Laura Blows Portfolio - New Tech

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Portfolio - New Technology Reporting on the new technologies set to make an impact

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  • Portfolio - New Technology

    Reporting on the new technologies set to make an impact

  • TecHNology e pApeR

    32 | January 2009 |

    The future is nowE paper has been heralded as the next big thing for a few years now, and with the technology beginning to be used in a variety of traditional print applications, that day may have come a step closer. Laura Blows reports.

    Walking into a newsagents in the USA last September, consumers may have been surprised to see the front cover of

    esquire magazine lighting up with the

    message The 21st century begins now.

    True to the forward-looking theme of

    the issue, the magazine was the first to

    include an electronic paper display, or

    e paper, a display technology that gives

    the viewer the experience of reading

    from paper while the content changes.

    production of this world-first cover

    began in summer 2007. esquire and its

    parent company Hearst contracted e Ink,

    a supplier of electronic paper display

    technologies, to use its Ink In Motion

    electronic flashing display within the

    magazine, featuring flashing words and


    David granger, editor in chief for

    the US edition of esquire, explains:

    This cover is both a breakthrough for

    magazines and an expression of the

    theme of our anniversary issue. Weve

    spent 16 months making this happen

    as one of the ways were demonstrating

    that the 21st century begins this fall.

    esquire had researched the use of

    e paper within the magazine for many

    years, but making the circuit boards,

    power requirements and cost small

    enough for a magazine was not feasible

    until now, the company says.

    The US edition of Esquire was the first magazine to feature e paper on the cover

    The october 2008 75th anniversary issue of US

    esquire magazine featured an e paper display

    within the front cover, flashing the message The

    21st century begins now. Inside the front cover,

    the double page advertisement for Ford Flex also

    utilises e paper to give the impression of the car

    in motion at night.

    To create this, esquire used e Inks Ink In

    Motion flashing electronic display technology,

    with its power coming from coin-sized batteries

    so the application would flash for at least 90

    days. e Ink worked with manufacturing partner

    Nicobar group in Shanghai to produce circuitry

    thin and flexible enough to be placed on the


    once the display screen, electronics and

    batteries were assembled, they were flown to

    Dallas, where they were taken by refrigerated

    truck (in order to preserve battery life) to Mexico.

    The covers were then assembled by hand and

    the completed covers shipped to RR Donnelleys

    Kentucky site. Using a rig specially created for

    this issue, RR Donnelly bound the covers to the

    rest of the magazine, which was then shipped to

    newsstands. According to esquire, the magazine

    can still be recycled as the display can be placed

    within household plastic recycling.

    The cover was in development for over a year

    and required a supply chain stretching over 7,000

    miles. esquire produced 100,000 copies of the

    magazine featuring the display, with a cover price

    of $5.99 instead of the usual $3.99.

    Esquire magazine

    This may be the first magazine to

    implement an electronic display within

    the printed cover, but Sean Briggs, group

    publishing systems manager at The

    National Magazine company, itself part

    of Hearst corp, is not so sure it is the

    future of magazines.

    He says: It was a special edition of

    the magazine so esquire wanted to make

    it eye catching. It was a nice experiment,

    but I am not sure animated covers would

    bring any additional value, as there are

    other ways to make a cover stand out,

    using colour for example.

    We may see e paper used in this

    way for specialised magazines where

    readers are prepared to pay more

    for the cover, but for the majority of

    consumers the increased cover price

    it requires is just too expensive. There

    are also environmental issues, in terms

    of the travel involved in producing the

    magazine, and recycling the magazine

    itself. However, its an interesting

    example of how e paper is changing the


    step closer. Laura Blows reports.

    e-paper.indd 1 20/1/09 14:51:11

  • Instead Briggs notes that the use

    of e paper within portable reading

    devices (e books) which enable users

    to download and store content, such as

    the Sony Reader or Amazons Kindle,

    is already making waves within the

    publishing industry.

    He says: This year will be a telling

    year as the success of Amazons Kindle

    product has opened eyes. I think the

    take up of e books will start in the USA

    this year and by 2010 it will occur here.

    At the moment, e book displays are

    mainly black and white making it more

    suitable for books and newspapers. It

    will have a major impact for newspapers

    as the e book is a good compromise, its

    immediate like the web, and it is suitable

    for travelling like a printed newspaper.

    The readership would have to be

    subscription based, so if newspapers

    and books get this right then take up

    will increase as e books become more

    affordable. With the subscription model,

    the e books may eventually be given

    away like mobile contracts.

