USC's Cole: Newspapers Are Dead; Long Live Social Media

Geoffrey Precourt

Jeffrey Cole spoke at the 4A's' Transformation 2010 conference, saying that as the director of the University of Southern California's Center for the Digital Future, they would not make the same mistake as when television was introduced as with digital web and mobile and fail to measure and track behaviour and changes from the beginning.

USC's Cole: Newspapers Are Dead; Long Live Social Media

Geoffrey Precourt Warc

"I'm an old TV guy. It was the most powerful medium ever invented.

"And I have to tell you: We blew it. We lost a great opportunity. It was the only mass medium that we knew, ahead of time, would be a mass medium. It taught us what we should have done: Tracked people before television. And gone back, year after year, to see how it changed their lives. If we were suddenly watching three hours of TV a day, what we were we doing less...

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