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Ifra innovative advertising

  1. 1. SPEC IAL R EPORTEmpowering the News Publishing Industry 10.2008Innovative Advertising A must read for: Managing Director/CEO/Chairman Advertising Manager Production Manager Catchwords: Advertising Design Presses and Printing www.ifra.com/specialreports
  2. 2. IFRA Special Report 10.2008 Innovative AdvertisingPrefaceNot so long ago, the motto “Content is as an international association, has of exceptional materials (ink and paper)King” was the credo of the publishing therefore taken it upon itself not just to as well as forms of processing that areindustry. In the meantime, it has been assemble examples of innovative news- not run-of-the-mill.agreed that this should really read paper advertising, but also to document Innovative newspaper advertising can“Customer is King”. them in such a way that they provide not only be seen, but also smelt, heard, This explains the growing spirit impulses for new ideas by showing the felt, looked through, put up on theof openness towards the occasional wide range of present-day possibilities wall in poster form and scanned without-of-the-ordinary wishes of the and at the same time by providing the a mobile camera. But I do not want tocustomers. News publishing countries practitioner with the tips he needs to reveal too much here already, insteadworldwide recognise that, in an era investigate the conditions of new types I recommend reading the report. Itof constantly growing media diversity, of advertising in his own environment. is absorbing and inspiring. And thatthey must offer their customers more There is a special need for innovation is frequently the first step into newthan standard advertising formats. in difficult economic times because territory. Fortunately, during this same time it can help smooth the way out of Klaus von Prümmer, a professionalprinting and mailroom technology has the crisis. Purely defensive cost-cut- journalist, was commissioned to writebeen developing in such a way as to ting measures by themselves will not this Special Report. For IFRA, Beatrixprovide the technical conditions for generate additional sources of revenue. Beckmann was responsible for the pro-a wider range of types of advertis- Innovative advertising builds on the ject and the report. All photos includeding through and in the newspaper, existing strengths of the news pub- in the report – unless otherswise statedat an affordable price. This especially lishing companies and must not be – are also from Beatrix Beckmann.increases the importance of the mail- integrated by a laborious process. Every We take this opportunity to thank theroom in the added-value chain. news publishing company, simply by members of the IFRA Technical Groups Today, with the aid of modern varying formats and colours, can create “Materials” and “Production” for valu-production techniques and on the basis advertising environments that are unac- able tips!of a customer-oriented communication customed and therefore special, thusstrategy, newspapers offer a hitherto suitable for attracting attention. As a Darmstadt, November 2008unknown variety of innovative advertis- next step, unusual design and layout Manfred Werfeling possibilities. However, up to now no options can be used, and finally all the Research Director, Deputy CEOcomprehensive presentation of these boundaries of conventional newspaperpossibilities has been available. IFRA, advertising are overcome with the aidDisclaimer:This Special Report presents solutions and concepts with which advertising in the newspaper medium can be intensified. It makes no claim to comprehensive-ness. In particular, the given examples are intended to provide impulses but should not be understood to indicate that other processes not referred to deserveless attention. IFRA always welcomes information concerning new advertising methods not dealt with here or about the development of new technical facilities.The IFRA Magazine newsroom will continue to report on this topic.ImprintIFRA Special Reports, research reports, study reports on technology and organisation as well as documents for the standardisation of publishing and news-paper printing techniques. Published by IFRA GmbH & Co. KG, Washingtonplatz 1, 64287 Darmstadt, Germany; www.ifra.com; phone +49.6151.733-6;fax +49.6151.733-872. Chief Executive Officer: Reiner Mittelbach, Deputy CEO: Manfred Werfel. Republishing – also of excerpts – only with express permissionof IFRA and acknowledgement of origin.Purchase priceThis IFRA Special Report is sold at the price of 270 EUR plus 7% VAT* per printed copy. IFRA members can download the report free of charge as adigital file from the area of the IFRA website reserved for IFRA members.* This applies within Germany as well as for companies and persons in the European Union that do not have a VAT number.2
  3. 3. IFRA Special Report 10.2008 Innovative Advertising1 A brief history of advertising . . . . . . . . . . . . . . . . . . . . . . . . . . . 51.11.2 Innovations in the mailroom. . . . . Global crash and a revolution. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 6 Table of1.3 Cross-media advertising . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 61.4 USP: the printed daily newspaper . . . . . . . . . . . . . . . . . . . . . . . . . . 7 Contents2 Trends in newspaper advertising . . . . . . . . . . . . . . . . . . . . . . . . 82.1 Address all the senses . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 82.2 Receptive young readers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 82.3 The daily magazine . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 83 General preconditions for special types of advertising . . . . . . 104 Tougher competition in the print sector . . . . . . . . . . . . . . . . . 115 New forms stand out . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 125.1 Editorial and advertising . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 125.2 Borderline forms . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 125.3 Ads stand out . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 135.4 Rate structures and other obstacles . . . . . . . . . . . . . . . . . . . . . . . 136 A question of format . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 146.1 Tabloid . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 146.1.1 Easy-to-manage tabloid . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 146.1.2 Difficult pricing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 146.2 Flying pages . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 156.3 In great demand: the front page . . . . . . . . . . . . . . . . . . . . . . . . . 156.4 Double-truck as poster . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 206.5 Tunnel and island ads . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 206.6 Steps and L shape . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 216.7 Sponsoring . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 226.8 Multiplicators . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 226.9 Fantasy with special shape ads . . . . . . . . . . . . . . . . . . . . . . . . . . . 246.10 Ads instead of inserts, multiple-page ads . . . . . . . . . . . . . . . . . . . 246.11 Cross-media in print . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 256.12 3D offers new dimensions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 276.13 Print with animation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 287 Gloss and scent upgrade the newspaper . . . . . . . . . . . . . . . . . 297.1 Printing paper . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 297.1.1 Tinted newsprint . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 297.1.2 Improved, coated paper qualities . . . . . . . . . . . . . . . . . . . . . . . . . 307.1.3 Other paper qualities . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 307.1.4 Transparency with a deeper meaning . . . . . . . . . . . . . . . . . . . . . . 317.2 Ink . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 337.2.1 High-gloss extravagance . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 337.2.2 Fluorescent inks. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 347.2.3 The refined, metallic look . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 347.2.4 Ink for the nose . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 348 More colour space . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 36 3
