UPM_News_2016

Undiscovered

print innovations

he dominant coldset offset news-

paper print process seems con-

fined within the strict limits of the

process and the materials that can be

used. But by thinking outside the box, a

whole new world of possibilities can be

discovered. Thanks to bold ideas pio-

neered by innovative publishers, print-

ers and suppliers, newspaper printing

can be taken into formerly unknown

territory. With the help of modern pro-

duction techniques and a customer-ori-

ented communication strategy, news

papers offer a hitherto untapped variety

of innovative advertising options.

Innovative newspaper advertising is

not only seen, but also smelt, heard,

felt, looked through, pinned up on the

wall in poster form and scanned with

mobile cameras. It is absorbing and in-

spiring – and that is frequently the first

sign that you are entering new territory.

Print innovation can be found in re-

gions you might not instantly think of

as innovative. The Saudi Arabian news-

paper

Al-Jazirah’s

new solutions for

print ads offer an interesting example

When we hear talk of innovation in news media, most people instantly think

digital. But there are also plenty of unexplored print novelties out there just

waiting to be discovered by inventive customers, publishers and printers.

Text and photos:

WAN-IFRA

of what innovation can do for the reviv-

al of print.

Al-Jazirah

has introduced a

wide variety of exciting op-tions ena-

bling their customers to customize print

ads. Among these are scented ads, large

formats and ad stickers.

Scent-selling revolution

Abeer Abdalla

, head of PR and Busi-

ness Development for Press, Printing,

and Publishing in Ri-yadh, is one of

Al-Jazirah’s

Brand Ambassadors for its

creative printing solutions, which are

described as “the passionate next-level

in storytelling,” inspiring the newspa-

per’s print industry, while at the same

time bridging and creating harmony be-

tween the print and electronic media in

the digital age.

Abeer Abdalla describes the planned

rollout of the new creative solutions:

“We are introducing them in two phas-

es. Phase 1 are Scented Ads, Double

Gatefold, and Special Colour. Phase 2

includes Die-cut, Perforation, and Ad-

versticker advertising decal.”

Because the greatest connection to

memory is scent, ‘scent-selling’, allows

advertisers to connect all five senses to

a product campaign, says Abeer Abdal-

la. “For example, these can include a

‘Rub to Experience’, where an icon is

placed on the ad to identify the unique

interactivity.”

A campaign advertising a new lem-

on-scented dish soap might utilize a

photograph or graphic with lemons,

or a fresh garden. The reader can then

‘rub-to-experience’ the scent and in-

stantly correlate the scent to the prod-

uct.

Advertisers included

on ground floor

Although many of these technologies

are not unique to the printing industry,

never before have multiple added val-

ues been utilized in a daily print pub-

lication anywhere in Middle East or

North Africa.

Al-Jazirah

started offer-

ing Phase 1 of the new printing inno-

vative ideas to its clients in April 2016.

The innovations have been popu-

lar among advertisers thanks to

Al-

New expert guide for paper handling

Paper is a demanding cargo with

a high economic unit value. On aver-

age it is handled ten to 20 times from

when it leaves the mill to when it is

put on to the press. Every manipula-

tion of rolls and pallets carries a risk

of accidents and damage – and any

reduction in waste and damage im-

proves both economic and environ-

mental performance.

Experts from across the paper sup-

ply chain have pooled their knowl-

edge to prepare a best practice guide

for suppliers, transporters, converters

and printers.

Optimised Paper Han-

dling and Logistics

lays down de-

tailed guidelines for the correct tech-

niques, tools and facilities for han-

dling, logistics, storage and prepara-

tion for printing.

“This is a truly cross-industry pro-

ject bringing together over 30 organi-

zations from every part of the supply

chain. They have all contributed their

expertise to the guide, which draws

its content from more than 50 publi-

cations,” comments

David J. Stein-

hardt

, President & CEO of Idealli-

ance.

The guide is being launched almost

simultaneously in three continents

this autumn: at the World Printers Fo-

rum in India, Graph Expo in the USA

and World Publishing Expo in Aus-

tria.

The richly illustrated guide fea-

tures easy-to-read text detailing best

practices and providing troubleshoot-

ing guidelines for supervisors, op-

erating staff, suppliers and supply

chain managers. The 260-page guide

is structured in 11 modules.

“We intend to expand the guide and

keep it up to date. Everyone that reg-

isters to download the e-book will

receive updates,” adds

Manfred

Werfel

, Deputy CEO of WAN-IFRA.

www.ophal.info

to re-

ceive the free e-book in November

2016.

The front page of Al-Jazirah,

published in Riyadh, Saudi-Arabia

Jazirah’s

unique marketing plan. “We

created a roadshow to premiere the

added values to advertisers more than

18 months before they would be avail-

able in the market. This sneak peek

served two main goals. The first-look

opportunity gave advertisers the abili-

ty to create campaigns with the inno-

vations in mind, and also served to in-

clude the advertisers on the ground

floor of their development. The adver-

tisers’ unique insight and feedback cor-

responded to which innovations were

included in which phases, as well as

how the technology would be custom-

ized to better serve their clients,” ex-

plains Abeer Abdalla.

There are, however, limits to how of-

ten such advertisements can run. “We

are not keen to accept more than one

operation in the same issue to keep our

readers focused and to increase pen-

etration for the advertiser. We saw a

great deal of enthusiasm and interac-

tion from customers.”

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