Tweet
Tweet

Slide 1

Slide 1 text

© 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]

Slide 2

Slide 2 text

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

Slide 3

Slide 3 text

INNOVATING… WHY?

Slide 4

Slide 4 text

WHY?

Slide 5

Slide 5 text

We are not printing dollars anymore…

Slide 6

Slide 6 text

Competition is increasing…

Slide 7

Slide 7 text

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

Slide 8

Slide 8 text

© 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

Slide 9

Slide 9 text

INNOVATING… HOW?

Slide 10

Slide 10 text

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

Slide 11

Slide 11 text

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

Slide 12

Slide 12 text

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

Slide 13

Slide 13 text

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!

Slide 14

Slide 14 text

14 © 2011 WAN-IFRA

Slide 15

Slide 15 text

15 © 2011 WAN-IFRA 15

Slide 16

Slide 16 text

16 © 2011 WAN-IFRA 16

Slide 17

Slide 17 text

17 © 2011 WAN-IFRA Advertising on the front page

Slide 18

Slide 18 text

18 Super panorama

Slide 19

Slide 19 text

19 © 2011 WAN-IFRA 19

Slide 20

Slide 20 text

20 © 2011 WAN-IFRA Super panorama "   Example with four pages broadsheet "   Maximum of six pages broadsheet is possible "   Special folder retrofittable 160 mm

Slide 21

Slide 21 text

21 © 2011 WAN-IFRA 3D in print "   Double lens cameras "   Special software "   Red-gren glasses

Slide 22

Slide 22 text

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

Slide 23

Slide 23 text

23 © 2011 WAN-IFRA On front page

Slide 24

Slide 24 text

24 © 2011 WAN-IFRA Flying page inside a broadsheet product

Slide 25

Slide 25 text

25 © 2011 WAN-IFRA Half cover in tabloid format

Slide 26

Slide 26 text

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

Slide 27

Slide 27 text

27 © 2011 WAN-IFRA

Slide 28

Slide 28 text

28 © 2011 WAN-IFRA

Slide 29

Slide 29 text

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

Slide 30

Slide 30 text

30 © 2011 WAN-IFRA Digital imprinting for customised advertising

Slide 31

Slide 31 text

31 © 2011 WAN-IFRA Lottery Numbers and Bar Code

Slide 32

Slide 32 text

32 © 2011 WAN-IFRA Customisation Shop Address and Map

Slide 33

Slide 33 text

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

Slide 34

Slide 34 text

34 © 2011 WAN-IFRA 34

Slide 35

Slide 35 text

35 © 2011 WAN-IFRA

Slide 36

Slide 36 text

36 © 2011 WAN-IFRA 36

Slide 37

Slide 37 text

37 © 2011 WAN-IFRA

Slide 38

Slide 38 text

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

Slide 39

Slide 39 text

39 © 2011 WAN-IFRA Large colour gamut CMYK 39

Slide 40

Slide 40 text

40 © 2011 WAN-IFRA Fluorescent ink Works best on improved newsprint, whiter sheet

Slide 41

Slide 41 text

41 © 2011 WAN-IFRA Metallic ink

Slide 42

Slide 42 text

42 © 2011 WAN-IFRA Scented ink "   Flowers "   Foodstuffs "   Perfume "   Roast beef "   Disinfectant "   Smell of burning "   Smell of a dental practice

Slide 43

Slide 43 text

43 © 2011 WAN-IFRA “Edible” ads

Slide 44

Slide 44 text

44 © 2011 WAN-IFRA “Edible” ads

Slide 45

Slide 45 text

45 © 2011 WAN-IFRA

Slide 46

Slide 46 text

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”

Slide 47

Slide 47 text

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

Slide 48

Slide 48 text

48 E-readers, using E-paper Displays Mobile Phones Laptop-PC Netbooks UMPC Cross-media advertising

Slide 49

Slide 49 text

49 © 2011 WAN-IFRA Quick Response Code

Slide 50

Slide 50 text

50 © 2011 WAN-IFRA

Slide 51

Slide 51 text

51 © 2011 WAN-IFRA

Slide 52

Slide 52 text

52 © 2011 WAN-IFRA Augmented Reality

Slide 53

Slide 53 text

53 © 2011 WAN-IFRA

Slide 54

Slide 54 text

54 © 2011 WAN-IFRA

Slide 55

Slide 55 text

55 © 2011 WAN-IFRA The talking ad

Slide 56

Slide 56 text

56 © 2011 WAN-IFRA Further readings "   Special Report 10.2008 § Special Report 04.2008

Slide 57

Slide 57 text

57 The power of print

Slide 58

Slide 58 text

© 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]