television, he said: “Well, Westerns are wonderfully 
suited for television because”—it was something to 
do with the texture, the leather. Well, of course 
Westerns are long gone.

Or once I remember, he was going to tell CBS—this 
was in 1964 when they had dumped Walter Cronkite 
because there was a temporary dip in the ratings 
and they got a new team, or something—McLuhan 
was going to tell CBS why Walter Cronkite really 
had not been suitable for television. Well of course, 
Cronkite was restored and went on to his 
illustrious career, he was a true icon.