Atlanta, Feb. 21, 2000 -- The future of the printing industry is changing and Heidelberg is heeding the call and leading the way. Bernhard Schreier, chairman of the board for Heidelberger Druckmaschinen AG, will offer a glimpse of the printing industry's future and will outline the company's On Demand digital printing strategy during his keynote speech at the On Demand show in New York next week, February 28 - March 2. On demand printing, the process of completing shorter run projects with variable data quickly for customers, is gaining momentum in the graphic arts industry. In order to remain competitive for the long term, industry professionals must adapt to these changes or risk being left behind. Addressing the new landscape, Schreier's keynote speech will include: An outline of Heidelberg's plans to become a full-service solutions provider to its customers in the industry. Answers to how customers in the industry are placing greater demands on printing professionals. The impact (opportunities and challenges) of Internet and wireless technologies on industry professionals. Confidence in the printed page and the reason that it is here to stay. How industry professionals and Heidelberg can improve and expand their services, thus, increasing their bottom line. An overview of the key issues that will drive the On Demand industry. In addition to the vision outlined during the keynote speech, Heidelberg will also demonstrate the capabilities of its new products that will serve as the backbone of its aggressive strategy. The products include the Digimaster 9110; the NexPress 2100, and the Quickmaster DI 46-4 (QMDI). These products will combine to complete two jobs during On Demand: "The New York Beat" and a 32-page catalog for a hypothetical wine wholesaler. Both jobs involve printing materials that demand short runs with constantly changing data.