How Do You Map the Ocean Floor? A review of the book, Soundings: The Story of the Remarkable Woman Who Mapped the Ocean Floor, by Hali Felt
How do you map the ocean floor? Who created the first map of the bottom of the sea?
Cartographers were putting the depths of the ocean on the map long before Google Street View provided their very first underwater panoramic images of the Great Barrier Reef, and the Apple map app shipwreck. The book, Soundings: The Story of the Remarkable Woman Who Mapped the Ocean Floor, by Hali Felt, tells the story. If you are interested in exploring the history of women in science, and the changes in scientific thought over the last century, then this book is worthy of your time. Hali Felt brings Marie Tharp and her partner, Bruce Heezen to life. The biography paints a picture of a unique and remarkable person, how she came to be, and her accomplishments before the digital age, when a woman was not invited, or acknowledged, in the scientific community.
Marie Tharp’s physiographic diagrams of the ocean floor, illustrated to the world, the theories of plate tectonics and continental drift. The story involves a lot of politics and drama in the scientific community. It makes me glad that I decided to go into the family map printing business, instead of academia. I loved Soundings: The Story of the Remarkable Woman Who Mapped the Ocean Floor, Hali Felt’s biography of Marie Tharp, and not just because she wrote about Williams & Heintz Map Corp. My dad used to talk about Marie’s visits to have us print her maps. He described her as “quite a character”, a unique and colorful individual, bubbling over with personality. It was a joy to find Williams & Heintz, my dad, and grandfather mentioned in the pages.
In the fall of 1961 the Geological society of America published Marie and Bruce’s second physiographic diagram. This diagram showed the South Atlantic Ocean, included the Caribbean and Scotia seas, and the eastern margin of the South Pacific Ocean. Marie spent four years (from 1957, when she finished the North Atlantic, until 1961) drawing the floors of these oceans, which had never been done before; it took her only ten months to re-create the land masses surrounding the oceans, all of which had been well documented before. When preparing these diagrams, Marie followed the same method she’d used when drawing the North Atlantic: plotting profiles, examining adjacent tracks for trends and regional characteristics, sketching the relief of the terrain along the profiles, and filling in blank areas by extrapolating and interpolating.
In July 1961, while the physiographic diagram of the South Atlantic Ocean was in the process of being printed at the William and Heintz Map Corporation in Washington, D.C., Marie wrote three letters to Bruce. These letters show how deeply invested she was in what happened to her work when she was finished drawing. After making a trip to D.C. to meet with the printers, she went to Ohio, where her brother had carried on at the farm in Bellefontaine after their father’s death.
“Dear Bruce,” she wrote on July 3, “I thought I would write you a letter about my adventures in Washington with the thought that it might save on your telephone bill.” Bruce had just returned from Russia, a guest of the Academy of Sciences, and Marie wrote that she had waited until she was sure he was “back safe and sound.”
“I left Piermont Monday, June 19 about 5:30 p.m. and arrived at Williams & Heintz next day about 1 p.m.,” she wrote, “having spent the night at a Mobil somewhere between Phila. and Baltimore. Fortunately, both Mr. Heintz & his son were there-the son showed me all around the plant-really a wonderful setup.” On her tour, Marie got to see printing presses and a camera as “big as a room,” none of which would be used on her map because it was, she repeatedly mentioned to Bruce, “too big.”
“I didn’t see the actual outfits they did use on our map-but there was also a huge pie-shaped vat that they pour the colored inks in & whirl around to make the color proofs.”
The printers, Marie told Bruce, had made up a blue-ink print of the South Atlantic map for her to review. All the ocean floor’s texture had been transferred to a metal plate in order to make a negative, but Marie deemed the print made from it too pale-a disappointing result from four years of work. So she retouched” the whole thing, took a “steel point which must have been used for 20 years or so” and etched the grooves deeper, thousands of miniature valleys in which blue ink would pool instead of water. She fixed a mistake this way, too. The Shag Rocks, a group of islands west of the Falkland Islands, were blurry, and the printer “offered to splice a piece in the negative and I expect they could have done it perfectly,” she wrote. “But I went ahead, scratching in more lines on the negative & the next day still scratching.”
There were also, she said, some mistakes with the markings of degrees along the border and concerning the legend she “suggested that Columbia University be set in smaller type.” The big black Old English typeface “seemed a little overpowering,” so they reduced it by about one-third. “It looked much better.” And then there was the matter of the words Lamont Geological Observatory. “I also wish I had suggested that [they] be moved down a V8 inch from our names-just for proportion’s sake-but I didn’t.”
