsection. An article preceding the tools for and about writing begins, “We are swimming in a great polluted sea of language, and we wonder why we can’t write.” How much more so now! It continues:
We wonder why we don’t want to read. Even worse, we cease to wonder; we just don’t do it. It’s as though it didn’t matter anymore.
As though hammers didn’t matter; as though air didn’t matter; as though horses and balloons had disappeared.
It’s not a hardware problem; it’s not a brain-wire problem. It’s a writing problem. It’s software, it’s soft words, it’s swampish bureaucratic slide-down of mush-mouthed ass-covering prose that promotes long term despair in humans.
—Jon Carroll
This appears on page 242 of 384 pages in a book measuring 11×14.5 inches in fonts rarely bigger than 8pt. You can see how one would get lost in there, and how part of him would never come back out. Which is why more than fifty years later they remain on my bookshelves despite the hundreds (thousands?) which have not withstood the journey.
















