Media Industry
Industry: Email Alert RSS FeedHow Do Trade Shows Benefit Magazines?
Folio: The Magazine for Magazine Management, July 15, 2000 by Bob Moseley
Trade shows leverage brand. Along with providing readers direct contact with vendors, opportunities for advertisers and educational training, they also help drive revenues
Frank Cutitta
International managing director
IDG Global Solutions
Events--trade shows, conferences, seminars, executive forums--benefit magazines by strengthening the publication's community, introducing advertisers to an ever-increasing spectrum of new marketing opportunities, and building stronger relationships with--and value from--the publication.
Most RecentMedia Articles
- Conan Loses, YouTube Wins in Catharine P. Taylor's Six 2010 Media Predictions
- In News Corp./Time Warner Cable Battle, the Winner Is ... Spite
- Fox Battle With Time Warner Cable Signals the End of Free TV
- Publishing Industry Innovators of 2009: Flat World Knowledge and Bookshare
- Google is Unrivaled Atop Global Media Industry as 2010 Dawns
- More »
Yet one of the most important and often overlooked aspects of events is the ability for the magazine's advertisers to meet the readers--the actual buyers, decision-makers and purchase influencers. This helps the reader become more "real" to marketers who are targeting this audience, moving the readership from the dry stuff of circulation statements and media kits to a relationship that vividly displays the connection the publication has with its audience and the power of its brand.
Greg Parish
Vice president, general manager
Shoreline Creations
Our company publishes two magazines--Group Tour Magazine and Group Travel Lift styles--that reach a subscriber base of just over 20,000 group travel professionals. Our magazines act as catalogs or reference guides for our readership, while our shows help bring the process to life, offering our readers personal contact with top travel-industry vendors. Both parties benefit from this, since the tour planning professionals get to know the vendors' products much better and do business in person. Those vendors who are not current customers often become advertisers when they see what an impact we can make on their group business.
But there's more: We learn from these group tour professionals, spot industry trends and build alliances. Our trade shows also provide educational and training seminars to participants, something we can't really provide in our publications.
In other words, we use our trade shows to contribute to the overall growth of the industry while learning how to better position our products and services.
Roger Case
President, Krause Publications
Trade shows provide an excellent opportunity for us to get closer to the communities we serve. They can be like intensive workshops for our staffs to see and hear firsthand what is driving our communities and what changes are on the horizon. That information comes back to the office and helps us fine-tune the magazines to their audiences.
Our magazines are all about bringing special-interest audiences together with the vendors of goods and services of those interests. Our trade shows provide a very synergetic way to accomplish the same thing. They enhance our relationships with advertisers by giving them another opportunity to expand their business. We can bring advertisers face-to-face with customers and new prospects.
Paul Mackler
CEO, CommerceConnect Media
Trade shows and business publications have always had a strong symbiotic relationship. They support and complement each other in many ways. Publications provide added value to readers by reporting on the myriad new products and services introduced at shows. Reporters and editors have access to a broad spectrum of key industry stakeholders during the exhibition, as well as during the many social and educational functions hosted at trade events. Trade shows typically make sponsorship opportunities available to publications, which act as brand builders, providing added exposure to readers and advertisers.
Trade shows also help drive revenues for publishers through pre-show, at-show and post-show issues, show dailies and special advertising inserts. Conversely, publications offer a host of benefits to trade shows. Publications are highly targeted and effective advertising vehicles, and are an important element of a show's overall marketing program. Publications provide shows with access to readers through the availability of subscriber lists and generate sales leads through their prospect lists. Leveraging a strong magazine brand, industry knowledge and contacts all play a key role in influencing the competitive positioning of industry events.
Brought to you by CBS MoneyWatch.com
- Best- and Worst-Paid College Degrees
- 6 Things You Should Never Do on Twitter or Facebook
- How Much Sleep Do You Really Need?
- 6 Big Myths about Gas Mileage
- 5 Rules for Immediate Annuities
- Death in the Family: 12 Things to Do Now
- Dumbest Things You Do With Your Money
- 6 Online Networking Mistakes to Avoid
- 401(k) Mistakes to Avoid
- 5 Economic Scenarios to Keep You Up at Night
- The Real ‘Best Places to Retire’
- Best Credit Cards for You
- 12 Tough Questions to Ask Your Parents
- The Real ‘Best Colleges’
- Home Buyer Tax Credit: How to Cash In
- Why You Shouldn't Bash Cash
- 8 Phony 'Bargains' and Better Alternatives
- Danger: 3 Debit Card Scams to Avoid
- 6 Myths About Gas Mileage
- 29 Fees We Hate Most
- Quick and Easy Ways to Boost Returns
- Best Stocks to Buy Now
- Lower Your Taxes: 10 Moves to Make Now
- New Jobs: 8 Lessons from Real-Life Career Switchers
- The New Job Market: Who Wins and Who Loses?
- Health Care Reform's Public Option: Everything You Need to Know
- Volunteer Work When Unemployed: Should You Work for Free?
- Whose Recovery Is This?
- Long-Term-Care Insurance: 4 Biggest Risks to Avoid
Content provided in partnership with
Most Recent Business Articles
- CORRECTION FROM SOURCE/Media Advisory: Fallen Canadian Soldiers and Journalist Return Home
- Fox Networks Group and Bright House Networks Strike Comprehensive Deal to Distribute Fox Broadcast Stations, National Cable and Regional Sports Networks
- Fox Networks Group and Time Warner Cable Strike Comprehensive Deal to Distribute Fox Broadcast Stations, National Cable and Regional Sports Networks
- Houston Radio D.J. Kevin Kline Completes 500-Mile, 13-Day Ultramarathon Across Texas for Kids with Cancer
- Seaspan Corporation Provides Information on the CSCL Hamburg
Most Recent Business Publications
Most Popular Business Articles
- 7 tips for effective listening: productive listening does not occur naturally. It requires hard work and practice - Back To Basics - effective listening is a crucial skill for internal auditors
- FAS 109: a primer for non-accountants - Financial Accounting Standards Board's "Statement 109: Accounting for Income Taxes"
- LIFO vs. FIFO: a return to the basics
- Using object-oriented analysis and design over traditional structured analysis and design
- Design a commission plan that drives sales - Sales Commissions


