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New Media Technologies: How to Pick a Winner from a Loser

Want to know whether your latest tech investment or innovative new media product will be a hit or a flop?  You only need to go to the source…. Everett Rodgers.

Long before Macolm Gladwell published his way to the top with The Tipping Point, there was a brilliant professor out at Iowa State University by the name of Everett Rogers.  In the late 50’s and early 60’s, Rogers was looking into why farmers accepted certain agricultural innovations, and rejected others.  Why did some innovations, that had obvious advantages, never achieve adoption, while others did so quite quickly?

Well it’s all there in The Diffusion of Innovations.  So what does agriculture have to do with media technologies?  Rogers found that all innovations have certain characteristics that can predict whether or not the technology will be accepted or rejected.

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