Gordon Hotchkiss

Meet Gordon at MediaPost Events

• Gordon attended OMMA Global at Advertising Week, September 27, 2010
  
  

Articles by Gordon All articles by Gordon

• Dear Facebook: It's Not Me, It's You in Media Insider on 01/15/2019
  

  So let's say, hypothetically, one wanted to break up with Facebook? Just how would one do that?

• The Strange Polarity Of Facebook's Moral Compass in Media Insider on 01/08/2019
  

  For Facebook, 2018 came in like a lion, and went out like a really pissed-off Godzilla with a savagely bad hangover after the Mother of all New Year's Eves.

• Is Google Politically Biased? in Media Insider on 12/18/2018
  

  As a company, the answer is almost assuredly yes. But are search results biased? That's a much more nuanced question.

• The Psychology Behind My Netflix Watchlist in Media Insider on 12/11/2018
  

  The psychology is the paradox of choice playing out in streaming time -- the difference between what we say we do, and what we actually do.

• Why Disruption Becoming More Likely In Data Marketplace in Media Insider on 12/04/2018
  

  500 million records were recently hacked from Marriott. There will probably be a bigger breach. There will definitely be a more painful breach.

• Thoughts On Thoughtfulness in Media Insider on 11/27/2018
  

  Why do I keep writing this column? To contribute to the dissemination of thoughtfulness -- even in a small way.

• It's Not Whether We Like Advertising, But If We ACCEPT Advertising in Media Insider on 11/20/2018
  

  Even with the best programmatic algorithms currently being used, the vast majority of the targeted advertising presented to me is off the mark.

• We Have To Dig Deeper For True Disruption Threatening Advertising in Media Insider on 11/13/2018
  

  Ken Auletta had me at "disruption." I've just finished reading his new book, "Frenemies, The Epic Disruption of the Ad Business (and Everything Else)."

• Why Marketing Is Increasingly Polarizing Everything in Media Insider on 11/06/2018
  

  Our country is being split down the middle and driven to either side - shoved to margins of outlier territory. And marketing is partly to blame.

• Our Trust Issues With Advertising-Based Revenue Models in Media Insider on 10/30/2018
  

  To reduce social complexity and try to contain it within an online ecosystem is a fool's errand. Trying to support such a system with advertising just makes it worse.

Comments by Gordon All comments by Gordon

• Why We No Longer Want To Know What's True by Gord Hotchkiss (Media Insider on 08/28/2018)
  

  Not true Paula...MP has always had my back. From Ken (Fadner) on down I have had nothing but support from the folks at MediaPost.

• Advertising Meets Its Slippery Slope by Gord Hotchkiss (Media Insider on 05/08/2018)
  

  George...I agree with you from a purely transactional basis - this type of data is more actionable. I was looking at this from more of a branding/psychological basis. If there's one thing we've learning about marketing - it's that it's happening at all levels and on multiple fronts. For me, the selective segmentation of markets based on belief proclivity and then manipulating the information fed to that segment is a canary in a coalmine.

• What The Hell Is 'Time Spent' With Advertising, Anyway? by Gord Hotchkiss (Media Insider on 04/03/2018)
  

  Jack...sure..content deserves to be paid for. I'm not arguing that. What I'm arguing against is the oversimplification of the answers to that problem.

• Too Many Fish In The Sea: The Search For Brand Love by Gord Hotchkiss (Online Spin on 02/21/2017)
  

  Thanks Esther. Ordered and in my Kindle "to read" queue. Stay tuned!

• The Vanishing Value Of The Truth by Gord Hotchkiss (Online Spin on 01/24/2017)
  

  I should have let Clint write the column..as he has much more expertise in Alternate Facts than I do. Your link is taken from an angle to show a full crowd. A much more objective analysis is here:http://www.usatoday.com/story/news/politics/2017/01/24/fact-check-inauguration-crowd-size/96984496/. But at the end of the day..I'm probably not going to change what you believe based on verifiable facts..and that was the whole point of the column.

• When Evolution (And Democracy) Get It Wrong by Gord Hotchkiss (Online Spin on 11/01/2016)
  

  Paula and John - very interesting thread you've started. I think I'll follow up on this in next week's column.

• The Rise Of The Audience Marketplace by Gord Hotchkiss (Online Spin on 08/30/2016)
  

  Thanks all for your comments. I actually just submitted tomorrow's column before the recent round of comments. There's a lot of potential follow up here..especially Esther and Doc's contributions. I'll be ruminating further on this.

• Media Buying Just Tip Of Advertising's Disruptive Iceberg by Gord Hotchkiss (Online Spin on 08/09/2016)
  

  Thanks Ed and Maarten...great points. Regarding the "Hub" concept, I probably didn't add enough of my own thoughts on this topic, as it wasn't the main point of my column. Rather than a hub, I would place my bets on an aggregated media marketplace that is more democratized than our current models. I think audience identification and customization based on multiple (and smarter) segmentation criteria will move media buying to "audience" acquisition. These thoughts are admittedly off the top of my head. Perhaps I'll fully bake them in a future column. Regarding Maarten's comments on filtering - we essentially agree. I meant "objectivity" and "reliability" in terms of what the consumer perceives those things to be. There are all kinds of biases and personal preferences still in place, but I do contend that we are looking for information sources that we perceive as objective and reliable.

• Trump's Bump: The Scary Appeal Of The Authoritarian Father by Barbara Lippert (Mad Blog on 07/28/2016)
  

  Barbara..in reading this, I was reminded of something I had read in the past. It took me a bit to dig it up..but found it: "From the standpoint of social development, the family cannot be considered the basis of the authoritarian state, only as one of the most important institutions which support it." Another quote, "(the goal is) producing an individual who is adjusted to the authoritarian order and who will submit to it in spite of all misery and degradation. At first the child has to submit to the structure of the authoritarian miniature state, the family; this makes it capable of later subordination to the general authoritarian system." It was from Wilhelm Reich. The work was the Mass Pscyhology of Fascism. It was written in 1933.

• Why Marketers Love Malcolm Gladwell -- & Why They Shouldn't by Gord Hotchkiss (Online Spin on 05/24/2016)
  

  A few additional comments..First..Kenneth - you're absolutely right. Mea culpa. Now..to Ted. Absolutely word of mouth and influencers is a huge factor  - my point - and Duncan Watt's point - is it's not nearly as simply or predictable as Gladwell makes it out to be. Anyone could be an influencer, given the right context. You cite a Fast Company article defending influencer marketing - here's one on the opposite side worth a read: http://www.fastcompany.com/641124/tipping-point-toast. Watts discredited? Not really by any credible academic source - just a lot of marketers pissed off because he's poking holes in their business model. And he's certainly got a lot more empirical evidence behind him than Mr. Gladwell.

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