Letter From the Publisher

September 1, 2010







I’m pleased to announce that on September 27 and 28, 2010 the meeting and event industry will gather at the Marriott Kansas City – Downtown for the 9th annual Missouri Meetings & Events Expo. We have a great line up of educational sessions, entertainment and networking that will make an immediate difference in your business. If you missed us in St. Charles this past summer, this is your last chance to catch us in 2010.

Missouri Meetings & Events takes great interest in our readers’ plight to find reputable suppliers. The 2010 economic climate is doing its part in growing the industry, as well as removing and consolidating some old standbys. The businesses I have consulted with in the past six months have indicated growth. And if what they are saying is true, be prepared for even more opportunities for your business in the near future. At Missouri Meetings & Events, we are experiencing a steady increase of NE W planners to our readership. And when speaking to some of these planners, it’s apparent they are seeking all the help industry suppliers can offer them.

If you think reaching the next customer or registering the next attendee to your conference is only happening in cyber space, then you’re missing business by not using a mix of marketing tools. For example, MM&E, for as long as it has had a Web site (10 years), has continued to host trade shows, hire sales staff, produce a printed magazine and utilize many other marketing methods to distribute its message. While radio, TV and print may seem old school, new reports say otherwise. The data that follows is to help illustrate the mis perceptions about the print medium’s relevancy and longevity, and reinforce its important cultural role.
1. U .S. Magazine readership has risen 4.3% over the past five years (Source: MRI Fall 2009, Fall 2005 data)
2. A verage paid subscriptions reached nearly 300 million in 2009 (Source: MPA estimates based on ABC first half 2009 and second half 2009 data)
3. A dults 18-34 are avid magazine readers. They read more issues and spend more time per issue than their over-34 counterparts (Source: MRI Fall 2009 data)
4. During the 12-year life of Google, magazine readership increased 11% (Source: MRI Fall 2009 data)
5. Magazine effectiveness is growing. Ad recall has increased 13% over the past five years.
Action-taking—based on readers recalling specific ads—increased by 10%. (Source: Affinity’s VISTA Print Effectiveness Rating Service, 2005-2009)
6. Magazines outperform other media in driving positive shifts in purchase consideration/intent. (Source: Dynamic Logic)
It’s been stated in top national news sources that the groups most often thought of as digital media junkies have assisted in growing magazine readerships.

In short, if some one tells you, “All you need is a FaceBook® page,” you may want to run in the other direction. What you need is a strategy and an understanding of marketing principals, then you can apply the appropriate tools to get the customers you need to stay in business.

*Sources include Magazine Publishers of America (MPA) and American Express Publishing, Bonnier Corporation, Emmis Publications, ES PN, National Geographic, New York Magazine

Joseph Clote
[email protected]

About the author

The MEET® Family of Publications

The MEET® Family of Publications produces regional and national publications that keep corporate, association, medical, education, independent, and religious meeting and event planners informed about relevant industry suppliers, news, tech innovations, and resources that impact and influence how and where they plan their upcoming company function(s).