“Without continual growth and progress, such words as improvement, achievement, and success have no meaning.” — Benjamin Franklin
Affiliate Summit East has been a fixture in our industry for years. It’s where deals were made, relationships were forged, and where the smartest minds in affiliate met face-to-face.
I remember when Missy Ward and Shawn Collins started this show, ran it with intention, and built it so that the best and brightest in Affiliate Marketing could come together and expand the industry. Boy, has it changed.
After attending this year’s show in New York with “Patti” – Patricia Kotchick Jones —on a last-minute decision—it’s clear that even venerable events like this one can fall into “Zombie Mode.”
Just like neglected affiliate programs, when a conference stops evolving, it risks losing relevance. And ASE is teetering on that edge.
We’ve seen this story before. Events like AdTech, Pubcon, Search Engine Strategies, LeadsCon, Performance Marketing Insights, and Internet Retailer Conference & Expo (IRCE) were once industry must-attends. Many have either disappeared entirely, been absorbed, or faded into shadows of their former selves.
If ASE doesn’t evolve, it could end up on that list.
What You’ll Get in Chaos to Grow
- Honest, first-hand observations from ASE
- Tactical ideas to breathe life back into this cornerstone event
- A vision for what would make ASE the must-attend conference again
- Lessons that apply to any brand, program, or event stuck in a rut
From the Trenches: What’s Holding ASE Back
After two days in NYC, here’s what was hard to miss:
1. The Venue Is Holding It Hostage Times Square is chaotic in all the wrong ways for a business event. The Marriott Marquis is a logistical nightmare—too many floors, too many elevator rides, too little time to make meaningful connections. And the safety factor? A shooting in Times Square just days after the show. They tried to have “safety” at the show by checking everyone before they could even come into the hotel, but that just left many of us not able to meet with vendors and clients onsite not attending the show. Don’t even get me started on the elevators….
2. The Local Factor Doesn’t Help Many companies based in New York skip buying tickets and instead ask you to visit their offices—which is nearly impossible to do during a 2-day conference.
3. Two-Tier Networking The C-level execs meet in private side venues, while most attendees are left networking with newbies still trying to figure out affiliate. The gap between experience levels is wider than ever.
4. The Meet Market Is Off-Track Almost entirely lead gen and pay-per-call focused, with virtually no “traditional affiliate” programs in sight.
5. Brands Were Few and Far Between Outside of network happy hours, it was hard to find major brands walking the floor. The content sessions? Mostly recycled.
A Positive Outlook: What ASE Could Be
This isn’t about tearing down a legacy conference—it’s about reviving it.
Clarion Events has a huge opportunity here. ASE could get its spark back by:
- Changing the Location: Boston, or another city that’s walkable, central, and less chaotic than Times Square.
- Reimagining Content: Less recycled panels, more real use cases—especially in areas like AI and Agentic AI that are transforming how we work.
- Attracting Influencers and Content Affiliates: This would bring the brands back in force.
- Rethinking Pricing: Proven affiliates should attend free. It’s the fastest way to get quality dealmakers in the room.
- Creating More Inclusive Networking: Blend the C-suite and the emerging players in a way that sparks real collaboration.
Your Weekly Chaos Challenge
Ask yourself:
What’s one area of my business—or a key industry touchpoint—where we’ve stopped evolving because “it’s always been this way”?
If the answer is uncomfortable, you’re on the right track.
Over to You: Let’s Crowdsource the Future of Events
I want to hear from you. What events are you finding most valuable right now—especially up-and-coming conferences that feel fresh, well-run, and full of opportunity?
Reply to this email, comment on LinkedIn, or DM me directly. Let’s create a living list of the conferences that are getting it right.
Final Thought
Affiliate Summit East still matters. The relationships, the face time, the chance encounters—they’re worth protecting.
But like any great brand or program, it needs intention, fresh thinking, and the courage to change.
Because once a conference becomes a zombie, it’s a lot harder to bring it back.
—Matt Frary
Chief of Chaos – Follow Us for More Great Insights and Good Things in Affiliate
