It is Labor Day in the United States and Labour Day or Fête du Travail in Canada, the unofficial end of summer. For the first time in 20 years I will not be heading off to Amsterdam this week for the annual IBC show. I will miss the opportunity to meet old friends and see new trends. I will not miss the physical exhaustion of traipsing around the halls between back-to-back events, meetings and sessions, wishing that they had been scheduled more efficiently. Having broken the habit, I wonder whether many will question the return on investment of attending such conventions at considerable expense and environmental impact. There will be an attempt to deliver an online alternative but it will not be the same. I am unlikely to block out my diary for a week of webinars that I could watch another time. Some companies may realise that they could get more value by investing their marketing budgets in better ways. After all, this is the communications business.