A:  O.K., you asked me before, what was his major 
contribution? To me, his major contribution was to 
explain to people that media have an impact on 
them, independent of the information they carry. 
This was his major contribution: “The medium is 
the message.” He said it very succinctly, he was 
warning people that there was a whole new way of 
processing information, a whole new outlook on 
life, on thinking, on scholarship, on education, on 
work. And people were completely unaware of 
these changes. The man was a genius.

Now, of course it is a cliché to say he was a genius. 
I used to say he was a genius before—I loved him,