International media conference kicks off drupa year ’08

More than 130 journalists, editors and other media types gather at Messe Düsseldorf to hear the first announcements from exhibitors of what will be shown at the world’s largest graphic arts trade exhibition in May. Print 21 publisher, Patrick Howard, is there and over the next few days will deliver a full account of what is coming up at drupa. 

The 14th drupa on May 28th will be the largest ever in the event’s 57-year history in terms of the number of exhibitors, according to the organisers. Over 1,800 graphic arts equipment manufacturers, software developers and paper companies will host an expected 400,000 visitors to the massive fair ground ain the northern German city over 12 days.

New initiatives focusing on broadening the appeal of the event to include print buyers, as well as an extended programme of guided tours – Compass tours – and the inaugural drupa innovation parc presented by HP, are part of the iconic event’s endeavour to remain relevant in an age of increasingly accessible internet information.

Part of that strategy is behind the enterprise of bringing a pack of journalists and media types to the city in chilly January. Over five days leading exhibitors present their show initiatives and release new product announcements to this captured and occasionally sceptical audience. Or at least that’s the idea, but the reality is that in these fast-moving days even announcements that are five months out are hedged with caveats and sometimes an outright refusal to release information about what will be on their stands.

In traditional style, Heidelberg reinforced its leading role in the industry by being first off in making its presentation but there were few details about what punters can expect to see at the two exhibition halls in May. Adriana Nuneva, the company’s global marketing vice president, would not be drawn on anything other than the HEI Tech concept that will set the tone for Heidelberg’s marketing for the following four years.

The theme is that of business consulting, continuing the company’s emphasis on the whole business of printing, providing services in workflow, print media and management competencies. There will also be a concentration on educating print buyers with seminars for marketing managers, creatives, purchasers and production managers at the Heidelberg stand.

Cubed square printing

This is in line with drupa management's own determination to redress the falling attendance of local German graphic arts professionals and to expand the show’s appeal beyond its traditional production base by running a print buyers programme. The drupa cube, a futuristic temporary marketing centre in the fairground’s car park is an initiative that is targeted at the creative community of Düsseldorf and surrounding districts.

It addresses the vexed question of how the industry can identify and create a dialogue with its customers. According to Manuel Mataré, drupa project director, the aim is to attract “those print buyers who are less interested in technology and whose primary focus is on identifying new marketing approaches. At the same time we want to drive home that print-based communications are cutting-edge, entertaining, creative and efficient ways of conveying information.”

It’s an admittedly risky venture and no one is sure if this drupa will be the first time the elusive print buyer can be lured into the full glare of a eager printing industry. Either way this year’s drupa seems assured of reinforcing the shows pre-eminence in the graphic arts calendar. For anyone serious about keeping up with the changes impacting the industry it’s got to be worth a visit.