  4. 4. IFRA Special Report 10.2008 Innovative Advertising 9 Fine screen . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 38 10 The printing press: the pivotal point . . . . . . . . . . . . . . . . . . . . 39 10.1 Rotogravure ensured brilliance . . . . . . . . . . . . . . . . . . . . . . . . . . . 39 10.2 Combination of two worlds . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 39 10.3 New markets for hybrid printing . . . . . . . . . . . . . . . . . . . . . . . . . 39 10.4 New designs . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 41 10.5 The fifth colour . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 41 10.6 Imprinting by ink-jet . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 41 10.7 The perforated ad: the super coupon . . . . . . . . . . . . . . . . . . . . . . 42 10.8 Gigantic: the dual double-truck . . . . . . . . . . . . . . . . . . . . . . . . . . 43 10.9 Folding and stitching online . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 45 11 Stitched and trimmed . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 46 12 Getting product samples directly to the customer . . . . . . . . . 47 13 Self-promotion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 49 Reference literature . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 514
  5. 5. IFRA Special Report 10.2008 Innovative Advertising 1 A brief history of advertisingIt is only recently that daily newspapers area the waste coverage of magazineshave had to start looking into unusual and TV was simply too great. But alsotypes of advertising, and many of them the first generation of online services1have not yet decided what stance to at the beginning of the 1980s did nottake. The older generation experienced damage the classified ads. There were asnewspapers as irreplaceable advertising yet no personal computers, and TV setscarriers – no one else was in a position showed themselves to be totally unsuitedto provide daily updated coverage of receivers for online offerings. Thelocal markets and sectors. At the begin- analogue telephone connections trans-ning of the 1970s, the rapidly growing mitted data at the rate of 1200 baud2. Fig. 2: The first online services were complicated, slowvolume of advertising brought not just The image quality of the Prestel standard3 and not well suited as advertising carriers.revenues, but also problems of a genu- was barely sufficient for several lines ofinely de-luxe nature: On Thursdays, text with a few colours, such as we still 1.1 Innovations in the mailroombranded article producers advertised know today from videotext pages. When Developments in the mailroom broughtheavily: How would it be possible to a certain graphic capability was intro- about an enormous boost for news-fill the additional pages for more than a duced with the CEPT standard4, it took paper advertising turnovers. Withdozen “below text, 100 mm high” strip several minutes to build up a page in a hopper feeders, inserting drums andads with editorial articles? quality approximating that of a TV still offline buffering it became possible Because at that time there was a major image. Moreover, costly add-on equip- to satisfy even the most demandinggrowth in classified ads on Saturdays, ment had to be bought and high phone advertiser’s wishes. The immensethe news publishing companies were charges paid. It was only in France, where investments paid back quickly, as majornot overly concerned when the display France Telecom supplied every home with turnover increases were gained withads of the national advertisers shifted a Minitel receiver free of charge, that the fewer personnel. For a while it seemedtowards the increasingly colourful online service reached any significant like a classical win-win situation: insertsmagazines and image compaigns ran in degree of importance. But even there it could be used to satisfy even the mostthe exciting new medium of colour TV. never represented a threat to the news- unusual customer wishes withoutIt was not long before ads for cigarettes paper market. having to make many changes to theor detergent totally disappeared from newspaper itself.the daily newspapers. Little consideration was given to In contrast, regional classified advertis- the fact that the inserting businessing withstood all challenges, as in this makes major logistical demands also 1 These services were introduced under a variety of on the advertisers. They have to have names: e. g. Viewtron (Knight-Ridder, U.S.), Viewdata the inserts produced separately and (U.K.), Bildschirmtext (Germany), Minitel (France) or in advance and ensure that they are Telidon (Canada). delivered on time. Furthermore, the 2 A widely-used measurement at the time, readers started to complain: the flood corresponding to 1200 Bit per second – or 150 text of inserts was regarded as a source of characters. Transmission of a graphic in TV quality irritation. took several minutes. Therefore it was a welcome deve- 3 Prestel, name of a former videotex service of the lopment when, in the 1990s, the press British General Post Office. manufacturers offered presses that per- 4 CEPT, Conférence Européenne des Administrations mitted the integration of genuine four- des Postes et des Télécommunications (European colour printing into the production run. Conference of Post and Telecommunication Four-high towers ensured an attractiveFig. 1: Classified ads have characterised the newspaper Administrations), approved character standards for price/performance ratio and, whenfor centuries. the videotex service that was in widespread use. electronic direct drives replaced the 5
  6. 6. IFRA Special Report 10.2008 Innovative Advertisingconventional mechanical shaft drives,the time had come to invest in printingequipment. Thanks to healthy advertis-ing income, newspapers were alsowilling to invest on a large scale. As aresult, the print advertising turnoverscontinually scaled new heights. Theyreached their zenith about 10 yearsago. At the turn of the millenium, atvery most only a couple of enthusiastsgave any thought to which new typesof advertising could be used to attractcustomers to the newspaper.1.2 Global crash Fig. 3: Google Adsense attracts advertising spend to the internet. and a revolutionThe boom came to a bitter and unex- about the increasing costs for growing from other media. The Internet is farpected end among the turbulences from numbers of personnel and technical more powerful in combination withconflicting trends. The attacks of 11 equipment in the online newsrooms, other types of advertising: Wherever theSeptember 2001 triggered an economic on the other hand the earnings from customer happens to be, he is reachedcrisis. Companies and investors went banner advertising and pop-up ads by an advertising message tailored tounder cover, important advertising seemed to be very limited. Judged match his profile: In the morning bymarkets, such as the jobs market and against these expectations, the year the newspaper, on the way to work viaproperty, collapsed worldwide. Unlike in 2004 saw a breakthrough, at least in the car radio and billboards or via theearlier recessions, the advertising busi- America: For the first time, the presi- free newspaper distributed on publicness did not recover in the usual way: dential election campaign was fought transport, in the office via online andthe development of search engines, mainly on the Internet and also gave e-mail services, and in the evening viawhich provide information with com- newspapers the long-desired boom TV advertising. The more a media housemercial links leading to the Internet for their online activities. But the real offers this mix, the more attractive it ispages of the advertisers, permanently winners were the search engines with for the advertiser.revolutionised the market. A major their “pay-per-click” business model For this reason, cross-media is ofshare of today’s advertising turnovers that generates