Last summer, as the Response team labored over whether or not to rebrand our annual three-day trade show and
conference, we kicked around a number
of buzzwords and abbreviations. But we
kept coming back to the same trio of
words that seemed to fit our history and
our future best: media, technology, and
commerce.
Both our magazine and our event —
the latter of which launched in 2007
— have forged great relationships and
respect in the media space, among both
outlets and agencies. In recent travels to
other events (including many Response
has teamed with) we spent many hours
chatting with leaders in the ad-tech and
e-commerce spaces. Those sectors have
played an increasing role in our coverage
in recent years, and their leaders were
intrigued in connecting more directly
with those in the media universe. Again,
media, technology, and commerce — or
MTC — seemed a perfect fit.
Once we gained approval from our
corporate parent for the rebrand, we
launched the MTC Expo name last September. The feedback has been positive
from our long-term supporters, as well as
those newly targeted by our marketing
outreach.
This month, though (to use a dreaded
cliché), the proof will be in the pud-
ding, when MTC Expo takes place at
the Hilton San Diego
Bayfront. Beginning with
the Kick-Off Party on the
evening of April 23 and
through our DR Hall of
Fame induction event and
closing night soirée on
April 26, MTC Expo will be packed with
the kind of networking and educational
opportunities that made Response Expo so
successful.
However, we’ve tweaked the schedule a
bit — a more compact and networking-ef-fective golf tournament; a cocktail reception prior to the keynote event, which
will be a TED-style session featuring three
incredibly inspiring speakers; a shift of the
Expo’s Big Event from Thursday night to
mid-show; and a trio of educational tracks
that mirror the focus on MTC — in an
effort to not only refresh the event for our
long-time attendees but also put our best
foot forward for new ones.
As the event’s content director, I’m
happy to report that our 13 educational
sessions on April 25-26 will split among
a media track, a technology track, and
a commerce track. These highlighted
sessions are scheduled to feature a who’s-who of major companies marketing at the
intersection of media, technology, and
commerce: AmeriHome, Balsam Brands,
Church & Dwight, Highmark Health,
HP.com, Hyper X, Le Tote, MVMT, Nutrisystem, Safelite, UCHealth, Wix.com,
and many more.
We look forward to seeing you at MTC
Expo in San Diego for what should be a
turning point in our history and an op-
portunity for so many of our readers and
attendees to set a course forward in the
ever-expanding performance marketing
space. And, as always, if you
are at the Expo, stop me, say
hi, and let me know how we
did.
Thomas Haire
Editor-in-Chief
Twitter: @THrants
See You in San Diego … at
the Intersection of Media,
Technology, and Commerce
EDITOR’S NOTE
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EDITORIAL
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The Magazine for
Media, Technology & Commerce Professionals