VSS Sees Slow but Steady Growth in Trade Show Spending Through 2014

HIL ANDERSON, SENIOR EDITOR
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New York, NY – Spending on trade shows is expected to creep slowly but steadily higher in the coming four years, according to new estimates from Veronis Suhler Stevenson (VSS).

Overall spending in 2014 will rise approximately 4% over this year’s level as the world economy picks up steam, although it will likely be closer to 2012 before trade show organizers see much noticeable improvement in space sales and space rates paid by exhibitors.

“We forecast that exhibit space will decline again in 2011 and increase in 2012 and thereafter,” Hal Greenberg, a partner in VSS Structured Capital Funds, told Trade Show Executive. “As for pricing, 2010 was essentially flat to 2009 and will start to increase again in 2011.”

Greenberg’s conclusions were part of a sweeping study of communications spending in the U.S. conducted by VSS, the private equity firm that owns, or has owned,stakes in several major show organizers, including Hanley Wood, Advanstar Communications, Canon Communications LLC and Penton Media. The outlook for trade shows and b-to-b media in general was considered fairly rosy due to anticipated shifts in marketing spending from traditional general advertising to more targeted campaigns aimed at specific end users.

Reach Hal Greenberg at (212) 935-4990 or greenbergh@vss.com