the September 2008 Issue in PDF Format - Trade Show Executive

Continued from page 21
Long-Distance Champs. Mike Rusbridge and Olympic track star Sebastian
Coe gather at Reed Exhibitions’ Senior Management Conference where Coe
was the keynote speaker. Coe is the chairman of the London Committee of
the Olympic Games.
2002 to 2003 when we had the unholy
trinity of a global economic downturn,
a war and terrorism – oh yes, and SARS
– you simply cannot buck that trend
completely. For example, we are more
resilient to what’s happening today in
America, due to compensating higher
growth from markets in Brazil, China
and the Middle East. Our blend has
contributed to our double-digit revenue
growth. We are just nudging a turnover
of U.S.$1.4 billion on a management
basis.
Bob: That’s amazing for our industry.
Mike: The quality and depth of our
management has fueled and sustained this
kind of growth and I’m really very proud
of all of our people. We also made our
customers the focus of our business; we
try to stay very close to their needs in the
marketplace. Our service levels are being
greatly enhanced, with such additions
as the “Mystery Shopper” program, our
Exhibitor University and several other
innovations. Clearly, what’s happening
online is another
challenge and we’ve
set ourselves a goal
of driving U.S.$100
million in e-revenue.
Bob: Reed Elsevier
recently put its
print business on
the block. Has it
been sold?
Mike: It is in the
process of being
divested.
Bob: Do you think
other media
companies will
follow Reed’s
example and sell
off their print
business?
Mike: I think it
all depends on a
company’s strategy.
Print is a very good
business but it just
didn’t fit the future strategy of Reed
Elsevier.
Bob: How would you sum up that
strategy?
Mike: They are looking at market-leading
positions, high-growth opportunities,
global positions, providing solutions and
online opportunities. Reed Exhibitions
doesn’t fit the latter online category, but
we are definitely market-leading, highgrowth,
global and solutions-oriented.
This is why we were retained.
Bob: What are the challenges with your
online offerings?
Mike: We have about 400 websites,
some of which are good and others are
“not quite there.” We are adding online
directories and improving functionality
around those. We’re developing vertical
industry portals with three or four
underway. We are looking at platform
solutions and acquisitions. In the last 12
months, we’ve built an impressive team
of in-house professionals to move us
forward with greater confidence.
Bob: Audience involvement today is
generally a combination of face-toface,
print and online. With the sale
of Reed’s print business, how will that
affect media coverage of your events?
Mike: Interestingly, most of our shows
were not associated with Reed Elsevier
publications. We always had the freedom
to choose among publishers. Historically,
there has been no favoritism with the
Reed publications and vice versa – we
embrace everyone in our communities
and sectors.
Bob: Regarding the economy, do you
feel that exhibitions are a lagging
indicator of economic health?
Mike: I think that it’s historically true: “last
in, last out.” By that I mean companies
tend to book space 12 or even 24 months
in advance, so our industry tends to feel
the impact a little later than print and
comes out of these cycles a bit later. Of
course Reed Exhibitions will be impacted
but we are taking steps to minimize this.
I also believe we are much more resilient
than we were 10 years ago.
Bob: Do you feel the competition has
changed given the current economic
climate in the West?
Mike: Again, I’m sure that most of my
colleagues would agree that in tougher
economic times, the money follows the
market-leading events. This situation is
like freezing water in a rock: it will find
the weak spots and expose them. If you
are not close to your customers or your
value proposition is not in line with the
market, you are going to find out about
it very quickly. We don’t sell real estate
anymore; we sell marketing solutions,
responding to strategic imperatives of
our customers. Building a good solution
for them may be including exhibit space,
but increasingly it is a multiple platform
that responds to what they hope to
achieve. Personalized solutions are the
new norm.
Continued on page 24
22 September 2008 Trade Show Executive www.TradeShowExecutive.com