Business Adventures: Twelve Classic Tales from the World of Wall Street. Chapter 5. Xerox Xerox Xerox Xerox

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这章讲述了施乐公司的故事，从它在纽约州罗切斯特默默无闻的摄影纸公司哈洛伊德（Haloid），被伊士曼柯达公司所掩盖，到20世纪60年代在静电复印技术的推动下取得爆炸性成功的历程。它详细描述了将切斯特·卡尔森革命性的复印技术推向市场的过程中所经历的挣扎和胜利，突出了推动公司前进的关键人物。叙述从A.B.迪克公司早期的油印机开始，阐释了最初对办公复印的抵制以及在实际需求的推动下逐渐被接受的过程。然后，它转向哈洛伊德在二战后对新产品的寻求，从而投资于卡尔森的静电摄影技术，该技术涉及静电荷、粉末显影和热定影。该章节强调了卡尔森最初在寻找对其发明的兴趣时的困难，展示了老牌公司不愿意接受这种激进概念的犹豫。故事突出了小约瑟夫·C·威尔逊的关键作用，他在哈洛伊德内部大力支持卡尔森的工艺，以及索尔·林诺维茨，这位才华横溢的年轻律师，后来成为威尔逊的得力助手。他们的承诺，加上巴特尔纪念研究所和哈洛伊德研究团队的技术专长，最终克服了重大技术障碍，特别是发现了硒的独特性能，可用于创建光导表面。静电复印技术的发明是科学智慧、美国式的修修补补和一点运气的结合，创造了“干法复印”工艺。开发过程在财务上具有风险，哈洛伊德投入了大量资金，甚至发行股票以维持运营。但在1960年，第一台自动静电复印办公设备施乐914的推出，彻底改变了商业世界。销量猛增，将施乐从一家相对默默无闻的公司变成华尔街的宠儿，在这个过程中创造了一大批百万富翁。 914有其独特的怪癖和倾向，这导致了女性与她们的机器之间建立了密切的联系。该章节还深入探讨了广泛复印的社会影响。它指出了新兴的“静电复印狂热”、过度复印的诱惑以及版权侵犯的潜在可能性。作者探讨了作者和出版商对原创作品贬值以及未经许可即可轻松复制已出版材料的担忧，并引用了马歇尔·麦克卢汉对印刷术世界将发生“彻底革命”的预测。尽管存在潜在的负面影响，该章节仍将施乐公司视为一家具有强烈社会责任感的公司，与许多19世纪公司以利润为导向的理念形成对比。它强调了施乐的慈善事业、对联合国提供的支持以及在招聘实践中对多样性的承诺，即使面临潜在的强烈反对。该章节描述了复印机市场日益激烈的竞争以及施乐在保持其主导地位方面面临的挑战。故事以作者访问罗切斯特结束，他在那里遇到了高管、科学家和工程师，收集他们对公司成功及其未来的看法。作者还向罗切斯特大学和当地商人征求了社区反馈，以了解他们对施乐成功和未来的看法。通过这些访谈，作者描绘了一家公司正在努力应对快速增长、保持其核心价值观以及应对其开创性技术所带来的复杂社会和伦理影响。

This chapter narrates the story of Xerox, from its humble beginnings as Haloid, a photographic paper company overshadowed by Eastman Kodak in Rochester, New York, to its explosive success in the 1960s fueled by the invention of xerography. It details the struggles and triumphs involved in bringing Chester Carlson's revolutionary copying process to the market, highlighting the key figures who propelled the company forward. The narrative begins with the A.B. Dick Company's early mimeograph machine, illustrating the initial resistance to office duplication and the gradual acceptance driven by practical necessity. It then pivots to Haloid's quest for new products after World War II, leading to their investment in Carlson's electrophotography, a process involving electrostatic charges, powder development, and heat fixing. The chapter emphasizes Carlson's initial difficulty in finding interest in his invention, showcasing the reluctance of established companies to embrace such a radical concept. The story highlights the crucial roles of Joseph C. Wilson, the younger, who championed the Carlson process within Haloid, and Saul Linowitz, the bright young lawyer who became Wilson's right-hand man. Their commitment, coupled with the technical expertise at the Battelle Memorial Institute and Haloid's research teams, eventually overcame significant technical hurdles, notably the discovery of selenium's unique properties for creating the photoconductive surface. The invention of xerography was a combination of scientific ingenuity, Yankee tinkering, and a healthy dose of luck, creating the dry-riding process. The development process was financially risky, with Haloid investing heavily and even issuing stock to stay afloat. But in 1960, the introduction of the Xerox 914, the first automatic zerographic office copier, revolutionized the business world. Sales skyrocketed, transforming Xerox from a relatively unknown company into a Wall Street darling, creating a legion of millionaires in the process. The 914 had unique quirks and tendencies, and this led to a close relationship between women and their machines. The chapter also delves into the social implications of widespread copying. It notes the emerging "xerography mania," the temptation to over-copy, and the potential for copyright infringement. The author explores the concerns of authors and publishers about the devaluation of original works and the ease with which published materials could be reproduced without permission, citing Marshall McLuhan's prediction of a "total revolution" in the world of typography. Despite the potential downsides, the chapter presents Xerox as a company with a strong sense of social responsibility, contrasting it with the profit-driven ethos of many 19th-century corporations. It highlights Xerox's philanthropic efforts, its support for the United Nations, and its commitment to diversity in hiring practices, even in the face of potential backlash. The chapter describes the growing competition in the copier market and the challenges Xerox faced in maintaining its dominance. The story ends with the author's visit to Rochester, where he encounters executives, scientists, and engineers, gathering their perspectives on the company's success and its future. The author also sought community feedback with the University of Rochester and local businessmen in Rochester to get their opinions on the success and future of Xerox. Through these interviews, the author paints a picture of a company grappling with rapid growth, maintaining its core values, and navigating the complex social and ethical implications of its groundbreaking technology.

中英文字稿

翻译成中文：第五章施乐施乐施乐施乐施乐 1887年，当芝加哥的A.B. Dick公司推出首台实用于办公的机械复印机—油印机时，市场反响并不热烈。相反，这位曾是木材商的迪克先生，因为厌倦了手工抄写自己的价格单，并尝试自己发明复印机，最终获得了其发明者托马斯·阿尔瓦·爱迪生的授权去生产油印机，却面临着巨大的市场营销难题。迪克先生的孙子，现任A.B. Dick公司副总裁的C·马修斯·迪克·小表示，那时候，人们并不需要大量复制办公文件。总的来说，最初使用油印机的多为非商业机构，如教会、学校和童子军组织。

▶ 英文原文 ⏱

Chapter 5 Xerox Xerox Xerox Xerox Xerox When the original mimeograph machine, the first mechanical duplicator of written pages that was practical for office use, was put on the market by the A.B. Dick Company of Chicago in 1887, it did not take the country by storm. On the contrary, Mr. Dick, a former lumberman who had become bored with copying his price lists by hand, had tried to invent a duplicating machine himself, and had finally obtained rights to produce the mimeograph from its inventor, Thomas Alva Edison, found himself faced with a formidable marketing problem. People didn't want to make lots of copies of office documents, says his grandson, C. Matthew's Dick Jr., currently a vice president of the A.B. Dick Company, which now manufactures a whole line of office copiers and duplicators, including mimeograph machines. By and large, the first users of the thing were non-business organizations like churches, schools, and Boy Scout troops.

为了吸引公司和专业人士，祖父和他的合伙人们不得不进行大量的宣传推广。当时，使用机器进行办公室复印是一个新的且令人不安的想法，因为它打破了长期以来的办公模式。毕竟在1887年，打字机才面市十多年，还没有被广泛使用，复写纸也是如此。如果一名商人或律师需要五份文件副本，他们会让职员手工抄写五份。人们会对祖父说，我为什么要用那种方法复制那么多文件，放得到处都是？那只会让办公室更加杂乱，增加被人窥探的风险，而且还浪费纸张。

▶ 英文原文 ⏱

To attract companies and professional men, grandfather and his associates had to undertake an enormous missionary effort. Office duplicating by machine was a new and unsettling idea that upset long, established office patterns. In 1887, after all, the typewriter had been on the market only a little over a decade and wasn't yet in widespread use, and neither was carbon paper. If a businessman or a lawyer wanted five copies of a document, he'd have a clerk make five copies, by hand. People would say to grandfather, why should I want to have a lot of copies of this in that lying around? Nothing but clutter in the office, a temptation to prying eyes, and a waste of good paper.

从另一个层面来看，老迪克先生遇到的问题可能与几个世纪以来对复制图像材料这一概念的普遍负面看法有关。这种负面看法反映在英语名词和动词“copy”的各种含义中。《牛津英语词典》明确指出，在那几个世纪里，“copy”一词通常与欺骗相联系。实际上，从16世纪末到维多利亚时代，“copy”和“counterfeit”（伪造）几乎是同义词。到了17世纪中叶，名词“copy”在“丰富”或“大量”这一中世纪的用法基本消失，只剩下其形容词形式“copious”。

▶ 英文原文 ⏱

On another level, the troubles that the elder Mr. Dick encountered were perhaps connected with the generally bad repute, that the notion of making copies of graphic material had been held in for a number of centuries, a bad repute reflected in the various overtones of the English noun and verb, copy. The Oxford English Dictionary makes it clear that during those centuries there was an order of deceit associated with the word. Indeed, from the late 16th century, until Victorian times, copy and counterfeit were nearly synonymous. By the middle of the 17th century, the medieval use of the noun copy, in the robust sense of plenty or abundance, had faded out, leaving behind nothing but its adjective form, copious.

好的复制品只有那些展现出原始作品缺陷的。拉罗什富科在1665年的格言中写道：“从不购买画作的复制品。”1857年，拉斯金坚决表示反对的并非欺骗，而是贬低和抄袭。同时，书面文件的复制也常常受到质疑。约翰·洛克在1690年写道：“虽然经过认证的记录副本是很好的证据，但即使再怎么经过认证，复制品的复制品在司法中不会被作为证据。”大约在同一时期，印刷行业引入了“肮脏副本”这个具有暗示性的表达方式，维多利亚时代的人们则喜欢称某个对象或人是另一个的苍白复制品。

▶ 英文原文 ⏱

The only good copies are those which exhibit the defects of bad originals. La Roche Foucault wrote in his Maxims in 1665, never by a copy of a picture, Ruskin pronounced dogmatically in 1857, warning not against chicanery, but against abasement, and the copying of written documents was often suspect too. Though the attested copy of a record be good proof, yet the copy of a copy, never so well attested, will not be admitted as proof in judicature, John Locke wrote in 1690. At about the same time, the printing trade contributed to the language of the suggestive expression foul copy, and it was a favorite Victorian habit to call one object or person a pale copy of another.

随着工业化的不断加速，实际需要无疑是导致20世纪这一态度转变的主要原因。不论如何，办公室的复印需求开始迅速增长。这种增长与电话的普及同时出现，虽然看起来有些矛盾，但也许并非如此。所有证据表明，人们无论通过何种方式交流，往往不仅仅是达成沟通目的，反而总是催生出更多交流的需求。1890年之后，打字机与复写纸开始普及，而油印机在1900年后也成为了标准的办公室设备。没有爱迪生油印机的办公室是不完整的。

▶ 英文原文 ⏱

Practical necessity arising out of increasing industrialization was doubtless chiefly responsible for 20th century reversal of these attitudes. In any case, office reproduction began to grow very rapidly. It may seem paradoxical that this growth coincided with the rise of the telephone, but perhaps it isn't. All the evidence suggests that communication between people by whatever means, far from simply accomplishing its purpose, invariably breeds the need for more. The typewriter in carbon paper came into common use after 1890, and mimeographing became a standard office procedure soon after 1900. No office is complete without an Edison mimeograph.

迪克公司在1903年感到可以自豪。到那个时候，他们的产品已经有大约15万台在使用。到1910年，这个数字可能超过20万，而到1940年，几乎达到了50万。与此相比，胶印印刷机是一种金属竞争对手，能够生产出比油印机更精美的作品，在1930和40年代成功适用于办公室使用，并且现在成为大多数大型办公室的标准设备。不过，和油印机一样，胶印机在开始复制之前必须准备一张特殊的母版页，这个过程相对昂贵且耗时。因此，胶印机只有在需要大量复印时才具备经济效益。

▶ 英文原文 ⏱

The Dick Company felt able to boast in 1903. By that time, they were already about 150,000 of the devices in use. By 1910, there were probably over 200,000, and by 1940, almost half a million. The offset printing press, a metal-some competitor capable of producing work much handsomer than mimeographed output, was successfully adapted for office use in the 1930s and 40s, and is now standard equipment in most large offices. As with the mimeograph machine, though, a special master page must be prepared before reproduction can start, a relatively expensive and time-consuming process, so the offset press is economically useful only when a substantial number of copies are wanted.

在办公设备专业术语中，平版印刷机和蜡版印刷机被称为复制设备，而不是复印机。复制和复印的区别通常是在10到20份之间划分，因为在这一领域技术发展最缓慢的是高效经济的复印机的研发。各种不需要制作主页面的摄影设备开始出现，其中最著名的就是影印机（photo stat），大约在1910年问世。但由于这些设备成本高、速度慢、操作难，其用途主要限于复制建筑和工程图纸以及法律文件。

▶ 英文原文 ⏱

In office equipment jargon, the offset press and the mimeograph are duplicators, rather than copiers. The dividing line between duplicating and copying, being generally drawn somewhere between ten and twenty copies, where technology lagged longest was in the development of efficient and economical copiers. Various photographic devices that did not require the making of master pages, of which the most famous was, and still is, the photo stat, began appearing around 1910. But because of their high cost, slowness, and difficulty of operation, their usefulness was largely limited to the copying of architectural and engineering drawings and legal documents.

在1950年以前，制作商务信件或打印稿副本的唯一实用工具是一种在压纸器中使用复写纸的打字机。20世纪50年代是办公室复印机械化的初期探索阶段。在短时间内，市场上突然出现了一批新设备，这些设备能够在不使用原稿的情况下复制大多数办公文件，每份复印件的成本仅需几美分，并且每份复印件的时间不超过一分钟。这些设备的技术各异。明尼苏达矿业和制造公司于1950年推出的热传真机，就使用了热敏复印纸。

▶ 英文原文 ⏱

Until after 1950, the only practical machine for making a copy of a business letter or a page of TypeScript was a typewriter with carbon paper in its platen. The 1950s were the raw, pioneering years of mechanized office copying. Within a short time, there suddenly appeared in the market a whole batch of devices capable of reproducing most office papers without the use of a master page, at a cost of only a few cents per copy, and within a time span of a minute or less per copy. Their technology varied. Minnesota mining and manufacturing's thermo-facts, introduced in 1950, used heat-sensitive copying paper.

