A Client Q & A
Q: Why did your association start doing "show dailies?"
A: We began the newspaper because we recognized the growing importance of the exhibit to our attendees and our industry. We felt like more communications emphasis needed to be placed on the exhibit and our exhibitors, but we wanted a publication that would commit itself to publishing "real and hard" news, not just vendor releases.
Q: What was the primary reason your organization decided to work with CustomNEWS as its convention daily publisher?
A: We selected CustomNEWS because of its reputation for working as part of the show team to produce a paper that would enhance the experience of the attendees, not just provide ad revenues to the sponsors and the publication. CustomNEWS assured us they would produce a quality paper of real communications value. We have never used any other trade show daily vendor—we continue the relationship to this day.
Q: What has been the reaction of your membership to the show dailies?
A: Very positive. Because our conference takes place over six days, often with 18 concurrent educational sessions from which to choose at any given hour, our attendees scoop up the dailies, returning to their offices to catch up on what they may have missed. They consult this resource as a convenient reference tool, much as a “conference proceedings” might be used.
Q: What has been the reaction of your exhibitors to the show dailies?
A: Fantastic. Participation grows steadily each year. Our vendors know this is the tool to reach our very specialized, worldwide audience. The last issue is distributed to our membership at large as well.
Q: What do you think is the primary benefit of show dailies?
A: As an association, serving our members well is paramount. We have to do the best job we can to strike a balance between offering the best educational experience available, and being a responsible liaison between the attendees and the vendors who provide the technology our members need to do a better job for their companies. The show daily helps us do that by creating a focal point, outside of the exhibit hall, where attendees can learn more about the technology available to them.
Q: What do you like best about working with CustomNEWS and why?
A: Their staff is so professional to work with. From pre-conference activities, to ad sales, to production, to on-site “show time,” to post-conference wrap-up, the relationship works well. From the very beginning, I was struck by how skillfully deadlines are met on a daily basis and how what could be very stressful, is never that. It also doesn’t hurt that having an on-site daily newspaper is also a profitable endeavor.
Q: What advice would you give to other associations and organizations that may be contemplating doing a show daily at their next convention?
A: If your members are coming to your convention or conference, they are coming to learn. While you’re in the business of educating, you’re also in the information business.
A show daily helps bridge these two groups by respecting their needs. While they’ve been busily learning all day, a show daily gives attendees the news they have missed. It also allows us to limit the amount of promotional noise at our conference, while at the same time giving our vendors a quality communication vehicle for publicity and promotion.
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