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Trade show success secrets.

Don't overlook the potential profit and natural synergy of a trade show when you're searching for new revenue streams.

In hot pursuit of new revenue streams, many trade publishers are considering additions to their traditional, paper-based editorial products. Fax publishing, CD-ROM, online services and 900 numbers are all under the microscope. But trade show sponsorship, a decidedly low-tech option, may hold the greatest promise in the search for a healthier bottom line.

Trade shows have a well-documented track record, have earned some publishers millions, and do not rely on a new--and perhaps transitory--technology. Although most shows are feeling some effect from our ...

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