The current credo of live communication is: Let them participate and decide! It seems that the times in which products were displayed in rigid procedures and self-celebratory event formats are over. Now the question being asked is what will enthuse visitors, how can they be incorporated and not least encouraged to post on social media. A conspicuous number of event formats in the new yearbook incorporate their participants to a greater extent. This is evident in concepts orientated towards added value and experiences, in interaction possibilities and individual free choices.But what is behind these trends and what consequences do they have for the sector? The new author and blogger Katharina Stein addresses these questions in supplementary interviews.