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"The cautionary example that I think is most pertinent for academics is newspaper and magazine journalism. Fifteen years ago, some of the developments that have cast the future of print journalism as we have known it into doubt were already quite visible. But few people in the industry took those developments seriously as a threat, even if they were otherwise interested in online media and digital culture.
Would it have made any difference if print journalists in 1995 had sat down for an industry-wide summit, accurately forecast what online media would look like in 2010, understood the implications for their own business model, and had tried to plan accordingly? What could they have done that they did not do? "
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