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Lida Weed Myers Cochran, a pioneer in the field of visual literacy and educational communications and technology, passed away on November 27, 2007 in Iowa City, Iowa. Lida was born in 1911 in Athol, Kansas. While attending the Lake Okoboji Educational Media Leadership Conference in the summer of 1960, Lida met Lee W. Cochran, also a pioneer in the audiovisual field. They were married in December of 1960 and for 20 years Lida served as an assistant professor in the College of Education at the University of Iowa, where she became a leader in the transformation of the field from audiovisual education to instructional technology. In 1975, Lida started the Iowa Visual Scholars program, based on her creative vision and a grant of $400,000 from the Eastman Kodak Company. In 1981, Lida and Jack Debes from Eastman Kodak launched a refereed publication, the Journal of Visual Literacy, and she continued to be an active member of the International Visual Literacy Association until 2000. Lida Cochran was a true visionary, leader, mentor, and friend. She will be missed.