Ipex organiser Informa Exhibitions is doing all in its power to bolster confidence in the 2014 event following news that some high profile companies will not be exhibiting. Speaking at another of its shows this this week – the new Cross Media – Trevor Crawford made the comment that Ipex “is an experience, and event, not just a big exhibition”. And to my mind there’s the key to its future success – ensuring that visitors have some real reason to attend other than to see companies and solutions. Cross Media proved that really timely, well-targeted and well-positioned seminar content can draw the crowds. We already know that Cross Media will be incorporated into Ipex 2014 so I wait with some eagerness to see what the organisers will have drawn from this new event and how they marry that with all Ipex has grown to be.