4A's: Huffington Embraces Consumer Control

Huffington Post co-founder Arianna Huffington today urged media companies to embrace the zeitgeist of consumer control and develop new ways to engage people who increasingly “want to be part of the story of their time.”

Speaking at the American Association of Advertising Agencies’ Transformation Conference in San Francisco, Huffington quoted everyone from Albert Einstein and Hercules to Craigslist founder Craig Newmark and musician will.i.am to underscore her message that newspapers and other media need to evolve quicker to respond to the massive changes in how the public consumes — and now participates in — news.

“We

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