Ifra innovative advertising

SPEC IAL R EPORT
Empowering the News Publishing Industry
10.2008

Innovative Advertising

A must read for:
Managing Director/CEO/Chairman
Advertising Manager
Production Manager

Catchwords:
Advertising
Design
Presses and Printing

www.ifra.com/specialreports

IFRA Special Report 10.2008 Innovative Advertising

Preface

Not 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 are
industry. 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 the
of openness towards the occasional wide range of present-day possibilities wall in poster form and scanned with
out-of-the-ordinary wishes of the and at the same time by providing the a mobile camera. But I do not want to
customers. News publishing countries practitioner with the tips he needs to reveal too much here already, instead
worldwide recognise that, in an era investigate the conditions of new types I recommend reading the report. It
of constantly growing media diversity, of advertising in his own environment. is absorbing and inspiring. And that
they must offer their customers more There is a special need for innovation is frequently the first step into new
than 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 professional
printing and mailroom technology has the crisis. Purely defensive cost-cut- journalist, was commissioned to write
been developing in such a way as to ting measures by themselves will not this Special Report. For IFRA, Beatrix
provide 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 included
ing through and in the newspaper, existing strengths of the news pub- in the report – unless otherswise stated
at 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 the
room 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, thus
strategy, newspapers offer a hitherto suitable for attracting attention. As a Darmstadt, November 2008
unknown variety of innovative advertis- next step, unusual design and layout Manfred Werfel
ing possibilities. However, up to now no options can be used, and finally all the Research Director, Deputy CEO
comprehensive presentation of these boundaries of conventional newspaper
possibilities has been available. IFRA, advertising are overcome with the aid

Disclaimer:
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 deserve
less 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.

Imprint
IFRA 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 permission
of IFRA and acknowledgement of origin.

Purchase price
This 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 a
digital 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.

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1 A brief history of advertising . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
1.1
1.2
Innovations in the mailroom. . . . .
Global crash and a revolution. . . .
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6 Table of
1.3 Cross-media advertising . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6
1.4 USP: the printed daily newspaper . . . . . . . . . . . . . . . . . . . . . . . . . . 7 Contents
2 Trends in newspaper advertising . . . . . . . . . . . . . . . . . . . . . . . . 8
2.1 Address all the senses . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
2.2 Receptive young readers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
2.3 The daily magazine . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8

3 General preconditions for special types of advertising . . . . . . 10

4 Tougher competition in the print sector . . . . . . . . . . . . . . . . . 11

5 New forms stand out . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12
5.1 Editorial and advertising . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12
5.2 Borderline forms . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12
5.3 Ads stand out . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13
5.4 Rate structures and other obstacles . . . . . . . . . . . . . . . . . . . . . . . 13

6 A question of format . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14
6.1 Tabloid . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14
6.1.1 Easy-to-manage tabloid . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14
6.1.2 Difficult pricing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14
6.2 Flying pages . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15
6.3 In great demand: the front page . . . . . . . . . . . . . . . . . . . . . . . . . 15
6.4 Double-truck as poster . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20
6.5 Tunnel and island ads . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20
6.6 Steps and L shape . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21
6.7 Sponsoring . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22
6.8 Multiplicators . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22
6.9 Fantasy with special shape ads . . . . . . . . . . . . . . . . . . . . . . . . . . . 24
6.10 Ads instead of inserts, multiple-page ads . . . . . . . . . . . . . . . . . . . 24
6.11 Cross-media in print . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25
6.12 3D offers new dimensions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27
6.13 Print with animation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28

7 Gloss and scent upgrade the newspaper . . . . . . . . . . . . . . . . . 29
7.1 Printing paper . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29
7.1.1 Tinted newsprint . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29
7.1.2 Improved, coated paper qualities . . . . . . . . . . . . . . . . . . . . . . . . . 30
7.1.3 Other paper qualities . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30
7.1.4 Transparency with a deeper meaning . . . . . . . . . . . . . . . . . . . . . . 31
7.2 Ink . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33
7.2.1 High-gloss extravagance . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33
7.2.2 Fluorescent inks. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 34
7.2.3 The refined, metallic look . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 34
7.2.4 Ink for the nose . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 34

8 More colour space . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 36

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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 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 51

