Print’s fairy tale future at the fair

Visitors’ first reactions to the dip included a mention of "a typesetting firm in your vest pocket", and that the entire pre-press workflow could be handled via a web browser.

"Wherever the internet is, there can also be a printshop." For others, the solutions were "like playing with Lego bricks: you can put together your dream system out of simple elements".

This modular nature is characteristic of modern publishing.
Another visitor said: "This is the opposite of WYSIWYG (what you see is what you get). It’s ‘what you get is what they hide’ – the actual capabilities are not obvious at first glance."

But perhaps the opportunity for dip visitors was captured here: "This is like the legend of the race between the hare and hedgehog."

In this legend, the wiley hedgehog positions his wife at the finish line before the race. The hare gets to the end first, but since he can’t tell one hedgehog from another, he thinks the hedgehog has beaten him to the finish. Then he runs back to the starting point, but again a hedgehog is waiting.

The "hare", according to the visitor, is the typical company, thinking only in terms of 'more, faster, bigger'. Smart companies, on the other hand, are rapidly finding
niches "where they can win the race". And since there are many of these companies, "they are like the hedgehog in the story: wher-ever the old ‘hare’ goes, he finds that some prickly newcomer got there first."
With this in mind, we wish you a ‘fairy-tale’ drupa.