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"Adressing all senses, bridging paper & digital" by Manfred Werfel
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www.wan-ifra.org
Manfred Werfel
Addressing all senses, bridging paper & digital
© 2012 WAN-IFRA |
What is the secret of successful
consumer products?
The user experience is
critical for success
Create an excellent reading
experience!
Create an excellent
advertising experience!
2
© 2012 WAN-IFRA | 3Source: Thomas Geitner, Paderborn, Germany, www.fotocommunity.de/pc/pc/display/18456751
© 2012 WAN-IFRA |
Addressing
all senses
4
Sight58%
Smell45%
Hear41%
Taste31%
Feel25%
Source: K.-P. Nicely, Verpackung ist Werbung pur, Druckmarkt 45, Dec. 2006
Relevance of senses
for buying decisions
© 2012 WAN-IFRA |
The “daily magazine”
Äripäev
Tallinn,
Estonia
Source: Society of News Design 5
© 2012 WAN-IFRA |
El Economista
Source: Society of News Design 6
Madrid, Spain
© 2012 WAN-IFRA |
Akzia
Moscow, Russia
Source: Society of News Design 7
© 2012 WAN-IFRA |
Akzia
Moscow, Russia
Source: Society of News Design 8
© 2012 WAN-IFRA | 9
© 2012 WAN-IFRA | 10
© 2012 WAN-IFRA | 11
© 2012 WAN-IFRA |
Super
panorama
Example with four pages
broadsheet
Maximum of six pages
broadsheet is possible
Special folder retrofittable
12
160 cm
© 2012 WAN-IFRA | 13
© 2012 WAN-IFRA | 14
German BILD in double size
Saturday edition, 27 August 2011
© 2012 WAN-IFRA | 15
77,7 cm
77,7 x 52,8 cm
Double Broadsheet
16 panorama pages
Lottery number on each copy
Digital ink-jet imprint system
7-digit code
on front page
Daily lucky draw
B.Z. in Berlin with “Cashcode”
since 31 August 2011
© 2012 WAN-IFRA | 16
A B C 6 2 8 4
ABC6284
© 2012 WAN-IFRA | 17
Flying page
in a
broadsheet
product
© 2012 WAN-IFRA | 18
Half cover in
tabloid format
© 2012 WAN-IFRA | 19
“Zipping ads”
© 2012 WAN-IFRA | 20
Improved Newsprint
© 2012 WAN-IFRA | 21
Eco-friendly paper
© 2012 WAN-IFRA | 22
Translucent paper
© 2012 WAN-IFRA |
© 2012 WAN-IFRA | 24
© 2012 WAN-IFRA |
Special ink
Fluorescent ink
Metallic ink
Scented ink
Scents in microcapsules in the ink
Rubbing opens the microcapsules
and releases the scents
25
© 2012 WAN-IFRA | 26
© 2012 WAN-IFRA | 27
Scented ink
flavours
Flowers
Foodstuffs
Perfume
Roast beef
Disinfectant
Smell of a dental
practice
Smell of burning
© 2012 WAN-IFRA | 28
“Edible” ads
© 2012 WAN-IFRA | 29
Tasty advertising
Newspapers:
Print & Apps
Quick Response Codes
Clickable paper
Augmented reality
Promotion cards,
“touchcode” technology
Video in print
© 2012 WAN-IFRA | 30
© 2012 WAN-IFRA | 31
Ricoh: Clickable Paper
© 2012 WAN-IFRA |
Augmented Reality
32
© 2012 WAN-IFRA | 33
Augmented Reality, Süddeutsche
© 2012 WAN-IFRA | 34
Augmented Reality, Daily Telegraph
© 2012 WAN-IFRA | 35
AirCode from “Printechnologies”
© 2012 WAN-IFRA | 36
AirCode promo card “touchcode”
in the magazine of Die Welt
© 2012 WAN-IFRA | 37
Video in Print, Fairfax, Australia
© 2012 WAN-IFRA |
Video in Print, Pepsi ad, USA
38
© 2012 WAN-IFRA |
Production in
the mailroom
Combine glossy cover
with coldset content
High-quality but
low-cost magazine
Stitching & trimming
39
© 2012 WAN-IFRA |
Stitching & trimming — the basis
of semi-commercial production
40
Newspapers similar to magazines, Semi-Commercial, SC, LWC, Heatset,
UVSmall circulation
High circulation
Simple, fast Complex, flexible
Standard newspaper printing, coldset,
4c on all pages
© 2012 WAN-IFRA |
Flexible newspaper production
41
Daily MagazineFree Daily
www.wan-ifra.org
Manfred WerfelInterim CEO, Executive Director
Competence Centre Newspaper ProductionWAN-IFRA GmbH & Co. KGDarmstadt, Germany
