When Publishing Events was commissioned to produce the exhibition guide for an event in the sports and leisure sector, advertising yields on the publication were low.
Most of the advertising had been sold to the 300+ exhibitors at the event at less than half the standard rate card cost. The client (a membership association) also felt the show guide had been poorly laid out, and were frustrated because they had had to spend much time each year proof-reading the exhibitor entries because the copy given to them had contained numerous errors.
Since 2007, Publishing Events has produced the exhibition guide for a niche business services exhibition in a sector worth £7bn to the UK economy alone.
The event director commissioned Publishing Events because he wanted a publication that was well designed and reflected the values of his exhibitors who are typically very fussy about editorial detail, quality of English, and factual accuracy.
He also wanted a publication that would generate an extra stream of income for him.
Working closely with the event director, Publishing Events developed a unique form...