totally natural. And as we were looking for 
examples of what Wired   should look like I went 
back to my bookshelf and pulled out a copy of The  
Medium is the Massage , which he published I believe 
in 1967-68, somewhere in the late ’60s—and went 
through it page by page again. It’s such a dynamic 
piece of work, it could have been published 
yesterday. It’s still as fresh as it ever was, and it’s 
certainly something that stimulated us to think 
about how to use the print medium today to talk 
about changes that are occurring in other media. 
So for all those reasons it seemed completely 
normal for us to say that Marshall McLuhan was 
our patron saint as he should be for the entire