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Gordon Hotchkiss

Member since August 2004Contact Gordon

Meet Gordon at MediaPost Events

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

Articles by Gordon All articles by Gordon

  • The View From The Other Side in Media Insider on 05/22/2018

    After a lifetime in marketing, I am now sitting on the other side of the table. Actually, I'm sitting on all sides of the table. In my newest venture it's just me, so I have to do everything. And I don't mind telling you -- I'm overwhelmed. These

  • Is Live The New Live? in Media Insider on 05/15/2018

    HQ Trivia, a wildly popular app, seems to be an anachronism, going backwards against new technology trends. It tethers us to a schedule. It's essentially a live game-show broadcast (when everything works as it should, which is far from a sure bet) on a tiny screen. So why the hell is it so popular?

  • Advertising Meets Its Slippery Slope in Media Insider on 05/08/2018

    For a couple of centuries now, we've been refining the process of advertising. The goal has always been to get people to buy stuff. But right now, there's a perfect storm of forces converging that requires industry insiders to do some deep navel-gazing.

  • Bose Plans To Add Soundtrack To Our World in Media Insider on 05/01/2018

    Bose is placing a big bet on AR -- or, more correctly, AAR. When we think of AR (augmented reality) we tend to think of digital data superimposed on our field of vision. But Bose is sticking to its wheelhouse and bringing audio to our augmented world. Hence AAR -- audio-augmented reality. For me -- who started my career as a radio copywriter and producer -- it's an intriguing idea. And it just might be a perfect match for how our senses parse the world around us.

  • The Comfort Of Our Tribe in Media Insider on 04/24/2018

    It was a shattering blow to the very heart of Canada. On Friday, April 6, at an intersection in Northern Saskatchewan, a semi truck slammed into the side of a bus carrying the Humboldt Broncos, a junior hockey team. Sixteen people on that bus, including most of the team, are gone. This column is not about the accident, but about how we've dealt with our grief.

  • Who Should (And Could) Protect Our Personal Data? in Media Insider on 04/17/2018

    Last week, when I talked about the current furor around the Cambridge Analytica scandal, I said that part of the blame -- or at least, the responsibility -- for the protection of our own data belonged to us. Whether it's wise or not, when it comes to our own data, there are only three places we can reasonably look to protect it:

  • The Pillorying Of Zuckerberg in Media Insider on 04/10/2018

    Let's face it. We love it when smartasses get theirs. And the capo di tutti capi of smartasses is Mark Zuckerberg. As mad as we are about the gushing security leak that has sprung on his watch, aren't we all a little bit schadenfreude-ish as we watch the public flailing that is currently playing out? It's immensely satisfying to point a finger of blame -- and it's doubly so to point it at Mr. Zuckerberg. Which finger you use I'll leave to your discretion.

  • What The Hell Is 'Time Spent' With Advertising, Anyway? in Media Insider on 04/03/2018

    There are many studies done that quantify "time spent." But the simple truth is that media is too big a catchall category to make this quantification meaningful. We're not even attempting to compare apples and oranges. We're comparing an apple, a jigsaw and a meteor. The cognitive variations alone in how we consume media are immense.

  • WTF Tech in Media Insider on 03/27/2018

    Do you need a Kuvee? Wait. Don't answer yet. Let me first tell you what a Kuvee is: It's a $178 wine bottle that connects to WiFi. Ok, let's try again. Do you need a Kuvee?

  • Why Do Cities Work? in Media Insider on 03/20/2018

    Cities are perhaps the best example of how complex adaptive systems can work in the real world. As the world becomes a more complex and connected place, they may be the answer to our future.

Comments by Gordon All comments by Gordon

  • 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.

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

    Jeanne - Watts is a very able writer. His prose is accessible - but he is an academic at heart and so doesn't have a habit of jumping to satisfying conclusions, unlike Gladwell. Watts tells things as they appear to be, backed up with empirical evidence, rather than as we wish them to be.

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