I think someone I was having dinner with Friday night summed things up best: "The shows to me are like high-school reunions; that's why I go".
That's not to say business can't still be done nor shows still profitable. I'll use Mojohost as an example as I believe they will have a TON of new customers after this show. They offered something different and interesting (their data centre tours), they were very well attended and as an incentive, they offered the show badge to those who went. Just my guess but including the badge they probably spent $350 a head (badge, transportation, refreshments, food) and I think they will see a nice ROI regardless. That's the kind of model others should follow.
Paying $20K for banners around the hotel just isn't worth it to me, especially for already established companies. They are much better served putting that money to something with more of an individual touch, such as dinners or unique events. Some people think if a program has been a top advertiser for shows for years and suddenly stop and do something else, their program must be hurting these days. I would just think they are spending their money smarter.
From an affiliate point of view, the few who did attend and who I spoke with shared that the only reason they were there was because they were invited with their expenses paid. They would never pay badge + room + airfare out of their own pocket anymore for a show where as an affiliate, they don't need to attend other than to meet some people they work with or for the parties. With the decline in parties, they see even less reason to go. Since it's very few sponsors who are inviting their affiliates out (and they have valid reason; why risk him meeting other programs who sway him away from you, while he's there on your dime!), that's why you see much less affiliates at shows than you used to.
The day we stopped advertising at shows was the day attendance starting going down, yet to combat this, the show organizers decided prices for both attendees and sponsors should increase. That's simply backwards logic and short-term thinking and until it changes expect many companies to agree with me.
There's my ultra-long two cents
