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tel:+44 (0)20 8971 8282fax:+44 (0)20 8971 8283email:info@mashmedia.netUFI:Lili Eigl tel:+33 (0) 1 42 67 99 12Exhibition Worldis published by Mash Media,Faraday House, 39 Thornton Road,Wimbledon, London SW19 4NQ.Views expressed are not necessarily those ofthe publishers. No part of this publication maybe reproduced without the express writtenpermission of the publishers.Printed by Gemini Press.Exhibition World | ContentsTHE MAGAZINE FOR THE GLOBAL EXHIBITION COMMUNITY WWW.EXHIBITION-WORLD.NET3UFI- The Global Association of theExhibition Industry promotes,represents and serves the interestsof the world's leading showorganisers, fairground owners andoperators, major national and inter national associations of theexhibition industry and industrypartners. As a non-political andnon-profit organisation, UFI's maingoal is to serve the exhibitionindustry worldwide and toemphasise its unique marketingcharacteristics for the developmentof world trade.Present on six continents, in 83countries, UFI is a unique andneutral forum for dialogue dedicatedto all professionals involved in thetrade fair business. Serving theexhibition industry since 1925, UFIapplies its professional experienceand renown to providing itsmembers and the industry with theextensive know-how required tomeet the challenges of ever-changing needs.Being a member of UFI is a proofof quality and internationalrecognition. Over 4,500 trade fairsand exhibitions are organised by itsmembers. More than 700 of theseare international exhibitions, app roved by UFI, based upon strictand exacting quality criteria,assuring excellent services for thebenefit of exhibitors and visitors.President:Manfred WutzlhoferUFI Managing Director:Paul Woodward UFI Communications Manager:Lili Eigl 35bis, rue Jouffroy-d'Abbans75017 ParisTel: +33 (0)1 42 67 99 12Fax: +33 (0)1 42 27 19 29Email:info@ufi.orgWebsite:www.ufi.orgUFI Asia/Pacific Regional Office:1101 Wilson House,19-27 Wyndham Street,Central, Hong Kong, ChinaTel: (852) 2525 6129Fax: (852) 2525 6171Email:asia@ufi.orgUFI Middle East/Africa RegionalOfficePO Box 60833,11th floor, EIBFS bldg,Murur St,Abu Dhabi, UAETel: (971) (0)2 4101216Fax: (971) (0)2 4493101Email:mea@ufi.orgThe opinions and views expressedin Exhibition World do notnecessarily reflect UFI policy orposition.ContentsNews from around the exhibition world051221NewsThe price is rightFormer UFI president Jochen Witttalks alternative pricing strategies andgiving your clients what they want17Pulling togetherEW visits Russia to find out what theexhibition market there is calling for inthe aftermath of the recessionUFI's new managing director PaulWoodward on the future direction ofthe associationTaking the baton33Dubai on the riseThe Dubai World Trade Centre isstanding firm on Dubai's shifting sands27Korea's exhibition venues areexpanding, but what else is needed togrow the local exhibition marketKorea's big expansionSometimes you've got to getaway to see things the wayothers do. For many organ-isers returning to showtimeafter the quiet season, it's anapt truism. Summer is the besttime to get away and returnable to review what you'vebeen working on all year witha fresh, objective pair of eyes.Often the changes we needto make are found in placeswe've simply stopped looking.Early bird booking schemes,for example, have beenoffered by organisers formany years. Former UFI president Jochen Witt arguesthis month: why offer the dualrebate of discount andpremium location when justone would secure a repeatbooking? Perhaps this is onemechanism we should rethinkfor future events.As a look at the trendsemerging in Russia andKorea, and the thoughts ofnew UFI MD Paul Woodwardwill show you in this month'smagazine, evolution and internationalisation are keyto success in the global exhibition industry.Antony Reeve-CrookEditorarc@mashmedia.netwww.exhibition-world.netTwitter: @ExhibitionWorldMANAGING EDITORPaul Colstonpcolston@mashmedia.netEDITORAntony Reeve-Crookarc@mashmedia.netADVERTISING MANAGERAndrew Frenchafrench@mashmedia.netpublisher: Mark Brewster production:Luke Spalding, JustynaKochanska, Philippa Somerset| September 2010|

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