The map’s contrast worried her the most. “I do hope you will give this matter of contrast your particular attention. I should be crushed to death if it is a washed out print … honest to goodness it’s worth another trip to Washington to see the contrast of the print before a color proof is made … I guess this is enuff for now.” She signed off with the words, “Love Marie.”
Her second letter, dated July 25, 1961, and sent from Bellefontaine, begins much like the first: she is worried about Bruce’s phone bill reaching “astronomical proportions.” She is “flabbergasted” to hear that the new oceanography building on the Lamont campus is almost done. “Excuse this writing but my hand is stiff from painting. I am doing the inside hall-changing dark doors to yellow. On rainy days I paint inside & when it quits raining for two days in a row I do windows outdoors.” There follows some discussion of the lakes in the Andes. “They should not be solid blue or green or edged in green. If they do turn out any of the above ways I think the best thing would be to call up Mr. Heintz and have his boy paint out the color overlay & print the damn lakes in yellow.”
The paragraphs that follow all use the word also: “I also hope you like.” “I should also like to remind you.” “Also I should like to know.” “Also if this guy.” “I am also happy to hear your little model is working out so well” -she was referring here to a globe of the world’s ocean floors with raised relief that Bruce was trying to make. “Have you yet gotten a hold of some dental wax or softer material for final details? … Somehow I would like to be back helping you. It’s very lonely here. Well, keep me posted & write to me. Love Marie.”
Marie never mentioned, in her letters from July 1961, all the new features that she had exposed for the first time in her map of the South Atlantic. What would she have said anyway? Also I should like to point out that we showed the Equatorial Mid-Ocean Canyon, which debauches into the Pernambuco Abyssal Plain, for the first time? Also I should like to note that we showed the Ameghino Canyon, off the coast of Argentina, and the submarine canyon of the Orange River, off the coast of South Africa? Also I should like to remind you that we discovered the Romanche and Chain fracture zones? Bruce didn’t need to know these things, but in order to know the importance of her work, we do.
I wrote previously about Marie Tharp here.
Soundings: The Story of the Remarkable Woman Who Mapped the Ocean Floor
Hali Felt
Henry Holt
352 pp.
Map Printing News from the International Map Industry Association: Links between Paper and Digital Add Value to Your Map

Copper plate engraving showing hand drawn map symbols and typography. The beginnings of Williams & Heintz Map Corp., Est.1921
Last week I attended the International Map Industry Association Conference in Albuquerque, New Mexico. The world of cartography and mapping is changing. Heck, we even changed the name of the organization from International Map Trade Association to the International Map Industry Association. As one attendee, Eric Riback of Riback Associates says,
“The conference is smaller than it once was when the printed map publishing and retailing industry was flourishing. But as the industry, technology and players have changed in the past dozen years, the conference remains no less valuable than it ever was. Brainstorming, deal-making and information sharing are done with vigor there. If you have an interest in or connection to map/location-based technology or publishing, it’s somewhere you should be.”
As a map printer, we have been challenged by the new landscape of the mapping industry: the changing demand for paper and print, the economic picture, and GPS/GIS technology have changed the demand for printed maps. But as Directions media’s Joe Francica says in his article, ‘ “News of my death has been greatly exaggerated” … Print Map Publishers’,
“While you may perceive that “print” maps are dead and somehow dwarfed by the likes of the online, digital map publishers and portable navigation devices manufacturers, there is still much interest and business in a high quality, niche content-based paper map products.”
Much like the “paperless office” still leads to countless hits of the “Print” button, new toys and tools make it easier and more likely that people will print too. New advances and digital tools make it possible for more people than ever to create maps that we can print.
Williams & Heintz was started by my great grandfather, with stone lithography and copper plate engraving. We have adapted to each new advance in technology, and we will continue to see new opportunities to share information with maps. Providing the product in both digital and hard copy formats, and linking the opportunity to purchase either or both, results in cross pollination that drives the sales of both products. It’s not an either/or decision; the best option is frequently both. We are exploring new digital products with ways to link between paper and digital, as well as new collaborations for digital delivery mechanism for both a print and digital versions for our customers. The IMIA Conference inspired me with opportunities to use the emerging trends in technology to complement my core business, map printing.
Williams & Heintz Map Corporation featured in Printing & Graphics Association MidAtlantic (PGAMA), Sustainability Spotlight
Mark and I are pleased to announce that Williams & Heintz Map Corporation has been featured in Printing & Graphics Association MidAtlantic (PGAMA), Sustainability Spotlight. PGAMA is the leading trade association serving the visual communications industry in Virginia, Maryland, Washington, D.C. and Southern Pennsylvania. PGAMA represents over 1200 firms across the region. The spotlights focus on projects implemented by a member company reducing the environmental impact of their processes, or supporting the sustainability of their company. The spotlights are structured in the form of case studies so that the membership at large could adopt a similar project at their company.
