drupa 2008 To Feature “drupacube” For Print Buyers
December 2007
multipage
For the first time, drupa 2008, print media trade fair, will offer a special event for print buyers: the drupacube. Just as in the other 19 exhibition halls, the spotlight at drupacube will also be on printed products, with one key difference: at drupacube, the focus will be on marketing-driven applications for printed products; the technology that makes this possible will play a secondary role. This gives marketing and publishing directors, production managers, account executives and creative directors the possibility to get a compact overview of the potential of printing in the marketing mix. “With this tool, we intend to attract print buyers to drupa in greater numbers. Undoubtedly, many of the exhibitors also have products catering to this target group. But at a technology trade fair such as drupa, this type of information is often in danger of being overshadowed,” explained Manuel Mataré, drupa project director. “The drupacube acts as a portal for print buyers by providing concise infotainment on everything concerning print communications and directs them to the exhibitors’ stands.”
The drupacube will feature symposia and workshops on a variety of topics, each day dedicated to a specific topic (for example one day will be dedicated to newspapers and/or magazines, another day to direct marketing, catalogues and corporate communications). Also planned are cross-sector symposia addressing themes such as brand protection, green printing and the relationship between the arts and print. “We plan to engage people in the topics they have to deal with every day,” commented Mataré. To ensure this, the relevant associations have been asked to assist with the planning and design. The following associations have already committed to the project: the German Direct Marketing Association (DDV), Forum Corporate Publishing (FCP) and the media production association (f:mp). Newspaper, magazine and free sheet publishers have also given their support to the concept. In addition, the drupa organizers are consulting with numerous drupa exhibitors on how their print-buyer-relevant information can be combined with the presentations in the drupacube.
The drupacube will be located in a pavilion off the fairgrounds but in its immediate vicinity, in front of the Congress Center South. The site of the drupacube sets it apart, making it clear that it serves as a separate access point to the trade fair for a specific target group. Integrated into the regular trade fair activity, it would have become another stop along the way instead of a portal.
