A Guided Tour Through Print Technologies

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And lots more…
• magazinescanada.ca
Help Advertisers Get the Most from Magazines
The
Creative
ADvantage
Seminar
Series
the creative
Connie Corner
Manager of Integrated Sales
Transcontinental Media
Physical Creativity
Production Oriented Executions
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Exciting
Interactive
The
Wow
Factor
Breaks
Through
the
Clutter
Eye
Catching
Talked
About
Sexy
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Sliding
Popping
Peeling
Scratching
Smelling
Turning
Folding
Reading
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To name just a few . . .
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From Hoe Down to Downtown
PEEL OFF IMAGES
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See it, Smell it
PEEL & SMELL
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Change the Wheels,
Change the Look
SLIDING INSERT
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The Legend Grows
ANOTHER SLIDING INSERT
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Good Guy or Bad Guy?
AND ANOTHER SLIDING INSERT
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Mark that Page!
BOOKMARKS (2PG PERFED INSERT)
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Cigarettes that Smell Good
SCRATCH ‘N’ SNIFF & POP-UP
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Cigarettes and Planes. Huh?
PLANE POP-UP
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Titanic Launches on HBO
LOGO POP-UP
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Little Book, Big Impact
MINI-MAGAZINE
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A Keeper
ROLL FOLD WITH PERFORATION
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Build-A-Car
2-PAGE INSERT
WITH DIE-CUT PERFORATION
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Open the Gate to the Caravan
DIE-CUT 2-FOLD GATE
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McXpand-a-Page
Die-Cut, Multi-Fold Poster
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From Coupe to Sedan
EXPANDABLE PAGE
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Recipe for Beauty
RECIPE CARDS
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Making a Mark
BUTTERFLY BELLY BAND
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Hold Their Attention
DIE CUT GATEFOLD WITH MAGNET
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Built-In Book Mark
FOLDED & TABBED 2-PAGE INSERT
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SO,
DO INSERTS
WORK?
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YUP.
54%
Inserts are
more likely
to be remembered than ROP ads
Source: Cahners Advertising Research, Report No. 114.2
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Source: Starch Tested Copy, Vol. 2. No. 10
Gatefolds get noticed
44% more than rop ads
59% for Automotive!
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Pop-Ups get noticed
96% more often than a DPS
Pop-Ups are associated with the
brand 130% more than a DPS
Pop-Ups are read most
466% more compared to a DPS
Source: Starch INRA Hooper Inc.
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COOL
SAMPLES
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Read It, Hear It
CD INSERT
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Seamless Beauty
TIPPED BOOKLET WITH SAMPLE
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Anyone Have a Paper Towel?
PAPER TOWEL INSERT
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Shaken & Stirred
TIPPED-ON PAINT STIR STICK
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It’s in the Bag
POLYBAGGED SAMPLE
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SO,
DO SAMPLES
WORK?
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YUP.
78% of people confirm receipt of
sample
79% have used or intend to use the
sample
45% are very or somewhat likely to
purchase that product
67% are very or somewhat
interested in receiving samples in
future issues
Source: Starch -- Reader’s Digest (Canada), Shampoo sample
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CRAZY COVERS
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It’s All Covered
FRONT COVER FLAP & OBC GATE
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Catches the Eye
HOLOGRAM ON THE COVER
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Spanning Canada
TRIPLE GATE OFF THE COVER
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Seeing Double
BOOKLET TIPPED TO COVER
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Seeing Double All Over Again
DOUBLE GATEFOLD COVER
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Cover Models
FRENCH DOORS
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Hummerific
Z-GATE ON THE COVER
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It’s a Wrap
COVER WRAP
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It’s On the Bag
POLYBAG
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In Your Face
CARD STOCK POLYBAG
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SO,
DO COVER
EXECUTIONS
WORK?
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YUP.
