Manufacturer Avid will not exhibit at Las Vegas-based trade show NAB next April for the first time in its history.
The decision will save the post technology company about £6m, according to industry insiders.

Previously the company has had a major presence at the show with an 18,000sq ft stand and sponsored events.

Avid didn’t show at IBC in Amsterdam this year for the second time. But the company had a significant presence on a stand taken by its audio division, Digidesign.

Avid UK and EMEA general manager Paul Glasgow said: “We are not looking to save money, rather we want to re-allocate our resources.” He added: “NAB is like a supermarket and a stand is probably not the best place to have a quality discussion with customers. It also causes problems with the timing of the release of products, it can either come too early or too late.”

The company will launch a series of customer-focused initiatives in 2008 designed to open the company to customers and the media. Glasgow continued: “This decision reflects the changing nature of the industry and marketing and follows a US customer survey that saw demand for a stronger business relationship as opposed to the vendor-to-market situation of old.”

The organisers of the NAB exhibition were unavailable for comment.