Essential McLuhan 52 “Assuary as there’s a bonum in your ossthealogy!” (FW) Time was perhaps the first magazine to apply the format of the telegraph press (i.e., the mosaic of items without connection) to the periodical. Just formula of mosaic in place of connected editorial a dateline. The Time features permits the juxtaposition of esoteric and trival—the formula for creating environments, not just a point of view. Mosaic transparency and simultaneity appears in the ad itself. The mosaic as such is an acoustic, tribal form, feathers in the hat of Time. “Only Time lets advertisers select three occupational cross-sections of its readers… (Note how the tribal caste system here bloometh.)