In the run-up to the show, PrintWeek editor Darryl Danielli talked to George Clarke, Ipex 2010 president and Heidelberg UK managing director, and Ipex 2010 event director Trevor Crawford about the event, its place in the market and how it will be measured a success.

Back in January, there were still a few concerns about how Ipex was going to pan out as a result of the economic climate. Now we're on the eve of the show, what's the mood?

George Clarke (GC): I think the feeling that it can be at the right time still exists. For the UK specifically, I'm just hoping there are no banana skins like a really messy political situation, because that could delay people's investment decisions. And internationally, I'm hoping that we don't see the return of the ash cloud travel chaos of last month. But speaking about the market generally, there is definitely more optimism out there.

Trevor Crawford (TC): All the indicators are looking pretty positive. Everyone I speak to is upbeat and generally the mood and the language are far more positive than they were six months ago.

GC: I think every exhibitor would have taken the previous Ipex for granted a bit. Almost every supplier does need it to be a success, I think the industry wants it to be a success and printers want to come and feel re-motivated and repurposed. I think it will be good. And from the exhibitors' point of view, despite budgets being cut back, there's an imperative that everyone is trying to bring something new.

TC: To pick up on that, seeing the show being built, there is no lack of appetite for people bringing machinery to the show. No one has dropped out. But I also think that the visitors' view of Ipex has changed as well. Previously, people would have come to view new technology and showcase products. I think there is a shift and now they're asking, "what do I do next, how do I improve and how do I improve my business?" So the message we've put out is that there is clearly new exciting technology on show but at the same time if you're involved in thebusiness of print, you really need to come along.

You mentioned people bringing kit to the show. Some leading players haven't brought kit this time - is that a worrying trend?

TC: I don't think it's a trend. I think a show like Ipex can only reflect the views and attitudes of the manufacturers and if some choose not to bring equipment then that's fine. And it may well be that they have a different set of motivations for the show than others. Basically, you still can't get away from the point that printers are coming to the show largely because they still love to see new equipment and see it running. Of course, we're seeing some less luxurious builds but, on the whole, no lack of actual equipment on the show floor.

GC: I think most suppliers must be thinking in terms of bringing more than equipment. If you look at the press, the IT and its intelligence is higher than it's ever been. There is more around the equipment than just the metal so it is inevitable that we will put more space aside for the softer elements, if you like, of service, solutions and business issues.

You could have a perfectly good show like that. That said, right now, not bringing equipment is a triumph of the accounts department over sales. There are clearly going to be attempts to cut costs, but when you do so to that extent, that is when you stop taking your message out to the market. Shows like Ipex are about standing in front of your customer and you're not going to do that by cost cutting.

Obviously Ipex and Drupa are probably now the only two, in terms of general appeal, truly international shows - do you think there is still space for two?

GC: If Ipex 2010 is a success, yes. It's as simple as that, let's be honest. If this is a damp squib, it will be much more difficult next time, but I don't expect it to be [a damp squib]. The same is true of shows as salesmen - you're only as good as your last sale. But I think those that have underestimated Ipex will be proven to have misjudged it.

TC: Obviously, I'm biased, but absolutely. Ipex and Drupa are the ones that people talk about. And we're finding that while Ipex used to be funded at a UK level, I think around 98% of exhibitors' spend, or thereabouts, is now funded at HQ or corporate level. Ipex is andwill remain a very strong international show. Look at the number of global launches here - there are dozens in every hall. Also in 2006, the visitor profile was 60% UK and 40% overseas from 159 countries. By the time the show opens, we expect 70,000 pre-regs, with 55% UK and 45% international.

But to expand on that, traditionally Ipex was the ‘selling show'. Obviously with the economic pressures printers are under it's unlikely that we'll see the kind of deals we saw in 2006, so how will exhibitors measure success this time round?

GC: I think that it will still be a selling show, but it will be proportionate, as have been many exhibitors' spends. It's still the measure. If we spent less, we should expect less. We'll also be more discerning as there's no point in kidding yourself. We won't go for the glitz and play it up as it's the wrong message. We have to control expectations, but what we're seeing in terms of orders worldwide suggests there is an upturn.

TC: Just ask anyone who has exhibited at Ipex before - the show has always generated a massive sales spike and I believe that will still be the case this year. Exactly how big that will be in 2010, who knows?

What do you think Ipex 2010 will be remembered for?

GC: I think it will be the ‘back to basics' show. It's the realistic show. Real ideas, real solutions, real business, real prospects and real results. That's what a recession does. It stops you playing with superficial ideas and makes you think far more deeply about your business and your place in the market. And Ipex is the perfect place to do that.

TC: I think that can only be really properly answered after the show. The key, though, is the visitor experience; there's no question that all our visitors have been going through really tough times. But if they come here and are able to engage with one or two major ideas that they can plug into their business, and I'm not talking about just kit, but perhaps by identifying a new market opportunity, then we will have done our job.