If you look at this page, you'll find the conference program as well as the show guide. The Publishing Expo gave us the wonderful opportunity to do a side by side comparison of 7 different digital magazine formats: Texterity, PageSuite, BlueToad, Nxtbook, Yudu, TurnPage, and Zinio. Each of the tech companies was given a copy of the show guide (probably in PDF), and they wrapped their software around it. Unfortunately, they didn't do anything more than wrap the software and _that_ was the mistake. They were given a chance to show off what their software could do, and all they did was display a PDF. Whoop-te-do. Adobe Reader did that already.
How would I have handled it? For starters, I would have offered a mobile option. All of the offered formats require a big monitor; they did not work well on my 12" laptop, and there's no chance that they would work on an iPhone (no Flash support). I also would have done more with pop up windows. For example, on the pages with the session descriptions, you could show only the session title and presenter. If someone wants more info, they could click on it and a window would pop up with the session description. How about linking the sponsors logos to a company blurb (or their website)?
All of these companies missed out on an excellent opportunity to pitch their product, and they blew it. They had not just a captive audience, but one made of potential business partners.