Moreover, if you tried to use his own system: 
something like print, which he thought was a hot 
medium, could just as easily have been a cool 
medium, because that, of all media, seemed to give 
you the least information. That was one of the 
characteristics of a cool medium, that it didn’t 
supply you hotly with lots of information so that 
there had to be greater participation on the part 
of the audience to fill in. Well, it always puzzled me 
that he’d call print a hot medium and as I 
remember, I think he also called radio a hot 
medium, which seemed to me to fulfill the 
conditions of what he meant by cool medium.