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1 A brief history of advertising

It is only recently that daily newspapers area the waste coverage of magazines
have had to start looking into unusual and TV was simply too great. But also
types of advertising, and many of them the first generation of online services1
have not yet decided what stance to at the beginning of the 1980s did not
take. The older generation experienced damage the classified ads. There were as
newspapers as irreplaceable advertising yet no personal computers, and TV sets
carriers – no one else was in a position showed themselves to be totally unsuited
to provide daily updated coverage of receivers for online offerings. The
local 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, slow

volume 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 of
inely de-luxe nature: On Thursdays, text with a few colours, such as we still 1.1 Innovations in the mailroom
branded article producers advertised know today from videotext pages. When Developments in the mailroom brought
heavily: 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. With
dozen “below text, 100 mm high” strip several minutes to build up a page in a hopper feeders, inserting drums and
ads 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 demanding
growth in classified ads on Saturdays, ment had to be bought and high phone advertiser’s wishes. The immense
the news publishing companies were charges paid. It was only in France, where investments paid back quickly, as major
not overly concerned when the display France Telecom supplied every home with turnover increases were gained with
ads of the national advertisers shifted a Minitel receiver free of charge, that the fewer personnel. For a while it seemed
towards the increasingly colourful online service reached any significant like a classical win-win situation: inserts
magazines and image compaigns ran in degree of importance. But even there it could be used to satisfy even the most
the exciting new medium of colour TV. never represented a threat to the news- unusual customer wishes without
It was not long before ads for cigarettes paper market. having to make many changes to the
or detergent totally disappeared from newspaper itself.
the daily newspapers. Little consideration was given to
In contrast, regional classified advertis- the fact that the inserting business
ing 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 attractive
Fig. 1: Classified ads have characterised the newspaper Administrations), approved character standards for price/performance ratio and, when
for centuries. the videotex service that was in widespread use. electronic direct drives replaced the

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conventional mechanical shaft drives,
the time had come to invest in printing
equipment. Thanks to healthy advertis-
ing income, newspapers were also
willing to invest on a large scale. As a
result, the print advertising turnovers
continually scaled new heights. They
reached their zenith about 10 years
ago. At the turn of the millenium, at
very most only a couple of enthusiasts
gave any thought to which new types
of advertising could be used to attract
customers to the newspaper.

1.2 Global crash Fig. 3: Google Adsense attracts advertising spend to the internet.

and a revolution
The boom came to a bitter and unex- about the increasing costs for growing from other media. The Internet is far
pected end among the turbulences from numbers of personnel and technical more powerful in combination with
conflicting trends. The attacks of 11 equipment in the online newsrooms, other types of advertising: Wherever the
September 2001 triggered an economic on the other hand the earnings from customer happens to be, he is reached
crisis. Companies and investors went banner advertising and pop-up ads by an advertising message tailored to
under cover, important advertising seemed to be very limited. Judged match his profile: In the morning by
markets, such as the jobs market and against these expectations, the year the newspaper, on the way to work via
property, collapsed worldwide. Unlike in 2004 saw a breakthrough, at least in the car radio and billboards or via the
earlier recessions, the advertising busi- America: For the first time, the presi- free newspaper distributed on public
ness did not recover in the usual way: dential election campaign was fought transport, in the office via online and
the development of search engines, mainly on the Internet and also gave e-mail services, and in the evening via
which provide information with com- newspapers the long-desired boom TV advertising. The more a media house
mercial links leading to the Internet for their online activities. But the real offers this mix, the more attractive it is
pages 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 of
share 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 long
directly 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 market
Internet has led to extensive discussions news publishing companies have been their series and casting shows also with
at IFRA’s and other organisations’ seeking business models in order at print publications, posters or organised
conferences. Even up to three years least to secure their regional markets mass events. Even telecoms offer online
before 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 advertising
ing 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).

