the May 2008 Issue in PDF Format - Trade Show Executive

Power Lunch
Continued from page 39
Doctors in the House. Physicians jam a typical Pri-Med conference, which were launched by John Mooney and his team at M/C Communications to provide
continuing education credits for doctors in their local areas.
medical associations?
John: We never impacted an existing
association event. We just supplemented
their activities by fulfilling doctor’s
educational needs on a regional basis.
Bob: Why did you sell the company?
John: We started with a ‘ten year plan’ in
1994 and sold it in 2004. By then, Pri-Med
events were running in the U.S., Mexico,
Spain and the U.K. We held an auction
and Bain Capital purchased the company.
It’s headquartered in Boston and I’m still
chairman of the board.
Bob: Tell me about your newest venture:
3 Deep Media.
John: 3 Deep Media was just launched
a few weeks ago. My partners are
Dix Wheelock [former executive vice
president of M|C Communications] and
Christine O’Connell [former managing
director of business development for
M|C Communications]. Our focus is
twofold: (1) To buy existing conferences
and exhibitions and grow them with the
intent to eventually sell them, and (2) To
launch new events. Sound familiar?
Bob: Yes, it does.
John: We’re currently evaluating a few
acquisitions and some
partnerships with
conference producers
who don’t have trade
shows. It’s too early
to talk about specifics,
but we are excited to be
back in the trade show
business.
Bob: What about
launching in the current
economy?
John: I feel that in
tough economic times,
as long as your event
maintains or grows
market share, you will
be much stronger at the end of the
downturn.
Bob: I sense that you really like this
business.
John: There’s nothing that equals
On to the Exhibits! Crowds of doctors peruse the booths at the Pri-Med
conference. Exhibit areas are kept small, but the audience quality is high.
40 May 2008 Trade Show Executive www.TradeShowExecutive.com