Here is the Story from the Spring/Summer 2012 Print Matters:
Sustainability Spotlight: Williams & Heintz Map Corporation
PGAMA’s Sustainability Spotlight focuses on members’ environmental efforts. In the spotlight this issue is member firm Williams & Heintz. Located in Capitol Heights, MD, the company was established in 1921, and creates custom maps, provides map printing and folding services, offers GIs cartography, and more. President and chief stockholder Holly Heintz Budd is an environmental ecologist with a B.S. in environmental studies from Rutgers University and an MBA from trinity D.C. University. As a result of her leadership in this area, the firm has employed materials and practices that are as kind to the environment as possible. Holly says, “Williams & Heintz Map Corporation is a sustainable printer whose ‘green’ initiatives are not just a marketing tool. At Williams & Heintz, we strive to minimize the impact of the environmentally and energy intensive process that is printing; as well as to maintain a good, healthy workplace.” Following is the William & Heintz sustainability story.
Part 1: Getting started
Mark Budd, the company’s secretary/treasurer, says Williams & Heintz (W&H) has always implemented environmental activities, and got started for the same reason many businesses do: to reduce expenses. It began with simple measures, such as recycling aluminum plates and paper. Now, however, W&H incorporates many more sustainable practices as part of their business operations, and sees it as one of the company’s core values.
W&H made it a goal to stay on par with the environmental standards for California (the state with the strictest requirements in the nation), in order to do business with customers there. By doing so, the business has always kept one (or two, or three!) steps ahead of local requirements.
W&H became one of the first printing firms to completely eliminate alcohol in both pressroom and finishing operations in the 1990’s. The dampening systems on their presses are alcohol free. Alcohol-based fountain solution was eliminated and replaced by substitutes. In addition, their press washes are non-petroleum and water miscible.
W&H also switched to vegetable based inks rather than soy inks. Soy inks are made from cheaper, non-edible grade soy oil imported from South America, and choosing vegetable based inks as their standard ink is a deliberate effort by the company to not add to demand for soy oil from areas currently occupied by rainforests. In addition to being beneficial on the harvest end of production, vegetable based inks dry by oxidation, unlike heat- set inks used on web presses, which require the use of propane, natural gas, or some type of electric-powered oven. These drying methods discharge large amounts of particulate matter into the atmosphere (unless scrubbers are used.)
Part 2: the Impact
W&H has noticed a positive impact from their sustainable practices across the board, from boosting the company’s bottom line, improving staff involvement and morale, and aiding with recruiting; to establishing loyalty among customers and receiving a welcome from within the community.
Holly says that customers have always appreciated their sustainable efforts, and has found that it continues to give W&H a competitive edge. Mark adds that today’s customers are more educated about environmental practices, and not only appreciate them, but expect them.
As far as impact on the staff, Holly says W&H sustainable practices are a source of pride for employees. Mark notes that as the company implemented new practices, employees HAD to get involved. But once committed, they contributed innovative ideas and energy to various programs. He also noticed that employee morale improved as they became more engaged and attributes that to the fact that, “…doing things better makes everybody feel better.” those efforts further instilled company pride and loyalty. The average W&H employee has been with the firm for 20 years.
When it comes to benefits for the community, Holly says that W&H is a welcomed member since they are not adding things to local landfills. What’s more, since their sustainable efforts have helped to increase profits, the company has been able keep hiring workers…and retaining them. That is an obvious perk in any area.
Part 3: Certifications
W&H has three certifications already:
- ISO 14001:2004 certification
- ISO 9001:2008 certification
- RACG Group Certification with FSC (Forestry Stewardship Council)
The company is currently working on G7 certification, and an effective color management plan to reduce waste of ink, paper, and time.
Mark Budd says that the game plan for W&H certifications is to create sustainable green print. They have followed a series of steppingstones as they continue to work towards that goal.
Holly says the first certification was ISO 9001:2008, a quality certification. They saw immediate benefits, but as they got into the practice of documenting how they did things, it brought to light other areas that needed to be changed. That led to the ISO 14001:2004 certification, an environmental management system, and subsequent certifications.
Mark says the upfront costs of certification are initially just labor, and audit fees are not that extreme. But, the investment for W&H was well worth it since they began printing on plastic. He notes that the process they had been using previously, for printing on paper, simply needed to be changed in order for the company to maintain the same level of quality for which they are known.
