Attendees waiting for the keynote to start covered a wide age range

A trade show is an odd thing, an entity that exists only in a brief span of time like a polliwog, a text message or an NBC talk show host’s gig. Afterward, it’s remembered best by those who were actually attending the conference, like last week’s Macworld Expo. But the Web is full of ace prognoses today about the health of the Apple world’s biggest trade show, many served up by people who want to justify their absence.

I’ve sat in that kind of chair, far away and commenting on a show I didn’t attend, doubting its health and relevance and value. Take those comments for what they’re worth. There was a lot of value in being at this year’s Macworld. In the days and weeks to come, this blog will tell stories from being there, ones you couldn’t report any other way about what’s new or what works for Apple computer users who employ their gear as a work tool.

People at the uber-sharp Macintouch.com site are weighing in on the experience, although a serious share of them didn’t experience the conference. Some who were there are saying they noticed a genuine upward age creep in attendees. It didn’t seem any different to me than in years past, except maybe there were not scores of 25-year-olds in an Apple booth. Nothing wrong with the youth of America, but a robust trade show is built of equal parts managers and explorers. 2010′s show had both in my iPhone’s viewfinder.

Unless there was a fountain of youth bubbling in the basement of the Moscone Center, making us geezers somehow look callow, there were plenty of attendees well under 40. The show itself may be elderly in hitting age 25, but many there were not a lot older than the expo’s own tenure. The picture above is a little clue of who was on hand at the first day’s Feature keynote.

If you want to forecast the lifespan of a trade show, you need all your instruments working to make a prediction. When people talk about this year’s MacWorld as “half as many booths” or “no massive vendor exhibits with savvy people inside,” they’re correct, but not accurate. Those raw numbers don’t matter any more than just measuring the wind speed and then trying to predict weather. You want to work with business measurements, because a trade show is a business opportunity. Read the rest of this entry »

More than anything else, more than news of IT asset tracking software or a tiny mic to power an iPhone’s recording of meetings, or the reports of the $6 spreadsheet-plus-word processor for iPhone or transcription software for the Mac, people wanted to know if Macworld was healthy after one day without Apple. It would appear the patient was too busy frolicking to stop and have his pulse checked.

In the vacuum of the month before the doors opened, nobody could tell how spry the old guy’s step was going to be yesterday. The conference organizers invited the right people, to be sure. They got an Emmy winner in David Pogue to kick off the opening day with a show so complete it even included a play about Steve Jobs, written as a parody of It’s a Wonderful Life. They got Levar Burton to play Steve Jobs, so the actor who created Geordi La Forge on Star Trek could swap adulation with Pogue. “I can’t believe I get to meet you,” they each said.

But it’s one thing to put on a good one-act and another to fill the seats. A few hundred yards away from the play, the bodies were thick in the center of a bustling Macworld 2010 Expo floor. “Steve Jobs isn’t here,” Pogue said to start his keynote. But the Apple faithful were, and probably will be even more by tomorrow, the first weekend day in decades for this conference.

You had to be patient, in the face of the Cool New Stuff all around, to squeeze through some aisles and into some sessions. Like Burton, though, people seemed to know that this meeting about the Mac has roots, deep enough to weather the chill Apple showed to the show.

Burton came into the public’s eye the year before the Mac was born, the Reading Rainbow host who’s now in his 50s and producing. Pogue is 46, and neither fellow looked anything but genuine in his child-like ardor for Apple’s solutions. Out on the expo floor there were plenty more less famous acolytes and experts to testify to a shinier future, with evidence of their creations on display.

Macworld is so much bigger than just the Mac these days, and what’s been sloughed off of this event isn’t being missed. For every absent Adobe booth there was an expanded Crash Plan exhibit, where the back up company showed a product range wide enough to be free for The People or priced to help corporations protect untold acres of data. Crash Plan was giving out $60 licenses to everybody who visited its booth. Adobe might have been here before, but I never walked away from their booth holding a free tool that could keep my creations alive.

If I ran a company and wanted to save money on my utilities, I would look into the asset management software from Absolute Software. Tucked away into the Enterprise Desktop Alliance booth, the company showed the sort of product you would expect for corporate servers, tracking the use of Macs on a network to show when they could be put to sleep to reduce power consumption. The software scales from a handful of Macs to thousands, in one office or across an organization’s continental network.

The products sold through Dr. Bott include Blue Microphone’s Mikey, emerging in a new model tuned up to grab meeting notes as well as close-up note dictation. It swivels toward the subject of your video you’re taking with the iPhone. It’s got a line-in port to use for phone recording and three “volume” settings on the gadget that plugs into an iPhone or iPod Touch, new gain settings to help you get the sound onto a file headed for your Mac. Once it’s there, the new Scribe software from MacSpeech will help push those spoken words into text. The software was so new to production release that they were burning DVDs at the back of the booth to tuck into boxes. But it was also being sold at about a 40 percent discount.

That sums up the draw of Macworld, for the faithful who’ve come here for years. Something new, unveiled in the sparkle of a sea of the excited, sold at a steep deal and explained in a way the Web can never match. It was enough of a valentine to why we love Apple’s products to bring a tear to this old guy’s eye. Of course, it helped that the moment was echoing It’s a Wonderful Life‘s finale, when “Steve Jobs” learns that there wouldn’t have been the Web, or Wired Magazine, or popular computers, or Pixar, if he hadn’t invented the Mac.

And it helped if you were old enough to know and love the movie as well as the long haul away from that darkest year of 1998, as Pogue’s play pointed out, when Apple lost $1.7 billion and the last non-Jobs CEO was leading the Mac over a cliff. If a Mac’s life could imitate art, the ardor of the audience and attendees here showed a lively pulse for the products of tomorrow, showed today.

Macworld Expo gets rolling this evening with a pair of media receptions, the start of The New Era that show organizers IDG are promising. Half of the world’s largest Mac and Apple show venues has been removed to the Moscone West hall, evidence enough that things will be new and changed here in San Francisco. The expo may spill into Moscone South, but the hall above that arena is not a conference venue.

This is my fifth Macworld but the first without an Apple mothership hovering in the expo’s molten core. We’re all waiting to see what the impact of the missing lead vendor will be on this 25-year tradition. Registration lines seemed light this afternoon, although the media desk had a steady stream of reporters and bloggers. It might just be a feeling, but the attitude at the press registration desk smacked of genuine gratitude for our attentions.

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