Xeikon is to emphasise how digitally printed material is 'being increasingly treated as VIP media' at September's Cross Media 2012, using customised and personalised magazines and media with interactivity such as QR codes as examples.

"[Cross-media applications] range from simple web-to-print solutions to integrated campaigns using a mix of media and often very sensitive and complex data," says Xeikon business development manager Danny Mertens.

Xeikon will also host a panel discussion at Cross Media, asking, 'Is cross-media the right route to go for print companies to grow their business?' and 'How should printers position themselves for success?'.