massive turnovers interest to the entire advertising indus-bypasses print and TV, going instead without labour-intensive editing. Since try: radio and TV stations have also longdirectly to Google, Yahoo! and others. it has become clear that the Internet used their popularity to provide wide- The rapidly growing popularity of the attracts large amounts of money, the ranging online offerings and marketInternet has led to extensive discussions news publishing companies have been their series and casting shows also withat IFRA’s and other organisations’ seeking business models in order at print publications, posters or organisedconferences. Even up to three years least to secure their regional markets mass events. Even telecoms offer onlinebefore 11 September, most newspaper – see Local Search5. news and entertainment. In Germany,specialists considered it impossible to with “Einkauf aktuell”, the postal ser-offset the high losses in print advertis- 1.3 Cross-media advertising vice is entering the direct advertisinging by Internet-based advertising. But it is not just the Internet itself that market with printed flyers.Whereas on the one hand they thought draws away major advertising spend 5 See also IFRA Special Report 01.2007 (IFRA07).6
  7. 7. IFRA Special Report 10.2008 Innovative Advertising1.4 USP: the printed no online provider, no telecom service plant at his disposal does not even have daily newspaper provider offers such a platform that to make major investments. Mostly it isIn order to survive in the face of such reliably guarantees millions of con- just a case of making optimum use ofcompetition for the advertising spend, tacts daily. Only the newspaper can the existing installations.newspapers must think in the cate- offer creative minds the combination But these versatile types of advertis-gories of the advertising industry. It of online, broadcast, events and daily ing will only experience a genuinelives from constantly new ideas that newspaper. breakthrough if the news publishingstand out as far as possible from the IFRA has repeatedly published industry is in a position to offer themrest of the competition by having some examples of cross-media marketing in on a large scale. It is not a matter ofunique characteristic. For advertising recent years. This Special Report shows competition between newspaper Aspecialists, this “Unique Selling Point” the contribution that can be made and newspaper B in city C, but rather(USP) is vital. today by printing and the mailroom to competition between the newspaper Fortunately, news publishing com- further expand the important role of as such and all the other advertisingpanies have such a “USP”: the printed print in this media mix. Anyone who carriers.daily newspaper. No TV or radio station, today has a modern, efficient printing 7
  8. 8. IFRA Special Report 10.2008 Innovative Advertising 2 Trends in newspaper advertisingThe Internet constantly produces new partners who offer them cross-media anymore. According to an Americanterms that in most cases are quickly packages: TV, radio, Internet, mobile study carried out in 2006 (SIR07), itadopted by the classical media in order services, promotion, outdoor advertis- is mainly the 18 to 24-year-olds whoto give themselves a modern image. ing – and print. express an above-average trust in theTherefore, if our social life today is Many daily newspapers can provide daily newspaper.determined by “Web 2.0”, it would all that – the more popular video and Free newspapers are naturally moreseem logical for newspapers to sell audio podcasts on the display screen or dependent on financing operationsthemselves as “Newspaper 2.0”6. That on mobile receivers become, the more through advertising. As a result, theyis not the old, outmoded grey left- it is possible even to take the place of must make special efforts to cater toover from yesterday’s everyday life, but radio and TV. Newspapers have at least the expectations of their readers andrather something that is new, modern three USPs: advertisers. The fact that regular daily– a “must have”. ■ They occupy all niches in their region newspapers are available free of charge of distribution and have at their is undoubtedly a further revolution,2.1 Address all the senses disposal especially valuable contents. though one that at present overburdensBut the advertising industry needs ■ The newspaper is read mainly early in most news publishing companies,well-founded arguments as to why the the morning. In countries with home especially outside the main areas ofprinted newspaper must still be given delivery, families discuss what to buy population. Suffice to say in this con-due consideration. The media planners that day at the breakfast table. There- nection: providing optimised printingworking at the agencies have always fore the newspaper offers the best possibilities for ads goes hand in handused all possible channels to address possibility to anyone wishing to get with optimising work processes, whichtheir target audiences. “Advertising for his advertising message to his target in turn reveals potential for achievingall the senses” is the guiding principle: audience at that time. savings.for the eyes, ears, touch, though also ■ Only news publishing companies cansmell and taste. produce a daily print product with 2.3 The daily magazine According to (NIC06), the relevance blanket coverage. No competing Newspaper 2.0 is in line with anotherof the senses for buying decisions in the medium can offer this media mix. trend among both readers andpackaging area can be expressed in the advertisers: lifestyle shapes both thefollowing percentages: 2.2 Receptive young readers appearance and the content. The old■ Sight 58 % Naturally, newspaper buying habits newspaper presented everything for■ Smell 45 % have changed. For a time it was taken everyone. Topicality was the absolute■ Hear 41 % as an incontrovertible fact that fewer priority – and on some occasions also■ Taste 31 % and fewer young people read the news- the excuse for half-hearted routine.■ Feel 25 % paper and at sometime in the future Today, the trend is towards the daily they would no longer be reached as magazine7. This is reflected not only inFor as long as newspapers constituted a target audience. Fortunately, that the move towards smaller newspaperan essential element of an advertising has not happened. It can be observed sizes, but above all in the range of topicscampaign, the publishing houses never in the countries in which free daily covered and the presentation. In manyhad to bother about how the experts newspapers are offered. There, young newsrooms, the wish for more lifestyleat the agencies planned a campaign. people are especially receptive readers. articles has long been registered: topicsBut media buyers are also expensive The main effect the Internet has had is are dealt with inclusively and presentedspecialists; thus the agencies seek that no one wants to pay for content in a cross-media way, enhanced with6 See Michael Heipel in the invitation to IFRA Expo 2006: Technology, creativity and future-oriented business models for “Newspaper 2.0”. 7 See also IFRA Where News? Report no. 7 (IFRA08a).8
  9. 9. IFRA Special Report 10.2008 Innovative AdvertisingFig. 4: Example Österreich and Life& Style magazinesan array of additional elements. Colourand modern make-up software open upwhole new possibilities for the editoriallayout. This makes it all the more importantfor the advertising department to raisethe value of its part of the publicationsof a news publishing company, bothdesign-wise and content-wise. IFRA hasorganised many conferences over theyears focusing also on the cross-mediaaspects of advertising. It is essential inthis context to fully utilise all the tech-nical possibilities. 9
