Hmm... I think that would depend on the number of dealers. Basically, the guide's got to cater to two different types of patrons - the browsers, who would probably like it sorted by what they sell, and the people looking for specific booths, who might like it either alphabetically or by what they sell.

I used to go to g&m shows with my parents all the time. They liked shows that weren't too big (say, the size of a stock show barn, rather than the size of a convention center), but still offered some variety. They also liked shows that had auctions and silent auctions.

I'd prefer all three. Say, a map, an alphabetical list and another list by category. If it can only be one, though, maybe the map.

I would like it by floor and then by what they sell, so I know if I am on the 2nd floor I can hit all of the silver booths (or whatever) before I move to the next floor.
In the back, maybe you could have an index that lists vendors alphabetically with their floor in parens next to the name.

1. Organized by what they sell, with a number next to each vendor name, accompanied by a map with the number in the location of the vender.

2. What would make me want to go? The surprising new knowledge that they have jewelry at a mineral show! I thought those things were for rockhounds. I love gemstone jewelry and that might get me out there. A low price (or free) would help. The thing that would put it over the top for me is free demos and presentations - like, if I could learn how to tumble rocks and maybe take one home, how people cut gems, maybe make my own something-or-other at a station (something simple like beach glass earrings or something), an 'everday geology' walk around the neighborhood with a geologist who could make stuff like sidewalks and foundations seem interesting, some fun aspects like food made of crystals (rock candy, pretzels with kosher salt, drinks with lots of ice, snow cones, lollipops, margaritas [i wish]), Magic Rocks, have some live music and play up the pun in "rock" bands....

No, no, map not an option. Map too hard. Make head hurt. ;-) Text frames easy, simple! There are 25 dealers on two floors.

It has to be one 8.5 x 11 sheet of paper, 2 sided, b & w, copied right here in my office on our fancy schmancy laser copier printer thingie and folded into a nifty booklet. We - and I use the royal we, here - would vastly prefer there to be no insert, since an insert has to be, like, inserted. Done in InDesign, probably, or Illustrator.

Miko, you'll love it. We crack geodes & pan for gem stones right outside and there's a geology walk of downtown on Saturday morning.

By location and by what they sell.
To get me to go:
1) Free. I'd never ever pay to go to a show where you'd be buying something
2) Hands-on, interactive education. Exactly like what Miko said.

By what they sell. Could be tricky, though, if some dealers fit into multiple categories. But unless I was a regular at one of these things, I could care less about where to find a particular dealer -- I'd just want to say "ooh, silver things -- I'll head over there."

What box said. Too bad a map isn't a possibility. Also, what Miko said - fun stuff for kids and adults. No entrance fee or really cheap since it's basically a sale.

Sounds fun!