The Upside of the Downside – FOLIO Growth Summit Review

This year, Nxtbook Media has a staggering number of events we’re going to exhibit at. Thus far, at everyone of them, the nervous sales rep who convinced us to exhibit has said some variation of the same thing:

"We’re expecting less quantity, but more quality."

I’m not knocking the reps who say that. In their shoes, I’d probably do the same thing. But the reality in most cases is that less usually means less. Less usually means fewer people at your booth. Fewer people asking for demos. Fewer people asking how others are being sucessful with digital magazines. But this week, the FOLIO Growth Summit was the first show I’ve seen this year that truly delivered more quality with less quantity.

While attendance was down over last year, as an exhibitor we couldn’t tell. Our booth was busier, the publishers had more questions and the people we talked to had no interest in waiting out this recession. Somehow, FGS managed to attract the fighters and innovators – those publishers who may inevitably lose this battle, but have no interest in surrendering to it, as well as those publishers who are using this opportunity as a way to kick the competition when it’s down.

Early on the last morning of the show I had the opportunity to run a few miles with one of those publishers along Lake Michigan. It was a great conversation because it was mostly about how both of us are doing things radically different. It’s a shame to say, but would we be so innovative right now if the market weren’t forcing us to be? Maybe, but maybe not, too, so that’s a good thing.

There’s a line runners are taught to remember at the end of a tough race: If it’s hurting me, it must be killing them. At FGS this week, all the winners were on hand, even those who are hurting right now.

Tony Silber said it better than I, though. Don’t miss his analysis here.