Expositions 2002

According to Steven Hacker, president of the International Association of Exhibition Management, the revenue from a well-situated trade show can exceed 50 percent of the annual revenue of an association. And exhibitions have been increasingly important over the past several years: "We leapt into third place in the communications media list preferred by business two years ago," he says. "Only print advertising and sales promotions were more commonly used by companies to promote their products