"In many ways, this is the most exciting time to be in print, purely because of all the changes that are taking place," said Brian Filler, chairman of printing equipment manufacturers and suppliers trade body Picon and managing director of Screen UK.

"There's no doubt that both suppliers and printers have been through a difficult time, but R&D still goes forward and the face of the industry is changing dramatically as a result."

Filler highlighted that, with many printers looking and needing to diversify their businesses, Ipex represents their best chance to identify new areas of opportunity.

"I'm not saying printers have to come to the show with their chequebooks ready, but it's no good just standing still and licking your wounds. You need to be prepared and see where the industry is headed and I think this year's show is the most important Ipex in its history."

This was echoed by BAPC chairman Sidney Bobb, who said: "Whether people are there to buy is irrelevant, people need to see what's there to give them a solid idea of where the industry is headed. It's the ideal arena for printers to forget about putting out the fires and get on with developing their businesses."

Ipex 2010 event director Trevor Crawford agreed that, due to the economic climate, the rapid development of technologies and the structural change that the industry is facing, this year's Ipex was the most important in its history.

While the Birmingham show will be around 15% smaller in terms of footprint, Crawford was keen to point out that the number of exhibitors, at around 1,000, was on par with Ipex 2006.

On top of that, this year's event will introduce a raft of extra features to ensure that the show offers a real "business benefit" to printers through the Knowledge Centre, Proskills technology tours, Great Print Debates and Printers' Profit Zone.

"Ipex is about helping printers of all sizes to identify the sort of future they want for their business," said Crawford.