Getting on the audit trail

I read with interest Simon Rines’s article on the exhibition industry (MW June 28). I thought some interesting points were raised by participants, but I was somewhat concerned that the Audit Bureau of Circulations (ABC) was not mentioned, considering it audits over 224 exhibitions, a figure increasing by 20 per cent a year.

In particular, a point raised by Lindsay Baldwin surprised me. She commented that with so many events attracting large numbers, it is difficult for buyers to know how many are relevant. ABC delivers this information through the profile audits it supplies. Many exhibitions organisers now provide such audits, which deliver demographics to give buyers confidence that they are getting quality attendees to their events.

Lindsay also commented that you cannot get information on exhibitions. ABC actually places the certificates of audited exhibitions on its website, making the information available for everyone to use.

The exhibitions industry is moving dramatically and it is important that buyers are aware that many organisers are going to great lengths to deliver the information that people need to make decisions as to which exhibitions to attend.

Jan Pitt

Director B2B

Audit Bureau of Circulations

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Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here

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