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1.4 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 is
In order to survive in the face of such reliably guarantees millions of con- just a case of making optimum use of
competition 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 genuine
lives from constantly new ideas that newspaper. breakthrough if the news publishing
stand out as far as possible from the IFRA has repeatedly published industry is in a position to offer them
rest of the competition by having some examples of cross-media marketing in on a large scale. It is not a matter of
unique characteristic. For advertising recent years. This Special Report shows competition between newspaper A
specialists, 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 advertising
panies 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

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2 Trends in newspaper advertising

The Internet constantly produces new partners who offer them cross-media anymore. According to an American
terms that in most cases are quickly packages: TV, radio, Internet, mobile study carried out in 2006 (SIR07), it
adopted by the classical media in order services, promotion, outdoor advertis- is mainly the 18 to 24-year-olds who
to give themselves a modern image. ing – and print. express an above-average trust in the
Therefore, 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 more
seem logical for newspapers to sell audio podcasts on the display screen or dependent on financing operations
themselves as “Newspaper 2.0”6. That on mobile receivers become, the more through advertising. As a result, they
is not the old, outmoded grey left- it is possible even to take the place of must make special efforts to cater to
over from yesterday’s everyday life, but radio and TV. Newspapers have at least the expectations of their readers and
rather 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 overburdens
But 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 of
printed 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 printing
working at the agencies have always fore the newspaper offers the best possibilities for ads goes hand in hand
used all possible channels to address possibility to anyone wishing to get with optimising work processes, which
their target audiences. “Advertising for his advertising message to his target in turn reveals potential for achieving
all the senses” is the guiding principle: audience at that time. savings.
for the eyes, ears, touch, though also ■ Only news publishing companies can
smell 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 another
of the senses for buying decisions in the medium can offer this media mix. trend among both readers and
packaging area can be expressed in the advertisers: lifestyle shapes both the
following 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 in
For as long as newspapers constituted a target audience. Fortunately, that the move towards smaller newspaper
an essential element of an advertising has not happened. It can be observed sizes, but above all in the range of topics
campaign, the publishing houses never in the countries in which free daily covered and the presentation. In many
had to bother about how the experts newspapers are offered. There, young newsrooms, the wish for more lifestyle
at the agencies planned a campaign. people are especially receptive readers. articles has long been registered: topics
But media buyers are also expensive The main effect the Internet has had is are dealt with inclusively and presented
specialists; thus the agencies seek that no one wants to pay for content in a cross-media way, enhanced with

6 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).

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Fig. 4: Example Österreich and Life& Style magazines

an array of additional elements. Colour
and modern make-up software open up
whole new possibilities for the editorial
layout.
This makes it all the more important
for the advertising department to raise
the value of its part of the publications
of a news publishing company, both
design-wise and content-wise. IFRA has
organised many conferences over the
years focusing also on the cross-media
aspects of advertising. It is essential in
this context to fully utilise all the tech-
nical possibilities.

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3 General preconditions
for special types of advertising
Newspapers 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. Looking
and today they are mostly in a position Such demands for investment con- after large customers presupposes both
to print a major part of their product in front individual, small-sized news pub- a corresponding sales team and exactly
colour. Likewise in the mailroom: they lishing companies with problems that repeatable quality. Technical add-on
can process major volumes of inserts. are almost impossible to overcome. For- installations can only be used efficiently
Those who are duly equipped will not tunately, many medium-sized printing where there is a high degree of capacity
have any real difficulties with the special operations, thanks to a highly motivated utilisation. Therefore it is logical for
types 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 such
increasingly shorter. Anyone wishing to also in the future. But it will be difficult a combined operation is better able to
satisfy the demands of the advertising to keep pace with larger production offer out-of-the-ordinary ad formats.

10


4 Tougher competition
in the print sector
The trend towards the “daily magazine” This research highlights the value of ■ Two-thirds like inserts because they
leads to tougher competition between out-of-the-ordinary types of advertis- can be kept and taken along when
the 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 surveyed
that they lost decades ago. In their analysed special types of advertis- actually pick up product samples, and
efforts 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 surveyed
publishing 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.

