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Avid says No to NAB 2008
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11/16/2007 03:17 PM
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Creative Cow By Ron Lindeboom 
We at The COW asked Graham Sharp, the VP and General Manager of Avid Video for some more details about
Avid's recent announcement that they're skipping NAB in 2008
“Meeting people directly, where they live and work, without distractions, is the right thing to do," he told us. We agree, which is why we're making a similar choice. What’s the world coming to? After decades as one of the NAB Expo’s most respected and important anchor tenants, there is to be no Avid on the floor of NAB2008? Was Chicken Little right? While to some, the sky may seem to be falling, here at the COW we think Avid is only the first of what will be a major trend in the days ahead. We ourselves told NAB just last week that we wouldn’t have a booth at NAB 2008. A couple of years or so back, Sony did the same thing with the mighty Comdex expo -- eschewing their obligatory booth in favor of following numbers that showed that Sony could indeed say no to Comdex. Like Avid, we have cut our own path and we can understand why they would want to look at the ways that their marketing dollars -- approximately two million that get spent for NAB if we are to follow educated guess -- find far better results for them than trying to communicate their message on the show's "battlefloor." Some company's message is far easier to present than Avid's, as much of their story is found in powerful media management, file sharing, metadata processes and other things that matter much more to high-end customers than to the new consumer traffic that grows at NAB with every year.
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