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Apple to MacWorld: “Buh-bye!”

December 17, 2008

@FiggyStardust pointed me to this most interesting piece of tech industry news.   As I am currently putting together our fiscal year 2010 convention budget (for shows running from May 2009 to April 2010), this certainly got my attention.

Their reasons for pulling out of the conference do make sense, and I think TechCrunch did the best job of breaking them down.  Taking out of the equation the waning interest in trade shows these days, you’re left with the very strong motivator that product announcements being forced into January and July DON’T make sense.   Apple faithful know to wait until January before they buy anything, which certainly doesn’t help the Apple Stores ring up those holiday sales.   Apple is powerful enough to be able to get media attention when they want it, and can set their own agenda, thank you very much.

It makes me wonder about trade shows in general.  We attend for many reasons – conversations with customers, showcasing product launches, meeting new authors, and connecting with corporate clients top the list.  But if those customers and clients are not there, why are we going?  Costs to ship books and send staffers to the show have gone up, and the value is going down.  We’re having to be very cautious about the shows that we do attend, lest we waste time and money that we don’t have.  I’ve already cut 3 that we attended last year from the schedule, and asked our conventions team to put a hold on signing up for certain new ones to see how things shake out.  It’s going to get worse before it gets better.

One Comment leave one →
  1. December 18, 2008 2:27 pm

    I was having the same conversation with my manager as we were putting together the travel budget for the next fiscal. I’ve found that tradeshows with the exception of a small handful are getting kind of useless and not imperative to me getting my job done.

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