Digital Domination: 
A Glimpse of New Era? —Michelson

Some might argue, that once Heidelberg, Komori, and presumably Mitsubishi, come back into next year's show, Graph Expo 2011 will regain its more familiar layout—with digital and offset printing press manufacturers vying for the attention of show-goers. But, I'm not convinced it will be (trade show) business as usual. Despite the Graphic Arts Show Co.'s (GASC) machinery handling incentives that encourage exhibitors to bring more equipment, as well as new work rules enacted at McCormick Place to help lower costs for exhibitors, offset press manufacturers still have a hard time justifying the ROI 
of setting up large presses in their booths. With a better payback from bringing potential buyers to their technology centers for individualized demos, gone are the days where you'll see numerous sheetfed offset presses running in a Graph Expo exhibitor's booth.