Trade shows, the press and context communication
Trade shows began as a means to provide a means of providing financial support of technical conferences and get direct access to decision making customers. These conferences and shows also attracted a large number of press and analysts making them a cost-effective means for building press relationships getting one-on-one meetings with influential members of the press, replacing the more costly press tour. This press relations practice, howeverm has become highly inefficient for three primary reasons: •Lack of finances: The press corps has been decimated by the cutback in advertising in the technology industries (advertising has rebounded in consumer but not in high technology, especially semiconductor and design automation). The fact is that there are fewer editors and reporters to cover the events. Financially, the publishers of trade magazines are finding it increasingly difficult to justify the expense of sending journalists to cover these events, especially since… •Lack of new...