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editorial




 
fter ushering in the new year at EXHIBITOR, we decided to take a casual stroll down memory lane to see which stories were the most read of 2010 - and in doing so, which topics were the most important to our readers.

Here, then, is a rundown of our most-read stories of 2010 (based on web metrics). If you managed to catch them all, thanks for your loyalty and stay tuned for another year full of feature stories that we hope will educate and inspire. If you missed any, click the titles below and check them out.

Survey Says
The results of Exhibit Surveys Inc.'s annual Trade Show Trends report are always highly anticipated by members of the face-to-face marketing industry, and 2010 was no exception. According to the report, "attendance is down, and the cost per visitor reached is up. But trade shows continue to attract qualified buyers and influence their purchasing decisions."

Weird Science
This story spotlights 17 "space-age exhibit solutions that are stranger than fiction." While some of the products referenced have become commonplace on trade show floors, others remain either in development or are just patiently waiting to be discovered by exhibit managers with a big budget and a little imagination.

Budgeting: The Numbers Game
Speaking of budgets, this feature offers readers the formulas, guidelines, and statistics they need to accurately estimate expenses. With marketing purse strings pulled tighter than ever, it's no surprise that this biannual budgeting update scored so many page views.

Social Studies
One of the hottest industry topics of 2010 was social media and its impact on face-to-face marketing. This research report unveils the results of our 2010 Social Media in Marketing Survey, which found that two-thirds of respondents have used social-media sites for marketing purposes.

International Exhibiting Guide
From Beijing to Barcelona, Spain, this invaluable guide offers the essential information you need to take your exhibit-marketing program overseas.

Beyond Pipe and Drape
When your marketing budget shrinks, your booth space is likely to follow suit. That, combined with exciting new options in portable and modular exhibit structures, made this article extremely popular in 2010. Introducing 12 alternatives to bare-bones pipe-and-drape walls, the story also features a handy-dandy chart comparing cost, weight, setup time, and more.

Super Size Me
With many exhibitors trying to do more with less - less money and often less square footage - this story came to the rescue. In it, leading designers, exhibit houses, and experts in perception share their tips for making your booth look bigger than it actually is.

The Reflect Effect
It's somehow fitting that one of my all-time favorite exhibits is featured in our most-read story of 2010. Winner of the EDGE Award (for Exhibit Design and Graphics Excellence) in our 2010 Exhibit Design Awards competition, this mesmerizing, mind-bending booth for Samsung Electronics Co. Ltd. is one of the only exhibits to ever give me goose bumps.

What topics will top our most-read list in 2011? It's hard to say, although my guess is we'll see evergreen themes such as measurement, staff training, budgeting, integrated marketing, and exhibit design generating the most reader interest, along with features on new technologies and social media. And since we're currently in the process of fielding our 2011 Salary Survey - and because I'm in an optimistic mood - how about a story on how to spend that well-deserved raise you got in 2011? Fingers crossed. e
Travis Stanton, editor;
tstanton@exhibitormagazine.com
@StantonTravis
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