29% Lift in Noted Scores for
IFC’s
6% Lift in Noted Scores for
IBC’s
22% Lift in Noted Scores for
OBC’s
Source: Starch Tested Copy, Vol. 1, No. 9
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TOP 5 LIST FOR
PRODUCTION-ORIENTED
EXECUTIONS
1. They’re interactive and involve the reader
2. They take advantage of the tactile nature of magazines
3. They get noticed
4. They get read
5. They get remembered
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TOP 5 LIST AGAINST
PRODUCTION-ORIENTED
EXECUTIONS
1. They are expensive
2. They often have to be produced outside of Canada
3. They are expensive
4. They can often only run in smaller-circulation
magazines
5. They are expensive
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Mark Challen
Vice President, Communications
House & Home Media
Creative Use of Advertorials
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When Magic Happens
Connecting the Spirit of the Brand with the
Spirit of the Magazine
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A trusted environment
A believable message
A customized and memorable campaign
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The Connectivity of Magazine
Promotions
Using magazines, your brand can directly
engage readers by asking them the
allimportant question:
“What are YOU like?”
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Secrets Revealed
Keys to Successful Promotional Partnerships
a. Know your brand
b. Know your magazine partner
c. Get to know all players involved and build strong
relationships
d. Understand the process…and the pipelines
e. Clearly define the approval process
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Take It Beyond the Page
Michelle Kalman
Director Marketing & Communications
St. Joseph Media
Integrated Programs and Sponsorships
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Take It Beyond the Page
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Broadcast Partnerships
Trade Shows
Retail Programs
Events
Exclusive Membership Clubs
Gift With Purchase Incentives
Celebrity Autograph Signings
…not always the first elements to come to mind when
considering a print campaign, but ever so possible.
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Take It Beyond the Page
Case 1:
FASHION18’s WEST 49 ALL-STAR GIRL SEARCH
Client’s Objective
Increase teen girl traffic in-store
Solution:
Created an ‘Anti-Model’ search. They didn’t want the
campaign to look or feel like American Eagle or Le
Chateau i.e. - they wanted something they owned that
was original and true to the brands that they carry.
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Take It Beyond the Page
Details
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Fun call-to-action
Retail level promotion/distribution 100, 000 promo cards
Online element – entrants uploaded their images onto
fashion18.com
West49 and FASHION18 team selected 6 finalists to
appear in upcoming issue
Photoshoot took place with West49, styled by
FASHION18
Magazine page images were blown up to poster size for
in-store promo across Canada
Special ½ cover was created on 30, 000 copies which
were distributed in-store to teen girls
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Take It Beyond the Page
Client’s Results:
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Various items shown on the girls (in magazine and on
posters) W49 saw 60% sell-through within 3 weeks of
when the clothing hit store shelves - all sold at full price.
Felt the magazine team did a great job of depicting the
W49 female customer.
Sponsors were very happy with the exposure they
received (Converse All Star, Huley International, Power
Room, Roxy, Gallaz).
Received great market research in talking with the
winners and their mother’s during the fulfillment process
(was a little mini focus group)
Were pleased with the number of respondents,
especially considering the complicated entry process
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Take It Beyond the Page
Client’s Results:
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Quote From a Store Manager:
“This is great, my staff has been showing girls these
mags and you wouldn't believe the amount of girls who
are actually buying these entire outfits. We actually only
have 3 1/2 boxes left so if there are any more or any
stores that have a ton left and won't get through all of
them before BTS is over we would love to have more.
•
The program was written up in Strategy Magazine (4/05).
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Take It Beyond the Page
Message Here: Layering
Reach the desired target from
every possible angle!
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Take It Beyond the Page
Case 2:
FASHION18’s LEVI’S & WARNER BROTHER’s:
Sisterhood of The Traveling Pants
Client’s Objective
Warner: Create increased hype for film – promote the
issue featuring movie’s stars
Solution:
Leverage the Editorial content and cover celebrities to
promote the movie, Levi’s and newsstand sales of the
issue.
