After 20 years I will not be attending this year's Photokina. One reason is I'll be in recovery mode from a hip replacement surgery. But, after evaluating the last few Photokinas I see no reason to go. Many of the larger vendors I hear are skipping it as well as a number of press outlets that I know. It's expensive and for most of us, the news of what is new will be announced before the event. Making announcements at events like this only dilutes the effectiveness of news especially if others are making announcements too. For the most part, we should know all the news before the show. While no doubt Phase One and Hasselblad are working on new products I doubt very much they will launch at the show. The big news this year, of course, is what Nikon and Canon will do in the mirrorless market. We'll know Nikon's products on August 23rd. I'm sure Canon will follow soon after. So, the most you can hope for at the show is to stand 12 deep at a counter for your chance to possibly touch these new products.
After this show, Photokina will be held once a year. If I am not mistaken it won't even be a year before the next Photokina takes place. I'll say this if you have never been to Photokina you should experience it for nothing else than the size. And, if you do think about the fact that at one time in the 90's the show was almost twice the size than it is today with companies like Kodak, Leica, Fuji, Agfa and a few more occupying whole halls.
Trade shows are a big expense for companies and when it comes time to measure bang for your buck there are much better ways to get a return on your investment. Thus many companies go in with small booths to satisfy the local audience and do other things to reach the global audience.
I believe we are going to be in for an interesting and rewarding few months no matter what.
As you indicate, there was never any real reason to go to PK for news on major japanese products. However Leica in particular has always done the show proud, with a big array of hands-on equipment and often some prototypes - eg. the Leica S was first shown at PK, and Hassy, Sinar and Leaf used to have a strong presence.
Also, the CEOs of medium-size companies go there -where else would you meet the CEO of Sigma, Mr. Silvestri of Silvestri Camera or Barbieri of Barbieri Spectros or the CEO of Just Normlicht, or the founders of Alpa? PK is a unique occasion for the normal public to meet the geeky camera and software engineers and the specialists rather than the execs of the majors.
And the beer in Köln and the duck with cabbage are quite unique
I guess for Americans or Japanese, attending PK is not really useful, but for anyone within a train ride's distance it's well worth an overnight trip: Get some work done on the train, attend PK, meet friends, have beer, sleep, do another round on the show, buy some nice antique at the camera shop on the side of the Cathedral, take the train and get home in time to have dinner with the family ...
Edmund