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Background Marshall McLuhan was not only a prolifc reader but also an expert annotator of his own books. Taking as a case study McLuhan's copies of James Joyce's Ulysses in the Thomas Fisher Rare Book Library at the University of Toronto, this article asks what we can learn about McLuhan's reading from close analysis of his own books. Analysis The article begins with a discussion of McLuhan's media theory as "applied Joyce, " with particular reference to Ulysses, and then turns to an overview of the annotation techniques and strategies visible in McLuhan's copies of the novel. Conclusion and implications The conclusion considers McLuhan's own books as hybrid artifacts that challenge us to rethink rigid distinctions between print and manuscript cultures. [ABSTRACT FROM AUTHOR]