The International Sign Association (ISA) and the Specialty Graphics Imaging Association (SGIA) draw vastly different audiences to their annual expos. A recent survey, which compared four trade shows over a two-year period, revealed a 15.4-percent overlap in attendees between the two expos. That means that almost 85 percent of the attendees are unique to each event. ISA and SGIA are working closely to maximize the effectiveness of the industry’s two leading trade associations and their respective expositions.