Here is a full version of the cancel you have (although a different die, I think):

As ldhaber points out, this is a Barry machince cancel, covered well in the Bomar book. There are two general types of expo cancels: Those like yours which advertise the exposition, and the scarcer postmarks from the exposition postal station which is what Scott is listing values of on full cover.
So you item has a partial impression of an expo advertising cancel, which many collectors would attach a small premium to, perhaps an extra $1 in this case.