Baking & Snack - October 2010 - 8

IBIE REVIEW

IBIE by the Numbers

▼ Sosland Publishing
editors cranked out
copy and designers laid
out Show Daily pages,
starting each day at
7:00 a.m. Their work
ended only when final
proofs were approved,
well past sundown and
long after IBIE closed
for the day.
LAURIE GORTON

o 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-theshow-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 pageviews 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
▲ Each IBIE Show Daily ran 56 pages, with 24 pages of ads and 32 pages of
editorial text and photos. Sosland Publishing editors took more than 1,220
photos for use in the three daily issues.

BAKING & SNACK / October 2010

http://www.bakingbusiness.com http://www.bakingbuyer.com http://www.bsimagazine.com

Baking & Snack - October 2010

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