By Mark Hebert, Exhibit City News
The tradeshow industry may be a trillion-dollar powerhouse, but for most of the public, it remains, as the title suggests, “invisible.” In The Invisible Industry: The Evolution of Trade Shows, authors Larry Kulchawik and Bob McGlincy unpack the crates of this fascinating world, charting its journey from ancient Persian markets to today’s massive events like CES and the New York Auto Show.
A Deep Dive into Tradeshow Evolution
The authors, both seasoned professionals with decades of experience, blend historical anecdotes with in-depth insights to demonstrate how trade shows evolved into critical economic engines. From England’s Great Exhibition in 1851, which introduced the world to the Crystal Palace and the first modern tradeshow, to the role of world fairs in creating enduring brands like Otis, Bell, Heinz, Singer and Campbell’s Soup, the book vividly illustrates how exhibitions shaped commerce and culture. Products debuting or becoming popular at shows run the alphabet from air conditioners to zippers, and include common household items like computers, dishwashers, electric lights, light switches and televisions.
“Wherever there are crowds, there is the possibility to sell products and make money,” the authors observe, capturing the timeless appeal of face-to-face marketing.
A Powerful Yet Overlooked Industry
Trade shows have become essential platforms for business growth. With over 32,000 exhibitions annually, attracting 303 million attendees worldwide, they generate billions in tax revenue and hundreds of billions in business sales. Despite this undeniable impact, the authors argue that this contribution is often overlooked. The book serves as both a celebration of the industry’s history and a call to recognize its vital role in global commerce.
A Visual and Informative Journey
Richly illustrated with more than 200 images, The Invisible Industry is as visually engaging as it is informative. The book profiles over 50 change-makers, from association leaders to technical pioneers, whose work transformed humble booths into dynamic, high-tech experiences. It also highlights the evolution of materials, from basic plywood and paint to cutting-edge fabrics, metals, and digital displays. These innovations reflect the creativity and ingenuity that have continually driven the industry forward.
Looking to the Future
Kulchawik and McGlincy don’t stop at the past and present—they also tackle the future. With input from leading figures, the final chapters examine how trade shows are evolving to meet the challenges of a fast-changing global economy. Topics like sustainability, digital transformation, and AI-driven engagement offer readers a glimpse into what’s next for the industry.
Not Perfect, But an Essential Read
While the book is packed with valuable information, readers may notice the occasional typo or error. These small imperfections, however, don’t overshadow the passion and expertise that the authors bring to the subject. They’ve created an essential resource for anyone in the industry, from newcomers to seasoned professionals.
Since its release on November 27, The Invisible Industry has been making waves, earning the titles of Amazon Best Seller and Top New Release in Global Marketing. This eye-opening book, which shines a light on a vital yet often overlooked sector, has also won multiple business book awards—including First Place at the NABE Fall Awards and Second Place at the New England Book Festival—cementing its status as an essential read for industry professionals.
Praise for The Invisible Industry
Industry leaders and experts have praised the book for its depth, accuracy, and engaging storytelling:
⭐ Skip Cox, Former CEO at Exhibit Surveys: “Excellent history … A great read … Hard to put down.”
⭐ John Funk, President, Skyline Displays of Orange County: “It’s the perfect description of our industry.”
⭐ Carrie Freeman Parsons, Chair of the Board, Freeman Company: “It truly is amazing to think how far this industry has come—yet it’s still under the radar for most. Thank you for this good work!”
⭐ Richard Erschik, Founder, HourEDU.com: “Finally, the entire story of the trade show industry has been brought together in one remarkable book! … Highly recommended.”
⭐ Joseph Houle, Consultant: “This book is LONG overdue and should be standard curriculum for all business schools.”
⭐ Jim Obermeyer, Regional VP, Bray Leino Events: “If you are new to our industry’s workforce, this should be required reading … Bottom line: go get this book for yourself, and anyone you know in the industry.”
Final Verdict: A Must-Read for the Tradeshow Community
What makes this book truly engaging is its breadth and accessibility. Kulchawik and McGlincy weave economic data, historical milestones, and personal anecdotes into a compelling narrative that will resonate across the industry spectrum. Whether you’re a veteran of the tradeshow world or a newcomer curious about this “invisible” industry, this book provides a fascinating look behind the booths, the brands, and the billion-dollar deals.
This once-overlooked industry comes into focus through Kulchawik and McGlincy’s detailed and engaging work, offering readers a clearer understanding of its significance and impact. Now available on Amazon in hardcover, paperback, and digital formats, The Invisible Industry is a must-read for industry veterans, newcomers, and business leaders alike.