Holly says environmental stewardship “…is a passion” for her, and feels that PGAMA has given her a forum to bring her passion to her work. “Being part of PGAMA has been a wonderful resource for W&H environmental efforts because it gives industry executives the chance to share with and learn from each other about what sustainable practices they are each undertaking. She points to the Association’s partnership with EnerNOC as an example. “PGAMA’s collaboration with EnerNOC has been so beneficial for W&H, and we learned about it as a direct result of our membership. The program monitors energy usage, and has been an awesome tool to help us save money as well as energy!
Read more our ISO certified printing here.
Read more about Williams & Heintz’ Environmental Practices here.
Read my Environmental Policy Letter, (pdf) here.
Christmas in July
Last winter, Williams & Heintz participated for the first time, in Calvert Hospice Festival of Trees We got to decorate one of over 60 trees, which were displayed over Thanksgiving weekend, and then went to homes and businesses. This year there will be a new Gingerbread House Competition, in addition to Breakfast with Santa. The vendors at the festival provide a great start to the holiday shopping season too. All proceeds from the Festival of Trees go to support the Burnett-Calvert Calvert Hospice House. The House is available to anyone in Calvert County living their final days for whom care at home is not an option.
Our decorations were made of re-purposed nautical charts. It makes me happy to get creative and make pretty things out of old stuff, so I derive great satisfaction making decorations out of reused maps. We made paper snowflakes, angels, paper map beads, and origami boats.
We publish updated Maryland and Virginia Cruising Guides every two years because of the hundreds of changes to information on buoys, water depth, tidal currents, marinas, ramps and channels. Whenever we have leftover books from a prior printing, they get recycled. As nice as recycling is, making the old charts into something new and beautiful, for a good cause, is far more fun.
UPDATE: See pictures and read about the 2012 hospice tree here.
What’s in a name? That which we call a rose, by any other name, would smell as sweet. But what about that place on the map?
In Shakespeare’s play, Juliet asks Romeo,
“What’s in a name? that which we call a rose
By any other name would smell as sweet.”
But what about that place on the map? Place names are often contested. For example, the Persian Gulf is a name that has been in use for a long time. Arabian Gulf is a relatively new name for the same place, that some Iranians object to.
The Sea of Japan is most commonly used to identify the body of water between Japan and the Korean Peninsula and China. The Republic of Korea would prefer that it was called the East Sea.
Map makers, who do not wish to make a political statement with their cartography, will often go out of their way to make the map so that the name or boundary is not included, or is not legible, to stay out of the conflict. When the issue came to our attention, we dug back into the Map Vault at Williams & Heintz to see if we could find any older map, to see what was on it. Sure enough, this Tectonic Map of China and Mongolia, that we printed for the Geological Society of America, in 1974 has the name of the sea conveniently omitted.
Now, I firmly believe that some old place names are better changed: place names that are racist, or sexist would smell much sweeter without an offensive name. My view of political names is, “a rose would smell as sweet.”
What do you think?
With respect to maps it’s a mistake to see it as a print vs mobile media competition. The greatest result is achieved when the two are used together. The printed map provides the “big picture” and the resulting spatial awareness shows you where to crunch down for detail using the mobile device. Without the mobile device you lose the enormous resources of the internet. Without the printed map you don’t know what to do with the mobile device. A salesman once explained it to me as follows: He had covered sales territories using both printed maps and using his gps. In both instances he could get from point A to B and back again, but when only using gps, he never really knew where he was. That sounds to me like missed opportunities.
Yesterday SI Live published an article titled: “Paper trail: Staten Island lawmakers push legislatures to go paperless”. It contains several misleading environmental arguments on going paperless in favor of electronic communication, including this statement by the author:
“Whole forests are destroyed to comply with this quaint and, in this day and age, entirely unnecessary tradition. It’s a colossal and, frankly, shameful waste in a time when government is supposed to be more environmentally conscious. “
Below I address the main points, but I would also encourage people in the print and paper industries of NY State to voice their concerns to:
- U.S. Congressman Michael Grimm
- City Councilman James Oddo
- Assemblyman William Magnarelli
- State Senator Andrew Lanza
- Assemblywoman Nicole Malliotakis
As a private forest owner who has made his living in the forest and paper industry, this type of misinformation really disappoints me. I wish that more people…
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Save the trees, don’t print? No, paper is a sustainable way to communicate
Save the trees, don’t print. I hate seeing this message at the bottom of documents on my computer. It is an easy thing for marketers to say, to make them, and you, feel good about saving time and money with electronic communication. This falsehood carries over in to all forms of print, not just those emails, making everyone believe that paper is bad. Printing is bad. But is it really? Would you say, “Save the tomatoes, don’t eat pizza”? It is a fallacy that electronic media is more environmentally friendly than print.
