The clock system was an attempt to solve a specific problem: well into the 20th century, farmhouses in the United States lacked proper addresses. Without a street number or even a street name, navigating to a given farmhouse could be a real challenge. Plato’s solution, invented while he was trying his hand at farming in Colorado, was to assign each farmhouse an identifier based on its clock position, with the clock centred on the nearest town. The clock system saw its greatest uptake in upstate New York, where Plato relocated shortly thereafter and started his business selling the maps and directories based on his system. In a marketing turn worthy of Phyllis Pearsall, Plato cultivated his previous status as a farmer, citing as his inspiration a sale lost because his buyer couldn’t find his house.

It’s tempting to think of the clock system as the what3words of a century ago: a proprietary navigational aid promising to make wayfinding simpler. And apart from the considerable curiousity value of an obsolete but unusual (and therefore interesting) system, the story of Plato and his system is pure American hustle: the rise and fall of a business from patent to product to collapse in the face of the Great Depression, to an unsuccessful attempt at restarting in Ohio. The indefatigable Plato even persisted with his system while working for the federal government in various capacities during the 1930s. Meanwhile, after Plato’s patent had expired, a modified compass system—using compass points rather than hours on a clock face—persisted in upstate New York until 1940.

Apart from his system, and the maps and ephemera it produced, Plato left few traces in the historical record, which makes him a challenging subject for a biographer. Monmonier gamely reconstructs what he can from patent filings, tax rolls, employment records and news coverage. Lacking more verbose evidence, Monmonier even resorts to producing maps of Plato’s life from those records, which seems appropriate given the subject matter and even helps illuminate several points. The end result is necessarily fragmentary and inductive, but a portrait of Plato nevertheless manages to emerge: a restless man who after dabbling in many things, changing gears and relocating many times, hit upon an idea that was kind of neat and tried to ride it for all it was worth.

I received an electronic review copy of this book from the publisher.

Clock and Compass: How John Byron Plato Gave Farmers a Real Address
by Mark Monmonier
University of Iowa Press, 12 Apr 2022
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