The Olympics and drupa have more in common than their frequency. They are tests of endurance, organisational skills, mental acuity, physical prowess, budgets, emotional stamina, courage and digestive capacity (all those yummy protein drinks, all that booze and nosh). Their relevance and success also depends fundamentally on a massive base of support.

And, just as not everyone is a dedicated Olympics follower, not everyone in the printing and publishing industries cares deeply about drupa. It is widely seen as a printing show for commercial applications, and printers in other sectors tend to prefer their own specific events such as FESPA for wide-format or Ifra for newspapers. But drupa has a lot going for it that should be of interest to both constituencies, possible more so for wide-format printers where the market at least still has a pulse.

Seeing even a tiny fraction of drupa is a major undertaking

The sheer scale of the drupa experience is enough of a reason to go. This show attracts nearly 400,000 people over 14 days and there will be nearly 2,000 companies exhibiting in almost 50 acres of space. It's a mammoth endeavour getting around to see even a teensy weensy fraction of what is on show. Which is why it can seem too much trouble to bother. After all, you find out what's new in the trade press or direct from suppliers, right? Well, yes, except that perspective misses the point of why drupa should not to be ignored.

Like any market or fair, drupa is about trade. It's about selling and buying in an environment totally focused on print and every imaginable sort of paraphernalia relating to it. The drupa show's a place where over the course of a few days you can do some seriously good business, not just as a seller. The deals companies strike at drupa are generally unmatched, because selling is what this show's all about. And because there are so many customers and prospective buyers converging on the same place vendors are able to cut excellent deals.

They have invested substantially in their event presences in the hope that buyers will come to them, saving the cost of wooing prospects and customers one at a time. So they exploit the opportunities fully, safe in the knowledge that the biggest cost of supporting new customers is acquiring them in the first place. Wide-format printers should go to drupa for the experience, to take a look outside of the sign and display box, and to make a start on getting their next bargain.