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5 New forms stand out

Ads used to be square-shaped, because independence, something that was 5.2 Borderline forms
saving 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, because
boxes is the quickest way to fill up a tant also from the business point of at least the experienced reader is able
page. 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-speaking
a largely uniform puzzle, and attracting whereas claims made in advertising do regions there is the “advertorial”, a
attention is a major objective of an tend to one-sidedly praise the advertiser mostly multi-page product in the style
advertising 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 resembles
ducted 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 must
furt am Main revealed that nearly all environment is due to the fact that they be able to recognise that the contents
newspapers in Germany offer special want to escape this image. are not independent, but instead reflect
ad formats (ZMG05). Thus creative If newspapers were to indulge this the views of the party who placed the
advertising 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 borderline
companies hesitate – and it is certainly the advertising, but also permanently products. Familiar in this context is
necessary to consider not only the form damage the credibility of the editorial the “Kollektiv” – i. e. special pages
and 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 editorial
culture. such a newspaper. Notwithstanding style and ads of the participating busi-
all willingness to accommodate, the nesses. On this basis, several decades
5.1 Editorial and advertising separation of editorial articles and paid ago the highly respected Frankfurter
One 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 a
and advertising material. Editorial specific topic in each case, e. g. golf or

Fig. 5: Example of an “advertorial”, a supplemement of the Frankfurter Allgemeine Zeitung.

12


the development of a branch of indus- 5.3 Ads stand out criteria, it is necessary to negotiate with
try. For such purposes, not only large- It still occurs that ads appear that are the customers to find out how much
sized 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 to
of the newspaper editorial staff, but that they are, in fact, “advertisements”. define new rate structures, especially
representatives of the particular sector But that is really no longer in step with as the future will see the marketing
being dealt with. These products, for the times. After all, ad designers have of special formats in a cross-media
which 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 give
imprint and operate as “insert to the begin with, they can create space: e. g. marketing people and their national
Frankfurter 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 differ
responsible. 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. Advertising
ing prize games. A popular approach their subjects. A first-class product does agencies that plan on a nationwide
is to somehow include the solution not have to compromise, it stands out scale are hardly willing to adjust their
in the editorial text – for example from the uniform grey of the news- campaigns to suit each individual
as intentional misprints. Because an paper – it is a special format. regional newspaper. Although they are
editor cannot really be expected to prepared to go to major lengths for an
approve of such treatment of the con- 5.4 Rate structures extremely good campaign, they cannot
tent, advertisers sometimes supply the and other obstacles be expected to carry out adaptations
accompanying material themselves. But The biggest challenge in relation to for newspaper A and newspaper B. As
then these texts are usually published special formats is the rate structure long as new types of advertising can be
outside 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


6 A question of format

This chapter describes special formats to tabloid. In a mixed product environ- is possible to simply cross-print a loose
that can be produced on modern ment, the reader sees both formats quarter sheet in the middle of a section
newspaper presses without technical side-by-side and then the difference to obtain four tabloid-sized pages on
adaptations. 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 this
6.1.1 Easy-to-manage tabloid paper offers a special section that is reason, some newspapers print two
Newspaper presses have always been produced separately in tabloid and loose quarter sheets side by side: This
capable of producing not only in the inserted in the mailroom. However, this produces an eight-page tabloid insert in
full-page format (broadsheet) but also not only involves a certain additional the middle of the main product, ideal
in the tabloid format. The changeover is investment of resources in production. for presenting the special offers of a
simply 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 this
are always arranged in twos on a broad- clearly removed from the most current solution: With today’s standard collect
sheet plate, so that no special plates environment of the main product. But production, the two quarter sheets are
are required. Whereas the imposition if the content of the tabloid section positioned not only in the third or fourth
schemes 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 an
should not prevent ad-sellers from better possibilities to present advertis- arrangement involving eight ad pages
actively 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. Therefore
advertising customers of classical broad- main product. it is necessary to accept the publication
sheet newspapers to tabloid formats. Somewhat more complictaed is the in sequence of four standard editorial
This 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, it
tries where broadsheet is associated
with quality newspapers, tabloids are
considered low-quality journalism
products. This view has changed
greatly in recent years – at very latest
since the London Times has also been
published in the tabloid format, this
format has been regarded as trendy,
easy to manage and magazine-like.
Thus advertising in the tabloid format
also makes a good impression.

6.1.2 Difficult pricing
As always when tabloid products are
introduced, the publishing houses
must rise to a special challenge: pric-
ing. There are studies which claim that
a full-page tabloid ad achieves the
same effect as a full-page broadsheet
ad. That may be the case if the news-
paper does in fact change completely Fig. 6: A tabloid insert in the main product.

