Manroland's confirmation that it will return with a 75m2 stand at Northprint 2011 following its absence from the previous biennial event is a definite boost for organiser IIR.
In keeping with its strategy at last year's Ipex, the press manufacturer confirmed that it would not be taking any kit to Northprint, although UK managing director Norman Revill said it was possible that the company would run trips to local Manroland printers for prospective clients keen on viewing its presses in action.
"We won't be showing presses because it's not that sort of show," said Revill. "But we've got the arena to sit down with our customers and prospective customers to talk about what they expect from the future and what they want from Manroland to help their business."
Following the absence of any of the big litho manufacturers from the 2009 show, which was severely impacted by the recession, and the huge digital presence at last year's Ipex, it has been speculated that print trade shows could become increasingly focused on digital and wide format technology.
However, Revill argued: "Northprint isn't a digital show. In the past some of the [litho] press manufacturers - and we hold our hands up on this as well – have seen it as an expensive show that hasn't necessarilly attracted that many printers.
"However, this time we really believe that with Trevor and his team putting in a tremendous amount of work the printers will be encouraged to come and that's made us think there will be some serious interest in litho at Northprint 2011.
"With some of the customers we know are already going to be attending we're confident that it's going to be a success – we're going there to do business and I'm excited by that."
Revill's comments were backed up by Trevor Crawford, director at IIR, who said that around 90% of respondents to a recent poll on the Northprint website said they were planning on investing in litho equipment in the next six months.
"We didn't have any litho presence in 2009 and relatively little in 2007, but there's been a great buzz in the industry coming off the back of Ipex, the economy is improving and lots of people are in the business of investing in litho technology," he said.
However, Crawford added that, with the low turnout from the litho manufacturers at the past two shows, the sector was in danger of becoming marginalised, especially following the surge in interest in wide-format, digital and finishing equipment.
"Litho is still the predominant process, but I think they do risk marginalisation to some extent," he said.
"A lot of them do need to start seriously thinking about re-engaging with Northprint because if they want to come and meet printers who are interested in investing in litho technology, they'll find them at Northprint."
Crawford added that he anticipated Northprint 2011 would be "more representative of all processes" rather than being focused on "digital and finishing" as it was in 2009.
"We're already considerably ahead of where we were when the show opened last time round and we're having good positive conversations with pretty much all the litho guys," he said.
