Editorial m+a report No. 2 / 2005 from March 23, 2005

"New. Bilingual". In this issue we are realising with our print product what has long been practised in our m+a Newslines and on the internet - bilingualism. Selected articles are now also being published in English. In taking this step the exhibition marketing magazine is responding to globalisation of the exhibition industry and accommodating the wishes of many industry members, who want a medium for their international market partners as well. The German version of our Europe Special begins on page 16, the English takes off on page 37.

EuroShop - after five days at Düsseldorf there were many satisfied expressions in the EuroExpo section, even if the industry does not yet seem to be quite out of the woods. Many exhibiting companies are coming to realise that thrift is extremely "uncool" and that trade fairs are a really great way of achieving various objectives. The mainstream approach that much of the exhibition community has taken in the last few years leads nowhere. Brands are personalities, and these are also in demand in architecture. Besides, active dialogue with customers at tradeshows and exhibitions forms an important part of integrated communication. We had special cause for celebration, as our publishing house m+a Verlag walked away with an innovation award for its exhibition appearance at Düsseldorf's EuroShop. The arcades created for m+a Verlag by the company Waskönig in Essen/Germany were praised by the distinguished jury as a project-based piece of collaboration between architect and company. Our EuroShop review begins on page 66.

Enjoy some informative reading,

m+a report Nr.2 / 2005 vom 23.03.2005
m+a report vom 23. März 2005