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EditorialMullerMartiniPanoramaWinter20132FromPrintedComicstoCosplayersOrHowPrintCanPlaytoitsStrengthsEWhileattendingtheFrankurtBookFairtheworldslargestbookandmediaaireaturingover7300exhibitorsromsome100countriesandattractingmorethan280000visitorsrom140nationsacou-pleoweeksagoIcameacrosssomeun-usualfgureswearinghomemadecos-tumes.Dressedupinlovingdetailastheiravoritecharactersromprintedcomicsandmangastheylookedlikeelvesmon-stersandotherantasticalcreatures.Thecosplayersanamalgamothewordscostumeandplayarrangetheirmeetingsonline.TheactthattheywerechoosingtheGermanmastersothisdisciplinepreciselyatthisbookairwhichwaspreviouslyunknowntomesymbolizestheconvergeothevariousme-diatoday.Manyothesecosplayerswereintheirteenssotheirantasticalappearancesuit-edtheactthatthesegmentobooksorchildrenandyoungadultshassteadilygrownattheFrankurtBookFairby5per-centannuallysince2007.Thisalltoothereweremanypublishingcompaniespresentatthebookairorthefrsttimesincedirectcontactwithendcustomersisalwaysarichsourceopotentialorpub-lishingcompanies.LetnoonesaythatyoungpeopletodaydontpickupbooksanymorePositivemessageslikethatdothegraph-icartsindustrywhichishardlyburstingwithselconfdenceatthemomentgood.Theyalsoshowthatprintproductscertain-lyhaveautureitheystrikeachordwithreaders.Withtheirundeniablecharmbooksandinparticularhardcoverbooksholdthetrumpotheirhapticappeal.How-everthatrequiresauthorspublishingcom-paniesadvertisingagenciesprintersandbookbinderstomakethemostothedi-verseoptionsortheprintingandfnishingobooks.Printneedstostandoutinviewotheincreasinginormationoverloadromdigi-talchannelssaysMatthiasWasserMan-agingDirectoroReinhartWasserBibli-otheks-undVerlagsbuchbindereiGmbHwhichislocatedinBerlinandspecializesinhigh-qualityprintproductsseearticleonpage18othisissue.Inordertomakehisthread-sewnbooksmorevariedliketheMnchbookbinderyinLeipzigheusesthenewoptionontheVenturaMCbooksewingmachineromMullerMartinipage16.Inordertomakeprintproductsmoreattractiveyouhavetotrysomethingnewromtimetotimebelievethetwoin-novativecompanyownersBettinaandAn-drMnchwhohavebeenproducingthread-sewnbookswithshortersignaturesoroveradecadefrstmanuallyandnowindustriallyusingaVenturaMC.Moreandmorecustomersmainlyromtheartscenearekeentoenhancethread-sewnbookswithshortsignaturessaythetwopioneers.MullerMartinihasindeedrevolutionizedthreadsewingwithitsworldin-novation.Smalleroldedsignaturescannowalsobestitchedinabookblockwhichsetsthestageorcountlessnewandexcit-ingthread-sewnproductideas.TheVentu-raMCisthefrstbooksewingmachineinthemarketthatiscapableostitchingprod-uctseaturingsignaturesindierentsizesandpositions.Shortersignaturesprovidegreatvalueaddedromsimpleadvertisingmessagestosophisticatedcouponbookletsthroughtomapsinguidebooks.TheVenturaMCbeneftsrombeingdigitalreadywhichmeansthatispreparedorbothosetanddigitalprinting.Complexbooksinparticu-lararebeingproducedinincreasinglyshortandmoreindividualrunswhichiswhytheyaredigitallyprinted.Totouchonthebuzzwordodigitalinanothercontextbooksmagazinesandnewspaperscontinuetoseektheirplacewithinthecoexistenceoprintandelec-tronicmediawhenitcomestothepublica-tionocontent.Imconvincedthatthetra-ditionalpapermediainadditiontothetraditionalargumentotheirappealtothesenseshaveanotheraceuptheirsleevecomparedtothedigitalboommediatheirhighdegreeocredibility.Aninternational-lyrenownedmarketresearchinstitutere-centlyoundinaglobalstudythatconsum-ersplacearmoretrustinprintedadvertisementsthaninonlineadvertising.Itsnowonderthatthepurelyonlineretail-erZalandoprintsmillionsocatalogsbe-causemostonlineshoppersliketoleathroughaprintproductfrstbeoreplacingtheirorderattheclickoamouse.IevenInternetentrepreneursarerely-ingonthebeneftsoprintthenIhavenoearsortheutureoourindustry.KindregardsJrgenNollHeadoMarketingandSalesMullerMartiniBookTechnologyBadMergentheimGermanyJrgenNollHeadofMarketingandSalesMullerMartiniBookTechnologyBadMergentheimGermany