Projection: Trade show spending to exceed biz magazine advertising

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New York--Forecasting growth in the business-to-business communications industry, investment banking firm Veronis, Suhler & Associates projected that spending on trade shows will exceed spending on business magazine advertising by 2002. In 1998, business-to-business marketers spent $8.5 million on advertising in trade publications and $7.9 million on trade shows, according to Veronis, Suhler's figures. The firm projected that trade show spending will grow at a 10.4% clip between 1999 and 2003 and that advertising will grow at a 7.6% rate in the same period.
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