The 2024 Premium Cigar Association (PCA) Trade Show will see some significant changes coming for the media who will be covering the show. The changes will include the dropping of media being charged a fee to attend the Trade Show and loopholes involving media getting to badges from manufacturers for entrance to the Trade Show. In addition, the PCA is now saying that the media will also be required to provide credentials to attend the Trade Show.
PCA says beginning with the 2024 membership enrollment, it will no longer charge members for membership into the association. Media will still have the opportunity to attend the Trade Show and receive regular updates for PCA regarding legislation, regulations, and industry happenings.
For over ten years, PCA had been charging media for badge access to the Trade Show. Over the past few years, some media outlets have been bypassing the process of paying for badges by going to manufacturers and obtaining badges from them. Several established media outlets provided feedback to the PCA indicating two things: 1) They believed the fees were unjustified; 2) Some media were using manufacturers to get badges.
Badge fees for media were initially implemented back in 2011. At the time, the Association was struggling with the inclusion of online media, and fees were seen as a way to discourage rogue media from attending. But what ended up happening is many in the media were able to unconditionally obtain badges from manufacturers. From the time it was implemented, the idea of charging media to cover the Trade Show has been controversial.
With the removal of the fees, PCA will now have to vet the credentials of media qualifying for Trade Show access. This had been done in the past, but in recent years, the Association had gotten away from this. As part of the application process, media will now have to provide credentials and show media coverage to apply for a press badge.
PCA is also saying they will work with exhibitors to ensure they encourage anyone seeking to come to the show with the intent of giving media coverage to do so under the new system rather than giving them a badge meant for staff/employees.
Finally, PCA will also now allow media to be on the Trade Show floor at the same hours as exhibitors. With the Trade Show eliminating the final half day, some media expressed concern about having less time on the Trade Show floor. This change helps the media get some of the lost time back.
good move for both parties . The media provides a great service for both the consumer and brand owners , they shouldn’t be charged to attend/be members
Mixed feelings. The legit media folks are always welcome. But a fee indicates willingness to support the Industry. Some media has a team and a fee should cover the entire team. Because someone has a blog with a handful of viewers that does not make them a true part of the Cigar media. As a broker I could have gotten a badge from a line that I represented, I chose to pay my dues as a broker to show my support of the industry.