Early in 1960 it dawned on me that the sensory impression proffered by a medium like movie or radio, was not the sensory effect obtained. Radio, for example, has an intense visual effect on listeners. But then there is the telephone which also proffers an auditory impression, but has no visual effect. In the same way television is watched but has a very different effect from movies. These observations led to a series of studies of the media, and to the discovery of basic laws concerning the sensory effects of various media. These will be found in this report.