(as already explained in the chapter on The Print), being low in 
definition, are a highly participational form of expression, 
perfectly adapted to the mosaic form of the newspaper. They 
provide, also, a sense of continuity from one day to the next. 
The individual news item is very low in information, and requires 
completion or fill-in by the reader, exactly as does the TV 
image, or the wirephoto. That is the reason why TV hit the 
comic-book world so hard. It was a real rival, rather than a 
complement. But TV hit the pictorial ad world even harder, 
dislodging the sharp and glossy, in favor of the shaggy, the 
sculptural, and the tactual. Hence the sudden eminence of MAD  
magazine which offers, merely, a ludicrous and cool replay of 
the forms of the hot media of photo, radio, and film. MAD  is the 
old print and woodcut image that recurs in various media 
today. Its type of configuration will come to shape all of the 
acceptable TV offerings.