  10. 10. IFRA Special Report 10.2008 Innovative Advertising 3 General preconditions for special types of advertisingNewspapers have invested significantly industry must continually retrofit the operations that work with industrial-in “heavy” equipment in the recent past latest technical equipment. scale production processes. Lookingand today they are mostly in a position Such demands for investment con- after large customers presupposes bothto print a major part of their product in front individual, small-sized news pub- a corresponding sales team and exactlycolour. Likewise in the mailroom: they lishing companies with problems that repeatable quality. Technical add-oncan process major volumes of inserts. are almost impossible to overcome. For- installations can only be used efficientlyThose who are duly equipped will not tunately, many medium-sized printing where there is a high degree of capacityhave any real difficulties with the special operations, thanks to a highly motivated utilisation. Therefore it is logical fortypes of advertising described here. In team, have shown themselves to be growing numbers of publishing com-any case, it is essential to bear in mind especially innovative and are there- panies to consider cooperation agree-that the investment cycles are becoming fore able to seize their opportunities ments, also bearing in mind that suchincreasingly shorter. Anyone wishing to also in the future. But it will be difficult a combined operation is better able tosatisfy the demands of the advertising to keep pace with larger production offer out-of-the-ordinary ad formats.10
  11. 11. IFRA Special Report 10.2008 Innovative Advertising 4 Tougher competition in the print sectorThe trend towards the “daily magazine” This research highlights the value of ■ Two-thirds like inserts because theyleads to tougher competition between out-of-the-ordinary types of advertis- can be kept and taken along whenthe different print products. News- ing. The Ipsos organisation in Mölln, shopping.papers want to win back advertising acting on behalf of the Bauer Verlag, ■ Eighty percent of those surveyedthat they lost decades ago. In their analysed special types of advertis- actually pick up product samples, andefforts to do so, they can benefit from ing in magazines (IPS04), focusing on most test them.the vast experience of the magazine inserts, multi-page stitched-in inserts, ■ Twenty-seven percent of the surveyedpublishing companies: glued inserts (postcards), product persons have at some stage taken■ Magazines have long been produced samples and sticky notes – all types of the product sample with them into in commercial printing plants that are advertising that can today be carried by a shop. designed to achieve optimal results. printed newspapers. It is highly likely Investments in peripheral facilities that the results can be applied also to It follows that anyone planning special can be better planned and synergy newspapers. The following are some types of advertising and considering effects mobilised with the logistics of incentives: the necessary investments can obtain a commercial printing plant. ■ Especially attractive was an “inter- valuable assistance for their decision-■ Magazine publishing companies have active insert” that was considered making from experienced organisations. for decades been financing market appealing by 89 percent of the test studies that reflect both the wishes of participants. the producers of branded articles as ■ Three-quarters of all women found well as the mood of the consumers. scented samples interesting. These studies are of relevance also for newspaper publishing companies. 11
  12. 12. IFRA Special Report 10.2008 Innovative Advertising 5 New forms stand outAds used to be square-shaped, because independence, something that was 5.2 Borderline formssaving time when doing the layout had fought for over decades, is not some There are borderline cases that can per-top priority. Working with standardised abstract value by itself, but is impor- haps be accepted at a stretch, becauseboxes is the quickest way to fill up a tant also from the business point of at least the experienced reader is ablepage. On the other hand, it is very dif- view. Readers continue to attach a high to clearly recognise the distinction.ficult for any one ad to stand out from degree of credibility to editorial articles, For example, in the English-speakinga largely uniform puzzle, and attracting whereas claims made in advertising do regions there is the “advertorial”, aattention is a major objective of an tend to one-sidedly praise the advertiser mostly multi-page product in the styleadvertising business. and are accordingly viewed with a of the newspaper concerned. Even In fact, already in 2004, a survey con- certain scepticism by the audience. phonetically, the term closely resemblesducted by ZMG (Zeitungs Marketing The express wish of some customers the classical “editorial”. At very least,Gesellschaft mbH & Co. KG) in Frank- to present their message in an editorial upon close inspection the reader mustfurt am Main revealed that nearly all environment is due to the fact that they be able to recognise that the contentsnewspapers in Germany offer special want to escape this image. are not independent, but instead reflectad formats (ZMG05). Thus creative If newspapers were to indulge this the views of the party who placed theadvertising specialists are able to think wish and combine advertising and edi- ad order.up something to make their ad stand torial material, the readers would soon In the German-speaking regions,out from the rest. find out. This would then not only advertising revenues are also But in practice many publishing destroy the intended advantage for successfully generated with borderlinecompanies hesitate – and it is certainly the advertising, but also permanently products. Familiar in this context isnecessary to consider not only the form damage the credibility of the editorial the “Kollektiv” – i. e. special pagesand production possibilities, but also content. The readers would hardly be produced to mark specific occasions,the changes in a traditional corporate willing to part with their money for with contents presented in editorialculture. such a newspaper. Notwithstanding style and ads of the participating busi- all willingness to accommodate, the nesses. On this basis, several decades5.1 Editorial and advertising separation of editorial articles and paid ago the highly respected FrankfurterOne of the conditions for a free press material must remain recognisable. Allgemeine Zeitung developed so-is the strict separation of editorial called house inserts that focus on aand advertising material. Editorial specific topic in each case, e. g. golf orFig. 5: Example of an “advertorial”, a supplemement of the Frankfurter Allgemeine Zeitung.12
  13. 13. IFRA Special Report 10.2008 Innovative Advertisingthe development of a branch of indus- 5.3 Ads stand out criteria, it is necessary to negotiate withtry. For such purposes, not only large- It still occurs that ads appear that are the customers to find out how muchsized ads are sold but also high-profile intended to look like editorial articles they are willing to pay.writers are signed up – not members and at most include a half-hidden notice This report cannot undertake toof the newspaper editorial staff, but that they are, in fact, “advertisements”. define new rate structures, especiallyrepresentatives of the particular sector But that is really no longer in step with as the future will see the marketingbeing dealt with. These products, for the times. After all, ad designers have of special formats in a cross-mediawhich the advertising department is many more layout options than the package with other advertising carriers.responsible, have their own publisher’s page designs of daily newspapers. To This overview is intended to giveimprint and operate as “insert to the begin with, they can create space: e. g. marketing people and their nationalFrankfurter Allgemeine Zeitung”, a with a lot of white space, an unusual associations impulses for actively pro-fine distrinction to the “inserts of the column arrangement, eye-catching moting the print side.Frankfurter Allgemeine Zeitung” for elements and typography that stands For as long as the technical instal-which the FAZ’s in-house newsroom is out. Today, these creative advertisers lations at newspapers continue to differresponsible. have at their disposal new ad formats greatly, there will also be problems Other borderline cases are ads includ- with which they can ideally present for national campaigns. Advertisinging