Because The Show Daily presents editorial as news items, it provides an easy read for the show visitors. Exhibitors featuring in that day's paper will soon realise the benefits of this when visitor activity increases on their stand.
The increase in traffic to these stands leads to greater generation of business and in turn increases the likelihood of exhibitors re-booking for the next event.

You might also consider offering editorial coverage to those exhibitors prepared to make an early commitment to next year's show.
Given the success that The Show Daily can generate, an offer like this could make all the difference