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MONTH IN REVIEW Trade Show Executive Wins Three APEX Awards for Publication Excellence Oceanside, CA – APEX 2012, the 24th annual awards program recognizing excellence in editorial and graphic design by professional communicators, has an- nounced that Trade Show Executive won three awards. Tis year's competition featured nearly 3,400 entries. Last month, TSE won a Gold level 2012 Azbee Award from ASBPE, an association of profes- sional editors and writers who work for B-to-B publications. Trade Show Executive won awards in the following categories: 1. Regular Departments & Columns: Trending & Spending, featuring the col- laborative ideas and writing of Darlene Gudea, president, Trade Show Executive Media Group; Frank Chow, chief econo- mist; 15 industry thought leaders who serve on TSE's Exposition Forecasting Board; and the design and production work of Kathleen Maloney, TSE's creative director. Members of TSE's forecasting board who served at the time of the award include Gudea and Chow, plus, in alpha order: y Aaron Bludworth, president & CEO, Fern Exposition & Event Services; y Chris Brown, executive vice president, National Association of Broadcasters; y Gregg Caren, senior vice president, strategic business, SMG; y Steve Carey, deputy executive director, National Truck Equipment Association; y Jack Chalden, president, Chalden & Associates; y Skip Cox, president & CEO, Exhibit Surveys; y Terence Donnelly, vice president of sales, Experient; y Pat Fallon, vice president of business development, CompuSystems Inc., y Shura Garnett, regional vice president, Global Spectrum; y David Loechner, president, Nielsen Expositions; y Chris Meyer, vice president of sales, Las Vegas Convention & Visitors Authority; y Steve Moster, president, Global Experience Specialists (GES); 8 October 2012 | Trade Show Executive y Joseph Popolo Jr., CEO, Freeman; y James Rooney, executive director, Mas- sachusetts Convention Center Authority; y Nancy Walsh, executive vice president, Reed Exhibitions TSE's Trending & Spending provides readers with a monthly, quarterly and an- nual forecast of trade show performance based on the latest economic indicators and commentary. TSE was recognized for excellence in the columns that were published in the January, February and March 2012 issues. It was the third award for TSE's Trending & Spending column. 2. Special Purpose Writing: Special Report: What's in Your Wallet? Compensa- tion Trends for Trade Show Executives. Tis 10-page report was a collaborative effort in scope, strategy and methodology by Darlene Gudea, TSE president; Danica Tormohlen, TSE contributing editor; Skip Cox, president & CEO of Exhibit Surveys; and Ian Sequeira, executive vice president of Exhibit Surveys. Te comprehensive feature was written by Danica Tormohlen, and designed and produced by Kathleen Maloney, creative director. Published in December 2011, the report provided valuable industry insight on salaries, staff- ing and hiring, compensation packages and insurance costs. Te unique survey provided not only historical information about salaries, but also forecasting data to assist readers with future planning and budgeting. In addition to analyzing the survey data, TSE culled audited data from IRS returns to give readers actual salaries and perks of the top association- managed trade shows and reviewed financial statements for the handful of publicly traded companies in the industry to provide actual salaries of their top executives. Finally, TSE interviewed leading trade show executives and HR professionals to offer some qualitative per- spective to enhance the quantitative data. 3. Green Newsletters: EcoAlert: News, Views & Tools for Greening the Trade Show Industry, written/edited by Carri Jensen, TRENDING & SPENDING Why Trade Shows Are Outper- forming the Stagnant Economy BY DARLENE GUDEA, president Oceanside, CA – Federal Reserve Chair- man Ben Bernanke characterized the U.S. economy as "disappointing" in a July speech before Congress and said that future improvement in unemployment is likely to be "frustratingly slow." He went on to say that Second Quarter GDP growth will be below the 1.9% recorded in the First Quarter and then lowered forecasts for the rest of the year and next. So now that the Fed Chairman has con- firmed what everyone already suspected, where do we go from here? "Bernanke's statements support what I have been proclaiming for about a year: the U.S. economy will remain in a period of prolonged stagnation until the delever- aging process is completed," said Frank Chow, chief economist for Trade Show Executive Media Group. "Consumers have reduced their credit card balances, stock trading, gas usage, mortgage payments, vacations, and most discretionary spend- ing. But that is not enough," Chow said. "Until consumers feel they have regained their net worth lost from the Great Reces- sion, this process will continue." He noted that a Federal Reserve survey pegged a typical family's loss at about 39% of their wealth, pushing Americans down to where they were financially in 1992. Large and small businesses are much further down the road due to extreme cost-cutting aſter the financial crisis hit. Tis was not borne out of any business acumen but due to great fear and a surviv- al response, Chow said. "Corporations still have over $2 trillion in cash waiting to be invested," he said. "Tis healthy corporate balance sheet is the main reason I believe trade shows in general have continued to perform better than most other sectors." manager of directories and e-news alerts, and Sandi Cain, news editor; and produced by Kathleen Maloney, creative director. TSE's EcoAlert is a monthly e-newsletter The Hiring Equation In the final quarter of 2011, companies resumed