Mumbrella360 delivers 1,020 visitor attendances in industry first audit
Mumbrella’s annual conference Mumbrella360 has become the first in Australia to have its visitor numbers audited by the Circulations Audit Board’s new rules for exhibitions and conferences.
The audit results for Mumbrella360 reveal a total attendance of 1,020, with a UVA (unique visitor attendance) total of 752 plus 268 speakers, media and staff.
Tourism Australia's marketing boss Nick Baker takes the stage at Mumbrella360
The auditing took place with Circulations Audit Board staff on site at the event whichwas at the Hilton Hotel in Sydney on June 6 and 7. It was conducted under new rules for the auditing of events developed by the CAB late last year.
Martin Lane, publishing director of Mumbrella’s parent company Focal Attractions, said: “We are already the only publisher in our sector to audit every one of our activities, including the traffic to Mumbrella’s website, the number of subscribers to our daily email and the print circulation of Encore magazine.
“Audit” of conference attendance??
That sound you hear is the whole events industry laughing their arses off.
Seriously, you must be joking.
It’s called a head-count. And if you have proper registration set up, you’ll know who, why from where and how long.
Event pros have practised this stuff for decades. You don’t need a “Circulations Audit Board” to tell you what you can see, hear and touch, 100% live.
It’s hilarious that someone has come along and tried to turn easily, accurately measurable head-counts into a new product to be charged for.
Either it’s April 1, or there’s a sucker born every minute. Or both.
Hi Mike,
Clearly you are only familiar with a very scrupulous group of event organisers who would never make those headcounts you mention, then multiply them by the number of times those people walked in and out, and then times that by two when trying to sell an exhibitor stand for next year’s event.
The problem is not the event organiser knowing who’s at their event – of course they do. It’s their sponsors and exhibitors being able to believe them. That’s what an audit is for.
Cheers,
Tim – Mumbrella