A new show

[Ad Versteeg]

I write columns for the ´Zeefdruk Instituut´ internet site, among other things. They are all in Dutch, of course, so you will have to be able to understand Dutch to read them. Since these columns are always about our industry, the techniques we use and/or other screen printing matters, I will translate some of them into English especially for this worldwide network because I believe this is a global village and therefore we are all one…
You are more than welcome to respond...

Our own fair.

It’s funny to see what is going on at the moment. After the digital fair that we attended in Amsterdam, all sorts of articles appear about even finer nozzles and even quicker and more precise ink drops, even more square metres per hour and an unbelievably wide range of sizes and types of substrate that can be used. Just like twenty years ago, after a Fespa, we wrote and spoke about even better squeegees, finer meshed screens, better running inks, thinner films, faster printing machines and smarter drying systems. In principle nothing seems to have changed over the years. The customer is still not the slightest bit interested in how something is made, as long as it is good, affordable and fast... As printers we don’t seem to be aware of this and are still completely over the moon about technique and apparently want to know everything, even though this seems to be of little interest to anyone else.
There used to be a time not even all that long ago when screen printers, together with the manufacturers and suppliers, were looking for even finer and tighter printed screen dots. This had to be possible and the customer, who never understood anyway that a full colour picture was a composition of small dots, invariably was given a magnifying glass to check out how smoothly the dots were layered on top of each other and onto the paper. After that the customer sometimes put the work of an offset printer under the microscope, after which of course he or she went home no longer satisfied with our method. Right around the moment that screen printers thought they were going to win the race for the nicest picture with the help of stochastic systems, the first digital printers appeared. In those early days this really did not look very good, especially when it was enlarged, but the customer loved it because finally it could be just one or two images and it was ready the next day. All the persuasive arguments about printing were gone and there you had it - digital was the new magic word. No one spoke seriously about halftones after that. If ever there was a strong argument to show that customers were not interested in techniques then that was it.
Anyway, we’re aware of this situation now. We know that you shouldn’t think ‘technique oriented’ but ‘solution oriented’. We have to keep on searching for even better techniques and peering through a magnifying glass at even more perfect drops or dots but from now on we should keep it among ourselves. We should keep telling the customer that ‘everything is possible’. He or she calls and we deliver. It’s as simple as that.
Of course the most difficult thing is how to make the customer aware of what we do. During the last Fespa voices were suddenly raised to (also) invite buyers of printed matter to such an event. Then together we would be able to show them a thing or two. Coincidentally, I had already come up with the same idea. Earlier this year we, Het Zeefdruk Instituut, informed everyone in The Netherlands via a newsletter that we are looking for ways to launch a special event - a fair where it’s not our supplier who will stand there with his latest little piece of technique but where the screen printers can show what all is possible with the techniques of today. A place where visitors can literally see, sniff and scratch their way into new solutions.
So, who’s in?

[Michael Ryan]

Ad, great to see you in amsterdam. I have just uploaded some photos on my page from my visit to Globalshop in the US. Here over 20 US printers showcased their capabilities and from my photos you can see how inspirational some of them are!! Only this morning we spoke of FESPA encouraging the local associations to be more involved in national events. Speak to Chris Smith about some of the projects underway. Euroshop in 2011 will be a huge event for the retail community so FESPA should have a presence and showcasing what our member printers can do. The benelux region with the support of the FESPA national associations can easily hire a hotel or venue and showcase the finished printed products