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Take It Beyond the Page
The Partnership:
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FASHION18 featured the movie’s stars on the cover (prerelease timing)
Magazine included Editorial interview with the girls
Promo included a contest for a trip to see the premier in
LA, Levi’s jeans, movie passes, and lunch with the stars
in Toronto on their tour
Warner’s created supporting newsprint and radio
campaign (included all partners logos/mentions)
FASHION18 created in-store counter cards and window
stickers for national Levi’s stores
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Take It Beyond the Page
The Partnership:
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FASHION18 provided 10, 000 copies of the magazine as
GWT (Gift With Trial) for Levi’s stores
Levi’s created in-store promotional posters
The stars appeared at a downtown Chapter’s for an
autograph signing session, FASHION18 provided copies
of the magazine and a cover board for on-site promotion
All partners were mentioned at promo screenings of film
across Canada
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Take It Beyond the Page
Client’s Results: Levi’s
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Levi’s saw the benefit of having a value added item to offer not
only their customers but also the franchise owners of the
individual stores
Created stronger business and client relationships
Gave them a reason to create a large display that had
significant relevance to draw consumer attention
Levi’s wanted to tie-in with something relevant to their
customers (the movie/the magazine) in an engaging way (get
them to try on items, prizes etc.).
They didn’t want to sponsor a program with just a logo!
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Take It Beyond the Page
Client’s Results: Warner Bro’s
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The multi-faceted FASHION18 campaign was a key
component in the publicity/promotional plan for the
Canadian theatrical release of the film
The cover story helped introduce the stars (Alexis Bledel
and Amber Tamblyn) to Canadian Teen girls.
The contest component worked well in incorporating
third party partners (Random House Books/Levi’s).
At the Much Music Much On Demand featuring the stars
of the film, many audience members brought copies of
this issue to have the stars sign!
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Take It Beyond the Page
Message Here: Beyond Logo
Clients can be involved in a
program beyond just simple
logo recognition a deeper connection with target
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Take It Beyond the Page
Case 3:
THE CHATELAINE WALKING CLUB:
Presented by Smart Selections from PepsiCo and
supported by sponsors Pharmasave and The Running
Room.
Chatelaine’s Objectives
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Inspire and motivate our readers to start their own
walking programs
Offer incentives and motivation to make the health
goals of our readers easier to achieve
Provide sponsors an opportunity to partner with
Chatelaine in a health-oriented program
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Take It Beyond the Page
Case 3:
Client’s Objectives
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Reach a targeted group of consumers who have
declared a commitment to their health and wellness
Interact with Chatelaine Walking Club members
through sampling and special offers
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Take It Beyond the Page
Details:
• Program created in 2001
• Online sign-up at chatelaine.com
• No cost to join
• Benefits for members including free gifts, special offers,
contests
• Access to online tools including walking log; rewards
system, calorie counter
• Chatelaine 12 step diet - a 12 week program sent to
members via email
• Quarterly newsletter with tips and info
• Step Counter give-away
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http://www.chatelaine.com
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Take It Beyond the Page
Client’s Results:
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Improved brand recognition in health category
Increased traffic to retail locations
Increased media impressions
Program Results:
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Since its inception the Chatelaine Walking Club has
grown substantially and now has 65,000 registered
members.
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Take It Beyond the Page
Message Here:
Viral Marketing & Longevity
Let magazine readers market your
programs because the reward is so
great for them –
Continue to grow a program year to year
for recognized success factor!
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Take It Beyond the Page
Case 4:
INTEL PARTNERSHIP WITH CANADIAN HOUSE &
HOME
Client’s Objective:
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Intel's messaging in 2004 was to teach consumers
about the benefits of wireless living.
Solution:
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House & Home created a holistic, multimedia campaign
to show consumers how to achieve a digital home
using the magazine’s print campaign as the "hub" of
the campaign – the core – with TV and event
components as supporting "spokes".
the creative
Take It Beyond the Page
Details:
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In magazine component included 4 DPS advertorials
Broadcast component included 4 x 30-sec. commercial
airings on networks across Canada
A microsite (www.mydigitalhome.ca)
An event element including a 900 sq. ft. exhibit at the
2005 Interior Design Show.
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Take It Beyond the Page
Results:
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Intel's print campaign was so successful (huge amounts
of visitors were directed to the website = captured,
targeted database)
Over 50,000 consumers attended the Interior Design
Show
Intel renewed their campaign in 2005.
