2. The Macworld Expo Success
At Start Of 2000, IDG
Says 85,179 People
(Unaudited) Attend
Macworld Expo S.F.
85179
63884.25
42589.5
21294.75
0
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
Source: IDG
3. The Macworld Expo Success
At Start Of 2000, IDG
Says 85,179 People
(Unaudited) Attend
Macworld Expo S.F.
88000
87250
86500
85750
85000
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
Source: IDG
4. The Macworld Expo Success
At Start Of 2000, IDG
Says 85,179 People
(Unaudited) Attend
Macworld Expo S.F.
88000
87250
86500
85750
85000
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
Source: IDG
5. The Macworld Expo Success
At Start Of 2000, IDG
Says 85,179 People
(Unaudited) Attend
Macworld Expo S.F. OMG! 90,473
People? WOW!!!
91000
89500
88000
86500
85000
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
Source: IDG
6. The Macworld Expo Success
At Start Of 2000, IDG
Says 85,179 People
(Unaudited) Attend
Macworld Expo S.F. OMG! 90,473
People? WOW!!!
100000
75000
Oops! Auditors
Brought In +
Count Only
50000 32,409 People,
Did IDG Overstate
Past Numbers By
Around 3X?
25000
0
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
Source: IDG
7. The Macworld Expo Success
At Start Of 2000, IDG
Says 85,179 People
(Unaudited) Attend
Macworld Expo S.F. OMG! 90,473
People? WOW!!!
100000
75000
Oops! Auditors Mac + iPod Sales
Brought In + Skyrocketing
Count Only
50000 32,409 People,
Did IDG Overstate
Past Numbers By
Around 3X?
25000
0
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
Source: IDG
8. The Macworld Expo Success
At Start Of 2000, IDG
Says 85,179 People
(Unaudited) Attend
Macworld Expo S.F. OMG! 90,473
People? WOW!!!
100000
75000
Oops! Auditors Mac + iPod Sales
Brought In + Skyrocketing
Count Only
50000 32,409 People,
Did IDG Overstate
Past Numbers By
Around 3X?
25000
0
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
Source: IDG
9. The Macworld Expo Success
At Start Of 2000, IDG
Says 85,179 People
(Unaudited) Attend
Macworld Expo S.F. OMG! 90,473
People? WOW!!!
100000
iPhone
Unveiled
75000 50k Show
Up To
Oops! Auditors Mac + iPod Sales See It
Brought In + Skyrocketing
Count Only
50000 32,409 People,
Did IDG Overstate
Past Numbers By
Around 3X?
25000
0
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
Source: IDG
10. The Macworld Expo Success
At Start Of 2000, IDG
Says 85,179 People
(Unaudited) Attend
Macworld Expo S.F. OMG! 90,473
People? WOW!!!
100000
iPhone
Unveiled
75000 50k Show
Up To
Oops! Auditors Mac + iPod Sales See It
Brought In + Skyrocketing
Count Only
50000 32,409 People,
Did IDG Overstate
Past Numbers By
Around 3X?
25000
0
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
Source: IDG
11. The Macworld Expo Success
At Start Of 2000, IDG
Says 85,179 People
(Unaudited) Attend
Macworld Expo S.F. OMG! 90,473
People? WOW!!!
100000
iPhone
Unveiled
75000 50k Show
Apple Pulls
Up To
See It Out of
Oops! Auditors Mac + iPod Sales
2010 Expo,
Brought In + Skyrocketing
Sends
Count Only Schiller
50000 32,409 People,
Did IDG Overstate
Past Numbers By
Around 3X?
25000
0
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
Source: IDG
12. The Macworld Expo Success
At Start Of 2000, IDG
Says 85,179 People
(Unaudited) Attend
Macworld Expo S.F. OMG! 90,473
People? WOW!!!
100000
iPhone
Unveiled
75000 50k Show
Apple Pulls
Up To
See It Out of
Oops! Auditors Mac + iPod Sales
2010 Expo, Half-Sized Expo
Brought In + Skyrocketing
Sends Space Makes
Count Only Schiller
50000 32,409 People,
Smallest Crowd
In Decade (20k
Did IDG Overstate
People) Look Big
Past Numbers By
Around 3X?
25000
0
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
Source: IDG
13. How Bad Was It Really?
Attendance Declined Sharply to 20,000
People, Even With Tickets Being Given Away
Exhibitors Dropped 60% From 2009
~50% Of 2010 Exhibitors Were Tiny App
Companies, Few/No Major HW Vendors
IDG Had To Give Away Floor Space To
Vendors & Bloggers
How Much Money Did IDG Lose This Time?