``The birth of an industry.'' Penton's SMS Event in London Stages Stunning Debut.

Business Editors & High Tech Writers

CLEVELAND--(BUSINESS WIRE)--Oct. 17, 2001

Penton Technology Media's premiere SMS 2001 conference and exhibition Oct. 2-3 in London -- the first mobile messaging event for marketers and brand owners -- was a major success, leading show management to schedule a second event for February 2002.

"With 20 billion SMS messages sent every month, we knew the market was hot," explained Jenny Fuller, Event Manager, "But we were taken aback by the turnout, the enthusiasm and the real business represented at the show. We exceeded every goal by 30% or more."

Media interest exceeded that of far bigger events, with 25 journalists covering the event from such diverse outlets as The Guardian, ITN and Reuters.

"You're seeing the birth of a new industry," said Chris Hayward, Managing Director of exhibitor Textploitation, "It's thrilling how well this new event has gone."

Daz Jamiesson of Brand2Hand concurred, "This was a focused event with real buzz. We had serious discussions with senior marketers ready for SMS projects."

Next SMS event for February is already bigger.

Almost every exhibitor re-booked for the next event, which will be held from 12-14th February 2002 at London's Olympia 2. The February event is already 15% larger than the October premier, according to Fuller, and the sales cycle has not yet even begun.

The February show will run alongside Penton's m-CommerceWorld, the UK's leading wireless Internet event www.m-commerceworld.com "The SMS event will retain the tight focus that made it successful," says Fuller, "but the m-Commerce event next door will help bring in even more marketers and IT professionals who are serious about going mobile."

About Penton Media 

Penton Technology Media is a division of Penton Media, Inc. (NYSE:PME), a leading global business-to-business media company, which produces market-focused magazines, trade shows and conferences, and Web sites. Penton's integrated media portfolio serves the following industries: Internet/Broadband; information technology; electronics; natural products; food/retail; manufacturing; design/engineering; supply chain; aviation; government/compliance; mechanical systems/construction; and leisure/hospitality. For more information, visit www.penton.com.