IBIE by the Numbers

by Steve Berne
Share This:

To all who attended, the International Baking Industry Exposition 2010 was a well-deserved success. Close to 20,000 attendees walked away with new ideas, knowledge and excitement of a reinvigorated industry. Sosland Publishing was right in the thick of the activity with print, digital, mobile and social network communications that kept those attending IBIE in Las Vegas, NV, plus those back home, well informed of news, events and exhibitor innovations.

Sosland Publishing’s products included the Show Guide, official Show Directory, Survival Guide, three official Show Dailies, three IBIE-specific Web sites, a Twitter feed and our exclusive dedicated mobile Web site for smartphones. These were supported by 24 editors, sales people, publishers, magazine
designers and IT staff. And for the attendees and advertising supporters of all these products, the results speak for themselves.

The IBIE Show Guide was a 160-page magazine with in-depth editorial content published in advance of the show. A total of 19,300 copies were mailed to our circulation and pre-registered attendees, and it was also available in digital delivery through e-blasts and our Web sites. More than 1,800 unique visitors viewed the digital version of the Guide; 87% delved into the digital pages, spending an average of nearly seven minutes, reaching a total of nearly 170,000 page-views.

Poly-bagged with the Show Guide was the Survival Guide, a 16-page quick reference pocket-sized magazine with a fold-out show-floor map. More than 40,000 were printed, and many were available at the halls as well.

Close to 8,900 official Show Directories were printed and handed out at registration and included 148 pages of Baking Expo schedules, logistics and exhibitor listings. The Directory also was made available in digital form. In the four days of the show, the digital edition counted more than 40,000 page-views, with an average of more than six minutes spent by each visitor.

Each of the three 56-page official Show Dailies was very popular with attendees. Events, schedules, news and innovation as well as multiple pages of on-the-show-floor photos adorned the glossy printed publications. Close to 18,000 copies were personally handed out each day as attendees entered the Las Vegas Convention Center, and an extraordinary number of Web site visitors viewed the Dailies online, many checking it before the show opened that day. Close to 5,000 unique visitors viewed the digital issues with nearly 213,000 page-views during the three days of publication.

Sosland’s IBIE 2010 Web pages — linked through www.bakingbusiness.com, www.bakingbuyer.com and www.bsimagazine.com — registered 22,000 visitors and more than 95,000 page-views. These sites were loaded and updated before and during Baking Expo with news and links to other resources and the digital publications.

Emerging technology also characterized products offered by Sosland Publishing. Our exclusive smartphone mobile application marked the first time this fledgling technology was used at any baking trade show. More than 2,000 visitors to the dedicated Web site were kept up-to-date with news, restaurant reviews and exhibitor listings. Twenty-three exhibitors chose to enhance their listings, and more than 200 attendees clicked on these companies’ listings for more information or to make show appointments.
Hundreds of social media users were kept abreast of events and news during the show through tweets, posts and alerts.

Altogether, Sosland Publishing produced a total of 335 editorial and 232 advertising pages of IBIE 2010 related materials and recorded a grand total of 520,000 page-views for our six digital products and three Web sites.

As always, we appreciate all our advertising supporters and our readers. Our goal was to help you achieve your goal and to provide sufficient information and knowledge to enhance and optimize your time and experience. We think we did just that.

— Steve Berne

Add a Comment
We welcome your thoughtful comments. Please comply with our Community rules.








The views expressed in the comments section of Baking Business News do not reflect those of Baking Business News or its parent company, Sosland Publishing Co., Kansas City, Mo. Concern regarding a specific comment may be registered with the Editor by clicking the Report Abuse link.