Convention in a Time of COVID

We live in a new world where too much human intermingling might result in death.

 In 1959, I joined the Mergenthaler Linotype Company in Brooklyn in the shipping department. I rode in the back of a truck to the New York Coliseum, which had recently opened. I walked the aisles of my first printing trade show and I was in awe.

I was at PRINT 68, the first trade show of the modern era. The printing industry was in one place at one time. It was exciting. As of 2019, I had attended every major printing trade show and conference. 

Back in the 1990s there was a movement by some exhibitors for “house” events. Xerox and Kodak flew thousands of prospects to Rochester, NY. In fact, Xeikon had a giant sign erected at the airport: “Welcome to Rochester. Xeikon.”

Heidelberg brought them to Atlanta. Canon brought them to Long Island and Boca Raton. HP used its giant user group Dscoop as its primary promotional vehicle. As a result, exhibit space at trade shows began to shrink. Fortunately, many new suppliers arose in the digital era. 

Exhibitors became fed up with exhibit facilities. As the Marcom Manager for Compugraphic in 1971, I carried $1,000 in cash with me to grease the palms of electricians, riggers and others. 

Now we are in a time of pandemic and all trade shows have been postponed. We will probably not meet again in person until 2021. Heidelberg says they are pulling out of drupa, which is re-scheduled for April, 2021. Heidelberg had always been the largest exhibitor at major events. 

Larger companies will be able to deal with this unworldly time of social isolation. They can bring prospects to local demo centers one by one. Smaller exhibitors are at a disadvantage. We are now re-inventing the way suppliers market to the printing industry. Which brings us to the virtual trade show.

A virtual trade show is like eating candy with the wrapper on. It is one way that suppliers can get their messaging to the market. Other channels are video advertising and webinars. Both let companies demo products. Once there were 20 magazines reaching the printing industry. That number has dwindled, but those remaining provide an important channel to the market.

We might even see a resurgence of print advertising and even direct mail. Virtual direct mail? It’s called email.

The printing business will continue.