    With consumer magazines its all

    about colour and quality, which the

    devices cannot provide yet, and probably

    will not be able to for a couple of years.

    However, my team and I have spent the

    past 18 months researching NatMags

    ability to provide magazines available for

    download onto e books. | January 2009 | 33

    TecHNology e pApeR

    E book readers like the Amazon Kindle (below) are predicted to transform the way people receive and read books, newspapers and magazines

    e paper is not only affecting the

    publishing industry, there are many other

    areas within print that are being shaken

    up by the technology. For instance, paper

    manufacturer UpM is currently in the

    pilot stage of providing e paper options

    to its customers requiring store labels

    and banners.

    Its ella Store labels product range

    combines the optical properties of

    paper and the benefits of electronic price

    displays, making it easier for retailers to

    keep up to date, the company claims.

    UpMs ventures manager, Jukka enarvi,

    explains: Around five years ago we

    started looking at new technologies

    for flexible displays. After studying the

    technology we found retail labels to be

    the most suitable area for application.

    With a low power consumption and

    high quality optical properties, e paper

    removed retailers previous concerns

    when using displays in store. It also

    allows retailers to change prices with

    less effort, as they no longer need to do

    time-consuming manual changes, but

    can adapt prices on the tags straight

    away through ellas integration with a

    retailers IT system. It is still in the pilot

    stage but the retailers we have spoken to

    are pleased to see such a good looking

    solution that matches their needs.

    While paper and publishing

    companies are testing the water with e

    paper, outdoor advertising company cBS

    outdoor experimented with the

    technology years ago. Spike

    Hallissey, head of production

    for cBS outdoor, says: cBS

    outdoor is responsible for

    around 95% of advertising on

    buses in the UK, so we tried

    using e paper for bus advertising

    many years ago, when the

    technology first

    came out.




    with the


    blowing because of exposure to water

    when it rains. It was also very expensive

    using e paper as the panels required

    for bus advertising are so large. With

    e papers need for a transmitter, we

    cannot currently use it for Underground

    advertising either, because the new

    lightboxes we recently placed in the

    Underground are streamlined and could

    not accommodate the size of e paper.

    Despite these setbacks, Hallissey

    feels e paper will have a bright future

    within outdoor advertising. He explains:

    I think e paper is a wonderful thing and

    we are keen to explore it again soon.

    With advertising, people are attracted by

    movement, so lighting up and changing

    different sections of an advert is eye

    catching. I dont believe there have been

    any e paper posters implemented yet, but

    I think it would be a great opportunity

    to have e paper at a premier outdoor

    advertising site.

    While there may be optimism in

    outdoor advertising for the future,

    Duncan Stokes, group creative service

    director for advertising agency ogilvy,

    does not think that the same can be said

    for e papers use in direct marketing.

    He explains: We are aware of e

    paper, but we are not actively using it

    or selling it to our clients. For single use

    -which defeats the object anyway - the

    technology is too expensive and not that

    environmentally friendly at this stage, for

    instance recharging content to the page

    is time consuming and unwieldy, if even

    at all possible. However, we are keeping

    a close eye on developments and will

    react when appropriate.

    As Stokes says, e paper currently

    has higher costs to contend with

    compared to standard print, along with

    environmental concerns. However,

    according to e paper manufacturer e Ink,

    these concerns are not well-founded.

    Though his comments may be

    unpopular for those in the print trade,

    Sriram peruvemba, Vp of marketing for

    e Ink claims that e paper actually has a

    lower long term cost and is a greener

    alternative than standard paper. He

    says: In terms of cost/environmental

    concerns, the true cost of paper based

    traditional media is a lot higher than

    Continued on page 54

    e-paper.indd 2 20/1/09 14:51:30

  • what is popularly assumed.

