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!

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© 2012 WAN-IFRA | 3Source: Thomas Geitner, Paderborn, Germany, www.fotocommunity.de/pc/pc/display/18456751

© 2012 WAN-IFRA |

Addressing

all senses

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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

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© 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

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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

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Daily MagazineFree Daily

www.wan-ifra.org

Manfred WerfelInterim CEO, Executive Director

Competence Centre Newspaper ProductionWAN-IFRA GmbH & Co. KGDarmstadt, Germany

Manfred.Werfel@WAN-IFRA.org