There may only be a dozen core publications for a show, but there may be hundreds with a peripheral interest. And if you can get coverage in even a small percentage of those, it adds enormous visibility. Editorial coverage in general carries with it a high degree of credibility because it's a third party speaking about your event or your product. People tend to place a fair amount of credibility on material that is discussed editorially in a publication. So an event or an organization that is discussed in an industry publication is perceived as being a leader in the industry.
Trade publications are one of the best ways to reach prospective visitors and exhibitors.
Do not assume, however, that these magazines will automatically carry news about your show. What's most important is contact. Call editors to introduce yourself, meet with them when you travel, and invite them to moderate panels in your conference program. Your relationships with editors are key. Yolanda Simonsis agrees.