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Innovation in Print Advertising

abcm
April 03, 2012
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Innovation in Print Advertising

15TH ABC MEDIA WORKSHOP Presentation by Mr. Gilles Demptos

abcm

April 03, 2012
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Transcript

  1. © 2011 WAN-IFRA Innovation in Print Advertising 15TH ABC MEDIA

    WORKSHOP 2012 Bandung, Indonesia Gilles Demptos Director, Events and Publications Editor, Asian Newspaper Focus [email protected]
  2. WAN-IFRA is the World Association of Newspapers and News Publishers

    It represents 18,000 newspapers, 15,000 online sites and 3,000 companies in 120 countries. It focuses on: •  The defense of press freedom •  The promotion of quality journalism and editorial integrity •  The development of prosperous news media businesses and their adaptation to new technology
  3. News publishers need to adapt to the new business model

    Streamline operations - Editorial - Pre press - Printing - Post press Break the “silo” mentality Cooperation between editorial, marketing and production… Customer-centric approach Listen to the readers and advertisers’ needs Think out of the box
  4. © 2011 WAN-IFRA Readers and advertisers value extraordinary advertising Reader

    research on magazine advertising shows that… 89% like interactive inserts 75% female readers like perfume samples 66% like inserts, which can be taken to shopping 80% have tried out a product sample 27% have taken a product sample to a shop Source: Ipsos, Umfrage Sonderwerbeformen für Bauer Verlag, Mölln (Germany) April 2004
  5. 10 © 2011 WAN-IFRA Addressing all senses Relevance of senses

    for buying decisions Source: K.-P. Nicely, Verpackung ist Werbung pur, Druckmarkt 45, Dezember 2006
  6. 11 © 2011 WAN-IFRA Only print can adress all senses

    "   The printed newspaper is the unique selling point of publishers "   Only the newspaper can offer the combination of online, broadcast, events and printed newspaper
  7. 12 © 2011 WAN-IFRA What to look at? "  

    Extraordinary formats "   Zipping ads "   Digital imprinting "   Special paper and special ink "   Scenting ads "   Tasty ads "   Cross-media advertising "   Talking ads "   Augmented reality
  8. 13 © 2011 WAN-IFRA Extraordinary formats "   Ads don’t

    have to be box-shaped "   Outstanding formats sell "   Break the traditional layout rules! "   Super size your ads!
  9. 20 © 2011 WAN-IFRA Super panorama "   Example with

    four pages broadsheet "   Maximum of six pages broadsheet is possible "   Special folder retrofittable 160 mm
  10. 21 © 2011 WAN-IFRA 3D in print "   Double

    lens cameras "   Special software "   Red-gren glasses
  11. 22 © 2011 WAN-IFRA “Flying pages” in broadsheet and tabloid

    "   Spadea in broadsheet "   Half-cover in tabloid "   One-page-wide web "   Laterally move the web path over the folder "   Ribbon folded lengthwise
  12. 26 © 2011 WAN-IFRA Zipping ads "   A movable

    perforating blade mounted before the former "   The continuous “zip fastener” can be applied in variable width on a broadsheet newspaper page "   Customers can zip their response ads instead of cutting them using scissors
  13. 29 © 2011 WAN-IFRA Kodak digital imprint unit in a

    newspaper press Introduced in 2008 First installations in UK and Germany at Goss and manroland presses Digital imprinting
  14. 33 © 2011 WAN-IFRA Special paper "   Improved newsprint

    "   Coated paper "   Specially made for coldset presses "   Reduced TIC, reduced density "   4-high towers recommended (no satellite design) "   Coloured paper "   Transparent paper "   Specially made for coldset presses "   TIC of ~170%, density of ~0.65
  15. 38 © 2011 WAN-IFRA Special ink "   Extended colour

    gamut ink "   “Novaspace” (Flint) for coldset "   30% larger colour gamut "   Fluorescent ink "   Metallic ink "   Scented ink "   Scents in microcapsules in the ink "   Rubbing opens the microcapsules and releases the scents
  16. 42 © 2011 WAN-IFRA Scented ink "   Flowers "

      Foodstuffs "   Perfume "   Roast beef "   Disinfectant "   Smell of burning "   Smell of a dental practice
  17. 46 © 2011 WAN-IFRA Tasty advertising "   Juice ad

    with tast in people magazine of Time Inc. "   Consumer study "   3.5 million circulation "   1.5 Million people did the taste test "   Half of them considered buying the product "   Attention comparable to an 8-page supplement "   „Peel ‘n Taste” ad developed by “Fist Flavor”
  18. 47 © 2011 WAN-IFRA Production in the mailroom "  

    Semi-Commercial starts with stitching and trimming "   Combine heatset envelope with coldset content "   High-quality but low-cost magazine
  19. 56 © 2011 WAN-IFRA Further readings "   Special Report

    10.2008 § Special Report 04.2008
  20. © 2011 WAN-IFRA Innovation in Print Advertising 15TH ABC MEDIA

    WORKSHOP 2012 Bandung, Indonesia Gilles Demptos Director, Events and Publications Editor, Asian Newspaper Focus [email protected]