At EMG, we occupy a unique position in the industrial communications ecosystem. We work directly with manufacturers as well as the trade journalists who cover them by placing stories, shaping narratives, and translating complex technologies into credible content across global trade media.
Our close relationships with key (tier 1) trade media editors give us a clear understanding of how they operate. It’s why we can confidently advise clients on where their trade show strategies align with editorial reality and where they miss the mark.
To ground our insight in data, we surveyed 40 trade media professionals across the industrial, chemicals, plastics, packaging, and advanced manufacturing sectors. Their responses confirm what we see every day: visibility at trade shows is no longer earned through presence alone, but through a deep understanding of editorial workflows and adapting accordingly.
Editors arrive with an agenda, not an open calendar
The days of editors wandering trade show floors to "see what's interesting" are over. Today's trade journalists arrive with defined editorial priorities.
When asked what determines which companies make their schedule, editors consistently cited three factors: genuine product launches, stories with clear news value, and direct relevance to their readership. Companies that show up repeatedly in multiple shows without fresh angles quickly become invisible, regardless of booth size or market position.
While brand recognition and advertiser relationships still matter, they're no longer sufficient to secure coverage. Editors often know exactly who they want to speak with before they arrive, which means your real work in garnering their attention begins months before booth construction starts.
The new timeline: five weeks minimum, eight weeks preferred
Survey responses on timing reveal just how far ahead of the traditional trade show cycle editorial planning has moved.
When we asked how far in advance editors prefer receiving interview invitations or press conference details, three-quarters of editors expect initial outreach at least five weeks before a trade show. (figure 1)
This long timeline reflects how editorial calendars actually function. Coverage plans are built early, schedules fill quickly, and commitments are locked in. Companies making contact in the final weeks risk asking for interview slots that have already been allocated to someone else, especially when it comes to the tier 1 journals everyone wants to be in.
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Figure 1.
Plan Press Releases Around Editorial Workflows
The same forward planning applies to press materials. When asked when they prefer receiving press releases about trade show news, 96% of editors said before the show begins to help them plan their coverage and assign stories (figure 2).
For companies with multiple announcements, this doesn’t mean releasing everything at once. Our advice is to sequence news strategically with selected releases issued ahead of the show, others throughout and a few for post-show. This keeps both editors and customers engaged across the full trade-show cycle, while giving each story room to land.
Front-loading all announcements risks overwhelming editors and diluting editorial value. It also could result in a single bundled mention rather than sustained, multi-article coverage during and after the show.
Figure 2.
What "media support" actually means now
Beyond timing, the survey clarifies what editors need from companies to produce quality coverage. Respondents consistently requested detailed information well in advance, supported by complete press kits: high-resolution images, technical documentation, application briefs, and ready-to-use quotes. But they also expect access to both technical experts and commercial leadership.
This dual requirement reflects an evolution in trade journalism itself. Editors are looking to craft original articles that will appeal to their readers and make their publication stand out. To do this, they need to understand the technology, verify its applications, and assess its commercial implications. This also means your spokespeople need to be available, knowledgeable, and comfortable engaging with the media during the show. In other words, professional media training for spokespersons is a given in today's communications landscape.
Best practices: frictionless access wins coverage
When we asked editors to describe companies that excel at media relations, their examples centred on accessibility. They praised organisations that assign dedicated press contacts, make technical experts immediately available, and provide complete materials well in advance. They also valued the ability to approach a booth without an appointment and still receive meaningful editorial support including access to professional photography on-site.
Editors work under tight deadlines at trade shows and favour companies that function less like exhibitors and more like newsrooms: organised, responsive, and built for speed.
The follow-up call is dead
The survey also challenges one of the most persistent habits in B2B communications and that is calling editors after sending a press release.
When asked if they prefer a follow-up call after receiving a press release, 96% of editors said no (figure 3).
Relevance, timing, and clarity matter far more than reminders. Communications that integrate naturally into editorial workflows outperform those attempting to force attention.
Figure 3.
A new operating model for 2026
Based on both survey results and our daily work bridging companies and media, a new communications model is emerging for trade shows:
Plan like publishers, not exhibitors. Develop storylines, prepare spokespeople, and create assets months in advance. Your editorial calendar should be finalised before your booth design.
Design for editorial usability. Beyond visual impact, booths should facilitate interviews such as providing quiet spaces for technical discussions and offering immediate access to press materials and photography.
Lead with substance. Technical depth and audience relevance now outweigh spectacle. Editors are looking for news that matters to their readers and will help their publication stand out.
Trade shows still matter as a place where industry and editors connect, but how companies earn media attention within them has fundamentally changed. For communications leaders in chemicals, plastics, packaging, and advanced materials, understanding this shift is a strategic advantage and one that we at EMG are uniquely positioned to help companies navigate.
The survey referenced in this article was conducted by EMG among 40 trade media professionals covering industrial, chemicals, plastics, packaging, and advanced manufacturing sectors.
EMG Editorial Survey: Key Insights at a Glance
40 trade editors surveyed across industrial sectors
- 75% of editors expect trade show invitations at least five weeks in advance
- 96% prefer receiving trade show press releases before the show
- 96% do not want follow-up phone calls after receiving a press release
- Editors prioritise:
- New product launches and genuinely new stories
- Relevance to their audience
- Access to technical experts and commercial leads
- Press kits with high-resolution visuals and usable content