hiring significantly but that tapered off by the Second Quarter of 2012. Monthly job growth averaged 226,000 in straight month. y Retail sales have fallen for three straight months with sales dropping (0.5)% in June — first time since the height of the financial www.TradeShowExecutive.com | August 2012 19 that features news, views and tools for greening the trade show industry. Te publication offers case studies, best prac- tices, and a list of upcoming trade shows that focus on greening the environment or have major green initiatives in place. TSE was recognized for the January, February and March 2012 editions. "We are honored to be recognized for publication excellence in three of the most important categories of the award competition," said Gudea. "I am proud of my team's and contributors' penchant to take an assignment and go above and beyond what has been done before. It is this approach which makes these feature articles not only stand out among other entries, but become essential reading for TSE subscribers." Reach Darlene at (760) 630-9111 or dgudea@tradeshowexecutive.com; Danica at (816) 803-8103 or danicat@ tradeshowexecutive.com; Carri at (541) 286-4014 or cjensen@tradeshowexecutive. com; Sandi at (949) 497-2680 or scain@ tradeshowexecutive.com the First Quarter, but slowed dramatically to 75,000 in the Q2. Unemployment has hovered above 8% all year. Economists estimate that it takes gains of roughly 125,000 a month to keep the unemploy- ment rate from rising. To understand how stuck the economy is, Chow said to con- sider this: the number of Americans out of work at least six months remains near record levels at 5.4 million, which is 42% of all those unemployed. "Te economy must add 13 million jobs over the next three years — 362,000 jobs a month — to bring unemployment down to just 6% and GDP would have to rise 4% to 5%," Chow said. "Tis is not likely to happen." Corporations still have over $2 trillion in cash waiting to be invested. This healthy corporate balance sheet is the main reason I believe trade shows in general have continued to perform better than most other sectors. Frank Chow, TSE CHIEF ECONOMIST Instead, recent data point to an econo- my becoming more bogged down: y Economic activity in the manufactur- ing sector contracted in June for the first time since July 2009, according to the nation's supply executives in the latest manufacturing ISM Report On Business®. y Te Conference Board's Consumer Con- fidence Index fell in June for the fourth SPONSORED BY Trade Show Executive Trending & Spending Economic Forecast MONTH, QUARTER AND FULL YEAR Reforecasting revenue targets are a common exercise these days for se- nior executives as business conditions change rapidly, sometimes for the bet- ter, sometimes for the worse. Volatility in the economy, geo-political develop- ments, competition, inflation and many other factors can wreak havoc with assumptions made a month, quarter or a year ago. Unbiased, reliable data — whether positive or negative — is the foundation of solid business planning. Trade Show Executive Magazine's Trending & Spending Forecast ag- gregates information from numerous sources: government and business re- ports; interviews with industry experts and economists; and the TSE monthly poll of its 20-member Economic Fore- casting Board. Here is their forecast for October, Q3 and 2012 Full Year: October 2012 FORECAST 2.3% NET SF 2.1% EXHIBITORS 3rd Quarter 2012 FORECAST 3.1% NET SF 3.8% EXHIBITORS Full Year 2012 FORECAST 3.7% NET SF 3.5% EXHIBITORS 4.2% ATTENDEES $ REVENUE =5.0% © 2012, Trade Show Executive Magazine, Oceanside, CA (760) 630-9105 3.8% ATTENDEES 3.6% ATTENDEES SPECIAL REPORT ollowing two or sometimes three years of salary budget declines or no growth during the recession, compensation is expected to increase in 2012. Even better news: Trade show com- pensation is outpacing other industries. From 2011 to 2012, trade show executives expect their compensation to increase by an average of 5%, according to an inde- pendent survey on Trade Show Compen- sation Trends by Trade Show Executive and Exhibit Surveys Inc. (See methodology sidebar below). F Wallet COMPENSATION TRENDS FOR TRADE SHOW EXECUTIVES BY DANICA TORMOHLEN, Contributing Editor Methodology Exhibit Surveys Inc. mailed e-mail questionnaires to 1,797 Trade Show Executive subscribers on Tuesday, Aug. 16. T e survey was closed on Wednes- day, Aug. 24. T e return rate was 12.3%. With 221 completed surveys, the maxi- mum statistical error due to sample size is +/- 6.6% at the 95% confi dence level. 46 December 2011 | Trade Show Executive What' inyour s ? By comparison, base pay for execu- tives at mid-size and large companies will increase an average of 3% in 2012, accord- ing to a survey of 1,200 organizations by Mercer, a leading research fi rm. Trade show revenue growth in 2011 is likely the key reason behind the increases projected for next year's compensation. According to Trade Show Executive's Trend- ing & Spending Forecast, annual revenue is expected to increase 5.6% this year. "In general, salaries and compensa- tion froze in 2008 and 2009," said Linda Lampkin, research director, ERI Eco- no ana ten sati som in 2 see i their B organ tive f ing fo positi and tu variab boost p accord TSE Survey p insight es, insu trends. I from IR salaries o trade sho ments fo companie Trade Show Executive Snapshot Executives who work at for-profi t compani make 18% more than those who work at assoc ni soc Trade show executive compensation is expected to increase 5% from 2011 to 2012. 35% 68% 34% . of trade show executi staffi ng levels in 2012 is expected to be 7%. of executives reported costs have increased in The average increase w of trade show executives will use new motivation m top performers. www.TradeShowExecutive.c = = =