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Last updated: Tuesday, January 6, 2009

Early January is historically the biggest time of the year in consumer technology. Over the years as Microsoft and Apple came to dominate the industry, Apple CEO Steve Jobs and Microsoft co-founder Bill Gates wowed crowds with peeks at cool new products in back-to-back appearances at the Consumer Electronics Show and Macworld. But this year, the economy’s taken a hit, gadget sales are flat and Gates and Jobs are no-shows for the first time at technology’s biggest trade shows. Both shows are trying to remain relevant as companies drastically cut back on travel, entertainment — and trade-show expenses. Jobs stunned the industry in December by announcing that this year’s Macworld, put on by IDG World Expo and opening Tuesday, would be Apple’s last — and that he would not attend. Gates’ traditional opening-night speech at CES — scheduled for Wednesday — will be handled by Microsoft CEO Steve Ballmer. Gates stepped down as chairman of Microsoft last year to devote his attention to the Bill & Melinda Gates Foundation, focusing on health care and other philanthropic issues. Software king Adobe Systems and gadget maker Belkin dropped out of Macworld. Networking giant Cisco and Sanyo, being acquired by Panasonic, won’t be exhibiting at CES. “When the economy is down, the first thing to go is trade shows,” says Richard Doherty, an independent analyst for the Envisioneering Group. “Macworld cost Apple north of $25 million yearly. That’s a lot of Apple Store improvements it can do.” Macworld in San Francisco has long been the stage where Jobs launched the latest, greatest Apple products — including the iPhone, the ultrathin MacBook Air notebook and the tiny Mac Mini computer. Even in the downturn, Apple has been on a roll. The company has sold 12 million iPhones since their launch in June 2007. And Apple’s market share in computers is higher…

Original post:
The Changing Face of the Trade Show Industry

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