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Gordon Hotchkiss

Member since August 2004 Contact Gordon

Meet Gordon at MediaPost Events

  • Gordon is attending OMMA Global at Advertising Week, September 27, 2010

Articles by Gordon All articles by Gordon

  • The Spreading Activation Model Of Advertising  in Online Spin on 03/03/2015

    "Beatle." I have just primed you. Before you even finished reading the word above, you had things popping into your mind. Perhaps it was a mental image of an individual Beatle: either John, Paul, George or Ringo. Perhaps it was a snippet of song. Perhaps it was grainy black-and-white footage of the group's first Ed Sullivan show appearance. But as the concept "Beatle" entered your working memory, your brain was hard at work retrieving what you believed were relevant concepts from your long-term memory. (By the way, if your reaction was "What's a Beatle?" -- substitute "Imagine Dragons.")

  • Consumption In Context in Online Spin on 02/23/2015

    It was interesting watching my family watch the Oscars Sunday night. Given that I'm the father of two Millennials, who have paired with their own respective Millennials, you can bet that it was a multiscreen affair. But to be fair, they weren't the only ones splitting their attention among the TV and various mobile devices. I was also screen-hopping.

  • Are We Guilty Of 'Numbed' Marketing? in Online Spin on 02/16/2015

    A few years ago, I was moderating a panel on mobile advertising. The room was full of marketers. One audience member lamented, "Why don't the carriers just share the subscriber information? They know addresses, family status, credit history, demographics -- they have all that information. Then we could really pinpoint our market." I had to jump in. I asked this room full of marketers to indicate who would like to have access to that information by raising their hand. The entire room answered in the affirmative. Then I added a twist. "OK, everyone in this room has a mobile phone. Who, as subscribers, would want your carrier sharing that information with anyone who wanted to target you? Keep your hands up." Hands wavered. You could almost hear the switch clicking in their brains. Every hand slowly went down.

  • Can A Public Company Keep A Start-Up Attitude?  in Online Spin on 02/10/2015

    Google is possibly the most interesting company in the world right now. But being interesting does not necessarily equate with being successful. And therein lies the rub.

  • The Trouble With Trying To Stand On The Shoulders of Giants in Online Spin on 02/03/2015

    It's long been thought that academia provides a refuge from the sordid world of business. But when a Nobel Prize-winning academic says that if he had to do it all over again, he wouldn't publish, you know something is rotten in the state of Denmark. Laureate Peter Higgs (the physicist of Higgs boson fame) told The Guardian: "Today I wouldn't get an academic job. It's as simple as that. I don't think I would be regarded as productive enough."

  • Why More Connectivity Is Not Just More, But Different in Online Spin on 01/26/2015

    At the World Economic Forum, Google's Eric Schmidt is predicting that the Internet will disappear. I agree. I've always said that search will go under the hood, changing from a destination to a utility. Not that Mr. Schmidt or the Davos crew needs my validation. My invitation seems to have gotten lost in the mail.

  • Publishers As Matchmakers  in Online Spin on 01/19/2015

    I'm a content creator. And, in this particular case, I've chosen MediaPost as the distribution point for that content. If we're exploring the role of publishing in the future, the important question to ask here is, why? After all, I could publish this post in a couple clicks to my blog. And, thanks to my blogging software, it will automatically notify my followers that there's a new post. So what value does Mediapost add to that?

  • Same Conversation, Different Location in Online Spin on 01/13/2015

    First of all, let's get the pleasantries out of the way. I'm Gord. I'm new to Online Spin, but not to MediaPost. If you don't know me, I have been writing over on the Search Insider side of the house for the past 10 and a half years. Now, on to business. Just before the switch, I took online publishing to task for sacrificing its ability to communicate for the sake of advertising revenue. Among the comments posted were a few asking for guidance rather than just criticism. Fair enough. It's much easier to criticize that it is to create. So, where does the future of publishing lie?

