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B2B trade shows and in-person events are highly touted for their effectiveness and for their ROI. In fact, they’re considered the most effective content marketing tactic available to B2B marketers. So what’s the size of this market? PwC has some answers in its latest Global Entertainment & Media Outlook.

As part of the report, PwC examined the B2B market in the US, which is made up of the following areas: Business Information; Directory Advertising; Trade Shows; Professional Books; and Trade Magazines.

Of those, the Business Information market is the largest, at more than $55.5 billion this year. It’s also the fastest growing.

Even so, trade shows are close behind in growth rate, with a projected compound annual rate of 4.1% from 2016 through 2021.

This year, PwC estimates B2B trade shows to be a $14.3 billion market, with that figure growing to $16.8 billion in 2021.

To put this year’s $14.3 billion size in context, it’s more than twice the size of the trade magazine market ($5.9 billion). By the end of the forecast period, the B2B trade show market will also be larger than the consumer magazine advertising market…

In related news, the Center for Exhibition Industry Research (CEIR) recently announced that the exhibition industry’s performance had increased by 1.6% year-over-year in Q1. In fact, the industry had increased on a year-over-year basis in each quarter but one (Q4 2016) since Q1 2011.

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