OUTPUT

We're all back from our Viscom and sign-specific shows: Spain, Germany, France, Italy and many others. And, as always, when the shows close, a jumble of auspices and debates arise, producing once again the same question: do large regional shows make sense, while there are international platforms like FESPA and FESPA Digital? How will Viscom evolve? Wouldn't be better to have just one in Europe, touring from one city to another every year? Or, even better, every two years?

Viscom Italia 2010 reported it received more than 20,000 visitors and a record number of pre-registrations, and most exhibitors stated they were satisfied by the business negotiations which took place during the show. But growing figures can't be the only key to the reading; it's clear that everyone could increase pre-registrations and visits easily by, for example, inviting students, designers and buyers not directly involved in the purchase of exhibited products. And we have to say that after a year of investments delayed, funding denied and negotiations frozen, relatively positive results in sales are not a big surprise.

On the other side it's also true that digital printing is a growing segment and the business community is expanding. But does it really make sense for a printer from a small town to fly or drive cross-country to see a reduced regional show, instead of converging on a popular European destination – maybe flying easyJet or Ryanair for £60? Furthermore, the largest manufacturers are progressively giving up or disinvesting from local shows, meaning visitors can't get a full picture of their industry, especially if they're interested in big industrial machinery or end-to-end workflows.

It's true that some regional exhibitions are creating new areas for textiles, digital signage and green printing, or (as in Italy) they're strengthening their position across the country by organising seminars and smaller shows during the year in the main cities. But the relatively good health of wide-format printing is tempting smaller and bigger organisers, insomuch as platforms like FESPA are capturing overseas markets, and in the European arena we'll see new digital shows in 2011. For many industries – including automotive, air transport, and printing – it's time for concentrating on getting the critical mass to survive, grow and satisfy customers. Will this also apply to our beloved national Viscoms?