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Waiting outside the offices on a fine March
morning, we read the historical plaques with interest, admired the huge globe in
the lobby, ogled the depression era etchings in the building's face and giggled
aloud. We tried to imagine what the throng of newspaper workers in the 50s and
60s might have thought if we'd told them that the future included a scenario in
which advertising agencies were the major tenants of the building named for the
news industry. We'd guess that they'd think we were crazy in the same way that
the current news industry leaders do. The front face of the building is covered with a
mural, etched in the red stone, that shows people in all walks of life engaged
in the various and sundry heroic struggles of the time. In those long ago days,
we're pretty certain that the newspapers understood that the business was all
about reaching those people. The audience was the thing and because the audience
had certain characteristics, the industry was organized around them. Decades of bigness make it impossible for the
giant news industries to see the impact of their actions. At the root, large
companies are very different than the small companies that dominate the economy
or even the mid-size operations that want to be like the bigger players. Having
all of that money at your disposal makes do things that entrepreneurs find easy
nearly impossible. It's no surprise that the News industry couldn't see the
value of the historic place when they moved out. By that time, things were run
by managers, not owners. We finally entered the building to visit the
team at HodesIQ. While we didn't get nearly enough time with the team, some
things were patently clear. Hodes still understands how to attract and retain
entrepreneurial talent. Dwaine Maltais, their VP of e-Recruiting is fresh from
the entrepreneurial struggles that are the company that became HodesIQ. Jeremy
Shapiro, our favorite from way back, plies the interface development process
with solid input from real customers. Like RecruitUSA, HodesIQ works at being the
gateway for recruiters to the myriad opportunities to advertise a job around the
internet. With embedded media planning and quantitative measurement of results,
the team is assembling enough data to start making real world predictions about
the behavior of this media outlet vs that one. As we all are, the HodesIQ team is cleaning up
from the worst advertising year in a long time. They've used the time and energy
to refine and improve the core offering which is well worth a demo. The coherent
interface and choice management systems are the equal of anything currently
available. HodesIQ is clearly another long term survivor. And they inhabit the most ironic quarters of
anyone in the business.
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