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Archival description
University of St. Michael's College, John M. Kelly Library, Special Collections Marshall McLuhan Collection
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"A Tetrad" original preparatory material

This file contains materials from the process of creating "A Tetrad: Measuring McLuhan's Impact," a chapbook honouring Marshall McLuhan, "a St. Michael’s professor who rattled the world with his take on the influence of media and technology. The chapbook is both a digital and a hand-printed instance of McLuhan’s tetrad concept.

Master Printer Deborah Barnett, in collaboriation with Archivist Simon Rogers, printed the chapbook in the Kelly Library Print Studio in January 2019, while Conservation Manager Natasa Krsmanovic planned and facilitated the sewing.

The chapbook comes in two numbered editions: a pamphlet-stitched version of 125 copies and a Coptic-bound version in a run of 25. Both editions are letterpress printed from plates on 100% cotton paper and are die cut and hand sewn. The file contains samples of both and more.

American advertising

McLuhan, Marshall. "American Advertising." Mass Culture: the Popular Arts in America,edited by Bernard Rosenberg and David Manning White, Free Press, 1957, pp. 435-42.

[Book Review] Battle of the Senses.

Steiner, George. "Battle of the Senses." Review of The Gutenberg Galaxy: The Making of the Typographical Man, by Marshall McLuhan, Times Literary Supplement, issue 3183, 1 March 1963, p. 156.

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