“Understanding Media garnered a few mainstream print reviews upon publication, but McLuhan’s break came in early 1965, when a pair of San Francisco prospectors — one, Gerald Feigen, a physician, the other, Howard Gossage, an ad-agency executive — “discovered” McLuhan and promptly arranged to visit the Canadian in Toronto. Feigen and Gossage were self-fashioned avant-gardists, using profits from their business consulting firm for “genius scouting”; the doctor read Understanding Media and alerted his partner. Together they plotted a full-fledged publicity rollout, starting with cocktail parties in New York City with media and publishing figures.”