1952年，美国复印公司的Dialomatic Autostat基于普通摄影技术的改进。1953年，伊士曼柯达的Verefax使用了一种称为染料转移的方法，等等。但几乎所有这些技术与迪克先生的油印机不同，它们立即找到了市场。这部分是因为这些技术满足了实际需求，部分原因是现在看来，这些技术及其功能对用户产生了强烈的心理吸引力。在一个社会学家总是形容为大规模的社会中，把独一无二的东西变成批量生产的东西的观念开始显现出成为一种真正执念的迹象。

▶ 英文原文 ⏱

American photocopies' Dialomatic Autostat, 1952, was based on a refinement of ordinary photography. Eastman Kodak's Verefax, 1953, used a method called die transfer, and so on. But almost all of them, unlike Mr. Dick's mimeograph, immediately found a ready market, partly because they filled a genuine need, and partly, it now seems clear, because they, and their function exercised a powerful psychological fascination on their users. In a society that sociologists are forever characterizing as mass, the notion of making one-of-a-kind things into many-of-a-kind things showed signs of becoming a real compulsion.

然而，这些早期的复印机都有严重且让人沮丧的固有缺陷。例如，Autostat 和 Verefax 操作起来很困难，并且只能打印出需要晾干的潮湿复印件。而 Thermofax 的复印件暴露在过高温度下容易变黑，而且这三种机器都只能在制造商提供的特殊处理纸上复印。要让复印的需求转变成流行趋势，就需要一项技术突破。这个突破出现在十年之交，一种采用新原理的机器问世，它被称为静电复印技术，能够在普通纸上以最少的麻烦制作出干燥、质量好且永久的复印件。

▶ 英文原文 ⏱

However, all these pioneer copying machines had serious and frustrating inherent defects. For example, Autostat and Verefax were hard to operate and turned out damp copies that had to be dried. While thermo-facts copies tended to darken when exposed to too much heat, and all three could make copies only on special treated paper supplied by the manufacturer. What was needed for the compulsion to flower into a mania was a technological breakthrough. And the breakthrough came at the turn of the decade with the advent of a machine that worked on a new principle, known as zerography, and was able to make dry, good-quality, permanent copies on ordinary paper with a minimum of trouble.

效果是立竿见影的。主要由于静电印刷的影响，美国每年复制品的估计数量（与重复副本相比）从五十年代中期的两千万份骤增至1964年的九十五亿份，并在1966年达到了一百四十亿份。这还不包括欧洲、亚洲和拉丁美洲的数十亿份。此外，教育工作者对印刷教材的态度，以及商界人士对书面沟通的态度也出现了明显的变化。前卫的哲学家将海伦的静电印刷视为一场革命，重要性堪比车轮的发明，而且投币式复印机开始出现在糖果店和美容院。

▶ 英文原文 ⏱

The effect was immediate. Largely as a result of zerography, the estimated number of copies, as opposed to duplicates made annually in the United States, sprang from some twenty million in the mid-fifties to nine-and-a-half billion in 1964, and to fourteen billion in 1966. Not to mention billions more in Europe, Asia, and Latin America. More than that, the attitude of educators toward printed textbooks and of business people toward written communication underwent a discernible change. Avant-garde philosophers took to Haileng's erography as a revolution, comparable in importance to the invention of the wheel, and coin-operated copying machines began turning up in candy stores and beauty parlors.

这种狂热虽不像17世纪荷兰的郁金香狂潮那样立即造成巨大影响，但可能会产生更深远的影响，正在全面展开。负责这一巨大突破的公司，以及这些数十亿份复印件的主要生产机器的公司，正是纽约罗彻斯特的施乐公司。因此，它成为了20世纪60年代最引人注目的大企业成功案例。1959年，该公司当时名为Haloid Xerox Incorporated，推出了第一台自动静电办公室复印机，其销售额达到3300万美元。

▶ 英文原文 ⏱

The mania, not as immediately disrupting as the tulip mania in 17th century Holland, but probably destined to be considerably farther reaching, was in full swing. The company responsible for the great breakthrough and the one on whose machines the majority of these billions of copies were made was, of course, the Xerox Corporation of Rochester, New York. As a result, it became the most spectacular big business success of the 1960s. In 1959, the year the company, then called Haloid Xerox Incorporated, introduced its first automatic zero-graphic office copier, its sales were $33 million.

1961年时，他们的销售额是6600万美元。1963年变成了1.76亿美元，而到1966年，这个数字超过了5亿美元。公司的首席执行官约瑟夫·C·威尔逊指出，这样的增长速度如果能持续几十年，或许幸运的是，这不可能发生，那么施乐的销售额将会超过美国的国民生产总值。施乐公司在1961年时没有进入《财富》杂志美国500强工业企业的排名，但在1964年已经排到了第227位，到1967年更攀升至第126位。

▶ 英文原文 ⏱

In 1961, they were $66 million. In 1963, $176 million, and in 1966, over half a billion. As Joseph C. Wilson, the chief executive of the firm, pointed out, this growth rate was such that if maintained for a couple of decades, which perhaps fortunately for everyone couldn't possibly happen, Xerox sales would be larger than the gross national product of the United States. Unplaced in Fortune's ranking of the 500 largest American industrial companies in 1961, Xerox by 1964 had attained 227th place, and by 1967, it had climbed to 126th.

《财富》杂志的排名是基于年度销售额的。然而，根据某些其他标准，施乐公司的排名远高于第171位。例如，早在1966年初，它在全国净利润中排名约第63位，可能在利润与销售比率中排名第9位，且在股票市值方面排名约第15位。在这一方面，这家年轻的公司超越了长期以来的工业巨头，如美国钢铁公司、克莱斯勒、宝洁和RCA。的确，投资者对施乐的热情使其成为60年代股市的热门股。任何在1959年底买入其股票并持有至1967年初的人，都会发现其持有的股票价值是最初购买时的约66倍。而那些真正有远见并在1955年购买Haloid的人，会发现他们的原始投资几乎奇迹般地增长了180倍。

▶ 英文原文 ⏱

Fortune's ranking is based on annual sales. According to certain other criteria, Xerox placed much higher than 171st. For example, early in 1966, it ranked about 63rd in the country in net profits, probably 9th in ratio of profit to sales, and about 15th in terms of the market value of its stock. In this last respect, the young upstart was ahead of such long-established industrial giants as U.S. Steel, Chrysler, Procter & Gamble, and RCA. Indeed, the enthusiasm the investing public showed for Xerox made it share the stock market, Golconda of the 60s. Anyone who bought its stock toward the end of 1959 and held onto it until early 1967 would have found his holding worth about 66 times its original price. And anyone who was really foresighted and bought Haloid in 1955 would have seen his original investment grow, one might almost say miraculously 180 times.

不出所料，一大批施乐公司的百万富翁涌现出来。这些人大多生活在罗切斯特地区或者来自那里。成立于1906年的Haloid公司，是施乐公司的前身，它就像是其创始人之一约瑟夫·C·威尔逊一样，他曾是典当商兼罗切斯特市长，也是他同名的继承者——1946年至1968年施乐公司的领导者——的祖父。Haloid公司主要生产摄影纸，和所有摄影公司一样，尤其是罗切斯特的公司，它始终在邻居——伊士曼·柯达公司的巨大阴影下运营。即便在这样的环境下，它仍然足够坚韧，以相对良好的状态度过了经济大萧条。然而，在二战结束后的几年中，竞争加剧以及劳动力成本上升，促使Haloid公司开始寻找新产品。

▶ 英文原文 ⏱

Not surprisingly, a covey of Xerox millionaires sprang up. Several hundred of them all told, most of whom either lived in the Rochester area or had come from there. The Haloid company, started in Rochester in 1906, was the grandfather of Xerox, just as one of its founders, Joseph C. Wilson, a sometime pawnbroker and sometime mayor of Rochester, was the grandfather of his namesake, the 1946-1968 boss of Xerox. Haloid manufactured photographic papers, and like all photographic companies, and especially those in Rochester, it lived in the giant shadow of its neighbor, Eastman Kodak. Even in this subdued light, though, it was effective enough to weather the depression in modestly good shape. In the years immediately after the Second World War, however, both competition and labor costs increased, sending Haloid on a search for new products.

科学家们发现的一种可能性是一种复制过程，这项工作是在俄亥俄州哥伦布市的巴特尔纪念研究所，一个大型非营利工业研究组织中进行的。故事此时回到了1938年，地点是皇后区阿斯托里亚的一家酒吧楼上的二楼厨房，一位名为切斯特·F·卡尔森的不起眼的32岁发明家将其用作临时实验室。卡尔森的父亲是一位瑞典裔理发师，他毕业于加州理工学院物理系，在纽约为PR Mallory & Company的专利部门工作，该公司在印第安纳波利斯生产电气和电子元件。为了追求名利和独立，卡尔森利用课余时间致力于发明一种办公室复印机，为了帮助实现这一目标，他雇佣了德国难民物理学家奥托·科尔奈。

▶ 英文原文 ⏱

One of the possibilities its scientists hit upon was a copying process that was being worked on at the Battelle Memorial Institute, a large non-profit industrial research organization in Columbus, Ohio. At this point, the story flashes back to 1938, and a second-floor kitchen above a bar in Astoria, Queens, which was being used as a makeshift laboratory by an obscure 32-year-old inventor named Chester F. Carlson. The son of a barber of Swedish extraction and a graduate in physics of the California Institute of Technology, Carlson was employed in New York in the patent department of PR Mallory & Company, in Indianapolis' manufacture of electrical and electronic components. In quest of fame, fortune, and independence, he was devoting his spare time to trying to invent an office copying machine, and to help him in this endeavor, he had hired Otto Kornai, a German refugee physicist.

两位男士实验的成果是一项工艺。1938年10月22日，他们使用了很多笨重的设备，产生了大量的烟雾和臭味，最终成功地将一张纸上的信息“10-22-38 Astoria”转移到另一张纸上。这个过程被卡尔森称为“静电摄影”，包含五个基本步骤：首先通过给予光敏表面静电荷（比如用毛皮摩擦）使其对光敏感，然后将这表面暴露在书写的页面上，形成一个静电图像。接着，通过在表面上撒上一种粉末来显影，这种粉末只会附着在有电荷的区域。之后，将图像转印到另一种纸上，并通过加热来固定图像。

▶ 英文原文 ⏱

The fruit of the two men's experiments was a process by which, on October 22, 1938, after using a good deal of clumsy equipment and producing considerable smoke and stench, they were able to transfer from one piece of paper to another the unheroic message, 10-22-38 Astoria. The process, which Carlson called electro-photography, had and has five basic steps: sensitizing a photo-conductive surface to light by giving it an electrostatic charge, for example by rubbing it with fur, exposing this surface to a written page to form an electrostatic image, developing the latent image by dusting the surface with a powder that will adhere only to the charged areas, transferring the image to some sort of paper, and fixing the image by the application of heat.

这些步骤本身在其他技术中已经很熟悉，但结合在一起却是全新的，因此实际上商业界的领导者和企业主在意识到这一过程的潜力方面显得非常迟钝。卡尔森利用他在市区工作时获得的知识，立即在这项发明周围编织了一张复杂的专利来保护它。科尔内不久之后就辞职去别处工作，并因此永久地从电子摄影领域消失，开始尝试推广这项发明。在接下来的五年里，他继续在马洛里公司工作，同时以新的方式开展兼职工作，向全国每一家重要的办公设备公司提供这项工艺的使用权，但每次都被拒绝。

▶ 英文原文 ⏱

The steps, each of them, in itself, familiar enough in connection with other technologies, were utterly new in combination, so new in fact that the kings and captains of commerce were markedly slow to recognize the potentialities of the process. Applying the knowledge he had picked up in his job downtown, Carlson immediately wove a complicated net of patents around the invention. Kornai shortly left to take a job elsewhere and thus vanished permanently from the electro-photographic scene and set about trying to peddle it. Over the next five years, while continuing to work from Mallory, he pursued his moonlighting in a new form, offering rights to the process to every important office equipment company in the country, only to be turned down every time.

最终，在1944年，卡尔森说服帕特尔纪念研究所继续开展他的工艺的进一步开发工作，以换取任何销售或授权所得收益的四分之三。闪回到这里结束，静电复印技术正式诞生。到1946年，帕特尔对卡尔森工艺的研究引起了海洛公司多人的关注，其中包括年轻的约瑟夫·C·威尔逊，他即将担任公司总裁。威尔逊把他的兴趣告诉了他的一个新朋友，索尔·M·利诺维茨，他是一个头脑聪明、充满公共精神的年轻律师，刚从海军服役回国。当时，利诺维茨正忙于组建一家新的罗切斯特电台，该电台将播放自由主义观点，以作为甘尼特报纸保守观点的平衡。

▶ 英文原文 ⏱

Finally, in 1944, Carlson persuaded Patel Memorial Institute to undertake further development work on his process in exchange for three-quarters of any royalties that might accrue from its sale or license. Here the flashback ends, and xerography, as such, comes into being. By 1946, Patel's work on the Carlson process had come to the attention of various people at Haloid, among them the younger Joseph C. Wilson, who was about to assume the presidency of the company. Wilson communicated his interest to a new friend of his, Saul M. Linowitz, a bright and vigorously public-spirited young lawyer, recently back from service in the Navy, who was then busy organizing a new Rochester radio station that would air liberal views as a counterbalance to the conservative views of the Gannett newspapers.

尽管Haloid公司有自己的律师，但Wilson对Linowitz印象深刻，便请他专门为公司调查一下Patel的事情。Linowitz后来表示，我们去哥伦布时，看见了一个用猫毛摩擦过的金属片。经过多次访问，双方达成了一项协议：Haloid公司获得Carlson技术的使用权，作为交换，它需要支付一定的专利使用费给Carlson和Patel，并承诺与Patel共同承担技术开发的工作和成本。协议的达成似乎成为了之后一切发展的基础。

▶ 英文原文 ⏱

Although Haloid had its own lawyers, Wilson, impressed with Linowitz, asked him to look into the Patel thing as a one-shot job for the company. We went to Columbus to see a piece of metal rubbed with cat's fur, Linowitz has since said. Out of that trip and others came an agreement, giving Halloide rights to the Carlson process in exchange for royalties to Carlson and Patel, and committing it to share with Patel in the work and the costs of development. Everything else it seemed flowed from that agreement.

