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welcome exhibition newsexhibitionnews.co.uk maY 2011 5shining a light on successKnowing what your market wants - and knowing how to deliver it - is a pervading theme of this month's edition of Exhibition News. It shines through our main feature on the plethora of venue expansion occurring across the UK, where stakeholders claim to be addressing market demand by offering more exhibition space to new and existing customers. Despite ongoing debate about the oversupply of venue space in this country, the venues choosing to expand - Bath and West Showground, Harrogate International Centre and ACC Liverpool to name a few - are all adamant they have identified a market need for their unique value proposition. Knowing your market is also apparent in this month's head-to-head piece, where we asked three organisers to contribute their insights on what makes a show brand appealing. Although every show organiser approaches it differently, all agreed developing and maintaining an event that continually innovates to meet the market it serves is key.On the flip side, the latest Facts 2011 research, presented and analysed by Phil Soar, demonstrates what happens when you don't deliver what the market wants. Of the top 200 exhibitions reported in 2009, six of the first 40 may fail to appear at all by 2012 because they have been cancelled (British International Motor Show, SED and Interbuild). Interestingly, new shows with strong market knowledge and connections have taken their place (EcoBuild, Grand Designs and Counter Terror Expo for example). For Tarsus' Doug Emslie and CloserStill's Andy Center, knowing where a market is heading and pre-empting what it wants is vital for current and future success. Both are looking to invest or acquire to gain knowledge of new markets in the UK and abroad and will be interesting companies to watch this year. But how do we as an industry prove we're giving the market what it wants? According to BPA Worldwide, one way of achieving this is by giving stakeholders better analysis of your exhibition brand and its impact. In the news section this month, you'll find a story about Imago Techmedia's IP Expo becoming the first exhibition to undergo a brand audit by BPA Worldwide in a bid to show just how much depth there is to its event.This demonstration of our effectiveness as a marketing and sales medium is also the focus of Graham Stephenson's column, which touches on the AEO and AEV's efforts to champion live events through cognitive research and improved market awareness. Whatever the solution is, it's clear we've still got a long way to go to convince all markets that live events make a difference regardless of their size, stature, maturity or growth. The business merits of exhibitions and live events are not being covered nearly enough in the mainstream press and we all need to pull together, recognise and demonstrate our market strength to change this. On a final note, I'd like to wish all the finalists in our Exhibition News Awards 2011 the best of luck for the big night on 20 May. We're expecting record-breaking attendance this year, and I'm pleased so many worthy individuals will see their names up in lights on the night. NADIA CAMERON MANAGING EDITORncameron@mashmedia.neteditorialPublishing Director: Liz Agostinimanaging editor: Nadia CameronDeputy editor:Antony Reeve-Crookstaff writers:James BarrettMike TrudeauDigitalonline editor:Sarah O'Donnelladvertisingaccount manager:Jaime Lininsubscriptionsmarketing manager:Christopher LynasDatabase executive:Tim Swinfen-GreenProduction & DesignProduction manager: Luke SpaldingDesigner:Sarah GarlandProduction assistant: Julia Ball Published by Mash Media, 4th Floor, Sterling House, 6-10 St George Road, Wimbledon London SW19 4DPTel: +44 (0)20 8971 82821 years subscription cost is uk £95+Vat p/a, europe £112+Vat, Row £130+Vat. Views expressed are not necessarily those of the publishers. No part of this publication may be reproduced without the express written permission of the publishers.Printed by Wyndeham Grange. ISSN: 1740-813contact ussubscriptions 020 8971 8268 editorial 020 8971 8292 sales 020 8971 8265 Production 020 8971 8272