Down for the Count: How Meeting Planners Should Calculate Attendance

If meeting planners want to know how many people really attended a given trade show or convention, they can't go by what show managers claim or what’s reported in the media. Instead, they should check the audited attendance figures, as verified by an outside source. Fortunately, more and more shows are doing this, and often this information is available on the Web. Heywood Sanders, the subject of our September cover story, recommends, which produces independent audited attendance surveys for a number of important shows, including IAEM, TSEA, and several produced by Reed Exhibitions.