1948年，为了给卡尔森工艺寻找一个新名字，一位帕特尔公司的人与俄亥俄州立大学的一位古典语言教授合作，通过结合两个古希腊词语，想出了“Zarography”或“干式打印”。与此同时，帕特尔和哈洛伊德公司的小团队科学家在试图开发这一工艺时，遇到了一个接一个的令人困惑和意想不到的技术难题。有一段时间，哈洛伊德的人甚至感到如此沮丧，以至于考虑将他们的大部分“Zarography”专利权卖给国际商业机器公司。

▶ 英文原文 ⏱

In 1948, in search of a new name for the Carlson process, a Patel man got together with a professor of classical languages at Ohio State University, and by combining two words from Classical Greek, they came up with, Zarography or Dry-Riding. Meanwhile, small teams of scientists at Patel and Halloide struggling to develop the process were encountering baffling and unexpected technical problems one after another. At one point, indeed, the Halloide people became so discouraged that they considered selling most of their Zarography rights to international business machines.

但这笔交易最终被取消了。随着研究的进行，相关费用不断增加，哈洛依德公司对这一过程的承诺逐渐变成了一场孤注一掷的事情。到了1955年，制定了一项新协议，根据该协议，哈洛依德公司全权接管了卡尔森的专利及整个开发项目的费用，作为交换，他们向Patel发行了大量的哈洛依德股票，而Patel则将其中的一部分股票给予了卡尔森。

▶ 英文原文 ⏱

But the deal was finally called off, and as the research went on, and the bills for it mounted, Halloide's commitment to the process gradually became a due or die affair. In 1955, a new agreement was drawn up, under which Halloide took over full title to the Carlson patents and the full cost of the development project, in payment for which it issued huge bundles of Halloide chairs to Patel, which in turn issued a bundle or two to Carlson.

成本惊人。在1947到1960年间，Halloide公司在研究和干泽拉影印术（Zarography）上花费了大约7500万美元，这大约是该公司同期正常运营收入的两倍。资金缺口通过借款和大量发行普通股筹集，任何有意投资、敢于冒险或有先见之明的人都可以购买。出于对当地一个挣扎中的行业的兴趣，罗彻斯特大学购买了大量股票作为其捐赠基金，最初的价格通过股票分拆后相当于每股五十美分。

▶ 英文原文 ⏱

The cost was staggering. Between 1947 and 1960, Halloide spent about $75 million on research and Zarography, or about twice what it earned from its regular operations during that period. The balance was raised through borrowing and through the wholesale issuance of common stock to anyone who is kind, reckless, or prescient enough to take it. The University of Rochester, partly out of interest in a struggling local industry, bought an enormous quantity for its endowment fund at a price that subsequently, because of stock splits, amounted to fifty cents a share.

请不要生气，如果几年后我们发现不得不卖掉我们的Halloide股票以减少损失。一个大学官员紧张地警告Wilson。Wilson答应不会生气。与此同时，公司他和其他高管大多以股票的形式领取薪酬，有些甚至抵押了房子的储蓄来支持公司发展。在这段时间里，Linowitz成为公司一名重要高管，他与Halloide的关系显然并不是短暂的。

▶ 英文原文 ⏱

Please, don't be mad at us if we find we have to sell our Halloide stock in a couple of years to cut our losses on it, a university official nervously warned Wilson. Wilson promised not to be mad. Meanwhile, he and other executives of the company took most of their pay in the form of stock, and some of them went as far as to put up their savings in the mortgages on their houses to help the cause along. Prominent among the executives by this time was Linowitz, whose association with Halloide had turned out to be anything but a one-shot thing.

相反，他成为了威尔逊的得力助手，负责公司重要的专利事务，组织和指导国际合作关系，并最终担任了一段时间的董事会主席。经过慎重考虑，公司在1958年将名称改为“Helloide Xerox”，尽管当时还没有重要的图像产品进入市场。几年前，Helloide就采用了"Xerox"这个商标，把第二个字母“X”大写，这是对伊士曼的“柯达”的一种明显模仿，正如威尔逊所承认的那样。后来发现没有人愿意去大写“X”，于是把它改成了小写，但这个近乎回文的名字至少和伊士曼的名字一样吸引人。无论是写成大写的“Xerox”还是小写的“xerox”，威尔逊表示，这个商标是被采用并保留的，尽管公司许多顾问强烈反对，他们担心公众会觉得这个名字难以发音，或认为是某种防冻剂，或者想到一个对财务年非常不利的词——零。

▶ 英文原文 ⏱

Instead, he became Wilson's right-hand man, taking charge of the company's crucial patent arrangements, organizing and guiding its international affiliations, and eventually serving for a time as chairman of its board of directors. In 1958, after prayerful consideration, the company's name was changed to Halloide Xerox, even though no zero-graphic product of major importance was yet on the market. The trademark Xerox, with the second ex-capitalized, had been adopted by Halloide several years earlier, a shameless imitation of Eastman's Kodak, as Wilson has admitted. The terminal ex soon had to be downgraded to lowercase, because it was found that nobody would bother to capitalize it, but the near-palindrome, at least as irresistible as Eastman's, remained. Xerox, with large capital ex or Xerox, with a small ex, the trademark, Wilson has said was adopted and retained against the vehement advice of many of the firm's consultants, who feared that the public would find it unpronounceable, or think it denoted an antifreeze, or would be in mind of a word highly discouraging to financial years, zero.

然后，在1960年，事情发生了爆炸性的变化，一切突然逆转。公司不再担心商标名是否会成功，而是开始担心它会不会太成功。因为“Xerox”这个新动词开始频繁出现在日常会话和印刷品中，这威胁到了公司对该名称的专有权，因此公司不得不展开一场复杂的宣传活动来反对这种用法。到1961年，公司彻底放手，将其名称改为了简单的Xerox公司。不再担心自身和家庭的未来，Xerox的高管们开始担心他们的声誉，因为他们曾谨慎地建议朋友和亲戚不要在每股20美分时投资该股票。总之，那些大量持有Xerox股票的人变得富有或者更富有。那些节省和牺牲的高管们，罗切斯特大学，帕特尔纪念研究所，甚至包括切斯特·F·卡尔森，因为与Xerox的各种协议得到了Xerox股票，按1968年的价格，这些股票价值数百万美元，使他根据《财富》杂志，是全国66位最富有的人之一。

▶ 英文原文 ⏱

Then, in 1960, the explosion came, and suddenly everything was reversed. Instead of worrying about whether its trade name would be successful, the company was worrying about it's becoming too successful. For the new verb, to Xerox, began to appear so frequently in conversation, and in print, that the company's proprietary rights in the name were threatened, and it had to embark on an elaborate campaign against such usage. In 1961, the company went the whole hog, and changed its name to plain Xerox Corporation. And instead of worrying about the future of themselves and their families, the Xerox executives were worrying about their reputation, with the friends and relatives whom they had prudently advised not to invest in the stock at twenty cents a share. In a word, everybody who held Xerox stock in quantity had got rich or richer. The executives who had scrimped and sacrificed, the University of Rochester, Patel Memorial Institute, and even of all people, Chester F. Carlson, who had come out of the various agreements with Xerox stock, that at 1968 prices was worth many million dollars, putting him, according to Fortune, among the 66 richest people in the country.

因此，Baldi 描绘了 Xerox（施乐）的故事，带有一种古旧的、甚至是19世纪的色彩：孤独的发明家在简陋的实验室里，小型的家庭式公司，最初的挫折，对专利系统的依赖，采用古希腊语命名商品，最终的成功光荣地证明了自由企业制度的价值。不过，施乐还有其他层面的表现。它不仅仅关注股东、员工和客户，而是展现了对整个社会的责任感。这与大多数19世纪的公司不同，施乐确实是20世纪公司中的先锋，它设定了远大的目标，有着几乎难以企及的愿景，并让人们相信这些目标是可以实现的。Wilson 曾经说过，这些与财务报表同样重要，甚至可能更为重要。

▶ 英文原文 ⏱

Thus, Baldi outlined the story of Xerox has an old-fashioned, even a 19th-century ring. The lonely inventor in his crude laboratory, the small family-oriented company, the initial setbacks, the reliance on the patent system, the resort to classical Greek for a trade name, the eventual triumph gloriously vindicating the free enterprise system. But there is another dimension, Xerox. In the matter of demonstrating a sense of responsibility to society as a whole, rather than just to its stockholders, employees, and customers, it has shown itself to be the reverse of most 19th-century companies, to be indeed in the advanced guard of 20th-century companies, to set high goals, to have almost unattainable aspirations, to imbue people with the belief that they can be achieved. These are as important as the balance sheet, perhaps more so, Wilson said once.

在一些情况下，施乐公司的高管们经常不遗余力地强调，施乐精神与其说是一种达到目的的手段，不如说是一种重视人类价值本身的原则。当然，这种场面上的说辞在大型企业中很常见，当施乐公司的高管这样说时，同样可能引发怀疑，甚至考虑到公司的巨额利润，还可能引发一些人的不满。不过，有迹象表明施乐公司真的是这样做的。1965年，公司向教育和慈善机构捐赠了1,632,548美元，1966年则捐赠了2,246,000美元。这两年中，最大的受赠者都是罗切斯特大学和罗切斯特社区基金会，每次捐赠的金额大约占公司税前净收入的1.5%。这个百分比显著高于大多数大企业用于公益事业的比例。

▶ 英文原文 ⏱

In others, Xerox executives have often gone out of their way to emphasize that the Xerox spirit is not so much a means to an end as a matter of emphasizing human values for their own sake. Such platform rhetoric is far from uncommon in big business circles, of course, and when it comes from Xerox executives, it is just as apt to allow skepticism, or even considering the company's huge profits, irritation. But there is evidence that Xerox means what it says. In 1965, the company donated $1,632,548 to educational and charitable institutions, and $2,246,000 in 1966. Both years the biggest recipients were the University of Rochester and the Rochester Community Chest, and in each case the sum represented around one and a half percent of the company's net income before taxes. This is markedly higher than the percentage that most large companies set aside for good works.

举几个经常被称赞为慷慨的例子，1965年RCA的捐赠额约占税前收入的七百分之一，而美国电话电报公司的捐赠甚至不到百分之一。1966年，施乐公司决定加入通常被称为“克利夫兰计划”的百分之一计划，继续坚持其高尚原则。根据这一计划，当地企业同意每年将税前收入的百分之一捐赠给当地教育机构，除此之外他们还有其他捐款。这样一来，如果施乐的收入继续增长，罗切斯特大学及其地区内的伙伴机构就能更有信心地面向未来。

▶ 英文原文 ⏱

To take a couple of examples from among those often cited for their liberality, RCA's contributions for 1965 amounted to about seven-tenths of one percent of pre-tax income, and American telephone and telegraphs to considerably less than one percent, that Xerox intended to persist in its high-minded ways was indicated by its commitment of itself in 1966 to the one percent program, often called the Cleveland Plan, a system inaugurated in that city under which local industries agree to give one percent of pre-tax income annually to local educational institutions, apart from their other donations, so that if Xerox's income continues to soar, the University of Rochester and its sister institutions in the area can face the future with a certain assurance.

在其他事务上，施乐公司也曾因与利润无关的原因而冒险。1964年，威尔逊在一次演讲中表示，公司不能拒绝在公众关注的重要议题上表态。这种做法简直是一种商业异端，因为在公共议题上表态显然会疏远那些持反对立场的客户和潜在客户。而施乐公司选择的主要立场是支持联合国，并在某种程度上反对其批评者。1964年初，施乐公司决定投入400万美元，相当于一整年的广告预算，资助制作一系列关于联合国的电视节目。这些节目在播出时不会插入商业广告，也不会有任何其他关于施乐的标识，仅在节目开始和结束时简单声明由施乐公司赞助。

▶ 英文原文 ⏱

In other matters too, Xerox has taken risks for reasons that have nothing to do with profit. In a 1964 speech, Wilson said, the corporation cannot refuse to take a stand on public issues of major concern. A piece of business heresy if ever there was one, since taking a stand on a public issue is the obvious way of alienating customers and potential customers who take the opposite stand. The chief public stand that Xerox has taken is in favor of the United Nations and by implication against its detractors. Early in 1964, the company decided to spend $4 million, a year's advertising budget, on underwriting a series of network television programs dealing with the UN, the programs to be unaccompanied by commercials or any other identification of Xerox, apart from a statement at the beginning and end of each that Xerox had paid for it.

在七月和八月，也就是那个决定宣布后的三个月左右，施乐公司突然收到了大量反对该项目的信件，敦促公司放弃这个计划。这些信件数量多达近15,000封，语气从温和理智到情绪激动、不满的谴责不等。其中许多信件声称，联合国是剥夺美国人宪法权利的工具，其宪章部分是由美国共产主义者撰写的，且该组织一直被用来推进共产主义目标。一些公司总裁甚至直接威胁说，如果不取消该系列，他们将从办公室撤走施乐的机器。虽然只有少数信件提到了约翰·伯奇协会，没有人声称自己是该协会的成员，但间接证据表明，这场信件潮可能是伯奇协会精心策划的一次活动。

▶ 英文原文 ⏱

That July and August, some three months after the decision had been announced, Xerox suddenly received an avalanche of letters, opposing the project and urging the company to abandon it. Numbering almost $15,000, the letters ranged in tone from sweet reasonableness to strident and emotional denunciation. Many of them asserted that the UN was an instrument for depriving Americans of their constitutional rights, that its charter had been written in part by American communists, and that it was constantly being used to further communist objectives, and a few letters from company presidents bluntly threatened to remove the Xerox machines from their offices unless the series was cancelled. Only a handful of the letter writers mentioned that John Birch Society, and none identified themselves as members of it, but circumstantial evidence suggested that the avalanche represented a carefully planned Birch campaign.

一方面，最近的一份伯奇协会的刊物曾呼吁会员们写信给施乐公司，抗议其赞助联合国系列节目，并指出大量来信成功说服了一家主要航空公司将联合国标志从飞机上移除。进一步的证据显示，这是一场有组织的行动。因为在施乐公司的要求下进行的分析结果表明，15000封信是由大约4000人写的。无论如何，施乐公司的办公室和管理层拒绝被说服或胁迫。联合国系列节目最终仍在1965年于美国广播公司（ABC）播出，并大获成功。威尔逊后来坚持认为，这个节目和无视这些抗议的决定，让施乐公司赢得了比失去的更多的朋友。

▶ 英文原文 ⏱

For one thing, a recent Birch Society publication had urged that members write to Xerox to protest the UN series, pointing out that a flood of letters had succeeded in persuading a major airline to remove the UN insignia from its airplanes. Further evidence of a systematic campaign turned up when an analysis made at Xerox's instigation showed that the 15,000 letters had been written by only about 4,000 persons. In any event, the Xerox offices and directors declined to be persuaded or intimidated. The UN series appeared on the American Broadcasting Network in 1965 to plot its all-around. Wilson later maintained that the series, and the decision to ignore the protest against it, made Xerox many more friends than enemies.

