MARKETING

Big Crowd: The Orange County Advertising Industry Exposition that was held last week drew more than 2,100 people--though its organizers had anticipated just 1,500.

Free-lancers and owners of home-based businesses made up a large number of the attendees, said John Good, publisher of Newport Beach-based California AdNews, which coordinated the event. The local ad industry has been splintered during the recession by layoffs and business failures. Good said many people came looking for ideas.

There were also a surprising number of marketing directors and advertising managers representing clients, Good said.

“I think this shows that clients are becoming more sophisticated,” he said. “They’re wanting to research possibilities for themselves instead of relying on agencies. Either that, or it was the free food.”

Slightly more than 100 exhibitors attended, and many seemed to be targeting a thin slice of the marketing business. Exhibitors included a slide production company, a modeling agency, an overnight delivery service and a temp agency that specializes in artists who work with Macintosh computers. At least three companies in attendance specialize in helping other companies exhibit at trade shows.