Taking the Industry's Pulse on Merits of Annual Printing Trade Show

"Do We Need Graph Expo Every Year?" That was the provocative question addressed in an Andy Tribute commentary, and official response from GASC, appearing on WTT earlier this week. It's a timely topic, especially given the current state of the U.S. economy and the printing industry. In conversations with several industry vendors that annually exhibit at Graph Expo and, once every four years, at PRINT, they are openly questioning how to get the most payback from their shrinking marketing and sales budgets. Many have asked me to express my personal opinion on this admittedly touchy subject.