IIR Exhibitions, which organises the NEC-based show on behalf of owner Picon, said new exhibitors had taken up 18% of the 54,000m2 already sold.

"A lot of that is smaller companies but the biggest area is addressing and mailing with companies such as Pitney Bowes and Kern," said event director Trevor Crawford. He added that networking, computer hardware and newspapers were also growing areas.

Ipex president, and director of graphics systems for Agfa UK, Laurence Roberts said Ipex had been buoyed by the upbeat Drupa in Dsseldorf in May. "People came and bought from the stands, and everyone was pleasantly surprised," he said.

New initiatives have been formulated for the 2006 show aimed at attracting a broader range of visitors, middle management in particular, and ensuring "the value of the event is more than the exhibition".

Along with the newly formed Ipex Advisory Committee, which numbers key printers, suppliers and other industry figures among its members, IIR has devised  plans such as international days, an agents matchmaking service and training seminars.

Innovation will also be a key theme, said Crawford. "In 2002 there were 1,000 product launches. Innovation will run through everything we do," he said.

Plans are also under way to brand Birmingham as "Ipex City" to create more of a community feel outside show hours. Plans include a dedicated transport service, restaurant guides, and an Ipex reception desk at the airport.

The 2002 show attracted 94,032 visitors. Ipex 2006 runs from 4-11 April.

Story by Lauretta Roberts