The 1990s saw the emergence of the digital wide format printing markets. All the inksjet offerings were based around technology originally developed for a different end applications so there was a compromise between what was needed and what was available. The huge growth was based on a foundation which in retrospect was totally inappropriate. This presentation will outline the market development through the 1990s and explain the ink and media relationship to the situation now where dedicated technology for wide format is enabling the correct choice of ink and substrate.