The Church was the printer’s best customer. Mass-books, psalters, medieval classics and texts of Roman law were produced in lavish style. They were prohibitively expensive and the use of Latin restricted the market to the wealthy and the educated. The Church, schools and scholars absorbed the greatest part of the book trade and demanded the quality of a finely designed medieval manuscript. Luther introduced a new language (German) and a new form (pamphlets), sacrificing quality to quantity. The old aristocratic business became a popular industry. Johann Froben of Basel, who kept printing books in large folios, could find no market for them.