  • Farewell, Search Insider -- It's Been Fun! in Search Insider on 01/07/2015

    476. What's significant about that number? Well, it's a Harshad number. For history buffs, it's also the year when we switched from the Julian to the Anno Domini calendar. Generally, it's when most historians say the Roman Empire fell and we went from ancient history to the Middle Ages. It also happens to be the number of Search Insider columns I've written since my first appearance here 10-and-a-half years ago.

  • The Sorry State Of Online Publishing in Search Insider on 12/17/2014

    Dynamic tension can be a good thing. There are plenty of examples of when this is so, but online publishing isn't one of them. Publishing's plunging transaction costs and its increasingly desperate attempts to shore up some sort of sustainable revenue model are creating a tug-of-war that's threatening to tear apart the one person this whole sorry mess is revolving around: the reader. Somebody had better get their act together soon, because I'm one reader that's getting sick of it.

Comments by Gordon All comments by Gordon

  • Consumption In Context by Gord Hotchkiss (Online Spin on 02/23/2015)

    Actually Terry, there are brain studies about multi-tasking and it's a myth. We don't multi-task - we task switch. But we've always done that. There's nothing new here. It's just that it's different than how we watched TV in our childhood. Also..10% usage of the brain? Also a myth.

  • Farewell, Search Insider -- It's Been Fun! by Gord Hotchkiss (Search Insider on 01/07/2015)

    Thanks all for you comments and best wishes. Really..this is a bigger change for Mediapost than for me. I intend on doing what I've always done..just with a different masthead at the top.

  • The Sorry State Of Online Publishing by Gord Hotchkiss (Search Insider on 12/17/2014)

    I think the problem in publishing is a Schumpeterian Gale of Creative Destruction. Ken..and other publishers...I feel your pain. I suspect the reality of publishing will be very different in the next decade. The paradigm of ad supported media is not sustainable any more, and the answers will be found on the frontiers, not in the middle where old models are trying to hold on. We know that shouting louder and more often doesn't seem to be working.

  • The Unintended Consequences Of Technology by Gord Hotchkiss (Search Insider on 11/06/2014)

    And James...I have said in the past that every marketer should read Rogers' book. I learned more from it than any "marketing" book I've ever read.

  • The Unintended Consequences Of Technology by Gord Hotchkiss (Search Insider on 11/06/2014)

    Good points John. There are societal complexities and nuances that we/I shouldn't be attempting to label or judge.

  • Why SEO Never Lived Up To Its Potential by Gord Hotchkiss (Search Insider on 10/23/2014)

    Good point Scott. I feel a follow up column coming on!

  • The Unstoppable Growth Of Programmatic Is Going To Kill Jobs by Maarten Albarda (Online Spin on 10/20/2014)

    Hey Maarteen...when you are ready to rant about can follow up where I left off:

  • Are Our Brains Trading Breadth for Depth? by Gord Hotchkiss (Search Insider on 06/26/2014)

    Paula..did we really learn the times table..or just memorize them? I'm sure our generation took our own short cuts (I remember calculators being banned in the classroom for Math). But I agree with you that curiosity about "how" and "why" is the difference and that's actually the topic for next week's column.

  • When Are Crowds Not So Wise? by Gord Hotchkiss (Search Insider on 06/12/2014)

    Pete - I think the distinction is between decisions and tasks. As a person who has served on many committees, execution by a group almost always is less efficient than execution by an individual. The study is not about tasks, but decisions.

  • Can Microsoft Really 'Bing It On' Against Google Search? by Ryan DeShazer (Search Insider on 02/05/2014)

    Ryan..thanks for the shout out. Context shifts always provide an opportunity for habit breaking. So yes, the Web of Things could definitely shake things up. I am concerned about the user impact of more advertising on the desktop Bing experience, however. As you point out, what's good for advertisers is almost never good for consumers/users. Google has a better track record for successfully balancing the two, but we'll see what the future holds.

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