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Trade show audits slow to catch on locally
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It's been a long-standing practice in the newspaper and magazine business to release independently verified circulation figures to potential advertisers who want to know for sure how wide an audience they can reach.
Now, the trade show industry is catching on to the concept of independent auditing as a way to assure potential exhibitors that a show will be well attended.
The convention and trade show business has become increasingly competitive, which leads some organizers to fudge attendance figures to get a leg up.
Simply taking a trade show organizer's word for it isn't good enough ...
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Trade show audits slow to catch on locally
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