Leader
Interacting with a renewed purpose
Managing editor , Paul Colston
In our final issue of 2020 ( and , like many , we can ’ t wait to see the back of this year ) we examine some of the ways organisers and planners are using hybrid methods and technologies to keep their communities connected against the backdrop of the continuing Covid threat .
Tune in to almost any industry webinar , and you will hear and see experts flagging the increasing importance of quality data gathering for any digital strategy .
In this regard the major new research undertaken by Kenes Group in the medical and pharmaceuticals meetings market is a great chunk of information to digest and use to plan your next effective move if planning a major event in that field . The research covered over 20 therapeutic disciplines and involved over 1,800 expert responses . You can read Paul Cook ’ s in-depth report on the results on pages
14-15 , but I will divulge that it revealed that two-thirds of delegates expect a digital event to cost between 50-80 % less than an in person event . The good news is that the principle of paying is accepted . Another key takeaway to consider is that attention span per online session is an hour maximum .
We also home in on the big question of delivering connectivity online and our AIPC columnists this month draw an interesting parallel with academia here .
Padraic Gilligan teases the big new edition of the Incentive Travel Industry Index and explores the differing responses between Europe and America . His introductory allusion to poet John Keats writing on Chapman ’ s translation of Homer is a masterful and unique link into the world of incentives . The first lines of that poem certainly provoke nostalgia for incentive and business travel :
‘ Much have I travell ’ d in the realms of gold , And many goodly states and kingdoms seen ...’ Let ’ s hope we get back to visiting some of those conference kingdoms in 2021 .
I will end this month with a tribute to a great friend and industry colleague who has sadly passed away . Sergio Baritussio Scalone , director of FIEXPO tradeshow in Latin America , outstanding publisher and editor , was a former ICCA Latin America Chapter chair . Sergio was a great man and gave me much insight and valuable advice over the years . His was a friendship I and numerous others treasured . He will be sorely missed . Our thoughts are with his family .
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MANAGING EDITOR PAUL COLSTON pcolston @ mashmedia . net
GLOBAL ACCOUNT DIRECTOR IAIN STIRLING istirling @ mashmedia . net
GRAPHIC DESIGNER KATERYNA SMIRNOVA ksmirnova @ mashmedia . net
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PORTFOLIO DIRECTOR SIMON FARNFIELD
GLOBAL ACCOUNT DIRECTOR JON HOWELL
CONTRIBUTING WRITERS SIMON GEORGE RAMY SALAMEH
PRODUCTION MANAGER ELIZABETH NIXON
CIRCULATION MATTHEW WILLIAMS
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ISSUE 109 / CONFERENCE & MEETINGS WORLD / 3 |