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Printing Industry Exchange ( is pleased to have Steven Waxman writing and managing the Printing Industry Blog. As a printing consultant, Steven teaches corporations how to save money buying printing, brokers printing services, and teaches prepress techniques. Steven has been in the printing industry for thirty-three years working as a writer, editor, print buyer, photographer, graphic designer, art director, and production manager.

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Custom Printing: Drupa Highlights Future of Printing

Wikipedia defines “bellwether” as “any entity in a given arena that serves to create or influence trends or to presage future happenings.” In the arena of offset and digital printing, this word fits drupa perfectly.

drupa (spelled with a lowercase “d”) is the quintessential printing trade show. Held for 13 days in Dusseldorf, Germany, this event brings together experts from all aspects of the printing field to share knowledge and discuss trends. In many cases it is the top managers of various firms who attend, and since major commercial printing equipment manufacturers have booths at drupa, many of these managers order their new presses, folding equipment, and such, right at the drupa trade show.

In addition, according to the Packaging Europe website, this year’s drupa reflects an international presence, including more than 190,000 foreign visitors, with the highest number of attendees representing Germany, India, Belgium, France, the Netherlands, Great Britain, the United States, Switzerland, and Italy.

What Does This Say About the Future of Custom Printing?

When you consider the international nature of drupa’s attendees and their “decision-maker” status, plus the list of new equipment on display by such vendors as Goss and HP, plus the high number of actual orders for heavy press equipment placed during the trade show, you can see that divining the trends at drupa can give us a global view of the state of printing.

These are my assessments based on reading I have done about this year’s drupa.

  1. Print is not dead. OEMs (original equipment manufacturers) are investing heavily in new commercial printing processes and devices (digital and offset) because they have buyers for their equipment.
  2. Print is pervasive. The international nature of the attendees attests to the international market for custom printing.
  3. Major trends in printing reflected in drupa seminars and exhibits include the following: digital printing, printing of packaging materials, hybrid technologies mixing offset and digital printing, new technologies such as Nanography ™, environmentally sound printing practices, and automation in commercial printing technology.
  4. More workflow-oriented rather than technology-oriented trends include integrated media campaigns; the future of print books, newspaper printing, and magazine printing; dialogue marketing; and packaging.

On a More Global Level, What Does This Mean?

  1. Print must compete with digital-only media. E-books are creating an ever-larger footprint. Many newspapers are merging the staffs for their digital and print editions and reducing the frequency of print editions to a few issues a week.
  2. However, print (both offset and digital) can do things digital-only media cannot. Textured UV coatings (soft-touch and sandpaper) show that digital-only media cannot provide a tactile experience. And this is still important, on some level, for some printed products, to the vast majority of people.
  3. Print buyers are demanding a faster turn-around for more customized work. Equipment that offers both offset and digital capabilities can accommodate short, variable-data work on a tight deadline.
  4. Buyers, in general, will not accept being “talked at” by advertisers. Increasingly, advertisers are developing ways to interact with prospective buyers, through integrated promotional efforts involving digital and offset printing as well as various forms of social media. Studies are beginning to reflect the synergistic nature of cross media initiatives. For instance, combining a direct mail campaign with a QR code and a PURL can yield a much higher response rate than would a print-only or email-only advertising initiative. Clients want vendors to interact with them. Integrated media serves this purpose.
  5. Packaging isn’t going away. When we enter a grocery store or a computer store, the packaging contributes to the saleability of the products. That said, being able to create one box or 1,000 is becoming important, so digital custom printing technology has been making inroads into packaging work.
  6. Digital printing in general seems to be the wave of the future. Many of the high-end sheetfed digital presses are accommodating larger press sheet sizes (and in so doing are competing head-to-head with offset sheetfed presses). In addition, web-fed inkjet presses are coming into use for newspapers and books. The digital equipment is larger, faster, and better, increasingly rivaling or exceeding the quality of offset lithography.

So here we are. It’s an exciting time. The next drupa will be held in Germany in June 2016. Who knows what will be on display (maybe even some of the new 3D printers).

2 Responses to “Custom Printing: Drupa Highlights Future of Printing”

  1. Vlad says:

    Who says offset printing is dead? I was at drupa and, from what I saw, offset is in full condition, refreshed, and working together with packaging production. They will be leaders in printing for a long time.

    • admin says:

      That you for your comment. I totally agree.

      Some things will change (perhaps the mix of offset/digital vs. electronic-only media for newspapers, books, and magazines), but printing channels such as packaging printing will continue to thrive.

      In addition, since Warren Buffett just bought 63 Media General newspapers, I’m not sure I believe that small newspapers will stop printing in the foreseeable future either.


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