prize games. A popular approach their subjects. A first-class product does agencies that plan on a nationwideis to somehow include the solution not have to compromise, it stands out scale are hardly willing to adjust theirin the editorial text – for example from the uniform grey of the news- campaigns to suit each individualas intentional misprints. Because an paper – it is a special format. regional newspaper. Although they areeditor cannot really be expected to prepared to go to major lengths for anapprove of such treatment of the con- 5.4 Rate structures extremely good campaign, they cannottent, advertisers sometimes supply the and other obstacles be expected to carry out adaptationsaccompanying material themselves. But The biggest challenge in relation to for newspaper A and newspaper B. Asthen these texts are usually published special formats is the rate structure long as new types of advertising can beoutside the regular editorial part. that is no longer simply based on the used only with individual pioneers on traditional mm prices for text ads. the publishers’ side, this market will be Although many special formats are very slow to develop. published as following matter on more than two pages and thus satisfy the 13
  14. 14. IFRA Special Report 10.2008 Innovative Advertising 6 A question of formatThis chapter describes special formats to tabloid. In a mixed product environ- is possible to simply cross-print a loosethat can be produced on modern ment, the reader sees both formats quarter sheet in the middle of a sectionnewspaper presses without technical side-by-side and then the difference to obtain four tabloid-sized pages onadaptations. is as with TV sets: the bigger picture which the advertiser can present his makes a greater impression. product at will. However, the detach-6.1 Tabloid The usual approach is that the news- able sheet feels a bit thin. For this6.1.1 Easy-to-manage tabloid paper offers a special section that is reason, some newspapers print twoNewspaper presses have always been produced separately in tabloid and loose quarter sheets side by side: Thiscapable of producing not only in the inserted in the mailroom. However, this produces an eight-page tabloid insert infull-page format (broadsheet) but also not only involves a certain additional the middle of the main product, idealin the tabloid format. The changeover is investment of resources in production. for presenting the special offers of asimply carried out in what is for printers Above all, the customer is banished to supermarket.an everyday operation. Tabloid pages a specific topic-related environment, But there is one drawback to thisare always arranged in twos on a broad- clearly removed from the most current solution: With today’s standard collectsheet plate, so that no special plates environment of the main product. But production, the two quarter sheets areare required. Whereas the imposition if the content of the tabloid section positioned not only in the third or fourthschemes in mixed production may per- exactly matches that of the product, sections, but also further up front, i. e.haps take some getting used to, that the smaller format in most cases offers in the first or second section. Such anshould not prevent ad-sellers from better possibilities to present advertis- arrangement involving eight ad pagesactively marketing tabloid solutions. ing effectively. The price for this section would dramatically upset the logical It is still necessary to accustom the is then defined separately from the structure of the newspaper. Thereforeadvertising customers of classical broad- main product. it is necessary to accept the publicationsheet newspapers to tabloid formats. Somewhat more complictaed is the in sequence of four standard editorialThis is due on the one hand to the creation of “false tabloid” inserts pages as loose sheets.image of tabloid newspapers. In coun- within the main product. In this case, ittries where broadsheet is associatedwith quality newspapers, tabloids areconsidered low-quality journalismproducts. This view has changedgreatly in recent years – at very latestsince the London Times has also beenpublished in the tabloid format, thisformat has been regarded as trendy,easy to manage and magazine-like.Thus advertising in the tabloid formatalso makes a good impression.6.1.2 Difficult pricingAs always when tabloid products areintroduced, the publishing housesmust rise to a special challenge: pric-ing. There are studies which claim thata full-page tabloid ad achieves thesame effect as a full-page broadsheetad. That may be the case if the news-paper does in fact change completely Fig. 6: A tabloid insert in the main product.14
  15. 15. IFRA Special Report 10.2008 Innovative Advertising6.2 Flying pagesQuarter sheets can be used for morethan producing “false” tabloid inserts.It is possible also to laterally move theweb path of the quarter sheet, so thatthis ribbon is folded lengthwise. Theterm “flying page” is used to describethis type of insertion. The sheet wrapsone section of the newspaper withtwo printed half-pages and createshigh-profile advertising possibilitiesthroughout the newspaper. Here also,in collect production, these half-pagesappear in two sections. Therefore the Fig. 7: A flying page, designed as an events programme.advertising department has the oppor-tunity to sell the customer a truly wide-ranging offer in which the advertisingcan be spread over a total of eight,half-page positions. Advertising of thistype makes a powerful impression. Butif the customer only wants a single “fly-ing page”, it is naturally possible alsoto use the reverse side as well as heremaining positions for other ads oreven editorial articles. If the customer wants two half pages,but no flying page, it is necessary tovary the width of the reels. A ribbon Fig. 8: A flying page in a tabloid newspaper.is then only one-and-a-half or three-and-a-half pages respectively. This 6.3 In great demand:naturally means more reel handling the front pagework that will be worthwhile only in Special forms were developed forcases where this type of production is advertising positions that are in greatused frequently. demand in the newspaper. Above all, But despite all this, these in-between the front page is highly sought. Thewidths can also be used for a type of ad history of the newspaper includesthat is quite popular among advertisers: examples in which the front pageThe half page can be used also as an was covered exclusively with classifiedouter ribbon to cover only a part of the ads. Today, it is naturally news thatfront page. dominates the front page, though Last but not least, the half page per- even “serious” newspapers offer admits attractive offers in tabloid news- possibilities on the front page.papers. In this case, the wrap appears The most preferred position isacross the page, therefore covering the the “ear space” directly beside thebottom half of the newspaper. flag. Individual publications have Fig. 9: A half-cover. now changed their masthead and 15
  16. 16. IFRA Special Report 10.2008 Innovative AdvertisingFig. 10: Front pages with ads positioned beside the newspaper title.Fig. 11: Front pages with thumb corner.Fig. 12: The Welt am Sonntag issue of 4th August 2001.16
