During the Second War, the U.S.O. sent special issues of the principal American magazines to the Armed Forces, with the ads omitted. The men insisted on having the ads back again. Naturally. The ads are by far the best part of any magazine or newspaper. More pains and thought, more wit and art go into the making of an ad than into any prose feature of press or magazine. Ads are news. What is wrong with them is that they are always good news.

Don't ask whether it is right or wrong. Instead try to find out what is going on.

I wouldn't have seen it if I hadn't believed it.

The news automatically becomes the real world for the TV user and is not a substitute for reality, but is itself an immediate reality.

You see, Dad, Professor McLuhan says that the environment that man creates becomes his medium for defining his role in it. The invention of type created linear, or sequential thought, separating thought from action. Now, with TV and folk singing, thought and action are closer and social involvement is greater. We again live in a village. Get it?

There is absolutely no inevitability, so long as there is a willingness to contemplate what is happening.

If it works, it's obsolete.