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Antony reeve-crook caught up with theoretical physicist and...
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VNU Exhibitions Europe operates 53 trade and consumer shows in 20...
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Given the word’s significance to exhibitors and visitors, EW asks...
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Mike Rusbridge is chief of the world’s largest exhibition organiser...
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Exhibition World Issue 8 | 2011
Issue 8 | 2011

PERFECT CAPITALISM


Antony reeve-crook caught up with theoretical physicist and co-founder of string field theory, DR michio kaku, and asked him where exhibitions sit in the world of the future

When you look back at forecasts of the way businesses were supposed to be operating today, you’ll find many widely-accepted predictions that simply never came to be. The paperless office. The people-less city – a world of people sitting alone in living rooms, connected to each other by a screen. But what about the future for exhibitions? Does emerging technology, improved connectivity and access to information lessen the need for getting out to trade events?


VNU EXHIBITIONS EUROPE: ARE WE DONE YET?


VNU Exhibitions Europe operates 53 trade and consumer shows in 20 markets, runs nine online products and eight summits. How does it keep its portfolio healthy?

Every product or service has a limited life. Some exist for decades as market leaders. Others, like cellphones or computers, might only manage a couple of months.


WHAT MAKES A TRULY INTERNATIONAL EXHIBITION?


Given the word’s significance to exhibitors and visitors, EW asks four industry figureheads what constitutes a truly international exhibition and would we benefit from using the term more sparingly?



INTERVIEW: CHAIRMAN AND CEO OF REED EXHIBITIONS, MIKE RUSBRIDGE


Mike Rusbridge is chief of the world’s largest exhibition organiser Reed Exhibitions. He talks to EW about how it stays on top despite changing customer attitudes and rising skills shortage.

When it comes to influencers on the international exhibition stage, you can’t get much bigger than Reed. The company claims more than seven million people participated in one of its 460 events in 36 countries last year. These cover everything from luxury items such as jewellery and travel to trade shows about mining, logistics, energy, agriculture and pharmaceuticals.


AISLE FOR AN AISLE


The world of exhibitions is not so far from the likes of the supermarket industry. Jochen Witt takes a look at the similarities.

Supermarket aisles and those found in the halls of exhibition centres around the world share more than one attribute in common. Both offer stands full of third party products, both laid out in such as way as to keep visitors moving through the venue, and both want to make sure when you do leave, you’ve kept the companies using the venue coming back for more.


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