  17. 17. IFRA Special Report 10.2008 Innovative AdvertisingFig. 13: Advertising as a “cover” (Chinacover) and ads on the inside, Solinger Tageblatt issue of 27th March 2003.per ma nent ly reserved the space for same time, the Volkspark stadium was newspapers, but shows that nothing isthe ear space ad. Others highlight the renamed the AOL Arena. AOL claimed impossible.immediacy of the offering concerned that Die Welt had “already at an early In April 2008 the quality title Welt amby placing the advertising message vir- stage made the networking of online Sonntag was published with a large-tually over the masthead, partly cover- and offline news its concept” as the sized ad on the front page – the questioning it. reason for this action that since then is how a newspaper can retain its retail Also popular are small corner ads on is generally regarded as having been sale (EUR 2.50 copy price) circulation.the bottom, right-hand side of the front ill-considered. Advertising freesheets undoubtedly havepage. They are positioned where the Advertisers also want to use the front it easier here, which is why this con-newspaper is opened. The term “thumb page for large-sized ads. In an extreme cept is marketed more often and seem-corner” is generally used to describe case, the ad acts as a “wrapper”, with ingly with success. The Bundesverbandthese ads. only the newspaper title visible. Thus, der Anzeigenblätter (BDVA), or federal Other types of front page ads have for example, a DIY market that had association of free newspapers, refers toturned out to be less successful. For booked the four outside pages of the this type of ad as “Chinacover”.example, on 4th August 2001 the daily first section presented itself below the Aside from such variations, ads onnewspaper Die Welt was published masthead of the Solinger Tageblatt. The the front page have a special function:completely in blue – an AOL promotion editorial front page was published as Because their size in the flag or asto mark the start of the German foot- page 3 on the inside. This model also thumb corner is limited, they areball national league season. At the remained an exception among paid intended to attract the interest of the 17
  18. 18. IFRA Special Report 10.2008 Innovative AdvertisingFig. 14: Advertising on page 1 and 2.Fig. 15: Advertising on the front page.18
  19. 19. IFRA Special Report 10.2008 Innovative AdvertisingFig. 16: Double-truck ad.reader to further information inside thenewspaper. Like the newsroom thatalso wants to announce as many in-depth articles as possible, many frontpage ads refer to advertising messageson the inside that the reader shouldnot miss. As a matter of principle, frontpage ads should be sold best of all as apart of wide-ranging campaigns. Theyare a very specialised business thatshould also be managed by especiallyexperienced customer advisers. This applies also for one of the mostimpressive advertising possibilities ofall: the double-truck ad in a broadsheetnewspaper. Fig. 17: L-shaped double-truck ad. 19
  20. 20. IFRA Special Report 10.2008 Innovative Advertising6.4 Double-truck as posterA double-truck ad is printed across twosequential pages. In the middle of a section, where theleft and right page are in sequence,there are no limitations imposed bythe type area of the individual pages.Instead, it is possible to print across theinside margin. The extra space in theinside margin is traditionally calculatedas an additional column. A printed double-truck produces animpressive, poster-sized area: In theNordic format, this is about 80 x 60 cm,therefore approximately correspondingto the A1 format. The fact that this is atwo-page-spread means that the sheet Fig. 18: Mountain and valley ad (ZMG05).can be removed and put up on the wallas a poster. It is especially attractive over such ads. Therefore a combination resembles a landscape, with mountainsif the poster is printed in an upright is called for: the space-filling double- and valleys.format. truck ad embedded in the editorial Double-trucks achieve the maximum news part. Modern prepress divisions 6.5 Tunnel and island adseffect only in broadsheet newspapers, are able today to produce plates for This option offers many attractiveas the poster effect is lost in the tabloid printing double-trucks within the variations. Besides the classical double-format. Besides this, a non-stitched normal production times. truck across the full width of the two-tabloid newspaper offers only one A double-truck ad is extraordinarily page-spread, so-called tunnel formatspositioning possibility – exactly in the effective if it uses irregular column can be positioned that are surroundedmiddle – whereas a double-truck can heights. In such a case, the text by text on three sides. Therefore thebe booked for every section in a broad-sheet newspaper. This ensures that acustomer finds a suitable environmentfor his ad, together with an appropri-ate topic. Printing double-trucks is by no meansnew. However, in the past there usedto be long lead times due to the needto have the double-width plates pro-duced externally. It caused a problemfor the news text if the ad made useof the width but not the height of thepage, so that right in the middle ofthe news part of the newspaper therewere suddenly pages that had to befilled with standing matter. Althoughfull-page ads can make a pleasing walldecoration, readers tend simply to skip Fig. 19: Tunnel ad (ZMG08).20
  21. 21. IFRA Special Report 10.2008 Innovative Advertisingad is positioned cross-ways over bothpages in the middle. It does not haveto be at the foot of the page: The motifcan be moved also to the middle ofthe page, in which case the text flowsaround it. While double-truck and tunnel adsare possible only on the innermostpages of a newspaper section in eachcase, text-surrounded island ads can bepositioned anywhere from the first tothe last page. They are published alsocompletely framed by editorial articles.Theoretically, they are nothing otherthan the familiar full-position ads, butare neither limited in format nor dothey pretend to be a part of the edi- Fig. 20: Island ad (GAZ).torial offering. On the contrary: Islandads can loudly present advertising – not can also be given different shapes: they out. What remains are mostly relativelyonly on editorial pages but also in the do not always have to be square. shapeless leftovers, accurately referredclassified part where they appear in an to as a “news hole” – a hole that hasenvironment of suitable all-copy ads. An 6.6 Steps and L shape somehow to be filled with editorialisland ad stands alone and dominates Traditionally in many countries the material.the page and can easily overwhelm the ad overflow is not laid out as a solid In contrast, consciously designing dis-regular strip ads or corner ads at the block, but instead with different play ads in a stepped shape produces abottom of the page. Of course, they column heights, whatever way it turns genuinely attractive page structure. ItFig. 21: More examples of island ads (full-position ads). 21
  22. 22. IFRA Special Report 10.2008 Innovative Advertising by one or two vertical columns at the booked also as a series of display ads. outer side margin. In this way, the ad Ever since the public broadcasting cor- typography can be easily made com- porations started linking editorial trans- patible with customary editorial layout missions with messages from sponsors, practice. any doubts concerning the conformity In the modern form, which is of this type of advertising with the especially attractive for advertising, press laws have been dispersed. both arms of the L can be moved to the But there are limits to what the side: then the vertical part no longer general audience accepts as regards appears at the edge, but in any text sponsoring. Modern design software column – or the horizontal arm moves allow fantastic effects with trans- upwards from the bottom side margin. parency: thus in a “shadowprint” ad In these cases, the design of the edi- the motif is placed in a semi-transparent torial page is strongly influenced. The way over an article. Although it appears greater the optical prominence of the in a pale shade, the reading flow on ad is, the more the editorial offering newsprint is greatly impeded, and the will disappear in the grey environment. acceptance by the audience drops. For example, there was a storm of protestFig. 22: L-shaped ad (ZMG 08). 6.7 Sponsoring and cancellations of subscriptions when Pages with a generously designed the Bitburger beer brand, known world-inspires the fantasy of both advertisers layout offer a satisfactory solution for wide as a sports sponsor, published itsand the newsroom as well as making all concerned. Fixed blocks are common typical beer bottle as the backgroundan attractive impression on readers. practice, e. g. for weather forecasts or to the regional football results.This can act as a real eye-catcher when stock exchange reports. Naturally, it isarranged in pyramid shape in the possible to position an ad above these 6.8 Multiplicatorsmiddle of a page. editorial areas. The fact that these Since it became possible for ads to The L-shaped ad can be regarded boxes usually appear in a fixed space move around the page, there have beeneither as a simple step or an extended every day makes them especially suit- practically no limits on inventiveness.strip ad. Thanks to multiple variations, able for a particular type of advertis- This effect is strengthened considerablyL-shaped ads have become highly popu- ing: sponsoring. This can be confined if the campaign is extended to multiplelar in recent years. Originally they were to a brief message (“Stock data sup- positions within an issue.organised around two side margins: plied by the savings banks and Hessen- Today, twin ads on opposite pagesa strip ad at the bottom is enhanced Thüringen regional bank”), but can be are published not only as one corner adFig. 23: Sponsoring.22
