Forum reveals need to boost status of fairs

The exhibition industry must improve its self-promotion and evaluation if it wants marketers to view it as a serious discipline. This was one of the conclusions at Mash Media's first Exhibition Industry Networking Forum last month.

A panel of industry figures including Informa Group's Max Hare and Penton Europe's Andy Center met at the New Connaught Rooms in London to discuss the topic "Exhibitions: sexy media player or doomed cottage industry".

Center argued that media buyers could help improve the quality of shows by measuring return on investment, but Max Hare disagreed, stating the industry would do better to develop good relationships with the client.

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