MKE Controller described a runway incursion event resulting in a go around; the reporter commenting that new taxi procedures contain multiple hold short instructions that may lead to complacency on the part of flight crews.

Narrative

I had just assumed the Ground Control position when a GV called to taxi to Runway 1L. My original taxi instruction was; the GV Runway 1L taxi via F; Z; E; G cross Runway 7R cross Runway 13 hold short of B. Immediately upon issuing clearance; the individual who I relieved re-iterated that 13/31 was active. Before the GV had even exited the ramp I revised my taxi instructions to cross Runway 7R hold short of Runway 13. After listening to the tapes; the GV did in fact read back the hold short instructions. As the GV was approaching Runway 13; I was asked to verify he was holding short. By that time his nose wheel was across the hold short lines and the GV advised he was not holding short. At that time Local Control gave arrival on short final a 'go-around' instruction. Eventually; I continued the GV across Runway 13 after the incident and advised him of possible pilot deviation; and asked him to call the Tower. Ground Control is a position many don't really care to work anymore with all the new rules with the crossings and what not. I am not one of those (yet). I did make a mistake in having him cross Runway 7R when it was in fact 7L. I finally fixed that when the 2nd aircraft called to taxi from the same ramp a few minutes later. With that being said; my transmission seemed clear; and the read back came in clear as well; to hold short of Runway 13; after reviewing the tapes. I feel with all the new Ground Control policies regarding crossing and holding short of runway's results in pilots getting more hold short instructions than they ever have before and they don't seem to STICK OUT as much as they used to. Where in days of old; when a pilot heard HOLD SHORT; it was only used when it was actually needed; but now; we can issue taxi instructions that could have multiple hold short instructions along the way. Many of us feel that diminishes the emphasis of the shock value that the HOLD SHORT instruction used to carry.