All that I’ve said about the medium is the 
message is sound. But it becomes acceptable 
when put as “new technology is new 
environment.” Everybody knows that environment 
is a force.

The principle works in many ways e.g. at what 
point does the supply of any item become 
environmental? Answer: “when it creates 
demand.” It works also for all modes of 
perception. Can now put the entire Gutenberg  
Galaxy  on a single page.

Marshall McLuhan to Harry J. Skornia, Oct. 3,