This was the new industry event "Pure Power - Swiss Print + Media Industry

The basic theme of the event was "Courage to Change. The attendees from the print media processing industry needed this courage, as they had to listen to Ulrich Reitz, online columnist for "Focus Online," in the first presentation, that "paper has long since lost its media soul.

He gave interesting insights into the reasons for the shift from print to digital. For him, ChatGPT is the next "big thing" and if he had to start a new print project in Switzerland, he would bet on a magazine all about chocolate! His message on the future of print: "For all that it's fun, print will remain an important channel in the future." Ulrich Reitz's closing comment on the strength of print communication: "Online, you read 25 percent faster, but you also forget 40 percent more - that says it all."

Courage and fun

This was immediately followed by a panel discussion with Roman Hirsbrunner, CEO Jung von Matt, Sven Würgler, Trainee Future CEO, Jung von Matt, Jürgen Winkler, COO Onlineprinters, and Seta Thakur, Head of Communications, Wyss Academy for Nature, who took a critical look at the medium of print. But they didn't just talk about restructuring in the print sector, the revolution in procurement markets and changes in media usage behavior. In general, the focus was on courageous (or not so courageous) decisions. Sven Würgler came up with a thought-provoking insight: "Courage and fun belong together." Jürgen Winkler gave a good example of courage in practice: his company specifically promotes the integration of apprentices in project teams. They have had very good experience with this. Seta Thakur gave the following advice: "Get out of your bubble, courageous changes only happen from within."

The presentation of the "Printed in Switzerland" award by viscom/p+c provided another welcome change. This award is presented annually to companies or organizations that have rendered outstanding services to Switzerland as a printing location. The 2023 award winner was an institution that relies on paper as a communication medium more than almost any other: the Swiss National Bank.

In addition to the perennial topic of "Print to be or not to be?", the feelings, wishes and hopes of Generation "Z" were explored against the backdrop of the virulent shortage of skilled workers. Who better to represent this than Jo Dietrich, co-founder of Zeam?

Jo Dietrich, the son of a journalist who feared the demise of print, therefore stayed away from print during his education. But he still feels a connection with it, having written a successful book about Generation Z and published it in a large number of copies. He impressively shows the (digital) highlights from SMS to YouTube to Tiktok, which shaped these young people on their way through life, but at the same time warned not to ponder about this generation but to talk to them in order to understand them better. They use other channels, tend to stay away from TV and radio, their world is streaming services, podcasts and social media. But even such media are not closed off to print, as he explained with the help of BookTok, which presents books aimed at young people.

The young slammer Sara Altenaichinger provided the artistic component. A highlight and conclusion was the presentation by ex-ski racer and Olympic champion Dominique Gysin. Sunnie J. Groeneveld moderated the event perfectly, as always, so that at the end Galledia CEO Daniel Ettlinger and viscom/p+c Director Beat Kneubühler only had to thank the audience and the sponsors (Heidelberger Druckmaschinen, Papyrus, and Koenig & Bauer).

The "power pur - Swiss Print + Media Industry" event was part of a real "industry celebration day". In the morning, viscom/p+c held its annual members' meeting at the KKL, followed by the presentation of the Swiss Print Award, which is given annually to the best print products designed and produced in Switzerland. The culinary element and networking were of course not neglected.