ABM Reports Trade Show Revenue Increased Slightly in 2011

DANICA TORMOHLEN, EDITOR-AT-LARGE
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New York, NY — Trade show revenue increased 2.2% from $10.3 billion in 2010 to $10.5 billion in 2011, according to the latest American Business Media (ABM) Business Information Network (BIN) Report, a recurring compilation of U.S. trade media sales data. The BIN Report incorporates four revenue streams, including trade shows, print advertising, digital advertising and data.

“Last year was the first year since 2007 that trade show revenue increased,” Michael Moran Alterio, research and content director, ABM, told Trade Show Executive. “It’s not a historical high, but it’s positive. In 2007, trade show revenue peaked at $12.9 billion.”

Total revenue for U.S. B-to-B media companies rose from $24.8 billion in 2010 to $26.5 billion in 2011, an increase of 6.9%. Trade show revenue represented the largest share of total industry revenue in 2011 at 40% while print garnered 29%, digital made up 24% and data represented 7%. In 2010, trade show revenue represented 42% of total revenue.

All four revenue streams posted gains in 2011. Digital advertising recorded the highest growth, with an increase of 22% from $5.2 billion in 2010 to $6.4 billion in 2011. Data services increased 6.5% from $1.8 billion in 2010 to $1.9 billion in 2011. Print advertising grew 2.9% from $7.5 billion in 2010 to $7.7 billion in 2011.

ABM’s BIN Report is created in partnership with the Center for Exhibition Industry Research, Inquiry Management Systems and Outsell. ABM estimates digital advertising revenue based on information from Interactive Advertising Bureau, PricewaterhouseCoopers and other sources.

Reach Michael Alterio at (212) 661-6360 or m.alterio@abmmail.com