Kodak, Xerox Increasingly Saying 'No' to Trade Shows

A growing number of companies in the commercial printing world are dialing down their use of trade shows as part of their marketing efforts. “We’re in a world of information,” said Jon Levine, Xerox vice president of global experiential marketing. “The customer has all the control right now. What were trying to do is build advocates for our brand. The idea is, we have to reach our customers in different ways. The efficient way to do that might not be trade shows.”