在该主题的所有公开声明中，他坚持将许多观察者认为相当罕见的商业理想主义描述为仅仅是明智的商业判断。1966年秋天，施乐公司首次遭遇了一些困难，此前它因为引入静电复印术而取得了巨大成功。当时，已有超过40家公司进入了办公复印机业务领域，其中许多公司是获得施乐公司授权，生产静电复印设备的。施乐公司唯一拒绝授权的重要技术部分是硒鼓，这种硒鼓使得其机器能够在普通纸上进行复印。而所有竞争产品仍需使用处理纸进行复印。

▶ 英文原文 ⏱

In all his public statements on the subject, he insisted on characterizing what many observers considered a rather rare stroke of business idealism as simply sound business judgment. In the fall of 1966, Xerox began encountering a measure of adversity for the first time since its introduction of xerography. By that time, there were more than 40 companies in the office copier business, many of them producing xerographic devices under license from Xerox. The only important part of its technology for which Xerox had refused to grant a license was a selenium drum that enables its own machines to make copies on ordinary paper. All competing products still required treated paper.

施乐公司曾享有的巨大优势是首次进入新领域的先行者可以享有的优势，即收取高价的能力。然而，正如贝伦茨在八月份指出的那样，这项曾经令人惊叹的发明可能即将演变成一种被普遍接受的常见产品，就像所有技术进步最终不可避免地会发展的那样。低价竞争者正蜂拥而至进入复印行业。一家公司在五月份给股东的信中预见到，将来售价仅为10或20美元的复印机可能会作为玩具出售。实际上，1968年时就有一款复印机以大约30美元的价格出售，甚至有传言说，未来复印机可能会像剃须刀为了促进刀片销售而免费赠送一样，通过免费送出复印机来促进纸张销售。

▶ 英文原文 ⏱

The great advantage that Xerox had been enjoying was the one that the first to enter a new field always enjoys, the advantage of charging high prices. Now, as Berenz pointed out in August, it appeared that this once fabulous invention may, as all technological advances inevitably must, soon evolve into an accepted commonplace. Cut-rate latecomers were swarming into copying. One company, in a letter sent to its stockholders in May, foresaw a time when a copier selling for $10 or $20 could be marketed as a toy. One was actually marketed for about $30 in 1968, and there was even talk of the day when copiers would be given away to promote sales of paper, the way razors have long been given away to promote razor blades.

多年来，意识到自己在影印领域的垄断地位终将消失，施乐公司开始通过与其他领域的公司合并来扩大业务范围，主要集中在出版和教育领域。比如在1962年，施乐收购了一家名为大学微缩胶卷的公司，这家公司拥有未出版手稿、绝版书籍、博士论文、期刊和报纸的微缩胶卷藏书。到了1965年，施乐又收购了另外两家公司：美国教育出版公司，它是美国最大的中小学教育期刊出版商，以及一家制造教学设备的公司，名为基础系统公司。

▶ 英文原文 ⏱

For some years, realizing that its cozy little monopoly would eventually pass into the public domain, Xerox had been widening its interests through mergers with companies in other fields, mainly publishing and education. For example, in 1962, it had bought university microfilms, a library on microfilm of unpublished manuscripts out of print books, doctoral dissertations, periodicals and newspapers, and in 1965, it had tacked on two other companies. American education publications, the country's largest publisher of educational periodicals for primary and secondary school students, and basic systems, a manufacturer of teaching machines.

但是这些措施未能让苛刻的批评者——市场——放心，施乐的股票遭遇了一段艰难时期。从1966年6月底的267又3/4，到10月初跌至131又5/8，该公司的市值几乎腰斩。在10月3日至10月7日这一周内，施乐暴跌了42又1/2点。而在一个特别令人担忧的日子，10月6日，由于市面上有大约2500万美元的股票无人问津，施乐公司和纽约证券交易所的交易被迫暂停了五个小时。

▶ 英文原文 ⏱

But these moves failed to reassure that dogmatic critic, the marketplace, in Xerox stock ran into a spell of heavy weather. Between late June 1966, when it stood at 267 and three-quarters, in early October when it dipped to 131 and 5-8, the market value of the company was more than cut in half. In the single business week of October 3 through October 7, Xerox dropped 42 and a half points. And on one particularly alarming day, October 6, trading in Xerox and the New York Stock Exchange had to be suspended for five hours because there were about $25 million worth of shares on sale that no one wanted to buy.

我发现，当公司面临一些小挫折时，它们往往最有趣。因此，我选择了1966年下半年作为观察施乐及其员工的时间，这是我筹划了一年左右的事情。我首先了解了施乐的一些产品，到那个时候，他们的复印机及相关产品线已经相当全面。例如，914型号是一种桌面大小的机器，能以每六秒钟大约印一张的速度制作几乎任何类型的黑白复印件，无论是打印的、手写的、打字的，还是绘制的，只要不超过9X14英寸。

▶ 英文原文 ⏱

I find that companies are inclined to be at their most interesting when they are undergoing a little misfortune, and therefore, I chose the fall of 1966 as the time to have a look at Xerox and its people, something I had had in mind to do for a year or so. I started out by getting acquainted with one of its products, the Xerox line of copiers and related items was by then a comprehensive one. There was, for instance, the 914, a desk-sized machine that makes black and white copies of almost any page, printed, handwritten, typed, or drawn, but not exceeding nine by fourteen inches in size, at a rate of about one copy every six seconds.

813是一种更小型的设备，可以放在桌子上，基本上是914的缩小版，或者像施乐公司的技术人员喜欢说的那样，是“没装空气的914”。2400是一种高速复制机，看起来像现代厨房里的炉子，每分钟可以打印40页，每小时可以打印2400页。该设备可以将缩微胶卷页面放大成普通书页大小并打印出来。通过LDX，文件可以通过电话线、微波无线电或同轴电缆进行传输。此外，还有由美格纳沃克斯设计和制造，但由施乐公司销售的传真机，算是LDX的简化版，对普通人尤其有趣，因为它只需一个小盒子连接到普通电话上，就可以快速传输小图片，尽管在这个过程中会发出不少吱吱嘎嘎的声音，只要对方也有类似的小盒子。

▶ 英文原文 ⏱

The 813, a much smaller device which can stand on top of a desk and is essentially a miniaturized version of the 914, or as Xerox technicians like to say, a 914 with an air left out. The 2400, a high-speed reproduction machine that looks like a modern kitchen stove and can cook up copies at a rate of 40 a minute, or 2400 an hour. The copy flow, which is capable of enlarging microfilm pages into ordinary book size pages and printing them. The LDX, by which documents can be transmitted over telephone wires, microwave radio or coaxial cable, and the telecopier, a non-zero graphic device designed and manufactured by Magnavox but sold by Xerox, which is a sort of junior version of the LDX and is especially interesting to a layman, because it consists simply of a small box that, when attached to an ordinary telephone, permits the user to rapidly transmit a small picture, with a good deal of squeaking and clicking to be sure, to anyone equipped with a telephone in a similar small box.

在所有这些产品中，914复印机是第一个自动无底片复印产品，也是一次重大突破，对于施乐公司及其客户来说，它仍然是最重要的。有观点认为，914复印机是历史上最成功的商业产品，但由于施乐公司不对外公布单个产品的具体收入数据，这一说法无法得到权威性的确认或否认。不过，公司表示，1965年914复印机占其总营业收入的大约62%，即超过2.43亿美元。

▶ 英文原文 ⏱

Of all these, the 914, the first automatic zero graphic product and the one that constituted the big breakthrough, was still much the most important both to Xerox and to its customers. It has been suggested that the 914 is the most successful commercial product in history, but the statement cannot be authoritatively confirmed or denied, if only because Xerox does not publish precise revenue figures on its individual products. The company does say, though, that in 1965, the 914 accounted for about 62% of its total operating revenues, which works out to something over $243 million.

在1966年，这台机器可以以27,500美元的价格购买，也可以以每月25美元租赁，另外需至少购买价值49美元的复印纸，每张价格为0.4美元。这些收费方案的设计是为了让租赁比购买更有吸引力，因为这样施乐公司最终可以赚到更多的钱。这款914复印机被涂成米色，重达650磅，看起来很像现代的L形金属办公桌。要复印的东西可以是平面文件、打开的书本的两个页面，甚至可以是手表这样的小型立体物品，这些东西需要面朝下放在平顶表面的玻璃窗上。按下一个按钮，九秒钟后，复印件就会像从桌子的收件篮里一样弹出到托盘里。

▶ 英文原文 ⏱

In 1966, it could be bought for $27,500, or it could be rented for $25 monthly, plus at least $49 worth of copies at $0.4 each. These charges were deliberately set up to make renting more attractive than buying, because Xerox ultimately makes more money that way. The 914, which is painted beige in weighs 650 pounds, looks a good deal like a modern L-shaped metal desk. The thing to be copied, a flat page, two pages of an open book, or even a small three-dimensional object like a watch, or metal, is placed face-down on a glass window in the flat top surface. A button is pushed, and nine seconds later, the copy pops into a tray where an outbasket might be as the 914 actually were a desk.

在技术上，914非常复杂，一些施乐销售员甚至坚持认为它比汽车还要复杂。由于其复杂性，914容易出现故障。因此，施乐公司拥有庞大的现场维修人员队伍，他们可以在短时间内响应客户的需求。最常见的故障是复印纸卡纸，这种故障形象地被称为“错喷”。因为每张纸是通过机器内部的空气喷射提升到适当位置进行印刷的，当空气喷射出问题时，就会出现这种故障。如果出现严重的“错喷”，纸张可能会接触到机器的高温部件，引燃纸张，并从机器中冒出大量白烟，令人十分惊慌。

▶ 英文原文 ⏱

Technologically, the 914 is so complex, more complex some Xerox salesman insist than an automobile, that it has an annoying tendency to go wrong, and consequently, Xerox maintains a field staff of thousands of repairmen who are presumably ready to answer a call on short notice. The most common malfunction is a jamming of the supply of copy paper, which is rather picturesquely called a mispuff, because each sheet of paper is raised into position to be inscribed by an interior puff of air, and the malfunction occurs when the puff goes wrong. A bad mispuff can occasionally put a piece of the paper in contact with hot parts, igniting it and causing an alarming cloud of white smoke to issue from the machine.

在这种情况下，操作员建议不要采取任何行动，或者最多只用附带的小型灭火器进行处理，因为如果不加干预，火焰会相对无害地自行熄灭。而如果在914型机器上倒一桶水，可能会将致命电压传导到其金属表面。除了执行男性功能之外，这台机器还需要操作员定期进行大量维护，而这些操作员几乎都是女性。操作最早期打字机的女性被称为“打字机”，但幸运的是，没有人把复印机操作员称为“复印机”。

▶ 英文原文 ⏱

In such a case, the operators urge to do nothing, or at most, to use a small fire extinguisher that is attached to it, since the fire burns itself out comparatively harmlessly if left alone, whereas a bucket of water thrown over a 914 may convey potentially lethal voltages to its metal surface. Apart from male functions, the machine requires a good deal of regular attention from its operator, who is almost invariably a woman. The girls who operated the earliest typewriters were themselves called typewriters, but fortunately nobody calls Xerox operators Xeroxes.

其复印纸和称为碳粉的黑色静电粉需要定期补充，而其中最关键的部件——硒鼓，则需要用特别的不起毛的棉布定期清洁，并不时上蜡。我花了几个下午的时间与一台914和它的操作员一起，相处间我观察到这位女士与办公设备之间的关系，几乎是我所见过的最密切的一种。使用打字机或电话总机的女孩对设备没有兴趣，因为它们没有什么神秘感，而操作电脑的女孩则对其感到厌烦，因为电脑过于难以理解。

▶ 英文原文 ⏱

Its supply of copying paper and black electrostatic powder called toner must be replenished regularly, while its most crucial part, the selenium drum, must be cleaned regularly with a special non-scratchy cotton, and waxed every so often. I spent a couple of afternoons with one 914 and its operator, and observed what seemed to be the closest relationship between a woman and a piece of office equipment that I had ever seen. A girl who uses a typewriter or switchboard has no interest in the equipment because it holds no mystery, but one who operates a computer is bored with it because it is utterly incomprehensible.

但是，914像一只特别的动物。需要喂养和时常打理。虽然看起来有点吓人，但可以驯服。偶尔也会有不可预测的小毛病，总体来说，你对它怎样，它就对你怎样。起初我有点害怕它。我观察的那位操作员告诉我，施乐公司的员工说，如果你害怕它，它就不会正常工作。这基本上是对的。它是个好帮手。我现在非常喜欢它。

▶ 英文原文 ⏱

But a 914 has distinct animal traits. It has to be fed and curried. It is intimidating, but can be tamed. It is subject to unpredictable bursts of misbehavior, and generally speaking, it responds in kind to its treatment. I was frightened of it at first. The operator I watched told me. The Xerox men say, if you're frightened of it it won't work. And that's pretty much right. It's a good scout. I'm fond of it now.

通过与一些Xerox（施乐公司）员工的交谈，我了解到，他们总是在努力为公司的复印机寻找新的用途，但他们一次又一次地发现，公众的创意往往走在他们前面。有一种相当特别的复印技术用途，确保新娘能收到自己想要的结婚礼物。准新娘将她喜欢的礼物清单提交给百货商店。商店会把这份清单送到其婚礼礼品登记柜台，该柜台配备了施乐复印机。新娘的每位朋友，事先经过巧妙的告知，到柜台领取一份复印清单，然后根据清单购物。购买后，他们将标记过的清单返回柜台，以便更新主清单，为下一位赠送者做好准备。

▶ 英文原文 ⏱

Xeroxes, I learned from talks with some of them, are forever trying to think of new uses for the company's copiers, but they have found again and again that the public is well ahead of them. One rather odd use of xerography ensures that brides get the wedding presents they want. The prospective bride submits her list of preferred presents to a department store. The store sends the list to its bridal registry counter, which is equipped with a Xerox copier. Each friend of the bride, having been tactfully briefed in advance, comes to this counter, and has issued a copy of the list, whereupon he does his shopping and then returns the copy with the purchased items checked off, so that the master list may be revised and thus ready for the next donor.

海门，伊欧海门，海门。在新奥尔良和其他一些地方，警察部门不再费力地为在拘留所过夜的人逐一打印扣留物品的收据，而是将这些物品，比如钱包、手表、钥匙等，放在一台914扫描仪的玻璃板上，只需几秒钟就可以得到一种图像化的收据。医院使用静电复印技术来复制心电图和实验室报告，证券公司则用于更快速地向客户传递重要信息。

▶ 英文原文 ⏱

Hymen, Eohymen, Hymen. Again, police departments in New Orleans and various other places, instead of laboriously typing up a receipt for the property removed from people who spend the night in the lockup, now place the property itself, wallet, watch, keys, and such, on the scanning glass of a 914, and in a few seconds have a sort of pictographic receipt. Hospitals use xerography to copy electrocardiograms and laboratory reports, and brokerage firms to get hot tips to customers more quickly.

