From The Editor A New Kind Of Drupa

As Drupa 2004 kicks off this month in Germany, perhaps the biggest news will be that there is so little news.

Sure, the major vendors will have plenty of new products to show, but as for revolutionary technologies that will change the way you print, it just doesn't seem like it will be that kind of Drupa.

I'm not discounting JDF connectivity, processless plates or other new technologies that will draw crowds. But let's face it, most of those have been talked about so much they hardly seem new any more.

No, I'm merely observing that, at this Drupa, equipment will not be the only thing for sale. Vendors will also be selling their companies—as partners and consultants. They want to be seen not as just manufacturers but as customer-focused service organizations. Many are setting up consulting arms to offer their industry knowledge and expertise (for a fee).

Heidelberg is one example of a company with some self-selling to do. After announcing the sale of its digital and web press arms, it will have to spend this Drupa winning over customers who may feel those sales somehow diminished the company's commitment to print. Not only will Heidelberg launch a new Speedmaster (plus "more than 50 innovations," including workflow advances), but it will stress its role as a service provider, and also a sort of coach; an on-site "application center" will educate customers on the individual processes involved in handling printing jobs.

Meanwhile, MAN Roland is jumping on this opportunity to promote itself as a true defender of the print medium. Its theme: "We Are Print."

This emphasis on self-promotion at Drupa was almost inevitable given that manufacturers no longer hold back innovative products to make a big splash in the Drupa pool. (Indeed, most of the major vendors announced their new offerings months ago.) Instead, smaller upgrades and changes are now introduced as they are perfected (or before) to grab attention as soon as possible. As a result, technology has been changing incrementally. And that's how many are describing what this year's Drupa will reveal: incremental improvements.

Does this mean Drupa's significance is on the wane? Time will tell. Attendance this year is sure to be down, due to the state of the world economy. And some predict that after this year, international shows like Drupa will start to decline in size and importance. National shows like Graph Expo will still have a place, but many manufacturers have found more value in hosting open houses at their own facilities. Trade shows are, after all, very expensive for them.

Still, this Drupa promises to be a good showplace of printing's future. With JDF connectivity as perhaps the biggest focus, the show will also highlight alternative screening methods, ink-jet advances, processless plates and virtual proofing. And who knows, Xerox or one of its counterparts could still have a surprise in store. IPG will provide more details in the months ahead.