14


6.2 Flying pages
Quarter sheets can be used for more
than producing “false” tabloid inserts.
It is possible also to laterally move the
web path of the quarter sheet, so that
this ribbon is folded lengthwise. The
term “flying page” is used to describe
this type of insertion. The sheet wraps
one section of the newspaper with
two printed half-pages and creates
high-profile advertising possibilities
throughout the newspaper. Here also,
in collect production, these half-pages
appear 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 advertising
can be spread over a total of eight,
half-page positions. Advertising of this
type makes a powerful impression. But
if the customer only wants a single “fly-
ing page”, it is naturally possible also
to use the reverse side as well as he
remaining positions for other ads or
even editorial articles.
If the customer wants two half pages,
but no flying page, it is necessary to
vary 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 page
work that will be worthwhile only in Special forms were developed for
cases where this type of production is advertising positions that are in great
used frequently. demand in the newspaper. Above all,
But despite all this, these in-between the front page is highly sought. The
widths can also be used for a type of ad history of the newspaper includes
that is quite popular among advertisers: examples in which the front page
The half page can be used also as an was covered exclusively with classified
outer ribbon to cover only a part of the ads. Today, it is naturally news that
front page. dominates the front page, though
Last but not least, the half page per- even “serious” newspapers offer ad
mits attractive offers in tabloid news- possibilities on the front page.
papers. In this case, the wrap appears The most preferred position is
across the page, therefore covering the the “ear space” directly beside the
bottom half of the newspaper. flag. Individual publications have
Fig. 9: A half-cover. now changed their masthead and

15


Fig. 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


Fig. 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 is
the 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 am
by 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 question
ing 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 have
page. 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 Bundesverband
these 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 to
turned 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 on
newspaper 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 as
to mark the start of the German foot- page 3 on the inside. This model also thumb corner is limited, they are
ball national league season. At the remained an exception among paid intended to attract the interest of the

17


Fig. 14: Advertising on page 1 and 2.

Fig. 15: Advertising on the front page.

18


Fig. 16: Double-truck ad.

reader to further information inside the
newspaper. Like the newsroom that
also wants to announce as many in-
depth articles as possible, many front
page ads refer to advertising messages
on the inside that the reader should
not miss. As a matter of principle, front
page ads should be sold best of all as a
part of wide-ranging campaigns. They
are a very specialised business that
should also be managed by especially
experienced customer advisers.
This applies also for one of the most
impressive advertising possibilities of
all: the double-truck ad in a broadsheet
newspaper.
Fig. 17: L-shaped double-truck ad.

19


6.4 Double-truck as poster
A double-truck ad is printed across two
sequential pages.
In the middle of a section, where the
left and right page are in sequence,
there are no limitations imposed by
the type area of the individual pages.
Instead, it is possible to print across the
inside margin. The extra space in the
inside margin is traditionally calculated
as an additional column.
A printed double-truck produces an
impressive, poster-sized area: In the
Nordic format, this is about 80 x 60 cm,
therefore approximately corresponding
to the A1 format. The fact that this is a
two-page-spread means that the sheet Fig. 18: Mountain and valley ad (ZMG05).

can be removed and put up on the wall
as a poster. It is especially attractive over such ads. Therefore a combination resembles a landscape, with mountains
if 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 ads
effect only in broadsheet newspapers, are able today to produce plates for This option offers many attractive
as 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 formats
positioning possibility – exactly in the effective if it uses irregular column can be positioned that are surrounded
middle – whereas a double-truck can heights. In such a case, the text by text on three sides. Therefore the
be booked for every section in a broad-
sheet newspaper. This ensures that a
customer finds a suitable environment
for his ad, together with an appropri-
ate topic.
Printing double-trucks is by no means
new. However, in the past there used
to be long lead times due to the need
to have the double-width plates pro-
duced externally. It caused a problem
for the news text if the ad made use
of the width but not the height of the
page, so that right in the middle of
the news part of the newspaper there
were suddenly pages that had to be
filled with standing matter. Although
full-page ads can make a pleasing wall
decoration, readers tend simply to skip Fig. 19: Tunnel ad (ZMG08).

