Mixing With Marketers --Sherburne
I RECENTLY had the opportunity to attend ad:tech at Moscone West in San Francisco. This conference and trade show takes place annually in nine different venues around the globe (www.ad-tech.com). It is an interactive advertising and technology conference and exhibition that blends keynote speakers, topic-driven panels and workshops to provide attendees with the tools and techniques they need to compete in a changing world. Although I don't have actual attendance figures, it was a busy show. The second-day keynote had more than 1,000 people present, compared to some 400 attending keynotes at the recent On Demand conference in Philadelphia. Also, unlike most of the printing shows I have been to lately, the conference sessions were packed.
Atypical Printing Show
The show featured 235 exhibitors, most of whom I am sure you have never heard. Many had tabletop exhibits, but there were some larger booths, too. Exhibits took up hall space on two different floors. Some recognizable names included Google, FOX Networks, Acxiom (database marketing), Publishers Clearinghouse and SuperPages (the online part of the business).
If you ever attended the Seybold conference in the good old days, ad:tech would bring back memories of that time. It was a time when the printing industry was in a period of dramatic transition. Desktop publishing and electronic prepress were just starting to take hold, changing the way we did things in very big ways. Seybold was a place where the old guard and the new guard could meet halfway and work together to manage through this transition.
Sadly, there really is no trade show on our side of the digital wall that meets those needs today. That's why I attended ad:tech. I wanted to see what was really going on out there, and how it might relate to the transition our industry is going through today.