MEETING: Macworld 2012, being produced by IDG World Expo at the Moscone Center in San Francisco on Jan. 26–28. About 30,000 “Apple product enthusiasts” are expected to attend the show, according to General Manager Paul Kent, with some 350 “manufactur- ers of Apple-related products” in the exhibit hall.
CHALLENGES: Macworld already faced down its biggest challenge nearly three years ago, when Apple announced that it would be pulling out after the 2009 show. Since then, Macworld has put on two well-received expos, and now is turning its attention to growth. Having solidified a “core
group of Macworld fans,” Kent said, “what we want to do now is grow that audience. We want to open up the concept of the trade show
and get back to the concept of an event that will appeal to a broad audience.” He added: “People have made their decision [about Macworld], and it’s either for them or they have a perception that it’s not for them.” Breaking through to the
latter group, Kent said, means answering the question “How do you let the hardcore fans really cel- ebrate their fandom, and still create an environment where the casual fan can come? It’s the intersection of those lines where we’re interested in building attendance.”
INITIATIVES: With that in mind, Macworld has been studying other consumer shows that blend general- interest fans and hardcore users, including South by Southwest and San Diego Comic-Con. “Elements of
what’s working there at those events,” Kent said, “are certain things we’re going to borrow from.” Such as? “What we’ll do is go into the realm of interactive ways to experience products, as opposed to just demonstrations.” That might include
performances and presenta- tions showing how people have used Apple products to create films, music, and other fine arts. “Whenever it’s a year where Apple has a big product announcement, people look to Macworld to help them [with education programs],” Kent said. “This year, in addition to that, there will also be people showing how they did it themselves, and that’s really where we get into the performance aspects.” n — Christopher Durso