20


ad is positioned cross-ways over both
pages in the middle. It does not have
to be at the foot of the page: The motif
can be moved also to the middle of
the page, in which case the text flows
around it.
While double-truck and tunnel ads
are possible only on the innermost
pages of a newspaper section in each
case, text-surrounded island ads can be
positioned anywhere from the first to
the last page. They are published also
completely framed by editorial articles.
Theoretically, they are nothing other
than the familiar full-position ads, but
are neither limited in format nor do
they pretend to be a part of the edi- Fig. 20: Island ad (GAZ).

torial offering. On the contrary: Island
ads can loudly present advertising – not can also be given different shapes: they out. What remains are mostly relatively
only on editorial pages but also in the do not always have to be square. shapeless leftovers, accurately referred
classified part where they appear in an to as a “news hole” – a hole that has
environment of suitable all-copy ads. An 6.6 Steps and L shape somehow to be filled with editorial
island 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 a
bottom of the page. Of course, they column heights, whatever way it turns genuinely attractive page structure. It

Fig. 21: More examples of island ads (full-position ads).

21


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 protest
Fig. 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 its
and the newsroom as well as making all concerned. Fixed blocks are common typical beer bottle as the background
an 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 is
arranged in pyramid shape in the possible to position an ad above these 6.8 Multiplicators
middle 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 been
either 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 considerably
L-shaped ads have become highly popu- ing: sponsoring. This can be confined if the campaign is extended to multiple
lar 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 pages
a strip ad at the bottom is enhanced Thüringen regional bank”), but can be are published not only as one corner ad

Fig. 23: Sponsoring.

22


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 this
Fig. 24: Shadowprint ad (GAZ). is an advertising page of the customer
concerned. For this reason, such forms
each on the outer left and outer right Naturally, such ads that belong are also much better suited for the
corners of the pages, but also in the together can also be distributed classified ad section. The dominating
inside columns. Other than a tunnel ad, thoughout different parts of the news- impression is easily lost on editorial
they remain in the type area and can paper. Advertising people are happy to pages – and on top of that the editorial
appear 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 not

Fig. 25: Twin ads.

23


Fig. 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 is
Newspapers with very creative custom- image-enhancing attention that in this the national media group. It defends
ers and an efficient layout department case benefits not just the advertiser, but its leading role with innovation in all
can go even further and offer “special also the publishing house. media. This makes it the natural partner
shape 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 the
houetted 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 ads
copyfit matter. However, this type of ad regime, its flagship Gazeta Wyborcza Today’s printing technology makes
should only be positioned on pages for is regarded as one of the outstanding it possible to offer large retail chains
which 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 possibility

Fig. 27: Special shape ad (GAZ).

24


Fig. 28: Other ad forms.

because then they must no longer pro- newspaper so attractive that especially different media. Today, the newspaper
duce 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 more
space as well as personnel in the mail- become important that go beyond the in-depth information in the Internet
room and can compensate for losses conventional production process and or create a direct link via the mobile
in advertising elsewhere. However, are not limited to print. phone.
agreeing the pricing for such multiple- Of course, it would be considered
page ads involves tough negotiations. 6.11 Cross-media in print totally “uncool” if a potential customer
But 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


Fig. 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 establish
the connection by means of a simple
click. The technology for this is sup-
plied, for example, by the Finnish devel-
oper UpCode Ltd. – and right away a
connection to the advertiser realised.
Latest information or order possibilities
appear on the display, i. e. everything
that makes mobile transactions so
comfortable. However, not all mobile
phones are suitable. At the time of
writing this report (summer 2008) the
module is available for the Symbian,
UIQ and Java mobile operating systems.
While that covers most well-known
manufacturers, it does not include the
Apple iPhone.
It is worth noting that UpCode is
of interest to newspapers not only
for offering advertisers an additional
stimulus. The newsroom can also use Fig. 31: Simple digital patterns are photographed and provide an interactive connection between advertiser and mobile.

26


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 shot
Fig. 32: Other examples of 2D code. stereoscopically and overprinted in a
slightly displaced way in newspaper
printing. The desired impression is then
it 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. Without
services. The publishing house becomes messages (the mobile phone is pointed this viewer, however, the motifs look
a portal for downloading music or buy- at the code and a brief audio message quite horrible – though that could, of
ing 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 to

Fig. 33: Examples with stereo glasses.

