Feeds

Mac show gets Macworld moniker back

Macworld Expo -> Create -> Macworld Creative Pro

  • alert
  • submit to reddit

First it was Macworld Expo. Then it was Create. Now, less than a month after organiser IDG renamed its summer show for Mac users, it has restyled the event again. Now it's Macworld Creative Pro.

Clearly Create didn't cut the mustard with the Mac user base who make up the vast majority, if not all, of the show's attendees.

You don't change the name of a show as big as Macworld Expo without seriously pondering the strength of the alternatives. But it looks like whoever decided that Create was the way to go got it wrong.

IDG hasn't explained exactly why it changed the name a second time, but did say in a statement: "The name change further defines the event's focus on the needs of creative professionals, as well as consumers who want to develop more advanced skills in the creative arts."

In short, it's narrowing the focus back on the Mac market and again leveraging the strong Macworld brand. Perhaps IDG also recalled the fate of eMedia Weekly, the rebranded MacWeek newspaper. Published by... er... IDG, eMedia Weekly was christened to appeal to the growing number of creative types using PCs not Macs. Alas Mac users were not amused, and the once mighty organ soon folded.

It's tempting to see Create suffering a similar backlash in the weeks since IDG announced the show's new direction. Like Spinal Tap's ill-fated excursion into freeform jazz, IDG's move to drop the Mac branding can't have played well with the fans.

It certainly can't have been a result of objections from Apple. While the Mac maker has made its disapproval of the show's planned shift from New York to Boston, and canned CEO Steve Jobs traditional Macworld Expo New York keynote, it nevertheless gave its official blessing for the Create name-change.

There's another possibility. Stone Software has long held a trademark for its 14-year-old NeXT-now-Mac OS X graphics app, Create. Of course, a show and a piece of software are two very different beasts, but the potential for a clash is there. Certainly Stone's blog entry dated 22 April 2003 claimes that "IDG 'gracefully' backed down from trying to hijack the name for their expo in NYC" and refers to "large lawyers". An earlier post mentions Stone's access to "the best patent attorneys in DC". Unfortunately, however, neither side would comment further. ®

Related Story

Macworld Expo renamed Create as Apple touts WWDC

Whitepapers

Forging a new future with identity relationship management
Learn about ForgeRock's next generation IRM platform and how it is designed to empower CEOS's and enterprises to engage with consumers.
Why cloud backup?
Combining the latest advancements in disk-based backup with secure, integrated, cloud technologies offer organizations fast and assured recovery of their critical enterprise data.
Win a year’s supply of chocolate
There is no techie angle to this competition so we're not going to pretend there is, but everyone loves chocolate so who cares.
High Performance for All
While HPC is not new, it has traditionally been seen as a specialist area – is it now geared up to meet more mainstream requirements?
Intelligent flash storage arrays
Tegile Intelligent Storage Arrays with IntelliFlash helps IT boost storage utilization and effciency while delivering unmatched storage savings and performance.