They Don’t Make Computer Manuals Like They Used To
My family’s first computer was a Franklin Ace 1000. I think we got it in 1983. Franklin Ace computers were clones of Apple II computers, which eventually prompted a lawsuit from Apple and a court ruling that operating systems can be protected by copyright. The computers may have been clones, but the Franklin manuals were definitely original.
I recently found copies of manuals for the Franklin Ace 1000 and its predecessor the Ace 100. They were similar computers, so the manuals share a lot of content in common. Both are pretty incredible.
For example, the manual for the Franklin Ace 100 begins with about 40 pages of computer basics (What are they? What can they do? etc). And then, on page 40, two thirds of the way down the page, there is a chapter heading called “The Ancestral Territorial Imperatives of the Trumpeter Swan.” Here’s how the chapter begins:
I like how low-tech the manual is. The whole thing is done in a Courier typeface, with chapter headings in all-caps. Here’s how the same chapter heading appeared in the manual for the later Franklin Ace 1000:
You can see that this manual is more designed. There are friendlier fonts. There are cute cartoons of Benjamin Franklin throughout. But some of the written humor is lost. Gone is the reference to a “disgustingly cute phrase.” The chapter heading is cushioned with “A good title for this section might be…” This version of the joke is a bit too on-the-nose for me.
But the Ace 1000 manual isn’t just a watered down version of the Ace 100 manual. It has its own jokes, including several humorous glossary entries. For example, the first chapter of the manual lists things you can do with a computer, including “get a list of recommendations for wines to serve with Terrine Maison.” In the glossary, you’ll find Terrine Maison helpfully defined between entries for source and utility program:
Reading through the Ace 100 manual, I came across a section so shocking that I can’t imagine a modern computer company even considering putting it in a manual. In this section, you are advised to circumvent copy protection to make personal backups of programs you lawfully purchased:
And it still hasn’t happened.
The Ace 100 manual goes on to describe three categories of crooks in the computer world. The first category is “Them,” the computer salespeople who overhype their products with advertising gimmicks. The second category is “You.” Franklin isn’t actually calling you a crook, but they say that software manufacturers will treat you like one:
The last category of crooks is “US”:
Well they weren’t, technically, until the court ruling.
Most of the “Crooks” section is omitted from the Ace 1000 manual. A condensed version still appears in the section about copy protection.
Both manuals make 80s pop culture references, explaining the concept of computer programs by comparing them to TV programs like Hill Street Blues, The Dukes of Hazzard, or Live at the Met with Itzhak Perlman (who the glossary helpfully defines as “a violinist”). Former Good Morning America host David Hartman is described as “nothing but reconfigured electronic signals [you watch] over coffee in the morning.”
In both manuals, the author tries to explain what kinds of programs are useful and which to stay away from. He states that “the sole purpose of many of these wonders in programming is to separate you from your money.” And then he gives this warning:
This strikes me as a reference to Damon Runyon, whose stories of 1930s New York hustlers were the basis for the Broadway musical Guys and Dolls. Damon Runyon wrote, “One of these days in your travels, a guy is going to come up to you and show you a nice brand-new deck of cards on which the seal is not yet broken, and this guy is going to offer to bet you that he can make the Jack of Spades jump out of the deck and squirt cider in your ear. But, son, do not bet this man, for as sure as you are standing there, you are going to end up with an earful of cider.”
I wondered what other inside jokes the manual has that I wouldn’t know about. The manuals are uncredited, but I figured out that they were written by a guy named Sal Manetta, who later went on to work for Unisys and Intel. He is now retired. I couldn’t reach him, but I did get hold of Bob Applegate, a programmer who was at Franklin at the time.
Bob wrote:
We hired this tech writer guy who knew nothing about personal computers named Sal Manetta. He was the manager of the Publication group. Sal hired a funky artist [Frank someone-or-other] who did most of the drawings of Ben Franklin in the user manual. Sal was supposed to learn about computers like an average person back then, such as reading magazines, talking to salesmen at stores, etc. Sometimes Dave and I would head over to a local place where I used to work (where Franklin discovered me), would “introduce” ourselves to Sal and give him advice on buying his first computer, much to the annoyance of the sales staff there. Sal would get back to the office and tell us what the sales folks said about us once Dave and I left :)
Bob mentioned that many of the cartoons are based on real events and people Sal encountered at Franklin. Here are some of the cartoons along with Bob’s comments:
“Engineering was in a long, narrow building with no windows, nicknamed ‘the cave’. Sal was never exposed to engineers before Franklin, and we sometimes overwhelmed him. He often said ‘Abandon hope all ye who enter’ to people on their first visit to our building.”
“Look for the one of the boy soldering with an evil looking computer… that’s me… I wore Converse sneakers to work back then; look at the star on the side of his sneaker.”
“The computer salesman speaking BASIC code was my old boss at a local computer store.”
“The guy smoking a cigarette and dumping ashes onto the computer is a repair guy from the same local store.”
And where did the trumpeter swans come from?
“The ‘Territorial Imperatives of the Trumpeter Swan’ was also real. Resumes came pouring into Franklin, and we’d all look through them. One guy had written a research paper with that crazy title, and we all thought it was pretty interesting. So, Sal worked it into the manual as a chapter title.”
After Franklin lost their lawsuit with Apple, they continued to sell computers that were similar to Apple’s, but without any infringing code. I found the manual for one of those computers, the Franklin Ace 500. Sadly, there is nothing creative to be found within. It reads like stereo instructions. I was disappointed to see there’s even a chapter with the disgustingly cute name “Getting Started.”
Want to read the manuals in full? Here they are:
Franklin Ace 100 (PDF) - via
Franklin Ace 1000 (PDF) - via
Franklin Ace 500 (PDF) - via
That last “via” link also has the original Apple II manuals, for comparison.
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