In this three-part series, Katherine O’Brien, Senior Editor of OutputLinks’ American Printer Division shares insights gained from an interview with OutputLinks’ Co-CEOs Andy & Julie Plata recently conducted with PrintCity Alliance executives Rainer Kuhn and John Dangelmaier.
Part 1 features an overview of PrintCity; Part 2 discusses drupa plans; and Part 3 outlines PrintCity’s member/partner structure.
PrintCity Then & Now
When I think about PrintCity, I recall attending my first drupa in 2000. This was dubbed the “JDF drupa” and there were a lot of discussions about each piece of the manufacturing process—prepress, press, postpress—working together as the industry moved away from proprietary systems. As I entered hall 6, I could see a lot of banners and signs with the PrintCity logo and some familiar names such as manroland, Océ and Sun Chemical as well as many vendors I didn’t know. Using a handy guide distributed at the door, I traced the flow of the open production workflow system and learned more about each participant’s role.
Beyond Trade Shows to Projects, Publications and Events
From that inaugural appearance, the PrintCity alliance has expanded beyond the trade show circuit. Headquartered near Munich, PrintCity currently has about 20 members and 60 partners. “Our members are a cross process grouping of companies with a long track record of sharing knowledge to improve the industry,” explains David Stamp, PrintCity’s Director of Marketing & Communications. “We also work with a wider range of businesses who are partners in individual projects, publications or events.”
It took about two years of planning to pull off PrintCity’s drupa 2000 debut. “After drupa 2000, all the participants said, “This is a good idea, why don't we continue?’” says John Dangelmaier, PrintCity’s President. Explains Dangelmaier: “We founded a company, PrintCity GmbH &Co. KG, which is comparable to the “Limited” designation in English. Every PrintCity member has a share, so they are tied to a structure or a company organization.”
Three Activity Groups
PrintCity members work together in three categories of Activity Groups:
These groups analyze the technology and print processes as well as actual and potential market applications. “At least one major global brand owner has told us that we are considered ‘a window on the future’ and an alliance of suppliers they want to hear from regularly,’” says Kuhn.
At drupa 2012, the PrintCity Packaging Activity Group will showcase a project they’ve been working on for the past 18 months: “Value Added Packaging - VAPack.” Manroland, UPM, Sun Chemical, M-real, Eltosch, Kurz, Merck, Weilburger Graphics and Bobst, plus a series of other technology partners have shared knowledge on value added packaging techniques, and prepared a portfolio of samples. (EskoArtwork has just signed on.)
VAPack will illustrate how package printers and their customers can achieve:
- Increased consumer attraction from new or combined value-added techniques.
- Enhanced product differentiation in all consumer market sectors.
- New opportunities in brand development and brand positioning.
(See Part 2 for additional PrintCity drupa activities.)
Like Dangelmaier, Rainer Kuhn has been with PrintCity since its inception. Kuhn, who previously was with Océ, joined PrintCity full-time in 2001 as Managing Director. (Kuhn’s position is salaried; Dangelmaier serves on a volunteer basis.) Kuhn says that in addition to its activity group projects, the alliance will continue to expand its networking activities. “We are working on customer contacts beyond fairs, with our seminars, for example. We would like to see more synergies among the member companies and partners [used] on a worldwide basis.”
Sharing Knowledge on a Global Basis
PrintCity holds an annual series of seminars around the world. Most of these events, which are generally free for attendees, are outgrowths of Activity Group projects. Stamp says the seminars are “non-commercial, knowledge sharing presentations and interactive discussions…Our recent focus has been on Eastern Europe and Latin America. For these events we often work with local ‘partners’ such as industry associations (e.g., ABRO and SENAI in Brazil or GIPP in Russia) or sometimes with local publishers such as Web Printing magazine (Ukraine) or PrintWeek (UK).”
Members manroland, Sun Chemical, UPM, Cofely, M-real and Weilburger Graphics recently presented a packaging seminar in Poznan, Poland. Thirty packaging executives learned about:
- Opportunities and issues in modern food packaging techniques, including lean production and low migration ink capabilities.
- Advantages of UV varnishes, including press applications and UV drying.
- Lightweight carton boards compared to other conventional boards.
- RFID techniques and how they can assist efficiency in production.
PrintCity members determine which regions to target—after members have identified a specific area, the PrintCity team will get in touch with local contacts to discuss the market, including key players and associations it can work with.
“We started a couple of years ago in Russia—there was a market demand for knowledge,” says Kuhn. “We have been very active in East Europe, Russia, Poland other East European markets: Hungary and Serbia and Turkey. Last year, we started some activities in Latin America, particularly Brazil. We’re also looking into China and India.”
Summing Up
PrintCity isn’t as well known in the U.S. as it is in Europe and beyond. It is well worth the effort to seek out its publications—the UV Best Practices Guide published a few years ago was outstanding.
PrintCity officials could not comment on manroland’s recent financial woes. Manroland is listed among the PrintCity Alliance participants at the Pre-drupa International Media Event in Munich, on February 13-16, 2012. We will provide updates as they become available.
Part 2 - PrintCity Tackles Packaging, Digital/Offset Relationship, the Environment & More at drupa
PrintCity was originally conceived 14 years ago to demonstrate workflow connectivity/compatibility among the various companies. Since then, the alliance, which has a formal corporate structure, has collaborated on projects, publications and seminars. But drupa remains a key focus.