27


Fig. 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 screen
catastrophic printing error. In any case, Up to now, animated objects were and acts like a Fresnel lens (Lenseless
the level of attention for these motifs unknown in printed ads. Here also, lenticular). When moved, the printed
is 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 that

8 Additional information on this topic is available in

(GEE06), (TORO1).

28


7 Gloss and scent
upgrade the newspaper
Beyond standard production with con- colour is intended to indicate busi- limited and the colour space of images
ventional 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 ad
offer 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 is
scents 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 Financial
7.1 Printing paper literally to attract attention at almost Times, with its extensive reach among
7.1.1 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 of
London has stood out from its com- newsprint costs more than standard tinted paper can be considered only
petitors by using salmon-pink news- qualities. But what attracts the buyer’s for special jobs where the objective is
print. In the meantime, business news- attention at the newsstand tends to be more to grab attention than aesthetic
papers worldwide have copied what disadvantageous to the newroom and appeal. Otherwise there are no special
is obviously a recipe for success – not advertiser: There is no real white any- requirements for printing or handling
only 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


7.1.2 Improved, coated
paper qualities
Much more attractive for advertisers
is coated paper. Up to now, this was
a domain of the commercial presses
that use additional dryers to evap-
orate the mineral oils contained in the
ink. Such add-on heatset systems are
much to costly in classical newspaper
printing – technically, financially and
above all time-consuming given the
tight daily production schedule. With
newsprint, these oils must penetrate
the absorbent paper. Coated paper
qualities, with their non-absorbent sur- Fig. 36: Example of standard newsprint, matt coated newsprint.

face, are obviously less suitable for this
type 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, the
in the 1990s involving commercial appears very smooth, but is permeable higher-quality product is not just more
paper qualities. The report by Ewald for the thin binding agent contained in attractive, it also signals that it should
Beivi (BEI99) of the Swiss Omya Plüss- the ink. Thus it penetrates the core, the not simply be disposed with the rest of
Staufer 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, the
but still the overall runnability of coated with a fine screen. The ink set-off on acidity of the fountain agent must be
paper proved insufficient for practical the press stays within tolerable limits. carefully controlled, the tolerances
application. 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) be
accumulation 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 prepress
fold 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 in
try developed special paper qualities greater colour contrast. The fact that it order to ensure that the finished effect
designed 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 attract
to 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 in
printing. The material has a core of such as travel pages or inserts to Würzburg distributed its issue of 12 th

9 See also IFRA Special Report 1.20 (IFRA01).

30


Fig. 37: Improved, whiter paper.

March 2008 in a cover consisting of in developing a transparent material The cooperation with the printing
brown wrapping paper (100 percent that can be used on newspaper presses centre of the Süddeutscher Verlag in
recycled packaging paper, 90 g/m²) and therefore opens up wholly new Munich, where test series lasting several
printed with four colours, produced on possibilities. This reel paper, called weeks were carried out to try out the
a KBA Commander CT press. Clothing “Transparent GLAMA Press”, consists variables of printing and colour on a
retailer 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, proved
targeted manner.10 also in various colours to suit the motif to be invaluable. Thus the prepress
behind it. stage must ensure minimum ink layer
7.1.4 Transparency
with a deeper meaning
With newsprint, the ink must absorb
quickly into the fibres as otherwise the
printed image will smear during the
long path through the printing couples
and web leads. But transparent paper
has a hard, closed and low-absorbent
surface, so that its main characteristics
are in strong contrast to the conditions
of newspaper printing. In addition,
transparent paper also reacts strongly
to atmospheric fluctuations.
Despite these problems, the paper
producer Schoellershammer succeeded

10 For more information on this topic, see (UNG08). Fig. 38: Colour-printed, brown paper.

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Fig. 39: Examples of transparent paper.

thickness in order to prevent smearing.
Total coverage should not exceed 170
percent.
There are special aspects to be
taken into consideration also for
printing. Conventional automatic splice
preparation units transfer water-soluble
adhesives that are unsuitable for the
water-repelling transparent paper.
Consequently, the splicing must be
prepared manually. Due to the smooth
paper surface, slipping can occur during
reel change in belt-driven autopasters.
Therefore conically-driven units have
the advantage here. As little water as
possible must be used in printing – but
that should be the aim also with normal Fig. 40: Examples of colour transparent paper.

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