In our series The Art of Bookmaking, Luster gives you a glimpse behind the scenes of the world of publishing. We interview people with whom we work and who work in publishing: Printers and distributors, retailers and designers – some of whom are sometimes indirectly involved, although most of them often work at the very heart of our industry.
Diego Tollardo is a senior sales account manager at Printer Trento. This renowned printing company, which is based in the north of Italy, produces around 15 million books a year, including a significant share of Luster’s titles. When Diego visited our offices in Antwerp, we had the opportunity to discuss topics as sustainable printing, the future of books and gilt edging. “With the right material and finish, any book can become a work of art."
Meet Diego Tollardo
After studying economics and business management, Diego Tollardo went to work for Printer Trento. He has been with the company for 25 years, rising to the position of senior sales account manager over time. In this capacity, he engages with many of the customers of this Italian printing company, which was established in 1980. The company, which was founded by Dario Martinelli and Gianni Girardi, started out with two printing presses and four employees, working out of a small factory near Trento (northern Italy). Since then, Printer Trento has grown into a renowned printing company with 150 employees and customers all over the world.
What services does Printer Trento offer?
We specialise in book production and supply our products to publishers all over Europe and beyond. From the outset, we have focussed on international markets such as the United Kingdom and Germany. We later expanded to other countries, including France, the Netherlands, Belgium and Scandinavia. Our main focus is on four-colour printing. We work for a wide range of publishers, from educational and scientific publishers to publishers of art, photography and lifestyle books. Our portfolio also includes travel guides and design books.
This is a very competitive market. What makes you stand out from the competition?
We focus on art books and luxury editions. These are not just books but objects with high aesthetic value, like museum catalogues, photography books and books for architects and designers. We use special printing techniques and finishes, such as foil stamping, gilt edging, screen printing and even laser-cut details to elevate our books. Over the years, we have built strong partnerships with specialised suppliers, enabling us to offer these techniques at the highest level. Our added value lies in the advice we provide to clients. We explain which techniques are most suited to their specific project.
Some say the print industry is in decline. What is your view on this?
There is no denying that the number of printed books is decreasing. But demand has remained stable in our segment – high-quality four-colour printing. One thing we do observe is that the print runs per title are declining. At the same time, the number of titles we produce each year has not changed substantially. While I don’t think print runs will return to their former levels, the demand for the type of books we produce has remained constant. These are tangible objects, sometimes even works of art. They have a specific value, making it very difficult to replace them with digital alternatives.
Are there any new technologies that you find exciting?
Although I am a salesman, I’ve always been interested in the technology behind book production. The purchase of a large format LED-UV printing press was a big step for us. This technique produces a sharper and more detailed image, especially on uncoated (rougher) paper. Smaller print runs also offer new possibilities. We look for technological developments that are a good match with our customers and the market in which we operate, like a digital printer or a faster offset press. These are the kinds of things we are currently looking into.
Your books often feel luxurious and tactile. How do you achieve this?
The materials are crucial. One of the most wonderful aspects of my job is the collaboration with customers to transpose their ideas into something tangible. Our customers often have a clearly defined concept, including preferences in terms of paper and the finish they want. We advise them on the best choices. Our job is to ensure that the end result perfectly matches what they have in mind. Not every technique can be applied to every material. Some finishes only work on certain types of paper. Certain printing techniques require specific processes. This demands a lot of attention to detail, but at the end of the process, it is always very satisfying to hear people say: “I love this book."
What is Printer Trento doing to be sustainable?
Sustainability is essential to us. We work with FSC and PEFC-certified paper from responsibly managed forests. We have solar panels on our roof, which generate 30% of the energy we need. In addition, we have installed LED lighting throughout the plant and have switched to process-less plate development. This means we develop the printing plates directly on the press, without chemicals, using much less water. We are very transparent about our carbon footprint: you can monitor our performance through platforms such as the Book Chain Project, EcoVadis and Sedex. I also would like to mention our focus on employee welfare, ethical conduct and social responsibility. We voluntarily undergo regular audits via Sedex according to SMETA 2-pillar standards, consistently achieving excellent assessments. In 2023, we further reinforced our commitment by adopting an internal Code of Ethics.
Has it become more difficult to find new customers, compared to 10 or 20 years ago?
Yes, the market has changed. But some things stay the same. Word of mouth continues to be very important. Customers often introduce new customers. Social media is also becoming increasingly important. During the pandemic, we implemented an online marketing strategy, posting to LinkedIn, which led to many new contacts. The main thing is to continue inspiring our existing customer base. We keep them informed about new materials, printing techniques and finishes. We help our customers realise their ideas by sharing our knowledge.
Printer Trento is located in one of Italy’s most beautiful regions. Do you have tips for anyone wanting to explore Trento after visiting your printing company?
Trento is a city in a valley surrounded by mountains called the Dolomites. This area is beautiful in winter for winter sports, but it is just as lovely in summer if you like hiking or mountain climbing. Lake Garda is just a 45-minute drive from where we are and offers breathtaking views. You can get to cities like Verona, Venice and Padua – all World Heritage sites with a rich history and culture and great food – in under two hours."
We hope to visit you again soon, Diego!