“Every four years we return to drupa, our birthplace, to be a major visitor attraction,” says David Stamp, PrintCity’s Director of Marketing & Communications. “For 2012 our theme is Print: Seen! Lean & Green and we have 4 PrintCity Hot Topic visitor attractions planned for our large shared presence in Hall 6.”
PrintCity also has some special events on tap, the largest of which is the Lean & Green International Environmental Conference on May 10, during drupa. Readers can pre-register for this event now.
PrintCity’s drupa 2012 hot topics are:
- Digital & Offset Printing.
- Value Added Printing & Packaging.
- Tune-Up Your Web Press.
- Lean & Green Opportunities.
John Dangelmaier, PrintCity’s President, says the Digital & Offset effort won’t pit one technology against the other “It will be the best of both worlds.” On the web offset side of the fence, participants will learn how to boost productivity as well as prolong machine life.
Value Added Printing & Packaging at drupa is a group effort—manroland, UPM, Sun Chemical, M-real, Eltosch, Kurz, Merck, Weilburger Graphics, Bobst and EskoArtwork, plus a series of other technology partners will showcase value added packaging techniques, including a portfolio of samples.
Commenting on the “Print: Seen! Lean & Green” theme, Rainer Kuhn, PrintCity Managing Director, noted that “Seen!” was given first-billing to underscore the power of print. [“We’re talking about] what print can really add to your message beyond electronic media,” he says. “We’re talking about the strength of print in the packaging project as well as a value-added newspaper project. “
Dangelmaier is particularly proud of the International Environmental Conference, a joint effort with The World Print & Communication Forum (WPCF). It will focus on the duality of mutual economic and environmental benefits (Lean & Green) as an industry strategy. The conference program has three sessions: Environmental Footprint, Sustainability Challenge, Labels and Certifications.
“Our research and experience demonstrates that there is a direct correlation from a Lean & Green approach that provides strong benefits across the industry value chain,” says Dangelmaier.
Summing Up
I look forward to joining my international media and analyst colleagues at the PrintCity Alliance Pre-drupa International Media Event in Munich, on February 13-16, 2012. Stay tuned for the latest drupa news from manroland, Océ, Sun Chemical, UPM, Kurz, Sappi, Procemex, M-real, Trelleborg and Eltosch .
PrintCity officials could not comment on manroland’s recent financial woes—perhaps there will be more details at the event.
Part 3 outlines PrintCity’s member/partner structure.
PrintCity: Evolving Beyond its drupa Marketing Roots and Maintaining a Permanent Global Presence
PrintCity was originally conceived as a cooperative effort to showcase open, integrated workflows at drupa 2000. Fourteen years later, it’s still here, albeit with a different lineup. It has been a regular drupa participant, but it’s also known for its projects, publications and international seminars.
PrintCity is more than a partnership—it has a formal, corporate structure. “The unique business structure of the association is based on the so-called activity groups, where various manufacturers and suppliers meet to discuss and develop project-specific, joint solutions,” writes Andrea Köhn . “Those working groups also include manufacturers and suppliers that are not PrintCity members but who nevertheless wish to contribute to a given project. In addition, close cooperation with universities and interested associations is maintained. They promote the bundling of know-how and innovation for the benefit of service provider and customer alike. Beyond the mere technical interaction of components, emphasis has shifted to the creation of new business models, creating advantages for the clientele’s clients and, increasingly, a concern for environmental issues.”
Headquartered in near Munich, PrintCity currently has about 20 members and 60 partners.
Member companies include:
“Our 60 partners include well known companies such as Muller Martini, Fujifilm and Bobst,” says John Dangelmaier, PrintCity’s President. “We also have universities such as the Hochschule der Medien University of Applied Sciences Stuttgart and applied research institutes such as VTT Technical Research Centre of Finland as well as associations such as GIPP in Russia.”
Partners Provide Bench Strength
Partners often are brought on board to add specific technical expertise to a project. Members, as shareholders of PrintCity GmbH contribute to the alliance’s budget while partners can come in on an a la carte basis. “A project starts with a description and financial plan,” says Dangelmaier. “Let’s say a project costs $1,000: You have ten members so you split the cost among the ten; non-members project partners pay a surcharge compared to members.”
An advisory board reviews potential members applications.
Currently there are three paper companies onboard but few other direct competitors. PrintCity’s challenge is to find the balance between encouraging cooperation while respecting competitive boundaries.
Rainer Kuhn says networking is a key benefit of PrintCity participation as is reaching new prospects via seminars and other outreach efforts. Running joint activities also provides cost savings.
Summing Up
PrintCity continues to morph beyond its drupa marketing roots. Members and partners have changed over the years, a trend that is likely to continue. PrintCity is targeting emerging markets with its seminar series and other educational efforts. It’s a unified approach that may reap dividends in these changing times for the graphic arts.
In Closing
I hope my industry reviews prove of value to your professional interests and stimulate discussion.
Talk to me via the Comments Section or follow me via the RSS feed. I look forward to hearing from you.
Thank you,
Katherine O’Brien
Senior Editor American Printer
Senior Editor OutputLinks Communication Group
KOB@OutputLinksCG.com