Coverage of the 2005 Folio: Show in New York City

ARTICLE SNIPPET - While Some Traditional Media Companies Have Been Slow to Figure Out that Online Media is the Dominant Media, Trends at the 2005 Folio: Show Indicate It Becoming More and More Pervasive

This year's Folio: show, held November 1-3 at the New York Hilton, boasted the largest turnout the show has seen in years. Under new management by Red 7 Media, the Folio: show saw a 27 percent increase in paid-registrations and had more exhibitors and speakers than ever before.

An event dedicated to magazine professionals (consumer, B2B, association and independent) it was made clear through casual conversation why most people were there—to learn how to get ahead in this changing media environment. It was also clear that the attendees' experience and opinion of the online world were extremely diverse. While some publishers (and speakers) at the show don't even have websites, some are so innovative they've hired marketing staff experienced in mobile technology as a way to leverage their brand.

• This trend was especially noted during Mequoda Group's Don Nicholas and 3 Digit Media's Carla Blanco's management session titled "Built for Innovation: Maintaining an Entrepreneurial Mindset."
• Fifty people came to this session to understand how they could get ahead of competition by employing new strategies and only one person raised their hand when asked who was generating more than 30 percent of their revenues online.
• This seemed typical, yet unreflective of the 180 or so case studies we've done at the Library, in which at least a dozen publishers are generating a majority of their revenue online.
• The difference lies in that the publishers we've profiled understand that using the Internet as the hub of their marketing and brand efforts is the key to success.
• The good news is that the trend is looking up, as many publishers and executives attending the Folio: Show are finally seeing the bigger picture in terms of what the Internet can do for their business.

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