Publishing-orientated digital inkjet will form a part of HP Industrial’s expanded DRUPA showing in May, helping the technology giant to be the show’s largest exhibitor.

While publishing is part of the picture, it is direct mail printing – reported to be making a comeback despite rising postal costs – that is driving inkjet web growth.

This is the market HP pitched to with the launch of the T300 inkjet in 2008, complementing its 2001 acquisition of Benny Landa’s Indigo, launched at UK trade show Ipex in 1993.

Inkjet delivers the flexibility and personalisation needed to expand publishing, but its short-run capability continues to attract sales Recently niche US magazine franchisor N2 Company installed two of HP’s PageWide T250 HD presses, citing guaranteed production efficiency, print quality and flexibility to tailor solutions to its clients’ needs.

The press design was to have been launched at DRUPA in 2020. This year, working with partners, HP will have some eight automated production lines on the show floor in May, capable of handling 80 jobs and 25 different applications and employing core technologies. These include Indigo LEP/LEPx, thermal inkjet and latex.

With sustainability at the core of the 2024 Düsseldorf show, HP says it is committed to reducing emissions half by the end of the decade, “decarbonising” print and packaging through technologies and inventive collaboration.

HP again takes the whole of Hall 17 at DRUPA, May 28-June 7.

Pictured: An HP T240HD inkjet at Singapore Press Holdings is used to customise advertising wraps and for a variety of publishing applications