Paper is a sustainable way to communicate. Print Grows Trees provides some facts about the environmental benefits of printed paper:
Printed paper is made from a renewable resource. Trees can be replanted in places where they were harvested and also in places where they don’t currently grow. As much as we love our electronic devices, they don’t grow on trees or anywhere else.
54.7 percent of all paper in the U.S. is currently recycled.
Printed paper can be recycled, recovered and reused. The systems that are in place for these processes are widely available and have become more efficient and sophisticated over the many years they have existed. In contrast, electronic devices are much more complex and expensive to recycle, recover and reuse due to the toxic nature of many of their components, and current systems are still in the early stages.
The average data center serving our electronic devices consumes the same amount of energy as 25,000 households.
The paper we use to print in the U.S. is made from more than 60 percent biofuels. Paper mills use what’s left over from the manufacturing process to generate bioenergy on site. This serves to:
- Divert waste from landfills
- Decrease the overall carbon footprint of paper products
- Decrease dependency on coal and other fossil fuels
- Help meet green energy goals in America
By contrast, server farms that power computers have become the fastest growing users of fossil fuel in the world, and the amount of energy they use is doubling every year.
I, along with printers all around the world, was very surprised to find that Toshiba America Business Solutions has announced that Oct. 23, 2012, will be “National No-Print Day.” Toshiba wants to “raise awareness of the impact printing has on our planet” and of “the role of paper in the workplace. The European organization, Two Sides, has challenged Toshiba’s ‘No Print Day’ as Greenwash .
Printing Industries of America’s President and CEO Michael Makin had this to say:
“Printing is the only medium with a one-time carbon footprint—all other media require energy every time they are viewed. Electronic devices, which Toshiba produces, for example, require the mining and refining of dozens of minerals and metals, as well as the use of plastics, hydrocarbon solvents, and other non-renewable resources. Moreover 50–80 percent of electronic waste collected for recycling is shipped overseas and is often unsafely dismantled. For Toshiba to call for such a ban on printing is hypocritical to say the least.”
I have a previous Blog post about my experience with printed maps versus electronics. Surprise: Print and electronics work together to provide more value. Why would Toshiba, who makes printers, and fax machines completely loose sight of this?
UPDATE: Toshiba has agreed to abort its National No-Print Day!
Ohio Scenic Rivers Map, Best of Category Award of Excellence at the Printing and Graphics Association MidAtlantic (PGAMA) 2012 Excellence in Print Award
Williams & Heintz Map attended the Printing and Graphics Association MidAtlantic (PGAMA) 2012 Excellence in Print Awards Gala on March 23rd. Our maps were finalists in the map category, winning Awards of Excellence.
Our printing and folding of the Ohio Scenic Rivers Map, for the Ohio DNR, won the Best of Category Award of Excellence for Folders and Brochures, Process!
The print quality of everything entered was excellent, so it must have been the tricky map folding that won the award. The 55 inch x 8 ½ inch piece is 15 panels that first accordion fold. Then, the last two folds wrap around, resulting in a short fold on the cover. We had to feed it tail first. The final size is 8 ½ inches x 3 ¾ inches.
Here is a link to my previous post with map folding and finishing tips.
This map was featured in a post about QR Codes.
The Little Miami River is designated as an Ohio State and National Scenic River. It has breathtaking vistas and scenery and a rich history. The Little Miami River and its watershed support an abundant variety of plants and animals.
Geologic Quiz No. 1
Beginning in the 1950’s and 60’s Williams & Heintz Map specialized in making, and printing geologic maps. For advertisement, we ran a Geologic Quiz Series in a publication for geologists called the GEOTIMES. This is the First one.
Quality and service; that was valuable back then too.
Map of the Maryland Faerie Festival at Camp Ramblewood 2012
A map can be an artistic expression and a marketing tool. Going to press today, the Maryland Faerie Festival Map is a fun map, where the authors, Michael Wuyek and Ren Rick, sign it with their self-portraits. Can you find them?
Come Celebrate the Year of the Goblin with Us!
Three Full Days! May 11-13, 2012 Lots of Faerie Festivities! Three Stages with Storytelling, Puppet Shows, Music, Magic, Faerie Tea Parties, Craft Cove & Glamour Glen, Food, Fine Arts, Games, & Fun for All!
The Maryland Faerie Festival Friday, May 11 – Sunday, May 13, 2012 Camp Ramblewood 2564 Silver Road Darlington, MD 21034 www,marylandfaeriefestival.org













