IDG announced today that it is dropping the slogan “The start of a new era” for Macworld 2010, which Apple has announced it will not be attending, in favor of a new slogan.

IDG Vice President Paul Kent said “The new slogan reflects what we were hearing people say over and over again to each other about their plans for next year.”

“Everyone wants to come,” Kent said. “Someone just needs to be first. C’mon, it’s not like you people have anything better to do. Good lord, look at yourselves.”