Equally, when it’s framed by the fact that the show is already missing out on around £1.2m in revenue with the non-participation of Heidelberg and HP, it’s a pretty ballsy statement of intent that the company is prepared to put its money where its mouth is when it comes to maintaining Ipex’s place at the top table of international print events.

However, I can’t help but feel that Informa has missed a trick by targeting printers. I can see the logic; basically, you invite the biggest buyers of printing equipment to the show, they come, they buy, they go home happy and the exhibitors dance a merry jig around Excel. But, if they were going to spend money, surely the chances are that they would come anyway?

Now, if you invited 1,000 of the world’s biggest buyers of print to the show and lured them with a compelling peer-led seminar and conference programme, I’m pretty sure that well over 1,000 of the world’s leading printers, and then some, would happily pay their own fare to East London to hear their thoughts.

Of course, it’s unlikely that many of the legion buyers would traipse the halls to coo over the kit, but I’m pretty sure that the printers would – and those buyers that did take the brave step onto the showfloor would no doubt be impressed by the range of applications.

So in one fell swoop you’ve got exuberant exhibitors, perky printers and pampered print buyers and that, as a certain credit card company says, would be priceless.