In October 2005, we created a customized "slim jim"
digest-size booklet for Intel called "The Digital Home"
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Take It Beyond the Page
Message Here:
Complementary Media &
Tie-It-In
• Targeted broadcast component =
extended reach
• Take a program on a dog-and-pony show and
reach a new audience at event level where the
target is hungry for information
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Take It Beyond the Page
Case 5:
PRESIDENT'S CHOICE GARDEN CENTRES'
PARTNERSHIP WITH GARDENING LIFE
Client’s Objective:
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President's Choice wanted to target gardeners in
GARDEN LIFE’S Ontario-edition, right before the May
24th weekend hit, when they would be ready to plant.
Solution:
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Gardening Life created a program that prompted its
readers and PC customers to consider their own
garden planning by getting them a) inspired b)
online/ideas c) in-store for purchase.
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Take It Beyond the Page
Details:
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This guide was produced with SUPPLIED photography
(a rarity for House & Home Media and promotions, but
cost-effective) but written and art directed by Gardening
Life
16-pages, tipped into the June/July 2005 issue of
Gardening Life, on special coated stock
Overruns distributed at all PC/Loblaws outdoor garden
centres = connectivity at store level
Readers were also encouraged to visit PC's website for
more info on store locations
A 15-sec. interstitial CHFI radio campaign promoting this
guide ran throughout May and June 2005
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Take It Beyond the Page
Results:
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Program was a huge success; many people brought
guides into centres and purchased plants that had been
featured in guide.
PC planning on doing another program with Gardening
Life next year.
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Take It Beyond the Page
Messages Here:
Cheap and Cheerful
Create a high quality feature that
looks and feels big budget but
works for the client’s lean budget!
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Take It Beyond the Page
Case 6:
VISA PARTNERSHIP WITH HOUSE & HOME
Client’s Objective:
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To connect with readers when they are in a receptive
mood to shop (and spend).
Sponsorship of a Home Design Shopping Guide produced during the onset of the holiday season (the
biggest time for people to spend $$)
Featuring neighbourhood maps and home design
shopping retailers
plus a back page/cover of "best buys"; products that
were recommended that are "hot"
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Take It Beyond the Page
Case 6:
VISA PARTNERSHIP WITH CANADIAN
HOUSE & HOME
Solution:
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Production of three regional guides annually: one for each
of Toronto, Calgary and Vancouver. When a retailer signs
up to be in the guide, they are asked whether or not they
accept VISA at their store. (Most do.) If yes, a VISA logo is
placed after the store description, letting readers know that
they can shop at that store with their VISA card.
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Take It Beyond the Page
Details:
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This guide has run for five years in H&H, and is tipped
into the November (Holiday) issue, just in time for
holiday shopping
Retailers pay to be in the guide via two payment levels:
Basic (they get a 20-word listing and a plot on a
neighbourhood map)
Deluxe (same as above, but with a photo of their
store/merchandise)
VISA PLATINUM sponsors entire guide with a 1/2 page
advertorial inside, teaching people about how to be a
"smart shopper"
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Take It Beyond the Page
Details:
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The VISA logo also runs on the cover, and next to every
single store that accepts the VISA card = connectivity
with retailers and consumers
All participating retailers receive overruns in-store
A 15-second interstitial CHFI radio campaign promotes
this guide throughout the month of November
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Take It Beyond the Page
Results:
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The maps have been produced for 5 years in a row now;
retailers and VISA keep signing up every year.
Retailers love the guides, because people can easily
locate their store on the neighbourhood maps.
VISA loves the guides because they make the
connection between shopping and VISA a seamless one,
and because they are published in a stand-alone booklet
format; many people hold onto them for reference ... like
all printed guides containing valuable, helpful
information, they are a keepsake, and have lasting
power.