实际上，任何有想法并希望通过复印来推进的人都可以去那些有硬币投币式复印机的香烟店或文具店自娱自乐。有趣的是，施乐公司曾推出过两种硬币投币式914复印机，一种是使用一角硬币的，另一种是使用二角五分硬币的。购买者或租赁者可以决定他们想收取哪种费用。复印也存在一些滥用情况，而且这些情况显然相当严重。最明显的问题就是过度复印。

▶ 英文原文 ⏱

In fact, anybody with any sort of idea that might be advanced by copying can go to one of the many cigar or stationary stores that have a coin operated copier and indulge himself. It is interesting to note that Xerox took to producing coin operated 914s in two configurations, one that works for dime and one that works for a quarter. The buyer or lacer of the machine could decide which he wanted to charge. Copying has its abuses too, and they are clearly serious. The most obvious one is over copying.

一种正式与官僚作风相关的倾向正在蔓延，那就是即使一份拷贝就足够，也要制作两份或更多；而当根本不需要拷贝时，却要制作一份。“三份拷贝”这个短语曾用于形容官僚浪费，但现在已经严重低估了这种情况。这种冲动就像是需要按下按钮，然后机器开始工作，整齐的拷贝掉入托盘。所有这些带来一种让人上瘾的体验，新手的复印机操作员常常会忍不住想把口袋里的每一张纸都复印一下。

▶ 英文原文 ⏱

A tendency formally identified with bureaucrats has been spreading, the urge to make two or more copies when one would do, and to make one when none would do. The phrase, intriplicate, once used to denote bureaucratic waste, has become a gross understatement. The button waiting to be pushed, the whir of action, the neat reproduction dropping into the tray. All this adds up to a heady experience, and the neophyte operator of a copier feels an impulse to copy all the papers in his pockets.

一旦使用复印机，人们往往会对其上瘾。也许这种上瘾最大的危险，不在于文件堆积和重要资料的遗失，而在于对原件逐渐产生的轻视态度，认为任何东西如果没有被复印或者不是复印件，就不会重要。复印技术带来的一个更直接的问题是，极易让人产生违反版权法的诱惑。

▶ 英文原文 ⏱

And once one is used a copier, one tends to be hooked. Perhaps the chief danger of this addiction is not so much the cluttering up of files and loss of important material through submersion as it is the insidious growth of a negative attitude toward originals, a feeling that nothing can be of importance unless it is copied, or is a copy itself. A more immediate problem of xerography is the overwhelming temptation it offers to violate the copyright laws.

几乎所有的大型公共图书馆和大学图书馆，以及许多高中图书馆，现在都配备了复印机。需要从出版书籍中复印几首诗、从选集复印某个短篇故事或从学术期刊复印某篇文章的教师和学生，已经养成了一种习惯：他们会直接从图书馆的书架上取下需要的材料，带到图书馆的复印部门，制作所需数量的复印件。然而，这样做的结果当然是让作者和出版社失去了收入。

▶ 英文原文 ⏱

Almost all large public and college libraries, and many high school libraries as well, are now equipped with copying machines, and teachers and students in need of a few copies of a group of poems from a published book, a certain short story from an anthology, or certain article from a scholarly journal have developed the habit of simply plucking it from the library shelves, taking it to the library's reproduction department, and having the required number of Xerox copies made. The effect, of course, is to deprive the author and the publisher of income.

几乎从未有针对侵权行为的法律记录，因为出版商和作者几乎不会起诉教育工作者，哪怕只是因为他们不知道侵权行为已经发生。此外，教育工作者本人也常常不知道自己做了违法的事情。几年前，一个教育工作者委员会向全国教师发送了一份通知，明确告知他们可以和不可以复制哪些受版权保护的材料，结果几乎立刻导致来自教育工作者向出版商请求许可的数量显著增加，这间接表明很多版权可能早已在不知情的情况下通过复印机被侵犯了。

▶ 英文原文 ⏱

There are no legal records of such infringements of copyright, since publishers and authors almost never sue educators, if only because they don't know that the infringements have occurred. Furthermore, the educators themselves often have no idea that they have done anything illegal. The likelihood that many copyrights have already been infringed unknowingly through xerography became indirectly apparent a few years ago, when a committee of educators sent a circular to teachers from coast to coast, informing them explicitly what rights to reproduce copyrighted material they did and did not have, and the almost instant sequel was a marked rise in a number of requests from educators to publishers for permissions.

这种情况有了更明确的证据。例如，在1965年，新墨西哥大学图书馆学院的一名工作人员公开倡导图书馆将90%的预算用于员工、电话、复印和传真等方面，仅将10%的预算用于书籍和期刊，类似于一种捐献。某种程度上，图书馆也在尝试自行监管复印行为。纽约公共图书馆主分馆的影印服务每周处理约1500份材料复印请求，并告知顾客不会超出合理使用范围对受版权保护的材料进行复印。

▶ 英文原文 ⏱

And there was more concrete evidence of the way things were going. For example, in 1965, a staff member of the library school of the University of New Mexico publicly advocated that libraries spent 90% of their budgets on staff, telephones, copying, telefact similes, and the like, and only 10% a sort of tithe on books and journals. To a certain extent, libraries attempt to police copying on their own. The photographic service of the New York Public Library's main branch, which fills some 1,500 requests a week for copies of library matter, informs patrons that copyrighted material will not be reproduced beyond fair use.

也就是说，复制的数量和种类通常限于简短摘录，这根据法律惯例已被确立为不构成侵权。图书馆继续陈述。申请者对复制过程中的任何问题及其使用负全责。在声明的第一部分中，图书馆似乎承担了责任，而在第二部分又放弃了责任，这种矛盾可能反映了许多使用图书馆复印机的用户所感受到的不安。在图书馆墙外，似乎连这样的顾虑也常常不存在。

▶ 英文原文 ⏱

That is, the amount and kind of reproduction generally confined to brief excerpts that have been established by legal precedent as not constituting infringement. The library goes on. The applicant assumes all responsibility for any question that may arise in the making of the copy and in the use made thereof. In the first part of its statement, the library seems to assume the responsibility, and in the second part to renounce it, and this ambivalence may reflect in uneasiness widely felt among users of library copiers. Outside library walls, there often does not seem to be even this degree of scruple.

通常在遵守法律方面一丝不苟的商界人士，似乎把侵犯版权视为与闯红灯差不多的小事。我听说过一位作者曾被邀请参加一个由高层且思想高尚的业界领袖举办的研讨会，他惊讶地发现自己最新书中的一个章节被复印并分发给与会者，用作讨论的基础。当这位作者提出抗议时，那些商人感到震惊，甚至觉得受到了伤害。

▶ 英文原文 ⏱

Business people, who are otherwise meticulous in their observance of the law, seem to regard copyright infringement about as seriously as they regard jaywalking. A writer I've heard about was invited to a seminar of high level and high-minded industrial leaders, and was startled to find that a chapter from his most recent book had been copied and distributed to the participants, to serve as a basis for discussion. When the writer protested, the businessmen were taken aback, and even injured.

他们原以为作家会因为他们对其作品的关注而感到高兴，但这些赞美其实就像小偷夸赞女士的珠宝然后顺手牵羊那样。在一些评论者看来，到目前为止所发生的事情只是图像领域某种革命的第一阶段。象形文字技术正在给出版界带来一场恐慌，因为这意味着每个读者都可以既是作者又是出版者。

▶ 英文原文 ⏱

They had thought the writer would be pleased by their attention to his work, but the flattery, after all, was of the sort shown by a thief who commends a lady's jewelry by making off with it. In the opinion of some commentators, what has happened so far is only the first phase of a kind of revolution in graphics. Syrography is bringing a reign of terror into the world of publishing because it means that every reader can become both author and publisher.

加拿大的智者马歇尔·麦克卢汉在1966年春季的《美国学者》期刊中写道。作者和读者在摄影制版技术下都可以变得面向生产。摄影制版技术就像电力侵入了印刷术的世界，这意味着在这个古老领域将发生彻底的革命。即便考虑到麦克卢汉不稳定的表达，他曾坦言自己每天都会改变观点，但在这里他似乎真的发现了些什么。

▶ 英文原文 ⏱

The Canadian Sage, Marshall McLuhan wrote in the spring 1966 issue of the American scholar. Authorship and readership alike can become production-oriented under xerography. Syrography is electricity invading the world of typography, and it means a total revolution in this old sphere. Even allowing for McLuhan's erratic abutience, I change my opinions daily, he once confessed. He seems to have got his teeth into something here.

各类杂志文章预测，书籍将不再以现在的形式存在，并描绘了未来的图书馆，如同一个能够以电子和静电复印方式存储和检索书籍内容的超级计算机。在这样的图书馆中，书籍将变成单本的微小计算机芯片。大家都认为这样的图书馆还需一段时间才能实现，但距离并没有遥远到出版商无须警惕的程度。

▶ 英文原文 ⏱

Various magazine articles have predicted nothing less than the disappearance of the book as it now exists, and pictured the library of the future as a sort of monster computer capable of storing and retrieving the contents of books electronically and xerographically. The books, in such a library, would be tiny chips of computer film, editions of one. Everyone agrees that such a library is still some time away, but not so far away as to preclude a wary reaction from four-handed publishers.

▶ 英文原文 ⏱

Beginning late in 1966, the long familiar All Rights Reserved rigameral on the copyright page of all books published by Harcourt, Brace, and World was altered to read a bit spookily, All Rights Reserved. No part of this publication may be reproduced or transmitted in any form, or by any means, electronic or mechanical, including photocopy, recording, or any information storage and retrieval system. Other publishers quickly followed the example.

在20世纪60年代末，其中一个最接近（此服务）的是施乐公司旗下的子公司University Microfilms。这家公司可以将绝版书籍的缩微胶卷放大，并印刷成非常美观且易于阅读的平装书，每页的成本仅为顾客四美分。当书籍受版权保护时，公司会就每一本印刷的书籍向作者支付版税。

▶ 英文原文 ⏱

One of the nearest approaches to it in the late sixties was the Xerox subsidiary University Microfilms, which could and did enlarge its microfilms of out-of-print books and print them as attractive and highly legible paperback volumes, at a cost to the customer of four cents a page. In cases where the book was covered by copyright, the firm paid a royalty to the author on each copy produced.

现在，几乎任何人都可以低于市场价格复印一本已出版的书籍，而不再需要等上几年。这一切的实现只需要一台复印机和一台小型胶印机。复印技术的一个较小但仍然重要的优点是，它能够为胶印机制作母版，而且成本比过去要低廉得多，速度也更快。据美国作者联盟顾问埃尔文·卡普表示，在1967年，使用这种技术组合，可以在几分钟内精美地印刷出一本书的50本副本（不包括装订），每页的成本大约是0.8美分，如果印刷的数量更大，成本甚至更低。

▶ 英文原文 ⏱

But the time when almost anyone can make his own copy of a published book at lower than the market price is not some years away. It is now. All that the amateur publisher needs is access to a Xerox machine and a small offset printing press. One of the lesser but still important attributes of zerography is its ability to make master copies for use on offset presses and make them much more cheaply and quickly than was previously possible. According to Erwin Karp, counseled to the author's League of America, in addition of 50 copies of any printed book could, in 1967, be handsomely published, minus the binding, by this combination of technologies in a matter of minutes, at a cost of about eight-tenths of a cent per page, and less than that if the addition was larger.

一位老师想要把一本售价为3.75美元、共64页的诗集分发给全班50名学生。如果他不顾版权法的话，每份复印成本只需略高于50美分。作者和出版商担心，新技术的风险在于，通过消除纸质书籍，也可能会消除他们自己，以及写作本身。普林斯顿大学出版社的主任赫伯特·S·贝利(小)在《星期六评论》杂志中提到，他的一位学者朋友已经取消了所有学术期刊的订阅。相反，他现在在公共图书馆浏览这些期刊的目录，只复制他感兴趣的文章。贝利评论说，如果所有学者都这样做，那么学术期刊将不复存在。

▶ 英文原文 ⏱

A teacher wishing to distribute to a class of 50 students the contents of a sixty-four page book of poetry selling for $3.75 could do so, if he were disposed to ignore the copyright laws at a cost of slightly over 50 cents per copy. The danger in the new technology authors and publishers have contended is that in doing away with the book it may do away with them and thus with writing itself. Herbert S. Bailey Jr., Director of Princeton University Press, wrote in the Saturday review of a scholar friend of his who has canceled all his subscriptions to scholarly journals. Instead, he now scans their tables of contents at his public library and makes copies of the articles that interest him. Bailey commented, if all scholars followed this practice, there would be no scholarly journals.

从六十年代中期开始，美国国会就开始考虑修订版权法，这将是自1909年以来的首次修订。在听证会上，一个由全国教育协会和其他几个教育团体组成的委员会坚定而有力地表示，如果教育要跟上国家的发展，目前的版权法和合理使用原则就需要为学术用途而放宽。毫不意外地，作者和出版商反对这种放宽，他们坚持认为，任何扩展现有权利的举措都可能在现在和未来一个不可预测的无纸化时代对他们的生计造成一定程度的威胁。

▶ 英文原文 ⏱

Beginning in the middle sixties, Congress has been considering a revision of the copyright laws, the first since 1909. At the hearings, a committee representing the National Education Association and a clutch of other education groups argued firmly and persuasively, that if education is to keep up with our national growth, the present copyright law and the fair use doctrine should be liberalized for scholastic purposes. The authors and publishers, not surprisingly, opposed such liberalization, insisting that any extension of existing rights would tend to deprive them of their livelihoods to some degree now and to a far greater degree in the unchartered, zero-graphic future.

1967年，众议院司法委员会批准了一项法案，这似乎对他们来说是一次胜利，因为该法案明确提出了“合理使用原则”，并且没有包含教育性复制的豁免。但是，到1968年年底，斗争的最终结果仍然不确定。以麦克卢汉为例，他确信，所有旨在保护旧式作者权益的努力都代表着落后的思维，并注定要失败。至少，他在撰写他的《美国学者》文章时是这样确信的。他写道：除了通过技术以外，没有其他可能的方式可以抵御技术。当你用一项技术创造了一个新环境时，你必须用下一项技术创造一个“反环境”。

▶ 英文原文 ⏱

A bill that was approved in 1967 by the House Judiciary Committee seemed to represent a victory for them, since it explicitly set forth the fair use doctrine and contained no educational copying exemption. But the final outcome of the struggle was still uncertain late in 1968. McLuhan, for one, was convinced that all efforts to preserve the old forms of author protection represent backward thinking and are doomed to failure. Or anyway, he was convinced the day he wrote his American scholar article. There is no possible protection from technology except by technology, he wrote. When you create a new environment with one phase of technology, you have to create an anti-environment with the next.

