OUTPUT

There is a curious mystique about circuses. We are fascinated by the idea of them, intrigued by the mystery and the magic, at once spectacular and bizarre. And even if we know that it's all just sleight of hand and showbiz, we are still relentlessly and inexplicably drawn.

The same cannot be said of most printing industry trade shows, which for years have struggled to maintain numbers and profitability. Big events are past their glory days and in desperate need of reinvention in order to recapture some of the magic that once made them so compelling and profitable for their organisers.

The only really exciting print industry events these days are those for the sign and display market, where there are still so very many unknowables. These events have a charisma that commercial print show organisers would give their eye teeth for, but what is it that makes them so special? Events that put applications, imagination and ideas to the fore, will always have an edge over the mundane and predictable. The sign and display sector is growing at a phenomenal rate, so events that focus as much on what can be done with technology as on how it works will inevitably be more interesting. People want to know what they can do with technology, far more than how it works.

And this is where mystery and intrigue come into the picture, the wow factor, the how-did-they-do-that fascination adding further pizzazz. Instead of the chance to see wall-to-wall presses, RIPs and PDF tools rendering visitors rigid with boredom, the prospect excites and intrigues them. Intrigue drives the excitement of going to the circus or to a trade show. Intrigue is what draws in the punters, seeding in them an excitement and fascination with the unknown.

Trade shows and circuses alike are businesses. They are there to turn a profit on the space they buy and sell on to exhibitors. Falling exhibitor and visitor numbers blight any trade show that has lost its mojo and industry consolidation or harsh economic climates are usually blamed. But the real villains are the trade show organisers themselves, charging too much for space, oblivious to changes in their market and out of touch with the needs of their target visitors. Shows organised with industry interests at heart, don't need to struggle for numbers. Their organisers keep close to their target markets and understand that what makes an exciting event is one where visitors can expect stimulation, intrigue and a hint of magical wonder.