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The place of the IBM Selectric Composer in the evolution of bookmaking processes is outlined: it provides a return to directness and simplicity, combined with the speed of mechanization. Some restrictions and problems which the new machine poses for the type designer are described. The article was originally presented as a lecture at Gallery 303 in New York City. It has been composed on the IBM Selectric Composer in the Univers face which the author adapted to the machine.