作者通常不擅长技术，而且可能在不利的环境中无法有所发展。在应对施乐公司产品引发的这个“潘多拉盒子”时，该公司似乎很好地达到了威尔逊所设定的高标准理想。尽管该公司有商业利益，想要鼓励甚至不阻止任何可阅读内容被频繁复制，但他们确实做出了不小的努力来提醒用户他们的法律责任。例如，每台新出货的机器都会附带一张纸板海报，上面列出了许多禁止复制的东西，包括纸币、政府债券、邮票、护照以及任何未经版权持有人许可的受版权保护的材料。

▶ 英文原文 ⏱

But authors are seldom good at technology and probably do not flourish in anti-environments. In dealing with this Pandora's box that Xerox products have opened, the company seems to have measured up tolerably well to its lofty ideals, as set forth by Wilson. Although it has a commercial interest in encouraging, or at least not discouraging, more and more copying of just about anything that can be read, it makes more than a token effort to inform the users of its machines of their legal responsibilities. For example, each new machine that is shipped out is accompanied by a cardboard poster, giving a long list of things that may not be copied, among them paper money, government bonds, postage stamps, passports, and copyrighted material of any manner or kind without permission of the copyright owner.

这些海报有多少最终被丢进垃圾桶是另一个问题。此外，在版权法修订的争论中，夹在对立阵营之间，它并没有因为盈利而选择袖手旁观，而是展现了堪称典范的社会责任感，至少从作者和出版商的角度来看是这样的。相比之下，复制行业通常要么保持中立，要么倾向于支持教育者。在1963年一次关于版权修订的研讨会上，一位行业代表甚至声称，学者使用机器进行复制仅仅是手工复制的方便延伸，而手工复制传统上是被视为合法的。

▶ 英文原文 ⏱

How many of these posters end up in waste baskets is another matter. Moreover, caught in the middle between the contending factions in the fight over revision of copyright law, it resisted the temptation to stand piously aside while raking in the profits and showed an exemplary sense of social responsibility, at least from the point of view of the authors and publishers. The copying industry in general, by contrast, tended either to remain neutral or to lean to the educator's side. At a 1963 symposium on copyright revision, an industry spokesman went as far as to argue that machine copying by a scholar is merely a convenient extension of hand copying, which has traditionally been accepted as legitimate.

但这并不包括施乐公司。相反，1965年9月，威尔逊写信给众议院司法委员会，明确反对在新法律中设置任何形式的特殊复印豁免。当然，在评估这一看似异想天开的立场时，人们应该记住，施乐不仅仅是一家复印机公司，它还是一家出版公司。实际上，凭借美国教育出版物和大学微缩胶卷，它是美国最大的出版公司之一。从我的研究来看，传统出版商有时会感到有些困惑，因为施乐这个未来主义的巨头不仅是他们熟悉世界中的一个外来威胁，同时还是其中一个充满活力的同事和竞争者。

▶ 英文原文 ⏱

But not Xerox. Instead, in September 1965, Wilson wrote to the House Judiciary Committee, flatly opposing any kind of special copying exemption in any new law. Of course, in evaluating this seemingly quixotic stand, one ought to remember that Xerox is a publishing firm as well as a copying machine firm. Indeed, what with American education publications and university microfilms, it is one of the largest publishing firms in the country. Conventional publishers, I gathered from my researches, sometimes find it a bit bewildering to be confronted by this futuristic giant, not merely as an alien threat to their familiar world, but as an energetic colleague and competitor within it.

我查看了几款施乐产品，并认真思考了它们使用的社会影响后，去了罗彻斯特，打算亲自了解这家公司，看看公司的人们是如何应对他们在物质和道德方面的问题。在我去的时候，公司的物质问题显然很突出，因为该公司股票在不久前的那一周里刚刚下跌了42.5点。在飞机上，我拿着一份施乐公司最近的委托书，上面列出了截至1966年2月每位董事拥有的施乐股票数量。我通过计算发现，如果董事们在那个倒霉的十月星期中持有自己的股票，他们在纸面上的损失是相当大的。

▶ 英文原文 ⏱

Having had a look at some Xerox products and devoted some thought to the social implications of their use, I went to Rochester to scrape up a first-hand acquaintance with the company, and to get an idea how its people were reacting to their problems, material and moral. At the time I went, the material problems certainly seemed to be to the fore, since the week of the 42-and-a-half-point stock drop was not long passed. On the plane en route, I had before me a copy of Xerox's most recent proxy statement, which listed the number of Xerox shares held by each director as of February 1966, and I amused myself by calculating some of the director's paper losses in that one bad October week, assuming that they had held on to their stock.

例如，威尔逊主席在二月份持有154,026股普通股，因此他的损失将达到6,546,105美元。莱恩维茨持有35,166股，损失为1,494,555美元。负责研究的执行副总裁约翰·H·德萨尔博士持有73,845股，因此可能损失了3,138,412.50美元。即便是对施乐公司的高管来说，这些金额也绝不算小数目。那么，我会发现他们的办公场所充满了忧郁，或至少有震惊的迹象吗？施乐的行政办公室位于罗切斯特市中心大厦的高层，该大厦的一楼是一个室内购物中心——市中心广场。

▶ 英文原文 ⏱

Chairman Wilson, for example, had held 154,026 common shares in February, so his loss would have been $6,546,105. Linewitz's holding was $35,166 shares, for a loss of $1,494,555. Dr. John H. Desauer, Executive Vice President in Charge of Research, had held 73,845 shares, and was, therefore, presumably out $3,138,412.50. Such sums could hardly be considered trivial, even by Xerox executives. Would I then find their premises pervaded by gloom, or at least by signs of shock? The Xerox Executive Offices were on the upper floors of Rochester's Midtown Tower, the ground level of which is occupied by Midtown Plaza, an indoor shopping mall.

那年晚些时候，公司将总部搬到了街对面的施乐广场。这个综合体包括一栋30层的办公楼，一个供市民和公司使用的礼堂，还有一个下沉式的溜冰场。在上楼去施乐办公室之前，我先在商场里转了几圈，发现这里配备了各种商店、一家咖啡馆、几个售货亭、喷泉、树木和长椅。尽管这里的氛围过于单调和富裕，主要是因为单调的背景音乐，但这些长椅仍和户外商城一样，有一些流浪汉坐着。由于缺乏光和空气，树木显得有些萎靡，但流浪汉看起来还好。

▶ 英文原文 ⏱

Later that year, the company moved its headquarters across the street to Xerox Square, a complex that includes a 30-story office building, an auditorium for civic as well as company use, and a sunken ice rink. Before going up to the Xerox offices, I took a turn or two around the mall, and found it to be equipped with all kinds of shops, a café, kiosks, pools, trees, and benches that, in spite of an oppressively bland and affluent atmosphere, created mainly, I suspect, by bland, piped-in music, were occupied in part by bums, just like the benches and outdoor malls. The trees had a tendency to languish for lack of light and air, but the bums looked okay.

坐电梯上去后，我见到了约好的施乐公关人员，并立即询问他公司对股价下跌的反应。他回答说，啊，没人太当回事，你在高尔夫俱乐部还能听到很多轻松的谈论。一个人会对另一个人说， "今次你请，我昨天在施乐股票上又损失了8万美元。" 乔·威尔逊在那天不得不暂停股票交易时确实觉得有点震惊，但除了那个，他也没有太放在心上。实际上，有一天在一个聚会上，当股票大幅下跌时，很多人围着他，问这意味着什么，我听到他说，哎呀，你知道的，机会很少会敲两次门。

▶ 英文原文 ⏱

Having ascended by elevator, I met a Xerox public relations man, with whom I had an appointment, and immediately asked him how the company had reacted to the stock drop. Ah, nobody takes it too seriously, he replied. You hear a lot of lighthearted talk about it at the golf clubs. One fellow will say to another, you buy the drinks, I dropped another $80,000 on Xerox yesterday. Joe Wilson did find it a bit traumatic that day they had to suspend trading on the stock exchange, but otherwise he took it in stride. In fact, at a party the other day, when the stock was way down and a lot of people were clustering around him, asking him what it all meant, I heard him say, well, you know, it's very rarely that opportunity knocks twice.

至于办公室的情况，几乎听不到有人提起这个话题。事实上，我在施乐公司时几乎没有再听到有人提起它，不过这种冷静是有道理的。因为在短短一个多月内，股票已经完全恢复了之前的损失，并且在接下来的几个月中，股价攀升至历史新高。那天上午剩下的时间，我拜访了三位施乐公司的科学技术人员，听他们怀念早期静电复印技术发展的故事。其中一位是德绍尔博士，就是上周损失三百万美元的人，但我见到他时他依然显得很平静，鉴于他持有的施乐股票仍然大约价值九百五十多万美元，我想这也是意料之中的。

▶ 英文原文 ⏱

As for the office, you scarcely hear the subject mentioned it all. As a matter of fact, I scarcely did hear it mentioned again while I was at Xerox, and this sang frot turned out to be justified. Because within a little more than a month, the stock had made up its entire loss, and within a few more months, it had moved up to an all-time high. I spent the rest of that morning calling on three scientific and technical Xerox men in listening to nostalgic tales of the early years of zero-graphic development. The first of these men was Dr. Desauer, the previous week's three million-dollar loser whom I nevertheless found looking tranquil, as I guess I should have expected, in view of the fact that his Xerox stock was still presumably worth more than nine and a half million dollars.

几个月后，其价值大约不到两千万。德绍尔博士是一位出生于德国的公司老兵，自1938年以来一直负责公司的研究和工程，他也是公司董事会的副主席。他在1945年读到一篇技术期刊文章后，首次将卡尔森的发明引荐给约瑟夫·威尔逊。我注意到他的办公室墙上贴着一张贺卡，是其办公室员工赠送的，称他为“魔术师”。我发现他是一个微笑、看起来年轻的人，说话带着一点口音，正好符合“魔术师”的形象。

▶ 英文原文 ⏱

A few months later, it was presumably worth not quite twenty million. Dr. Desauer, a German-born veteran of the company, who had been in charge of its research and engineering ever since 1938, and was then also vice-chairman of its board, was the man who first brought Carlson's invention to the attention of Joseph Wilson, after he had read an article about it in a technical journal in 1945. Stuck up on his office wall, I noticed, was a greeting card from members of his office staff, in which he was hailed as the wizard, and I found him to be a smiling, youthful-looking man with just enough of an accent to pass muster for wizardry.

他想听听过去的日子，是吗？德萨尔博士说。哎，那时候真是让人兴奋，也很美好，但是也很可怕。有时候我几乎快要疯了。钱是主要问题。公司很幸运有些微利，但并不够。我们团队的成员都在赌这个项目。我甚至抵押了我的房子。我剩下的只有我的人寿保险。我真是豁出去了。我觉得如果项目不成功，威尔逊和我就会在商场上失败。但对我来说，我也会在技术上失败。再也没有人会雇我。我将不得不放弃科学去卖保险或做其他什么事情。

▶ 英文原文 ⏱

He wanted to hear about the old days, eh? Dr. Desauer said. Man, it was exciting. It was wonderful. It was also terrible. Sometimes I was going out of my mind more or less literally. Money was the main problem. The company was fortunate in being modestly in the black, but not far enough. The members of our team were all gambling on the project. I even mortgaged my house. All I had left was my life insurance. My neck was way out. My feeling was that if it didn't work, Wilson and I would be business failures. But, as far as I was concerned, I'd also be a technical failure. Nobody would ever give me a job again. I'd have to give up science and sell insurance or something.

德萨尔博士回忆往事时，心不在焉地瞥了一眼天花板，继续说道。在早期，几乎没有人持乐观态度。我们团队中的几个成员经常来告诉我，这个可恶的项目永远不会成功。最大的风险在于静电技术在高湿度下可能无法实现。几乎所有的专家都认为如此。他们会说，你在新奥尔良是永远无法复印的。即使技术可行，市场部的人也认为我们面对的市场需求最多不过几千台。一些顾问告诉我们，继续这个项目绝对是疯狂的。不过，如你所知，一切结果都很好。914型机器甚至在新奥尔良也能正常运作，而且市场需求非常大。

▶ 英文原文 ⏱

Dr. Desauer threw a retrospectively distracted glance at the ceiling and went on. Hardly anybody was very optimistic in the early years. Various members of our own group would come in and tell me that the damn thing would never work. The biggest risk was that electrostatics would prove to be not feasible in high humidity. Almost all the experts assumed that. They'd say, you'll never make copies in the Orleans. And even if it did work, the marketing people thought we were dealing with the potential market of no more than a few thousand machines. Some advisors told us that we were absolutely crazy to go ahead with the project. Well, as you know, everything worked out all right. The 914 worked even in New Orleans, and there was a big market for it.

后来出现了台式机版本，型号为813。我再次冒了很大风险，坚持采用一些专家认为过于脆弱的设计。我问德绍尔博士，他现在是否在进行什么新的研究，并且是否像之前的传记一样令人兴奋。他回答说两个问题都可以肯定，但除此之外，内容属于机密信息。接下来我见到了哈罗德·E·克拉克博士，他在德绍尔博士的监督下，直接负责佐罗图研发项目。他向我详细介绍了如何把卡尔森的发明逐步培育并发展为商业产品。

▶ 英文原文 ⏱

Then came the desktop version, the 813. I stuck my neck way out again on that, holding out for a design that some experts considered too fragile. I asked Dr. Desauer whether his neck was now out on anything in the way of new research, and if so, whether it is as exciting as a biography was. He replied, yes to both questions, but beyond that the subject is privileged knowledge. Dr. Harold E. Clark, the next man I saw, had been in direct charge of the Zorography Development Program under Dr. Desauer's supervision, and he gave me more details on how the Carlson invention had been coaxed and nursed into a commercial product.

切特·卡尔森是形态学的，克拉克博士开始说道。克拉克博士是一个身材矮小、举止学究气的人，实际上他曾是物理学教授，直到1949年来到一所著名学府。我可能一脸茫然，因为克拉克博士轻笑了一声，然后继续说。我其实不知道形态学到底意味着什么。我认为它是指将一个东西与另一个东西结合在一起，得到一个新事物。不管怎样，这就是切特所做的。地形学几乎没有基于之前的科学研究。切特把一堆奇怪的现象组合在一起，每个现象本身都是晦涩难懂的，而这些现象在任何人的思维中之前都没有关联过。

▶ 英文原文 ⏱

Chet Carlson was morphological, began Dr. Clark, a short man with a professorial manner who was, in fact, a professor of physics before he came to hallowed in 1949. I probably looked blank because Dr. Clark gave a little laugh and went on. I don't really know whether morphological means anything. I think it means putting one thing together with another thing to get a new thing. Anyway, that's what Chet was. Zorography had practically no foundation in previous scientific work. Chet put together a rather odd lot of phenomena, each of which was obscure in itself, and none of which had previously been related in anyone's thinking.

