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Article: Technology Enhances Value of Trade Shows to Both Exhibitors, Attendees Improved Target Marketing a Factor in Show Growth
- Article from:
- Orange County Business Journal
- Article date:
- January 26, 1998
CopyrightCopyright Orange County Business Journal Jan 26, 1998. Provided by ProQuest LLC. (Hide copyright information)
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Mike Webster, vice president for the Santa Ana office of Advanstar Expositions, laughs at the notion that communications technology is making trade shows obsolete. Instead, he sees a dramatic growth in the trade show industry that shows no signs of letting up. "It could overtake the growth of hands-on advertising and marketing," he said.
Webster attributes the trend to a growing emphasis on trade shows as opportunities for networking.
Steve Sind, president and CEO of the Center for Exhibition Industry Research, told the Business Journal, "The public perception is that we'll have virtual trade shows. But technology will never replace face-to-face meetings. Instead, it will enhance it."
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