Marshal McLuhan first coined the oft-quoted phrase in 1964.  McLuhan's point is well taken.  According to McLuhan, a medium is an extention of the human person seeking to relate to another person.  The medium can be instructive about the character and intention of the one trying to communicate.

That's why careful thought and analysis should be given to the medium when you want to communicate something about a product or service.  Now, that's not to say content is not important. However, I think McLuhan was right in that if you choose the wrong medium or an ineffective medium, the content is overshadowed.  Napoleon understood the power of medium.  He is credited with saying, "Three hostile newspapers are more to be feared than a thousand bayonets."  Why?  Because at that time the power of the printed word had the ability to effect change and influence readers.

Today, business owners have a myriad of choices when it comes to medium.  The choice is crucial.  It will reveal much about the company and its products or services.  It will also have an impact on your message.