结果是自摄影问世以来影像领域最大的进步。而且，他完全在没有有利的科学环境帮助下实现了这一成就。正如你所知，科学史上有很多例子说明同时发现的情况，但没有人能与切特的发现同时出现。我对他的发现仍感到震惊，就像我第一次听说时一样。作为一项发明，它是极其出色的。可惜的是，作为一款产品，它并不理想。克拉克博士笑了笑，继续解释说，转折点是在巴特尔纪念研究所实现的，这种情况与科学进步往往在意外中发生的传统完全一致。

▶ 英文原文 ⏱

The result was the biggest thing in imaging since the coming of photography itself. Furthermore, he did it entirely without the help of a favorable scientific climate. As you know, there are dozens of instances of simultaneous discovery down through scientific history, but no one came anywhere near being simultaneous with Chet. I'm as amazed by his discovery now as I was when I first heard of it. As an invention, it was magnificent. The only trouble was that as a product, it wasn't any good. Dr. Clark gave another little laugh and went on to explain that the turning point was reached at the Battelle Memorial Institute, and in a manner fully consonant with the tradition of scientific advances occurring more or less by mistake.

主要的问题是，卡尔森的光导表面涂上硫后，在制作几份复制件后就失去了效果，变得无用。在没有科学理论支持的情况下，巴特尔研究团队尝试在硫中加入少量的硒。硒是一种非金属元素，之前主要用于电阻器和玻璃着色材料。事实证明，添加了硒的硫表面效果比纯硫表面要好一些。于是，巴特尔团队决定再多加一点硒，效果进一步提升。他们逐渐增加硒的比例，直到最终表面完全由硒构成，而不再含有硫。这种全硒表面效果最佳，从而成功解决了问题。

▶ 英文原文 ⏱

The main trouble was that Carlson's photoconductive surface, which was coated with sulfur, lost its qualities after it had made a few copies and became useless. Acting on a hunch unsupported by scientific theory, the Battelle researchers tried adding to the sulfur a small quantity of selenium, a non-metallic element previously used chiefly in electrical resistors and as a coloring material to red and glass. The selenium and sulfur surface worked a little better than the all-sulfur one, so the Battelle men tried adding a little more selenium, more improvement. They gradually kept increasing the percentage until they had a surface consisting entirely of selenium, no sulfur. That one worked best of all, and thus it was found.

反手一击，竟然是硒，而且仅仅是硒，使静电复印成为可能。想想看，克拉克博士自己也若有所思地说。像硒这样简单的东西。地球上的元素总共也不过一百多种，而硒还是一种常见的元素。结果它竟然是关键。一旦发现了它的有效性，我们就算是转机已经到来，尽管当时我们还不知道。我们至今依然持有涉及在静电复印中使用硒的专利，几乎就像是得到了这元素的专利。不过我们至今也不完全理解硒是如何发挥作用的。

▶ 英文原文 ⏱

Backhandedly, that selenium and selenium alone could make xerography practical. Think of it, Dr. Clark said, looking thoughtful himself. A simple thing like selenium. One of the Earth's elements, of which they are hardly more than a hundred altogether, and a common one at that. It turned out to be the key. Once its effectiveness was discovered, we were around the corner, although we didn't know it at the time. We still hold patents covering the use of selenium in xerography, almost a patent on one of the elements, not the better. Nor do we understand exactly how selenium works even now.

我们很困惑，比如说，它没有记忆效应这件事。覆有硒的滚筒上不会留下任何之前使用的痕迹，并且它在理论上似乎可以无限期地使用。在实验室中，一个覆有硒的滚筒可以经历上百万次使用，我们却不明白它为什么即使这样也会磨损。所以，你看，静电复印技术的发展在很大程度上是通过经验得来的。我们是受过训练的科学家，而不是唯手艺见长的工匠，但我们在动手实践和科学探究之间找到了一个平衡。

▶ 英文原文 ⏱

We're mystified, for example, by the fact that it has no memory effects. No traces of previous copies are left on the selenium-coated drum, and that it seems to be theoretically capable of lasting indefinitely. In the lab, a selenium-coated drum will last through a million processes, and we don't understand why it wears out even then. So, you see, the development of xerography was largely empirical. We were trained scientists, not Yankee tinkerers, but we struck a balance between Yankee tinkering and scientific inquiry.

接下来，我与霍勒斯·W·贝克尔交谈，他是主要负责将施乐914复印机从模型研发阶段推进到量产阶段的工程师。这个项目充满了充满挑战性的任务，他滔滔不绝地向我讲述了在这过程中遇到的惊险障碍和风险。贝克尔在1958年加入Haloid Xerox时，他的实验室位于罗切斯特一个花园种子包装公司之上。那里屋顶有问题，炎热的天气里，融化的沥青会从屋顶滴下来，溅到工程师和机器上。

▶ 英文原文 ⏱

Next I talked with Horace W. Becker, the Xerox engineer who was principally responsible for bringing the 914 from the working model stage to the production line. A brook the night with a talent appropriate to his assignment for eloquent anguish, he told me of the hair-raising obstacles and hazards that surrounded this progress. When he joined Haloid Xerox in 1958, his laboratory was aloft above a Rochester garden-seed packaging establishment. Something was wrong with the roof, and on hot days drops of molten tar would ooze through it and spatter the engineers and the machines.

1960年初，914终于在奥查德街的另一间实验室中迎来了它的成熟阶段。那也是一栋破旧的老式阁楼建筑，有着吱呀作响的电梯，可以看到铁路侧线，不时有满载猪的火车经过，Becker告诉我。不过，我们有了所需的空间，而且这里不漏焦油。正是在奥查德街，我们终于大展身手。别问我怎么做到的，我们决定是时候组建一条装配线了，于是我们就这样做了。每个人都充满干劲，工会的人暂时忘记了他们的抱怨，老板也忘记了他们的业绩考核。在那个地方，你分不清工程师和装配工人。

▶ 英文原文 ⏱

The 914 finally came of age in another lab on Orchard Street, early in 1960. It was a beat-up old loft building too, with a creaky elevator and a view of a railroad siding where cars full of pigs kept going by, Becker told me. But we had the space we needed, and it didn't drip tar. It was at Orchard Street that we finally caught fire. Don't ask me how it happened. We decided it was time to set up an assembly line, and we did. Everybody was keyed up. The union people temporarily forgot their grievances, and the bosses forgot their performance ratings. You couldn't tell an engineer from an assembler in that place.

没有人能够避开它。它在一个星期天悄然出现，那天装配线停工，有人可能在调试什么，或者只是随便走动，欣赏我们的工作。换句话说，914这款车终于要来了。但正如贝克所说，一旦机器离开车间进入展厅和客户手中，他的麻烦才刚刚开始，因为他现在要为故障和设计缺陷负责。

▶ 英文原文 ⏱

No one could stay away. It sneaked in on a Sunday when the assembly line was shut down, and there would be somebody adjusting something, or just puttering around and admiring our work. In other words, the 914 was on its way, at last. But once the machine was on its way out of the shop and onto showrooms and customers, Becker related, his troubles had only begun, because he was now held responsible for malfunctions and design deficiencies.

当公众的关注聚焦于此时，914机型出现了惊人的崩溃，堪比著名的艾德塞尔汽车。内部继电器失灵，弹簧断裂，电源故障。缺乏经验的用户将订书钉和回形针掉进机器里，导致机器故障，不得不在每台机器中安装一个订书钉收集器。在潮湿气候下预期的困难出现了，同时在高海拔地区也出现了意料之外的问题。

▶ 英文原文 ⏱

And when it came to having a spectacular collapse just at the moment when the public spotlight was full on it, the 914 turned out to be a veritable Edsel. Intercut relays declined to work. Springs broke. Power supplies failed. Inexperienced users dropped staples and paper clips into it and fouled the works, necessitating the installation in every machine of a staple catcher. And the expected difficulties in humid climates developed, along with unanticipated ones at high altitudes.

总而言之，贝克尔说，当时这些机器有一个坏习惯——按下按钮后什么反应也没有。即使机器有反应，也通常是出错。在914型机器首次在伦敦的大型展示会上，比如，威尔逊亲自上台，象征性地用食指按下按钮。结果不仅没有复印出任何东西，反而导致一个服务于生产线的大型发电机损坏了。就是这样，静电复印技术在英国首次亮相。即便首次不顺利，英国后来成为914型机器最大的海外用户，这也证明了施乐的韧性和英国人的耐心。

▶ 英文原文 ⏱

All in all, Becker said, at that time the machines had a bad habit when you pressed the button of doing nothing. Or if the machines did do something, it was something wrong. At the 914's first big showing in London, for instance, Wilson himself was on hand to put a ceremonial forefinger to its button. He did so, and not only was no copy made, but a giant generator serving the line was blown out. Thus was Zarography introduced in Great Britain, and considering the nature of its debut, the fact that Britain later became far and away the biggest overseas user of the 914 appears to be a tribute to both Xerox resilience and British patience.

那天下午，一位施乐（Xerox）的导游开车带我前往韦伯斯特(Wesbter)，这是一个位于安大略湖边缘附近的农场小镇，离罗切斯特(Rochester)只有几英里。我去那儿参观一个与贝克尔(不再使用的)漏风的小阁楼完全不同的场所--一个庞大的现代化工业建筑群。其中一个建筑大约有一百万平方英尺，除公司在英国和日本的分部生产的产品外，几乎所有施乐的复印机都是在这里组装的。另一个建筑稍小一些但更为精致，主要用于研究与开发。

▶ 英文原文 ⏱

That afternoon a Xerox guide drove me out to Webster, a farm town near the edge of Lake Ontario, a few miles from Rochester, to see the incongruous successor to Becker's leaky and drafty lofts, a huge complex of modern industrial buildings, including one of roughly a million square feet, where all Xerox copiers are assembled, except those made by the company's affiliates in Britain and Japan, and another somewhat smaller but more spelt, where research and development are carried out.

当我们沿着制造大楼里一个嗡嗡作响的生产线走过时，我的导游解释说，这条生产线每天运行16小时，分两个班次。它和其他生产线多年来一直无法满足需求。目前大楼里有将近2,000名员工，他们的工会是美国联合服装工人工会的一个地方分会。这种情况主要是因为罗切斯特过去曾是服装行业的中心，而服装工人一直是该地区最强大的工会。

▶ 英文原文 ⏱

As we walk down one of the humming production lines in the Manufacturing Building, my guide explained that the line operates 16 hours a day on two shifts, that it and the other lines have been lagging behind demand continuously for several years, that there are now almost 2,000 employees working in the building, and that their union is a local of the amalgamated clothing workers of America, this anomaly being due chiefly to the fact that Rochester used to be a center of the clothing business, and the clothing workers has long been the strongest union in the area.

在我的导游把我送回罗彻斯特后，我开始独自收集一些关于社区对施乐公司及其成功的态度的看法。我发现这些看法是矛盾的。一位当地商人表示：“施乐对罗彻斯特是件好事。当然，多年来伊士曼柯达一直是这座城市的‘伟大白人父亲’，而且仍然是当地最大的企业。尽管如此，施乐现在是第二，而且正在快速追赶。面对这样的挑战，不会对柯达造成损害，事实上，这对它很有好处。此外，一个新的成功的本地公司意味着新的资金和新的就业机会。”另一方面，当地的一些人对施乐心存怨恨。大多数本地企业可以追溯到19世纪，他们的人并不总是以对新来者的接纳而闻名。当施乐公司崛起时，有些人认为这个泡沫会破灭。不，他们希望它会破灭。除此之外，还有一些人反感乔·威尔逊和索尔·利诺维茨总是谈论人类价值，同时又赚得盆满钵满。

▶ 英文原文 ⏱

After my guide had delivered me back to Rochester, I set out on my own to collect some opinions on the community's attitude towards Xerox and its success. I found them to be ambivalent. Xerox has been a good thing for Rochester, said a local businessman. Eastman Kodak of course was a city's great white father for years, and it is still far and away the biggest local business. All those Xerox is now second and coming up fast. Facing that kind of challenge doesn't do Kodak any harm, in fact it does it a lot of good, besides a successful new local company means new money and new jobs. On the other hand, some people around here resent Xerox. Most of the local industries go back to the 19th century, and their people aren't always noted for receptiveness to newcomers. When Xerox was going through its meteoric rise, some thought the bubble would burst. No, they hoped it would burst. On top of that, there has been a certain amount of feeling against the way Joe Wilson and Saul Linowitz are always talking about human values while making money hand over fist.

但你知道，成功的代价。我去了罗彻斯特大学，这所大学坐落于杰纳西河畔，与校长W. Allen Wallace进行了一次谈话。Wallace是个身材高大、拥有红发的统计学家。他曾在多家罗彻斯特公司的董事会任职，包括曾一直充当大学“圣诞老人”的伊士曼柯达，该公司仍是大学最大的年度捐助者。至于施乐公司，大学有几个充足的理由对它充满感激。首先，大学是一个施乐多亿万富翁的典范，因为在这项投资上的资本收益约为1亿美元，且已得到超过1千万的利润。其次，施乐每年提供的现金捐赠仅次于柯达，并且最近承诺向大学的资金募集活动捐赠近600万美元。第三，Wilson是罗彻斯特大学的毕业生，自1949年起成为大学董事会成员，并自1959年以来担任董事会主席。

▶ 英文原文 ⏱

But you know, the price of success, I went out to the University of Rochester, high in the banks of the Genesee River, and had a talk with its president, W. Allen Wallace, a tall man with red hair, trained as a statistician. Wallace served on the boards of several Rochester companies, including Eastman Kodak, which had always been the University's Santa Claus, and remained its biggest annual benefactor. As for Xerox, the University had several sound reasons for feeling kindly toward it. In the first place, the University was a prize example of a Xerox multi-millionaire, since its clear capital gain on the investment amounted to around $100 million, and it had taken out more than 10 million in profits. In the second place, Xerox annually comes through with annual cash gifts second only to Kodak's, and had recently pledged nearly $6 million to the University's capital funds drive. In the third place, Wilson, a University of Rochester graduate himself, had been on the University's Board of Trustees since 1949, and its Chairman since 1959.

