Rudolph Druck · Geschäftsführer · Butz & Bürker · Print Symposium ’26

At the Print Symposium in Murnau, Southern Germany, Morten Reitoft speaks with Thomas Karcher, a printer, podcaster, and growing voice in the German print industry, about how print can reconnect with customers through passion, craftsmanship, and digital communication. The conversation explores how printers often forget the unique value of what they create, from fine papers and laminations to bindings and finishing techniques that most customers have never experienced before.

Thomas Karcher explains how online printers changed the market by simplifying ordering processes and improving transparency, while traditional printers still have enormous opportunities through specialization, creativity, and customer relationships. Together, they discuss how print and digital media should not compete, but instead work together in an omnichannel approach where each medium supports the other. Social media, storytelling, and physical print samples are all seen as essential tools for inspiring customers and demonstrating the emotional and tactile power of print.