: walter biscardi's Blog
: Apple follows Avid's lead at NAB 2008?
So first we hear of Avid's pulling off the NAB 2008 Show Floor. During a lively debate in the Business and Marketing Forum, one Cow user noted that Apple had suddenly disappeared from the Show Floor Exhibit Map. I was looking over the Exhibitor List and Apple is not listed there either.
So by all outward appearances, Apple has pulled out of NAB 2008 as well. At least off the main Show Floor. Now Avid has been known to have had cash flow issues over the past few years as Apple's Final Cut Pro has made huge inroads in the Post Production community. So I attributed Avid's decision to leave the Show Floor as purely a financial move meant to better use what resources they have.
Now if Apple is truly pulling off the show floor, this is definitely different. Apple is certainly not hurting for money these days with the success of the iPod, iPhone and the resurgence of the Apple Computer products. Apple is one of the hottest nameplates in computers and electronics right now.
So does this tell us that NAB's significance for the Post Production market is slipping? Avid obviously feels it does not get a sufficient return on investment to be on the NAB show floor. Now it appears Apple is saying the same thing. As someone who has worked on the show floor in various vendor booths, I can assure you that putting a booth on the NAB Show Floor is not for the weak in the wallet. It's a very expensive proposition, not to mention hotel and travel fees for the support staff to run that booth. So if Apple truly does skip the show floor, we have to assume that Apple feels they get a much better return on investment by simply selling online and through their Mac centric trade shows like MacWorld and WWDC. And of course there is the large Reseller market and forums such as our own Creative COW Forum.
Of course, what does all of this mean for all the other exhibitors who put a lot of effort and time into this show. Apple and Avid drive a lot of traffic to the show floor and by doing so, they drive the traffic to all those other products we use in our day to day working lives and more we discover for the first time walking by their booth. If there's no Avid or Apple on the show floor, how many people will simply stay away from NAB, thus hurting all of these third party exhibitors. I know for me, it's not as desirable to go visit the show if I can can't get the latest information about Final Cut Studio and test out some of the new features.
On the flip side, if they are not there, that opens up Adobe, Autodesk, Media 100 and others to a lot more visitors they might not normally get. If you can't look at Final Cut Studio or Avid systems, why not look to see what everyone else has to offer? You might be pleasantly surprised by what else is out there.
So if Avid and Apple both say "No" to NAB 2008, who's next? I'm sure the rest of the industry will be watching the "A Team" closely as we approach the show.