Page 28 - Print 21 Magazine Jul-Aug 2020

drupa
Heidelberg drupa analysis: Print21
Print21 editor and multi-drupa veteran Wayne Robinson assesses the implications of Heidelberg’s big decision to exit drupa, and what it means for both organisations.
visitors off site. Anyone who went to PacPrint 2005 in Melbourne will remember the almighty row when then Komori agent CPI hired a tiny booth and used an exciting free helicopter flight to take visitors away from Jeff’s Shed and off to its Braeside showroom.
Heidelberg’s move is no surprise because it has in fact been turning away from trade shows around the world for the past decade – with the exception of the Chinese shows, and the big one, drupa. Its last PacPrint was in 2009, its final Ipex in 2010. And it is not only exiting from drupa, no trade shows will have a Heidelberg booth next year, and maybe none ever again. It will now use its five Print Media Centres in Germany, the US, Brazil, China and Japan more extensively.
Heidelberg is clearly downsizing, it is currently shedding 1600 staff, its executive board now comprises just the managing director and
the finance director. It has just ditched the digital PrimeFire 106, the world’s first B1 sheetfed digital press, of which it had achieved
a number of installations. It has
.../continued on page 30
While far from
a surprise, Heidelberg’s decision to exit drupa is a shock
for sure. For so long the cornerstone of the event – its biggest exhibitor for all but the last outing – next year’s event will be a different beast without it, and its giant oompah tent across the road delivering German hospitality night after night.
The biggest stand, the first press conference, the most hospitality – Heidelberg and drupa are, or were, synonymous.
The logic is inescapable though. 28 Print21 JULY/AUGUST 2020
Heidelberg suffered a €343m loss in the financial year to end March, with more predicted for this year, and any hopes of arresting that with its drupa 2020 presence have been crushed
by Covid. The cost to Heidelberg of drupa runs into tens of millions of euros. The reality of Covid, allied with the rapidly changing nature of the print industry, are impacting on Heidelberg’s cashflow.
It was in fact already planning a split show, between the Messe Centre and its Wiesloch plant, although quite what Messe thought of that is unknown. The last thing exhibition organisers want is exhibitors taking
Above
New future: drupa without Heidelberg