Verband Druck Medien Österreich: teaching the secrets of digital printing

Around 1,200 students explored printing companies across Austria, gaining first-hand insights into the vibrant world of digital printing. Club FESPA Online speaks to Peter Sodoma, Managing Director of Verband Druck Medien Österreich (the Association of Printing and Media in Austria).

Peter Sodoma, Managing Director of Verband Druck Medien Österreich, says: “I believe that by showcasing the diverse activities and possible products created by printers, young people become aware of how varied the industry is and how seemingly everyday items like a newspaper, a book, a poster, a package, or a label come into being.”

The third edition of the Open Door Days of Print, organised by Verband Druck Medien, concluded with the Day of Print on 20 May 2024, when around 1,200 students took a look at the inner workings of the Austrian print industry.

Participants had the opportunity to explore intriguing questions: How does printing find its way into a book? What goes into creating muesli packaging? How heavy is paper? And how does an idea transform into a print file? Manufacturers directly addressed these queries by engaging with students during the action-packed week. Elementary school students to vocational high-school attendees visited 26 participating printing companies, with many companies hosting multiple school classes.

Twenty-six print shops participated and demonstrated their technical processes to more than 1,200 students. © Peter Sodoma

The Open Door Days of Print was launched three years ago, with the goal of enlisting at least one print shop in each of the nine Austrian federal states to open their doors to at least 300 interested students. In the first year, 20 print shops participated in the event and welcomed 1,000 students. 2024 set a new record, with 26 participating print shops and over 1,200 students.

Digital innovation and creativity

“Printing and media companies bring ideas and stories to life, yet they often remain behind the scenes,” explains Peter. However, during the Open Door Days of Print, these companies flung open their production hall doors, revealing their inner workings. Participants were pleasantly surprised by the industry’s digital and creative aspects, as well as its strong commitment to sustainability. Indeed, the printing and media sector offers exciting career paths, spanning prepress technology, printing technology, and post-press processing—for apprentices, skilled workers and management alike.

The project intends to position the printing and media industry as an attractive employer with high-quality training opportunities. © Johann Groder

“Individuals aspiring to join the printing and media industry have several pathways available to them,” says Peter. “They can choose to undertake an apprenticeship, attend a higher vocational school, or graduate from a university of applied sciences or a traditional university.” However, workers from other technical professions can also discover their calling within printing and media companies. What matters most are technical understanding, a keen eye and a genuine passion for printing.

In a dedicated download section on the Verband Druck Medien website, environmental facts about print were made available for use within school. The students learned, for example, that 84% of graphic papers are recycled and that waste paper is not trash but a sought-after raw material. In addition, varnishes and inks are not environmental offenders, as hazardous substances that could pose a risk to human health are fundamentally not allowed in the production of printing inks. By presenting these facts, the association aimed at counteracting common and widespread myths held by the public.

The long-term goal of the initiative, says Peter, is to position the printing and media industry as an attractive employer with high-quality training opportunities, a wide range of job offerings, and diverse career possibilities.

Club FESPA asked Peter what his personal highlight of the day was: “It was a student’s remark to her teacher after the tour of a printing company: ‘Actually, I would rather work here than go to school,’ she said.”

It seems like the fascination for print was successfully passed on to at least one keen child!

For more details of the Open Printing Houses Action Week 2024, visit: druckmedien.at/das-war-die-aktionswoche-24