  23. 23. IFRA Special Report 10.2008 Innovative Advertising just book one spot on TV but instead address the audience in different situations. Newspapers have also learnt from new TV formats. Similar to the news streamers that run along the bottom of the screen, newspapers print “ticker ads” as a narrow band running across several pages. The sizes of these free forms can, of course, also vary. Satellite ads can sur- round a central island ad all over the page. Instead of a solid step ad, a series of small ads are distributed diagonally on a page: On just a small space, the impression is effectively given that thisFig. 24: Shadowprint ad (GAZ). is an advertising page of the customer concerned. For this reason, such formseach on the outer left and outer right Naturally, such ads that belong are also much better suited for thecorners of the pages, but also in the together can also be distributed classified ad section. The dominatinginside columns. Other than a tunnel ad, thoughout different parts of the news- impression is easily lost on editorialthey remain in the type area and can paper. Advertising people are happy to pages – and on top of that the editorialappear on any desired neighbouring be offered the possibility of distributed layout is usually disfigured.pages. In the recent past, island ads ad placement, with the argument,have been published frequently as twins. for example, that advertisers do notFig. 25: Twin ads. 23
  24. 24. IFRA Special Report 10.2008 Innovative AdvertisingFig. 26: Ads distributed over several pages.6.9 Fantasy with investment of resources required for new approaches are an important part special shape ads such ads is rewarded by a high level of of how its sees its role. Today, Agora isNewspapers with very creative custom- image-enhancing attention that in this the national media group. It defendsers and an efficient layout department case benefits not just the advertiser, but its leading role with innovation in allcan go even further and offer “special also the publishing house. media. This makes it the natural partnershape ads”. Such ads then no longer One example of the successful use of of the major advertisers for the deve-have a fixed geometrical shape, but special shape ads is the Polish news- lopment of new campaigns.are published instead as a gigantic, sil- paper, Gazeta Wyborcza. Since thehouetted image around which the edi- Agora publishing house emerged in 6.10 Ads instead of inserts,torial matter or classified ads flow as 1989 from the opposition to the old multiple-page adscopyfit matter. However, this type of ad regime, its flagship Gazeta Wyborcza Today’s printing technology makesshould only be positioned on pages for is regarded as one of the outstanding it possible to offer large retail chainswhich there is sufficient time available symbols of freedom and progress: multiple-page, full-colour ads. The com-at the prepress stage. The considerable Creative experiments and unheard of panies take advantage of this possibilityFig. 27: Special shape ad (GAZ).24
  25. 25. IFRA Special Report 10.2008 Innovative AdvertisingFig. 28: Other ad forms.because then they must no longer pro- newspaper so attractive that especially different media. Today, the newspaperduce and supply inserts separately. the big customers eagerly seize upon ad can take on new tasks. For example,The publishing houses save on storage them. It is in this context that offerings it can guide the reader directly to morespace as well as personnel in the mail- become important that go beyond the in-depth information in the Internetroom and can compensate for losses conventional production process and or create a direct link via the mobilein advertising elsewhere. However, are not limited to print. phone.agreeing the pricing for such multiple- Of course, it would be consideredpage ads involves tough negotiations. 6.11 Cross-media in print totally “uncool” if a potential customerBut such creative offerings can make a The advertising industry has always run would have to manually enter an Inter- campaigns of this kind through the net address or dial a phone number.Fig. 29: Multiple-page ads. 25
  26. 26. IFRA Special Report 10.2008 Innovative AdvertisingFig. 30: On 3rd October 2008, the anniversary of German reunification, a special edition of the Bild-Zeitung was published with a single advertiser (VW).Common practice now is to establishthe connection by means of a simpleclick. The technology for this is sup-plied, for example, by the Finnish devel-oper UpCode Ltd. – and right away aconnection to the advertiser realised.Latest information or order possibilitiesappear on the display, i. e. everythingthat makes mobile transactions socomfortable. However, not all mobilephones are suitable. At the time ofwriting this report (summer 2008) themodule is available for the Symbian,UIQ and Java mobile operating systems.While that covers most well-knownmanufacturers, it does not include theApple iPhone. It is worth noting that UpCode isof interest to newspapers not onlyfor offering advertisers an additionalstimulus. The newsroom can also use Fig. 31: Simple digital patterns are photographed and provide an interactive connection between advertiser and mobile.26
  27. 27. IFRA Special Report 10.2008 Innovative Advertising Other processes exist in Asia, e. g. LogoQ from A.T. Communications CO, Ltd. in Japan that works with a much finer screen and also recognises colour patterns. If the manufacturer has its way, the LogoQ dotcode will appear not only in newspapers, but everywhere: on posters, in public transport or on con- sumable goods. 6.12 3D offers new dimensions The advertising industry has benefited also from the tireless experimentation of the Asian market with 3D effects. In much the same way as has been done for decades in film and on glossy paper, individual images are now being shotFig. 32: Other examples of 2D code. stereoscopically and overprinted in a slightly displaced way in newspaper printing. The desired impression is thenit to cross-link its products and offer QR”, it is planned to enhance it with the obtained by looking through a cor-readers comfortable links to news and capacity to carry two-seconds-long text respondingly polarising viewer. Withoutservices. The publishing house becomes messages (the mobile phone is pointed this viewer, however, the motifs looka portal for downloading music or buy- at the code and a brief audio message quite horrible – though that could, ofing tickets. is delivered through the mobile loud- course, be the desired effect among Also in widespread use is the QR speaker) (PAP08). a certain audience. It is up to every-(Quick Response) code. With “Voice one to decide for himself whether toFig. 33: Examples with stereo glasses. 27
  28. 28. IFRA Special Report 10.2008 Innovative AdvertisingFig. 34: Animation, foil with black strips is moved back and forth across the image (see video at http://www.iframagazine.com/downloads/26).consider this a special type of joke or a 6.13 Print with animation is simply printed with a line screencatastrophic printing error. In any case, Up to now, animated objects were and acts like a Fresnel lens (Lenselessthe level of attention for these motifs unknown in printed ads. Here also, lenticular). When moved, the printedis high.8 Asian artists are coming up with new image seems to be animated: eyes types of solutions. For example, motifs open – eyes closed. The optical stimulus have been printed in newspapers that was developed in conjuction with the at first glance appear quite ludicrous. animation artist, Koji Yamamura. The trick is to superimpose a foil that8 Additional information on this topic is available in (GEE06), (TORO1).28
