Resilience Of Print - WAN-IFRA

Manfred Werfel
Resilience Of Print
Source: http://einsteindiva.com/the-power-of-culture
WAN-IFRA.org
Future of the newspaper:
Print versus digital?
Source: http://www.mbtc.eu/de/mbtc_ziele/3innovation.html
© 2013 WAN-IFRA | 2
The real question …
Do you develop innovative
and interesting products?
For your customers
For your readers
For your advertisers
Source: http://www.die-erfinder.com/innovationsprozesse/umgekehrt-wird-ein-schuh-draus-reverse-innovation
© 2013 WAN-IFRA | 3
Interesting products?
Source: http://ebvs.innovarion.de
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Innovative products?
Source: http://www.storebird.de/news/allgemein/hochwertige-outdoor-produkte-mit-nutzlichen-zusatzfunktionen/
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Agenda
1. The reinvention of a newspaper
2. Product innovation, local branding
3. Technology for innovation
4. Augmented reality
5. The power of newspapers
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1. The reinvention of
“Correio de Bahia”, Brazil
Complete redesign
Change to tabloid
Shorter name: Correio
No cover template
Just 4 sections
Creative advertising
CORREIO. WHAT BAHIA WANTS TO
KNOW.
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The reinvention of “Correio”
Complete redesign
Change to tabloid
Shorter name: Correio
No cover template
Just 4 sections
Luiz Alberto Albuquerque at WAN-IFRA “Printing Summit”, Berlin, 22 March 2012
© 2013 WAN-IFRA | 8
COVER PAGE
Source: Luiz Alberto Albuquerque at WAN-IFRA “Printing Summit”, Berlin, 22 March 2012
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24 Hours
Quick reading section
Source: Luiz Alberto Albuquerque at WAN-IFRA “Printing Summit”, Berlin, 22 March 2012
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More
Deeper themes
Source: Luiz Alberto Albuquerque at WAN-IFRA “Printing Summit”, Berlin, 22 March 2012
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Life
Culture,
entertainment,
lifestyle
Source: Luiz Alberto Albuquerque at WAN-IFRA “Printing Summit”, Berlin, 22 March 2012
© 2013 WAN-IFRA | 12
Sports
Source: Luiz Alberto Albuquerque at WAN-IFRA “Printing Summit”, Berlin, 22 March 2012
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Bahia Recall is an initiative of
the Company that aims to
encourage creative advertising
production for the medium and
support professionals from
advertising agencies.
Source: Luiz Alberto Albuquerque at WAN-IFRA “Printing Summit”, Berlin, 22 March 2012
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Promotional
Packaging
Encloses the entire newspaper
Client: Fototica
Source: Luiz Alberto Albuquerque at WAN-IFRA “Printing Summit”, Berlin, 22 March 2012
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BELT
Cliente: Sparta Fitness
Source: Luiz Alberto Albuquerque at WAN-IFRA “Printing Summit”, Berlin, 22 March 2012
© 2013 WAN-IFRA | 16
Paid Circulation
298%
61.227
15.390
January 2009
December 2011
Source: Luiz Alberto Albuquerque at WAN-IFRA “Printing Summit”, Berlin, 22 March 2012
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Young readers, age 10–29
313%
339.000
82.000
July 2007 – June 2008
July 2010 – June 2011
Source: Luiz Alberto Albuquerque at WAN-IFRA “Printing Summit”, Berlin, 22 March 2012
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2. Product innovation,
local branding
Innovative products combine
different channels
Creates strong message
Markus Brehm at WAN-IFRA “Zeitungsfabrik”, Munich, 21 November 2012
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Local portal with UGC, start 2009
Local “Hello!”
140 communities with
800 villages
3,300 registered users
200 contributions,
2,000 photos per month
Source: Markus Brehm at WAN-IFRA “Zeitungsfabrik”, Munich, 21 November 2012
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The magazine
Start: September 2012
Free distribution in the
region
Available at visitor centres
and restaurants etc.
PR plus content from the
online portal
Source: Markus Brehm at WAN-IFRA “Zeitungsfabrik”, Munich, 21 November 2012
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Events
Source: Markus Brehm at WAN-IFRA “Zeitungsfabrik”, Munich, 21 November 2012
© 2013 WAN-IFRA | 22
Creation of branded products
Source: Markus Brehm at WAN-IFRA “Zeitungsfabrik”, Munich, 21 November 2012
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Local brand
+
Events
+
Magazine
+
Portal
+
Products
+
Newspaper
= strong impact,
strong business platform
© 2013 WAN-IFRA | 24
3. Technology for innovation
Thomas Drensek, Axel Springer, at WAN-IFRA Italia, Turin 19 / 20 June 2012
© 2013 WAN-IFRA | 25
Innovative formats
Half Cover / Flying Page
Source: Thomas Drensek, Axel Springer Printing Plant Ahrensburg, WAN-IFRA Italia, Turin 19 + 20 June 2012
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Innovative formats
Open Up / Bottom Down (tabloid only!)
Source: Thomas Drensek, Axel Springer Printing Plant Ahrensburg, WAN-IFRA Italia, Turin 19 + 20 June 2012
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Innovative formats
570 mm
570 mm
Super Panorama
800 mm
570 mm
400 mm
1.600 mm
Source: Thomas Drensek, Axel Springer Printing Plant Ahrensburg, WAN-IFRA Italia, Turin 19 + 20 June 2012
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“Newspaper goes magazine”
3
2
1
284 x 400 mm
ca. DIN A4
0%
–3.4%
–26.3%
–28.8%
–45.3%
Cover feeding – Stitching – Trimming
Source: Thomas Drensek, Axel Springer Printing Plant Ahrensburg, WAN-IFRA Italia, Turin 19 + 20 June 2012
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Stickers – variety of forms
Source: Thomas Drensek, Axel Springer Printing Plant Ahrensburg, WAN-IFRA Italia, Turin 19 + 20 June 2012
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Stickers – Booklets
12 page booklet with rebate vouchers
Source: Thomas Drensek, Axel Springer Printing Plant Ahrensburg, WAN-IFRA Italia, Turin 19 + 20 June 2012
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Personalised game cards
6015494163
297 424 428 528 775 789
187 195 216 269 324 370
406 496 545 828 894 950
239 277 282 388 451 476
521 531 583 664 717 768
839 853 874 899 935 974
422
635
649
Inkjet imprinting, monochrome
Source: Thomas Drensek, Axel Springer Printing Plant Ahrensburg, WAN-IFRA Italia, Turin 19 + 20 June 2012
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Individualised newspaper
A420962
Inkjet imprinting at full press speed
Source: Thomas Drensek, Axel Springer Printing Plant Ahrensburg, WAN-IFRA Italia, Turin 19 + 20 June 2012
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4. Augmented Reality in Print
Technology helps creating innovative products and ads
Source: http://www.youtube.com/watch?v=oPyCFx_130A, published by “fkrtccars” on 7.12.2012
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5. The power of newspapers
Source: http://www.newspaperswork.be/nl/bizarre-voorbijgangers-overtuigen-adverteerders
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Manfred Werfel
Deputy CEO
Executive Director Competence Centre Newspaper Production
[email protected]
Source: http://einsteindiva.com/the-power-of-culture
WAN-IFRA.org