Understanding Media: The Extensions of Man

by Marshall McLuhan

The grocery interests have long foreseen the possibility of shopping by two-way TV, or video-telephone. William M. Freeman, writing for The New York Times Service (Tuesday, October 15, 1963), reports that there will certainly be “a decided transition from today’s distribution vehicles … Mrs. Customer will be able to tune in on various stores. Her credit identification will be picked up automatically via television. Items in full and faithful coloring will be viewed. Distance will hold no problem, since by the end of the century the consumer will be able to make direct television connections regardless of how many miles are involved.”