The End of the Halo Effect
This article is about trade show attendance, which is declining. Exhibitions have been held in the United States for around 100 years, but there were no purpose-built exhibition centers in the United States until the 1960s. The exhibition industry benefited from the development of the interstate highway system and the commercial introduction of the jet airplane in the late 1950s. Change may be difficult, but it is inevitable. Successful events will be the ones that recognize the need to change, anticipate rather than react to the change, and be willing to do what is necessary to protect their market share and brand and to meet the needs of their members.