Since photos were seen as a serious endeavor, used for artistic expression and archival documentation, people weren’t taking a ton of photos. In response to this challenge, Kodak invested its resources and energy to reposition photo-taking as a way to capture joyous moments.

And, just as today, the book itself was used as a piece of marketing. For example, in the back of one late medieval book a scribe called Herneis writes: ‘If someone else would like such a handsome book, come and look me up in Paris, across from the Notre Dame cathedral.’ Or in a fifteenth-century Dutch book: ‘If you like this copy of the Old