UPM_News_2016

Inspiring looks, exquisite texture and a

luxuriant finish: what works for fashion also

makes a great fashion supplement – starting

with a paper that oozes style.

acked cover to cover with haute

couture, supermodels and ce-

lebrities,

The Telegraph Fash-

ion Supplement

is the kind of upmarket

magazine that style mavens love to de-

vour along with their latte and French

toast on a lazy Saturday morning.

Published twice yearly, the hefty

Fashion Supplement is

The Telegraph’s

traditional Saturday magazine supple-

ment. Leafing through its silky pag-

es – lined with runway coverage, in-

spired editorial content and advertise-

ments for luxury brands such as Gucci,

Chanel and Mulberry – readers can es-

cape into a beguiling world of glitz and

glamour. The high-quality reprograph-

ics make a clear statement: this mag

looks posh and expensive.

And posh is exactly what UK readers

and advertisers are hungry for. Distrib-

uted to 350,000 households in London

and the South East region, the maga-

zine’s key target group consists of af-

fluent consumers who expect value for

money.

Magazine of the Year

“It has very strong content and high

production values, which cannot be

underestimated in this niche market.

From the reader’s perspective it’s very

upmarket, and the advertising is high-

end,” says

Paul Brady

, Operations Di-

rector at Telegraph Media Group.

The magazine stood out at the 2016

newsawards in London last April,

where it was selected as the winner of

the National Supplement/Magazine of

the Year award. The judges praised the

supplement’s “clean finish, excellent

bleeds, great design and sharp images,”

adding that “the luxuriant velvety finish

has a good feel to it.”

They also praised the great choice

of paper stock, which helped

The Tele

graph

secure the top spot and stand

out from competing entries. The pa-

per stock in question is UPM Cote Matt

1.3 H. “We previously used different

paper, but then we came across Cote,

and we love it! It has gone down ex-

tremely well with Editorial and with

advertisers also,” says Brady.

Go-to advertising vehicle

While many magazines continue to

struggle with declining subscriptions

and newsstand sales,

The Telegraph

Fashion Supplement

has been going

strong for 15 years.

“Luxury still sells. Magazines like

ours still remain the go-to advertising

vehicle when clients want to showcase

their brands to a wide audience. We

produce a lot of spin-off supplements

around luxury – luxury foods, luxury

goods, luxury travel and so on – and

obviously we want a luxury paper to go

with it,” states Brady.

As head of printing operations at

the Telegraph Media Group for over

15 years, Brady can appreciate a pa-

per that ticks all the boxes for superi-

or technical performance.

“Cote has all the assets we are look-

ing for. It has a nice bulk and a very

good shade. It prints wonderful-

ly and maintains a finish which com-

plements strong colours. It’s impres-

sive for a matt paper to have such a su-

per-smooth finish.”

Beyond Snapchat

“But what really sets it apart from

other grades it its very nice texture.

It has a velvety feel that our Art Di-

rector really likes – and the price is

right.”

Brady has “a great working relation-

ship” with UPM, one of the Telegraph

Media Group’s premier long-standing

suppliers. “UPM’s people are open,

collaborative and very honest. They al-

ways make themselves available and

give us a good overview of the mar-

ketplace.”

Brady has been pleased to receive

useful technical support from UPM.

“When UPM Cote came onto the mar-

ket, UPM advised us to try it. We did,

and we loved it.”

When asked to predict the future of

print in the digital age, Brady gives a

thoughtful hum. “It’s a difficult call. I

think we’ll be seeing reduced circula-

tions on national newspapers, but more

bespoke and niche products. Readers

will continue to want informed opin-

ions and good journalism rather than

just bites of Snapchat.”

Brady believes that print and digi-

tal media can coexist to mutual bene-

fit. “All of our journalists are already

working across both media – the two

aren’t enemies. What is more worrying

is that readers who consume news, as

well as advertisers, are generally mov-

ing away from traditional media to the

NEWSAWARDS 2017:

Is it your turn next year?

Newsawards is a UK-based event honouring excellence in print, digital

and business innovation. One of the international categories, ‘Printed In-

novation of the Year’, sponsored by UPM goes to the entry that demon-

strates the most creative or commercially inventive use of print in news-

papers. Judges will be looking for ideas that are new to the news media

industry, especially those targeting young readers.

To enter, your innovation must be printed between 1 January 2016

and 27 January 2017. The award ceremony takes place in London on

5 April.