Making News At #CES2026

If You Attend CES Without Making News, Did It Really Happen?

[Reported by Mitch Goldstone, CEO, ScanMyPhotos.com]

CES is where technology meets the world’s attention. Last year, according to the CES 2025 Audit Summary, they confirmed that 142,465 total participants/attendees at CES 2025. 4,500+ registered exhibitors and 6,582 members of the media attended CES in Las Vegas. Every company invests a fortune in booths, travel, and staff. But here’s the blunt truth: if you leave CES without making news, did it really happen?

Why Everyone Is Fighting For The Same Eyeballs

The show is inundated with press releases, invitations, and unsolicited pitches. Every PR representative wants to be the standout story, but only a few ever achieve that recognition; the rest fade away into inbox obscurity. The key to gaining coverage isn’t about being the loudest voice; it’s about presenting solutions clearly enough that a stranger can summarize them in one sentence.

One year, I met a tech reporter from the Huffington Post who mentioned that his parents had thousands of photos to scan. When we met, I didn’t realize he was hurriedly typing on his laptop. Then came the magic moment. I asked him if he was considering writing a story about ScanMyPhotos. His response was unforgettable. Not only did he say “yes,” but he also added, “Watch this,” as he hit publish. Instantly, ScanMyPhotos became a hit at CES, with its article reaching a broad audience. HuffPost: ScanMyPhotos.com, A Simple Method For Getting Those Old Photographs Digitized And Online LOOK: A Simple Method For Getting Those Shoeboxes Of Old Photos On Your Computer.

CES® 2026 Insider Survival Guide

One Story Always Wins

Think of BMW’s color-changing car, Razer’s futuristic mask, or L’Oréal’s personalized lipstick machine. They weren’t just flashy—they solved something relatable, with a demo that told the story in seconds. Journalists didn’t have to invent a headline. It was right in front of them.

A CES Veteran’s Lesson Since 1990

I’ve been attending CES for decades. When people ask why, I use the Willie Sutton line. He robbed banks “because that’s where the money is.” I go to CES because that’s where the world’s media attention is. If you catch it, you change your company’s trajectory.

During the COVID year, I even showed up when the halls were empty. The reason was to financially support the local economy and hotel staff, as I virtually watched CES online from my hotel room. Digital Trends covered it. The empty carpets drove home the point — CES without people is just square footage. With people, it’s a multiplier.

The Reporter Rule Nobody Talks About

Here’s what most exhibitors get wrong: they pitch reporters like it’s a sales call. “Write about my company.” Wrong. The job is to make the reporter’s story better, not yours. That means doing the homework. Read their last ten articles. Know their tone. Study their audience. Then ask: how does my story help them tell the next one? My personal icebreaker proves it. I don’t start by bragging about CBS Evening News or USA Today.

Remember, it’s all about THEM! Instead, I ask reporters one question: “When was the last time you looked at your pre-digital old photo snapshots?” I already know the answer. Our new survey reveals that 96% of pre-digital photos have never been viewed since they were first developed. That pause — the moment they reflect — is when the pitch becomes real. It’s not about me. It’s about them, their lives, and the problem my company solves. That’s the loop. And that’s how you make someone care. One year, I ran into Mark Cuban at the Eurka Park exhibits at the Sands Convention Center. I know, at best, I had 30 seconds to say something. So I asked him that question and showed him this video on how quickly we digitize pictures. I thought this was my Shark Tank moment, but I ended up failing when I handed Mr. Cuban my business card. His response became a valuable life lesson for me as he explained, “I don’t do business cards.” He mentioned that if he accepted them, he would need a crate to carry all the cards he would receive.

The 10 Most Creative Ways To Make News At CES

(Not generic tips. Field-tested. Problem-first.)

1. Lead with the problem. Write one sentence: “We solve ___ for ___ so they can ___.” If that line fails, nothing else matters.
2. Make a silent demo. If it can’t be understood in 30 seconds without audio, it won’t spread.
3. Pitch with a headline. Not a description. A headline. If it reads like news, reporters will use it. Example: “The Photo Time Machine: How ScanMyPhotos Brings Childhood Back to Life.”
4. Ask the “why now?” question first. If you can’t answer why it matters this week, it won’t run.
5. Do the reporter’s homework. Know their beat, tone, and audience. Your pitch should feel like the continuation of their last story.
6. Be the story, not the brochure. Props, transformations, and live comparisons win. Handouts don’t.
7. Bring “Customer Zero.” One real user with a real stat beats all your PowerPoints. I often use the story of being on the set of NBC’s Today Show when co-host Dylan Dreyer saw her childhood home movies live on air for the first time, which we digitized.

8. Engineer exclusivity. Carve one unique angle for three outlets only. Make them feel chosen.
9. Design your booth for casual exploration. Create eye-catching, Instagram-worthy displays that invite passersby to stop, take photos, and share online using your branded message and hashtag. Include a QR code so it’s part of the picture, allowing users to click for more information.
10. Stage for walk-by discovery. Build your booth demo for people who never intended to stop. Leave with a newsroom-in-a-box. B-roll, stills, quotes, specs, 250-word summary. Ready to send in minutes.

The Hidden Trap

It’s tempting to think coverage is about having the biggest booth or the loudest stunt. It’s not. The only thing that matters: what problem are you solving, and how clearly can you show it? With everyone at their booths, hanging outside the CES media centers. You’ll meet the A-list influencers and reporters. CES is where the world’s tech attention is. But attention isn’t given — it’s earned. Solve a problem, make it visual, and let the reporter write the story they already wanted to tell.

Quick Checklist For CES 2026