1962年我来这里之前，我甚至没有听说过像现在柯达和施乐这样的公司会给大学捐赠这么多钱，校长华莱士说。而他们回报只希望我们提供高质量的教育，并不是要我们为他们做研究或类似的事情。当然，我们的科学人员和施乐公司之间会有不少非正式的技术咨询。柯达、博世和龙和其他公司也是如此，但这并不是他们支持大学的原因。他们希望罗切斯特成为一个吸引他们想要聘用人才的地方。大学从来没有为施乐发明过任何东西，我想以后也不会。

▶ 英文原文 ⏱

Before I came here in 1962, I had never even heard of corporations giving universities such sums as Kodak and Xerox give us now, President Wallace said, and all they want in return is for us to provide top quality education, not do their research for them or anything like that. Oh, there's a good deal of informal technical consulting between our scientific people and the Xerox people. Same thing with Kodak, Bosch and Lom and others, but that's not why they're supporting the University. They want to make Rochester a place that will be attractive to the people they want here. The University has never invented anything for Xerox, and I guess it never will.

第二天早上，我在施乐公司的高管办公室见到了三位最高级别的非技术岗位的施乐公司人士，最后见到了施乐的领导威尔逊。首先是林诺维茨，1946年威尔逊短期聘请的律师，后来成为了他的得力助手并被长期留用。自施乐公司出名以来，公众往往认为林诺维茨不仅仅是个助手，甚至认为他是公司的首席执行官。施乐的管理层知道这种误解，并对此感到困惑，因为无论威尔逊被称为总裁（直到1966年5月）还是董事会主席（之后的职位），他一直是公司名副其实的老板。

▶ 英文原文 ⏱

The next morning in the Xerox Executive offices, I met the three non-technical Xerox men of the highest magnitude, ending with Wilson himself. The first of these was Linowitz, the lawyer whom Wilson took on temporarily in 1946, and kept on permanently as his least dispensable aid. Since Xerox became famous, the general public tended to think of Linowitz as more than that, as in fact the company's chief executive. Xerox officials were aware of this popular misconception and were mystified by it, since Wilson, whether he was called President as he was until May of 1966, or Chairman of the Board, as he was after that, had been the boss right along.

我几乎是在林诺维茨匆忙间遇到他的，因为他刚刚被任命为美国驻美洲国家组织的大使，正准备离开罗切斯特和施乐公司，前往华盛顿履行新职务。这位精力充沛的五十多岁的人，显得充满活力、专注和真诚。他对只有几分钟时间和我交谈表示歉意，然后迅速地说，他认为施乐的成功证明了自由企业的旧理想依然有效，而公司成功的关键在于理想主义、坚韧不拔、勇于冒险以及热情。说完，他向我挥手告别，然后离开了。

▶ 英文原文 ⏱

I caught Linowitz almost literally on the run, since he had just been appointed United States Ambassador to the Organization of American States, and was about to leave Rochester and Xerox for Washington and his new duties. A vigorous man in his fifties, he fairly exuded drive, intensity, and sincerity. After apologizing for the fact that he had only a few minutes to spend with me, he said, rapidly, that in his opinion the success of Xerox was proof that the old ideals of free enterprise still held true, and that the qualities that had made for the company's success were idealism, tenacity, the courage to take risks, and enthusiasm. With that, he waved goodbye and was off.

我感觉自己有点像一个在竞选火车的后平台上被候选人简短演讲过的短暂停留选民，但就像许多这样的选民一样，我被打动了。林诺维茨不仅仅用那些平淡无奇的话表达自己的意见，还像是他发明了这些话一样给人留下深刻印象。我感觉威尔逊和施乐公司会很想念他。我遇到了彼得·麦卡洛，他自从威尔逊升任董事长以来一直担任公司总裁，明显注定会在1968年接替他成为公司负责人，他在办公室里来回踱步，像一只被关在笼子里的动物，时而驻足在一个站立的书桌前，写下点什么或对着录音机说几句话。像林诺维茨一样，他是一个自由民主的律师，但出生在加拿大，是一个开朗外向的人，年仅40岁出头，被认为代表着施乐的新一代，被委以决定公司下一步发展方向的重任。

▶ 英文原文 ⏱

I was left feeling a little like a whistle-stop voter who has just been briefly addressed by a candidate from the rear platform of a campaign train, but, like many such voters, I was impressed. Linowitz had used those banal words not merely as if he meant them, but as if he had invented them, and I the feeling that Wilson and Xerox were going to miss him. I found a seed Peter McCullough, who had been president of the company since Wilson had moved up to chairman, and who was apparently destined eventually to succeed him as boss, as he did in 1968, pacing his office like a caged animal, pausing from time to time at a stand-up desk, where he would scribble something or bark a few words into a dictating machine. A liberal democratic lawyer like Linowitz, but a Canadian by birth, he is a cheerful extrovert who, being in his early 40s, was spoken of as representing a new Xerox generation, charged with determining the course that the company would take next.

他说：“我遇到了成长的问题。” 在他放弃踱步，坐到椅子边缘不安地栖息时，他告诉我。在大型复印技术领域的未来增长已经不再可能，因为没有足够的空间，他接着说，而施乐公司正在转向教育技术。他提到了计算机和教学设备，并且当他说他梦想设计一个系统，可以让人在康涅狄格书写资料，然后在全国各地的课堂上数小时内就能再版时，我感到施乐公司的某些教育梦想可能很容易变成噩梦。但他又补充道，巧妙的硬件的危险在于它会分散对教育的注意力，而如果你不知道要在上面放些什么的话，再好的机器也是无用的。麦卡洛说，自从1954年他来到哈洛伊德公司以来，他感觉自己经历了三家完全不同的公司。1959年之前，是一家小公司，从事一场危险而又令人兴奋的赌注。从1959年到1964年，是一家正在成长的公司，享受着胜利的果实。现在则是一家巨大的公司，向新的方向拓展。

▶ 英文原文 ⏱

I faced the problems of growth, he told me, after he had abandoned his pacing for a restless perch on the edge of a chair. Future growth on a large scale simply isn't possible in xerography, he went on, there isn't room enough left, and the direction that Xerox is taking is toward educational techniques. He mentioned computers and teaching machines, and when he said he could dream of a system whereby you'd write stuff in Connecticut, and within hours reprinted in classrooms all over the country, I got the feeling that some of Xerox's educational dreams could easily become nightmares. But then he added, the danger in ingenious hardware is that it distracts attention from education, while good is a wonderful machine if you don't know what to put on it. McCullough said that since he came to Halloid in 1954, he felt he'd been part of three entirely different companies. Until 1959, a small one engaged in a dangerous and exciting gamble. From 1959 to 1964, a growing one, enjoying the fruits of victory. And now, a huge one, branching out in new directions.

我问他最喜欢哪一个，他想了很久。最后他说，我不知道，我过去感到更自由，觉得公司里每个人在一些具体问题上，比如劳工关系，都有共识。但现在我不太有这种感觉。压力变大了，公司也更加冷漠。我不会说生活变得更轻松了，也不认为未来会更轻松。约瑟夫·C·威尔逊让我感到意外的事情之一就是，当我被带到他面前时，发现他的办公室墙壁上居然装饰着老式的花纹墙纸。作为施乐公司的负责人，他竟然有这样一份怀旧情怀，真是出乎意料。然而，他和这些墙纸一样，给人一种温馨而不具威胁感的印象。他是个五十多岁的小个子男人，在大部分会面时间里，他显得严肃甚至有点凝重，说话缓慢而略显犹豫。

▶ 英文原文 ⏱

I asked him which one he liked best, and he thought a long time. But I don't know, he said finally, I used to feel greater freedom, and I used to feel that everyone in the company shared attitudes on specific matters like labor relations. I don't feel that way so much now. The pressures are greater, and the company is more impersonal. I wouldn't say that life has become easier, or that it is likely to get easier in the future. Of all the surprising things about Joseph C. Wilson, not the least I thought, when I was ushered into his presence, was the fact that his office walls were decorated with old-fashioned, floured wallpaper. A sentimental streak in the man at the head of Xerox seemed the most unlikely of anomalies. But he had a homey, unthreatening bearing to go with the wallpaper. A smallish man in his late fifties, he looked serious, almost grave, during most of my visit, and spoke in a slow, rather hesitant way.

我问他是怎么决定进入家族企业的，他回答说，实际上他差点就没进这个行业。他在大学时主修的第二专业是英文文学，曾经考虑过从事教学工作或投身于大学的财务和行政管理。但毕业后，他去了哈佛商学院并成为名列前茅的学生，不知怎的，最终选择了这条路。无论如何，他在离开哈佛那年加入了Halloid公司，并突然微笑着告诉我，就是这样。威尔逊最热衷讨论的话题似乎是施乐公司的非营利活动和他的企业责任理论。他说，在这方面，对我们有一些怨恨。我不是指那些抱怨我们在花他们的钱的股东，这种观点已经在失去影响。我是指在社区中，你听不到这种抱怨，但有时直觉上能感受到，人们仿佛在说，这些年轻的暴发户到底以为自己是谁呢？

▶ 英文原文 ⏱

I asked him how he had happened to go into his family's business, and he replied that as a matter of fact he nearly hadn't. English literature had been his second major at the university, and he had considered either taking up teaching or going into the financial and administrative end of university work. But after graduating he had gone on to the Harvard Business School, where he had been a top student, and somehow or other. In any case, he had joined Halloid the year he left Harvard, and there he told me, with a sudden smile, he was. The subjects that Wilson seemed to be most keen on discussing were Xerox's nonprofit activities, and his theories of corporate responsibility. There are certain feelings of resentment toward us on this, he said. I don't mean just from stockholders complaining that we're giving their money away. That point of view was losing ground. I mean, in the community, you don't actually hear it, but you sometimes get a kind of intuitive feeling that people are saying, who do these young upstarts think they are anyhow?

我问他，针对联合国电视系列的写信抗议活动是否在公司内部引起了任何疑虑或畏缩不前的情绪，他表示，作为一个组织，我们从未动摇。几乎所有人都认为，这些攻击只会进一步强调我们想要传达的观点，即世界合作是我们的业务，因为没有合作就可能没有世界，也就没有业务。我们相信，继续推进这个系列是明智的商业决策。同时，我也不否认这不仅仅是出于商业上的考虑。我怀疑，如果我们自己都是极端保守主义者，我们可能就不会这么做。

▶ 英文原文 ⏱

I asked whether the letter writing campaign against the UN television series had caused any misgivings or downright faint-heartedness within the company, and he said, as an organization we never wavered. Almost without exception, the people here felt that the attacks only served to call attention to the very point we were trying to make, that world cooperation is our business, because without it there might be no world and therefore no business. We believe we followed sound business policy in going ahead with the series. At the same time, I won't maintain that it was only sound business policy. I doubt whether we would have done it if, let's say, we had all been birchers ourselves.

威尔逊慢慢地继续说。让公司在重大公共问题上表态，这个问题让我们不断地反思自己。这是一个平衡的问题。你不能一味地模棱两可，否则就会失去影响力，但你也不能在每个重大问题上都表态。比如，我们不认为公司应该在国家选举中表态。幸运的是，或许是因为索尔·伊努伊茨是民主党人，而我是共和党人，所以像大学教育、民权和黑人就业这样的议题显然是我们关注的领域。

▶ 英文原文 ⏱

Wilson went on slowly. The whole matter of committing the company to taking stands on major public issues raises questions that make us examine ourselves all the time. It's a matter of balance. You can't just be bland, or you throw away your influence, but you can't take a stand on every major issue either. We don't think it's a corporations job to take stands on national elections, for example. Fortunately, perhaps since Sol Inuitz is a Democrat and I'm a Republican, issues like university education, civil rights, and Negro employment clearly are our business.

我希望我们会有勇气支持一个不受欢迎的观点，如果我们认为合适这样做的话。目前为止，我们还没有遇到过这样的情况。在我们看来，履行公民责任和做好生意之间没有冲突。但也许未来会有这样的时刻，我们可能不得不站到第一线。比如，我们曾经尝试在不大张旗鼓的情况下，帮助一些黑人青年获得那些超越打扫卫生的工作。这项计划需要我们工会的全力配合，而我们也得到了这样的支持。

▶ 英文原文 ⏱

I'd hope that we would have the courage to stand up for a point of view that was unpopular if we thought it was appropriate to do so. So far, we haven't faced that situation. We haven't found a conflict between what we consider our civic responsibility and good business. But the time may come. We may have to stand on the firing line yet. For example, we've tried, without much fanfare, to equip some Negro youths to take jobs beyond sweeping the floor and so on. The program required complete cooperation from our union and we got it.

我渐渐意识到，蜜月期已经悄然结束。现在有一股反对的暗流涌动。尽管它刚刚露头，但如果势头增大，可能会给我们带来真正的商务问题。如果反对者从几十人增加到几百人，情况甚至可能会发展到罢工。若真到那一步，我希望我们和工会领导能够站出来抗争。但说实话，我也不太确定在那种情况下我们会怎么做。我想我大概知道我们的选择。

▶ 英文原文 ⏱

But I've learned that in subtle ways the honeymoon is over. There's an undercurrent of opposition. Here's something started then that if it grows could confront us with the real business problem. If it becomes a few hundred objectors, instead of a few dozen, things might even come to a strike. And in such a case, I hope we and a union leadership would stand up and fight. But I don't really know. You can't honestly predict what you do in a case like that. I think I know what we do.

威尔逊站起来走到窗边，说到他所追求的目标之一是，公司的一个重要努力现在和未来更是如此，就是要保持公司以往闻名的个人和人性化品质。他说，我们已经看到一些失去这种品质的迹象。我们正在努力培训新员工。但是，整个西半球的两万名员工和罗切斯特的一千名员工是不一样的。

▶ 英文原文 ⏱

Getting up and walking to a window, Wilson said that as he sought, one of the company's major efforts now, and even more in the future, must be to keep the personal and human quality for which it has come to be known. Already we see signs of losing it, he said. We're trying to indoctrinate new people. But twenty thousand employees around the western hemisphere isn't like a thousand in Rochester.

我走到窗边和威尔逊一起，准备离开。这是一个阴冷、昏暗的早晨，据说这个城市一整年经常是这样的天气。我问他，在这样阴沉的日子里，他是否会质疑能否保住过去的品质。他简短地点了点头，说这是一场永恒的斗争，我们未必能赢。

▶ 英文原文 ⏱

I joined Wilson at the window, preparatory to leaving. It was a dank, dark morning, such as I'm told the city is famous for much of the year. And I asked him whether on a gloomy day like this he was ever assailed by doubts that the old quality could be preserved. He nodded briefly and said, it's an everlasting battle, which we may or may not win.

Business Adventures: Twelve Classic Tales from the World of Wall Street. Chapter 5. Xerox Xerox Xerox Xerox

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