IT EMAC releases proposed standards for event industry

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San Francisco—The IT Event Measurement and Audit Council [IT EMAC] is scheduled to release a proposed set of standards today that will be used in auditing b-to-b industry events.

IT EMAC, which was formed a year ago to help standardize event auditing, is an independent council comprised of members from event organizers, exhibitors, ad agencies and audit companies.

The standards include event audit definitions, a description of the auditing process, measurement standards for attendee quality and standard metrics that exhibitors should expect in every audit. The standards are not limited to IT, and are expected to be adopted by the entire b-to-b event industry by January 2005.

“Creating a set of guidelines is a good start,” said Melinda Kendall, senior VP-marketing for MediaLive International, which spearheaded the formation of IT EMAC in October 2003.

“Now, we need to make sure we have industry support,” she added. “The next step will be the creation of an organization to own these [standards] going forward.”

Steven Hacker, president of the International Association for Exhibition Management (IAEM) said his group would most likely take the reins in forming a new association to guide the new standards into compliance. The working name of the new association is the Event Industry Audit Commission. The auditing task force of the IAEM is now in the process of seeking comments on the draft and appointing commissioners to the new audit council.

—Kate Maddox

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