Reading the history of the newspaper retrospectively we can see that it was not a mere extension of the art form of the book page. As used by Rimbaud, Mallarmé and Joyce the newspaper page is a revolution in itself, juxtaposing many book pages on a single sheet. And the news page was, moreover, more nearly a mass medium not only in reaching more people than the book, but in being more instantaneous in its coverage and communication. Once linked to the telegraph, the press achieved the speed of light, as radio and TV have done since then. Total global coverage in space, instantaneity in time. Those are the two basic characters that I can detect in a mechanical mass medium. There are other characteristics derivative from these, namely anonymity of those originating the messages or forms, and anonymity in the recipients. But in respect of this anonymity it is necessary to regard not only words and metaphors as mass media but buildings and cities as well.