Drupa 2000 Celebrates Change on a Global Scale

Drupa 2000 has a new "byline"-- Print Media Trade Fair. It also has two new halls, many new features, and a new cycle. But not everything has changed. Drupa remains a powerful show that draws huge numbers of exhibitors and attendees and offers a wide-ranging look at the technology of the future.

The show will be held at the Fairgrounds in Dusseldorf, Germany, May 18 through 31. Approximately 1,800 exhibitors and 400,000 visitors are expected. Exhibit space will total 153,000 sq m (1.65 million sq ft).

Making It Easier
Visitor entrance passes and show directories are now available from show organizer Messe Dusseldorf North America (US orders only) in advance of the show.

The passes will be obtainable six weeks prior to the show. Show directories will be mailed out ten days before the start of the show.

For the first time, credit cards (MasterCard, Visa, American Express) may be used to pay for advance orders of entrance passes as well as for show directories.

Also new is the fact that visitor entrance passes will double as free passes on the public transportation system within the city of Dusseldorf for the duration of the show.

The cost for a daily entrance pass is $30, a four-day pass is $91, and the price for a show directory and CD-ROM is $33. The cost for both the entrance passes and show directories includes shipping and handling.

US Pavilions, which will be located in Halls 9 and 17, are organized by Messe Dusseldorf N.A. and cosponsored by The Association for Suppliers of Printing and Publishing Technologies (NPES).

Representatives will be on hand to provide support to visitors on all show matters in local languages.

Show hours at Drupa 2000 will be Monday through Friday from 10 a.m. to 6 p.m.; Saturday and Sunday from 10 a.m. to 5 p.m.

Less Time, More Innovation
Beginning with Drupa 2000, the event will change from a five-year to a four-year cycle. "The fair is responding to shortened innovation cycles," notes Messe Dusseldorf.

Paper converting and package production have been re-integrated into the exhibits. This means, according to Messe Dusseldorf, that "printers and managers from all over the world will see the production of printed material in its entirety and diversity, including each production step-from pre-media to print and finishing."

Organizers also report that the show's recent shift of focus recognizes a "new, digital infrastructure in the printing industry. It's becoming more difficult to draw clear lines among individual segments of the industry. This is a direct result of technological developments in the printing industry: Individual production steps are becoming more closely integrated through digital infrastructure and thus can no longer be presented as isolated units at Drupa. This was one of the arguments for creating 'Print City' in Hall 6 [where] suppliers of machinery, equipment, software, and accessories for premedia and print will demonstrate workflow in practice."

For more information on Drupa 2000 contact:

Messe Dusseldorf North America
150 N. Michigan Ave., Ste. 2920
Chicago, IL 60601
312/781-5180; info@mdna.com
mdna.com
For travel information contact:
Travel Trade International
30 E. 20 St., New York, NY 10003
212/674-3476

The following information has been excerpted from a report by Wallie Dayal, Dayal Resources Inc.

Eighty percent of the 4,800 trade shows that take place in Europe each year are in Germany. These shows are grand affairs, and many of them have a distinctly international flair.

You will find amenities from simultaneous interpretation of seminars into English and French, to excellent restaurants, to indoor and outdoor markets for lunch. You will even find flower shops. Light refreshments such as coffee, juice, and cookies are served (and expected) at each booth. Booth after booth projects an image of substance and understated elegance.

Despite the flowers and snacks, German trade shows are serious business-meeting places for highly specialized experts and decision-makers in a particular field. American-style small talk and casualness are out of place.

However, don't feel rejected by a German who shows no overt friendliness and strictly talks business. On the contrary, this is how he or she shows respect and interest in your product.

To punctuate the seriousness, exhibitor dress code tends to be conservative. Most German exhibitors wear suits, though business casual is beginning to make inroads, particularly among American exhibitors.

Parties interested in your product will indicate their interest to you when they are ready. Introductions do not need to happen as soon as a visitor walks up to your display. Also, when it is time for introductions, listen carefully to the formal titles that are being used and try to integrate the title in your address. Formal titles are important, e.g., PhDs of various disciplines use the "doctor" title in Europe. You will find exceptions, but in order not to offend, err on the conservative side when addressing people.

In the past, the chief distinction between American and German trade shows was this relative degree of formality and focus. While American shows were said to focus on visibility, marketing, visiting with customers and distributors, and information gathering for sales and marketing personnel, German shows were said to be exclusive dealing-making events for senior executives. While this basically still holds true, marketing, visibility, and information gathering are becoming increasingly important at German shows.

For more information on German business customs and practices, contact Messe Dusseldorf North America for a free brochure.


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