Familiar phrases like "The medium is the message", "medium cool" and "global village" all owe their existence and popularity to the 1960's media guru Marshall McLuhan, who popularized the awareness of electronic content culture as far more than the transference of words and pictures to new transmission devices. Now the Toronto Star notes a new book entitled "McLuhan For Managers: New Tools For New Thinking", by Derrick De Kerckhove and Mark Federman (Viking Canada) is reintroducing many of McLuhan's concepts to business executives wrestling with the realities of how to create successful content and content technologies for their companies. Nearly forty years after he coined his basic new media concepts, his once-radical predictions of hierarchical organizations and limited role-players giving way to multi-purposed players in a highly networked Web-centric work environment have become a common reality for workplaces everywhere. Content and content technologies have created pervasive changes in our work culture, the scope and depth of which even many high-tech organizations are still trying to absorb. But when the medium has become the message -and the market - for even hay and straw farmers, you know that the time has come to consider what those "hippies" were talking about.