Remember the interview that the Newspaper Association of America president John Sturm conducted with Stephen Colbert earlier this week? The one (below) in which Mr. Sturm seemed just a tad out of his intellectual league next to Colbert and his “Web-enabled iPhone”?

Well, turns out…Sturm isn’t one of the Colbert-ignorant rubes who show up on The Colbert Report without knowing what it’s all about. “I’ve been to the county fair, I know what the game was!” Sturm tells Editor & Publisher today. Would he do it again? “That’s a good question,” he says. “I guess I would have to say probably. Not an absolute yes or no.”

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Megan Garber is an assistant editor at the Nieman Journalism Lab at Harvard University. She was formerly a CJR staff writer.