Soft Softworld

Incisive Medias Softworld show suffered from low attendance a source tells me. This is interesting as it is one of the first big shows to take place after the chaos for the last few weeks economic news. The event took place this week at Olympia 2. There might be local reasons for a problem but we might wonder if attendance at trade shows is less of a priority for b2b buyers in a downturn. If that is true, the safe haven of exhibitions (UBM?) could be a more dangerous place than its advocates believe.