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Take It Beyond the Page
Message Here:
Worth Keeping
If a feature’s content and format offer
a high level of info for a target, they
value its content and spend
extended time with it
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Take It Beyond the Page
Case 7:
CANADIAN LIVING BALANCE PROGRAM
Client’s Objective:
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To promote a variety of J&J and McNeil brands through
multiple touch points, positioning them within a strong,
health-oriented environment targeting women 18-49
with children.
Solution:
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A multi-platform project -- a show on CTV, series in
Canadian Living magazine and online at MochaSofa.ca
Offered the target ways to develop a healthy lifestyle.
Special themed topics ran monthly on the TV show and
in Canadian Living
MochaSofa offered unique content daily, chat rooms,
forums, and newsletters.
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Take It Beyond the Page
Details:
Year 1 & 2:
• 1/2 hour program, Monday to Friday, on CTV called
Balance hosted by Dr. Marla Shapiro
• Included opening billboards
• 2 x 30 second spots, promo spots on CTV tagged with
sponsor's brands
• 12 (monthly) 8-page editorial sections in Canadian Living
with 2 J&J/McNeil brand ad pages
• Year-long, online program with MochaSofa.ca including
sponsorship branding of microsite, monthly contests,
media units and newsletter
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Take It Beyond the Page
Details:
Year 3:
• Year-long, online program with MochaSofa.ca including
sponsorship branding of microsite, monthly contests,
media units and newsletter
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J&J/McNeil Balance 2003
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J&J/McNeil Balance 2003
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Take It Beyond the Page
Messages Here:
Tie-In To Authority
& Launch Pad
• Associate with an authority
person/association to heighten
program’s perception
• Use magazines as a launch pad for a
program that you plan on growing
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The sky
really is
the limit...
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Gary Garland
Executive Director, Advertising Services
Magazines Canada
Future Printing Techniques
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A Brief Tour of Future
Magazine Printing
Techniques
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Magazine Print Techniques to Watch
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Stochastic Screening
3-D Printing
MetalFX
“Cling” Materials
Variable Data Printing
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Stochastic Screening
A dot revolution for finer detail and
sharper images
Stochastic
“Standard”
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Stochastic Screening
(Standard)
(Stochastic)
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Stochastic Screening
Advantages
• More detail, crisper fine lines and small type
Disadvantages
• Can reproduce too much detail, e.g.:
imperfections in flesh tones are more visible
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3-D Printing
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Special graphics work together with a lens to
allow the reader to see different images
depending on the angle at which they view it
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Think Cracker Jack prizes…
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3-D Printing
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3D
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Animation
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Morph
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Flip
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Zoom
Benefits
“Wow” factor; grabs attention
• Adds image movement/depth
• Useful for product demo
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MetalFX
Produce millions of metallic colours by
overprinting the usual 4-colours on a special
silver
ink (5th colour)
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Eye-catching colours or holographic effects
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Useful in inserts for ‘metal-like’ reproduction
(automobiles; stainless steel appliances;
jewellery; etc.)
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Printing on “Cling” Materials
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Printable polypropylene film with a static charge that
clings to most clean surfaces without adhesive
Ideal for magazine inserts:
– Reusable and repositionable
– Can be used for posters, maps, calendars, premiums,
and other specialty applications with advertising
messages (long-term brand visibility)
– Backer can be printed so an ad message still
remains in the book after the film is removed
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Variable Data Printing
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Imagine creating a magazine with customized
ads or editorial for each subscriber, based on
personal preferences, demographics, etc.
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Heighten ad readership and ROI
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Personalization
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VDP
Covers
are a
Reality
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VDP
Covers
are a
Reality
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Printing Futures Summary
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All techniques are available now,
primarily for application in inserts
All sure to step up ad impact
Involve your sales representative early in
the process
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The
Creative
ADvantage
Seminar
Series
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The Creative ADvantage
Summary
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We’ve only scratched the surface today
You are limited only by your imagination
Involve your magazine sales
representative early in the process
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The Creative ADvantage
The Bottom Line
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Do something cool that really works
Create closer ties with your Client
Become famous!
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With special thanks to:
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www.magazinescanada.ca
[email protected]
416-596-5382
We’re Here to Help…