By Ashley Reyes
The SEMA Motorsports Parts Manufacturers Council (MPMC) Media Trade Conference has grown to be one of the most unique and effective events in the automotive aftermarket since its inception in 1997. Happening January 27-29, 2026, in Anaheim, California, the conference is set to once again deliver unmatched value to manufacturers by giving them something they rarely receive at traditional trade shows: undivided attention from the media.
Unlike larger events like the SEMA Show or PRI Show where manufacturers are focused on connecting directly with buyers, the Media Trade Conference offers a focused environment designed specifically for building media relationships. Over three days, manufacturers rotate through a series of private, half-hour meetings with top editors, journalists, influencers and content creators.
"The Media Trade Conference is the one opportunity annually where media and manufacturers get half an hour of undivided attention," said Brian Bohlander, MPMC chair and director of marketing--sports and partnership at Old World Industries. "To me, it's the most productive three days of the year because you do have that opportunity to tell your story--to tell your product story, your company and your brand stories--to a captive audience without all the disruption that happens on a show floor."
The Conference Advantage
For manufacturers, the value is clear: more than 40 dedicated media meetings in a single week. Instead of chasing contacts across crowded convention halls or hoping a press release lands, companies leave the conference with dozens of new opportunities for coverage and collaboration.
Bohlander recalled that even first-time exhibitors quickly realize how powerful the format is. "I had a couple of companies tell me last year, 'I had no idea what this conference was going to be about, and I've already found this to be more valuable in the first day than what I ever imagined it would be.' "
Evolving With the Industry
The Media Trade Conference has also evolved alongside the changing media landscape. While traditional print publications remain an important part of the mix, the rise of digital-first outlets, influencers and content creators has expanded the reach of the event.
Bohlander noted that the pandemic-era shift to virtual events accelerated manufacturers' comfort with digital engagement. Today, that comfort has translated into real opportunity. "You're starting to see that along with publications that have 50,000 circulation, you now have digital ambassadors and content creators who have 50,000 to 100,000 followers and targeted audiences. You're essentially hitting the same, maybe even larger audience pools that you can have more quantifiable demographics information and really target more closely than what you could in the print-only era of the past."
This evolution means exhibitors don't just meet with print editors; they're also connecting with influencers who can showcase products in action, creating video and social media content that reaches consumers instantly.
Tips for Success
So what should manufacturers keep in mind when preparing for the Media Trade Conference? Bohlander offered two key pieces of advice:
- Come with an open mind. "You never know who's going to be the diamond in the rough," he said. "There may be a media outlet, influencer or content creator who ends up aligning perfectly with your brand and taking it to new heights."
- Make it easy for media to tell your story. From QR-coded business cards to dedicated media landing pages with press releases, product images and catalogs, Bohlander emphasized that the goal should be to provide simple, ready-to-use resources that media can easily share with their audiences.
Beyond the Meetings
While the half-hour sessions are the backbone of the event, the networking doesn't stop there. Dedicated networking breaks, after-hours conversations and an industry reception provide invaluable chances to build genuine relationships.
"This conference really epitomizes the spirit of 'we're all in this together'," Bohlander said. "This is where you build and nurture relationships--whether it be in six months, a year or maybe a couple years down the road. Whatever the product is you manufacture, a media outlet who you got to know through this conference is going to pick up the phone, call you and say, 'I'm doing a story on XYZ. Can you help us with content for that story?' And it's all because of the networking and relationships that you built at this conference."
Why Attend in 2026?
Whether you're a seasoned exhibitor or considering the conference for the first time, the opportunity is undeniable. In just three days, manufacturers gain exposure, forge connections and open doors that would otherwise take months—or even years—to secure.
As Bohlander summed it up: "This is the one place you're going to get that exclusive engagement. You can't get it at a trade show. You're not going to be able to pick up the phone and call 40 media outlets and have a conversation with them. The Media Trade Conference gives you that access, those conversations and those relationships that build your business for the long term."
The Media Trade Conference is open to MPMC, Truck & Off-Road Alliance (TORA) and Performance Racing Industry (PRI) business members. Attendees can maximize their ROI by registering early. Media registration will open in October.
Register today at www.mediatradeconference.com.
Questions? Contact MPMC Council Director Marcy Yanus at marcy@sema.org.