  29. 29. IFRA Special Report 10.2008 Innovative Advertising 7 Gloss and scent upgrade the newspaperBeyond standard production with con- colour is intended to indicate busi- limited and the colour space of imagesventional newsprint and inks from the ness competence also in Internet is shifted in a way that is almost imposs-tanker vehicles, material manufacturers presentations. ible to predict. Especially for colour adoffer products for special wishes. High- Other newspapers have also experi- motifs, tinted paper is not beneficial,quality paper, brilliant inks as well as mented with different coloured paper: unless the processing of the motif isscents allow advertisers to leave a last- yellow (that flags “Yellow Pages” for matched to the publication concerned.ing impression. freesheets), bright red, bright green or Such an investment of resources may bright blue. All these newspapers aim well seem justifiable for the Financial7.1 Printing paper literally to attract attention at almost Times, with its extensive reach among7.1.1 Tinted newsprint any price. Alone due to the com- a highly attractive target audience,Since 1893, the Financial Times in paratively short production runs, tinted but for most newspapers any use ofLondon has stood out from its com- newsprint costs more than standard tinted paper can be considered onlypetitors by using salmon-pink news- qualities. But what attracts the buyer’s for special jobs where the objective isprint. In the meantime, business news- attention at the newsstand tends to be more to grab attention than aestheticpapers worldwide have copied what disadvantageous to the newroom and appeal. Otherwise there are no specialis obviously a recipe for success – not advertiser: There is no real white any- requirements for printing or handlingonly in print but also as the basic pink where in images, so that the contrast is in the mailroom.Fig. 35: Examples of the use of tinted newsprint. 29
  30. 30. IFRA Special Report 10.2008 Innovative Advertising7.1.2 Improved, coated paper qualitiesMuch more attractive for advertisersis coated paper. Up to now, this wasa domain of the commercial pressesthat use additional dryers to evap-orate the mineral oils contained in theink. Such add-on heatset systems aremuch to costly in classical newspaperprinting – technically, financially andabove all time-consuming given thetight daily production schedule. Withnewsprint, these oils must penetratethe absorbent paper. Coated paperqualities, with their non-absorbent sur- Fig. 36: Example of standard newsprint, matt coated newsprint.face, are obviously less suitable for thistype of production. conventional absorbent newsprint. The mark special occasions, quite simply Despite this, tests were carried out relatively heavy coating of the surfaces enhance the ad effect. For readers, thein the 1990s involving commercial appears very smooth, but is permeable higher-quality product is not just morepaper qualities. The report by Ewald for the thin binding agent contained in attractive, it also signals that it shouldBeivi (BEI99) of the Swiss Omya Plüss- the ink. Thus it penetrates the core, the not simply be disposed with the rest ofStaufer AG shows under which circum- ink pigments build up on the coating. the newspaper.stances coated paper qualities could The individual dots retain their sharp Research into the technical para-be printed also on newspaper presses. outline on the surface. As a result, the meters has been conducted for years.Inking was reduced as far as possible, smooth surface allows a clean printing Recommended are matched inks, thebut still the overall runnability of coated with a fine screen. The ink set-off on acidity of the fountain agent must bepaper proved insufficient for practical the press stays within tolerable limits. carefully controlled, the tolerancesapplication. There were many different Compared to standard newsprint, in the ink/water balance are tighter.types of problems, ranging from ink the coating naturally means a higher For this, ink feed can (and must) beaccumulation and linting on the rubber grammage. This gives the material a reduced by 15 to 20 percent – never-blankets, ink accumulation on the cen- generally higher-quality feel – the sur- theless a higher ink density is achieved.tral cylinders, up to smearing after the face feel convinces specialists and non- All this makes it clear that the prepressfold and smearing after bundle delivery. specialists alike. The coating appears process must be carried out with an In reaction to this, the paper indus- pure white and therefore allows a much especially high degree of precision intry developed special paper qualities greater colour contrast. The fact that it order to ensure that the finished effectdesigned for use on newspaper presses is also matt is especially welcomed by does in fact do what it is supposed to.and these can be run today more or viewers – who frequently prefer it to Moreover, improved, whiter, higher-less smoothly. 9 The material, referred LWC paper with its glossy and reflective grammage paper qualities can attractto as “value-added coldset” (VAC), is effects. more attention.a matt coated paper. It reduces the Most advertisers, and indeed readers,gap between commercial web printing highly appreciate the matt, pure white 7.1.3 Other paper qualities(with dryer) and the coarser newspaper surface of the prints. Special features, The Main-Post daily newspaper inprinting. The material has a core of such as travel pages or inserts to Würzburg distributed its issue of 12 th9 See also IFRA Special Report 1.20 (IFRA01).30
  31. 31. IFRA Special Report 10.2008 Innovative AdvertisingFig. 37: Improved, whiter paper.March 2008 in a cover consisting of in developing a transparent material The cooperation with the printingbrown wrapping paper (100 percent that can be used on newspaper presses centre of the Süddeutscher Verlag inrecycled packaging paper, 90 g/m²) and therefore opens up wholly new Munich, where test series lasting severalprinted with four colours, produced on possibilities. This reel paper, called weeks were carried out to try out thea KBA Commander CT press. Clothing “Transparent GLAMA Press”, consists variables of printing and colour on aretailer C&A used this new advertis- of FFC bleached chemical pulp and is MAN Colorman (ten-cylinder satellite)ing idea to address the readers in an now supplied not only in white but under operating conditions, provedtargeted manner.10 also in various colours to suit the motif to be invaluable. Thus the prepress behind it. stage must ensure minimum ink layer7.1.4 Transparency with a deeper meaningWith newsprint, the ink must absorbquickly into the fibres as otherwise theprinted image will smear during thelong path through the printing couplesand web leads. But transparent paperhas a hard, closed and low-absorbentsurface, so that its main characteristicsare in strong contrast to the conditionsof newspaper printing. In addition,transparent paper also reacts stronglyto atmospheric fluctuations. Despite these problems, the paperproducer Schoellershammer succeeded10 For more information on this topic, see (UNG08). Fig. 38: Colour-printed, brown paper. 31
  32. 32. IFRA Special Report 10.2008 Innovative AdvertisingFig. 39: Examples of transparent paper.thickness in order to prevent smearing.Total coverage should not exceed 170percent. There are special aspects to betaken into consideration also forprinting. Conventional automatic splicepreparation units transfer water-solubleadhesives that are unsuitable for thewater-repelling transparent paper.Consequently, the splicing must beprepared manually. Due to the smoothpaper surface, slipping can occur duringreel change in belt-driven autopasters.Therefore conically-driven units havethe advantage here. As little water aspossible must be used in printing – butthat should be the aim also with normal Fig. 40: Examples of colour transparent paper.32