By Emeka Aginam
By the time the 2010 edition of IFRA expo kicks off in Hamburg, Germany, next month, the largest global trade exhibition for the news publishing industry will not only present the latest technologies and creative initiatives , but also will show participants from around the globe how to best use them.

Through a series of focus sessions, the World Association of Newspapers and News Publishers (WAN-IFRA), organiser of the Expo, will provide international case studies of how media companies are exploiting the new technologies for modern publishing.

The expo, to be held in Hamburg from 4 to 6 October next, will also be accompanied by the World Editors Forum, an Advertising Summit, an e-Reading and tablet conference and other events that make it the major international publishing event of the year.

The four focus sessions, the organizers said will examine ‘green’ publishing, the latest production trends, excellence in printing and creative mailroom solutions.

Green publishing, of growing importance in many countries, the organizers added will be the subject of a Focus Session providing presentations on government initiatives in the United Arab Emirates, branding forest products in Canada, making corporate responsibility sustainable and the impact of digital printing on environmental concerns.

The focus session on excellence in printing will present some of the winners of the 2010/2012 International Newspaper Color Quality Club along with issues that have an impact on quality, including materials testing and ISO conformity.

The session on production trends will include case studies on closed loop ink control, lean production, new revenue streams for printing machines and waterless printing.