Trident Communications

Publishers of trade show dailies are turning increasingly to specialist production teams as they realise the benefits of outsourcing editorial and design functions.

Show dailies can provide a strong revenue stream and branding opportunities for an established journal, but equally they can place great strain on a periodical’s human and technical resources.

By outsourcing production to a team such as Trident Communications, experienced in every aspect of this tough environment, publishers are maintain their high visibility without spending all their time behind a desk.

One such publisher is the UK’s Route One whose brand has successfully been promoted through show dailies at trade fairs around the world, most recently at Intertraffic 2006. A five-strong team from Trident produced three 32-page daily magazines at the Amsterdam show, a bustling four-day event designed to showcase innovations in the global traffic industry.

Trident’s fully-equipped team set up a temporary newsroom at the Amsterdam Rai exhibition site and, with four deadlines per day, worked with Route One to produce the publications from scratch. Writing, photography and design were carried out on site; the magazines were printed locally overnight and delivered to the exhibition hall early each morning ready for the daily rush of visitors.

Route One publishing director Andrew Barriball said: “The project was a huge success. We were delighted with the results. One of the major strengths of Trident Communications is their staff’s ability to arrive at a venue and very rapidly understand the dynamics of the trade show environment and the characteristics of the specific industry.

“Very little time needs to be spent in the ‘educational’ process, thus increasing the overall efficiency of the on-site team.”

Trident project manager Andy Douse said: “Speed, accuracy and a close working relationship are fundamental to the success of these projects. The Trident team in Amsterdam displayed all these attributes – and more – to deliver each magazine without a hitch.”

Trade shows present great commercial opportunities to magazine publishers. A special edition or a sister title of a periodical publication produced live at a show is an excellent marketing tool for the parent publication.

Exhibition organisers too are waking up to the added value a show daily brings. It enhances the value of a trade fair. It’s a great way to help visitors manage time and find their way around. It also offers exhibitors a chance to attract the right type of visitor, to support their investment in booth or stand space by well-targeted advertising and to get news announcements out to the market fast.

For more information on how Trident can help you at a trade show, please contact Mark Hannant.