    Roughly 550lbs of pulp based

    paper is delivered per subscriber per

    newspaper each year in the USA. After

    use, the paper goes into the trash within

    24 hours traditionally and a lot of it is

    not recycled. less than 5% of books are

    made from recycled paper. The situation

    is not going to get better as literacy

    levels rise in developing countries.

    electronic paper is seen as a better

    alternative to traditional paper. Today

    we chop down trees and replenish by

    planting saplings and in some cases

    have to wait 20 years to re-grow them

    into mature trees that can absorb carbon

    from the atmosphere. An alternative

    would be to save 20 trees in the next

    20 minutes by switching to electronic


    later this year flexible matrix

    displays will be implemented by e Ink

    customers, peruvemba says, and colour

    e Ink displays will be available in the

    future. So with hundreds of thousands

    of books, newspapers and magazines

    available for download to e book devices,

    e paper suppliers working to iron out

    any limitations with their current devices

    and a variety of industries exploring the

    potential of e paper, the big question for

    some is: Will e paper eventually replace


    peruvembas prediction is that a

    co-existence of paper and e paper,

    instead of replacement, will occur. He

    says: We believe that e paper will

    complement traditional paper for printed

    documents, books, newspapers and

    text books in the near term. In the long

    term, electronic paper could replace

    some segments of the market currently

    occupied by traditional paper. please

    remember that paper has been around

    for thousands of years and continues to

    serve a variety of needs. We do however

    see a path where electronic paper will

    make major inroads in various markets.

    paper manufacturers should,

    TecHNology e pApeR

    54 | January 2009 |

    An electronic paper Display (e paper) is described

    by manufacturer e Ink as a display possessing

    a paper-like high contrast appearance, ultra

    low power consumption and a thin light form. It

    gives the viewer the experience of reading from

    paper, and content shown on the display can be

    changed to give the appearance of movement or

    flashing words/images, or to enable users to read

    a variety of documents, such as newspapers and

    books, on one display.

    e paper is enabled by electronic ink, which

    carries a charge enabling it to be updated

    through electronics. electronic ink requires no

    front or back light, and is viewable under a wide

    range of lighting conditions, including direct

    sunlight. It requires no power to maintain an


    The principal components of electronic

    ink are millions of tiny microcapsules. each

    microcapsule contains positively charged white

    particles and negatively charged black particles

    suspended in a clear fluid. When a negative

    electric field is applied, the white particles rise to

    the top and become visible to the user, while an

    opposite charge makes the black particles rise to

    the top. The ink is printed onto a sheet of plastic

    film that is laminated to a layer of circuitry. The

    circuitry forms a pattern of pixels that can then be

    controlled by a display driver.

    According to e Ink, as the microcapsules are

    suspended in a liquid carrier medium they can be

    printed using existing screen printing processes

    onto virtually any surface, including glass, plastic,

    fabric and paper.

    E Paper and electronic ink

    in theory, have the most cause for

    concern, but UpM is not worried, as

    enarvi explains: paper will still exist in

    the future as new technology makes it

    possible to use electronic displays in

    ways they could not be used before. So

    instead of replacing paper, the displays

    will occur in new places and products.

    Sean Briggs of NatMags is also

    positive about the impact e paper will

    have. He says: e paper and e books are

    another way for our readers to access

    Continued from page 33

    The future is now

    us, and it will target different readers, so

    it will widen our readership instead of

    killing it off. Just like podcasting did not

    kill off the radio, e paper will not kill off

    the printed product. If anything it should

    benefit us.

    The use of e paper for store labelling allows retailers to change prices with less effort, UPM says

    e-paper.indd 3 20/1/09 14:51:43


    Digital pen and paper technology will not replace standard paper, nor will it eliminate printers, that is the message the founder and

    CEO of digital pen and paper company

    Destiny, Edward Belgeonne is keen

    to promote. Belgeonne says: We are

    currently working with printers who are

    thinking about processing technologies

    which seek to elongate the use of paper,

    while making paper more efficient.

    Formed four years ago, Destiny

    implements Swedish company Anotos

    technology to instantly transfer forms

    filled in by hand onto the users

    computer system. It has since been

    utilised by a wide variety of companies

    who need to keep high volumes of

    paperwork forms, including Jackson Lifts

    Group, which uses the technology for its

    engineers to send forms straight to the

    server, instead of having to return to the

    office, allowing users to instantly see the

    current status of work.

    Debt management company Equita

    has also adopted this software for its

    20,000 client visits conducted every week,

    allowing the 250 staff to upload forms

    via Bluetooth instead of manually. Equita

    has predicted that this will produce

    savings of 100,000 a year, and is looking

    into replacing manual procedures in its

    payment notification process.

    No special paper is required for

    digital pen and paper to work. The

    technology uses a unique dot pattern

    that is specially created by Destiny for

    each clients forms, which is then printed

    onto standard paper.

    Around 12 printers in the UK have

    received accreditation to print the dot

    patterns, with print management firm

    Communisis also being an accredited

    partner and reseller.

    The pen used on this paper features

    a normal ink cartridge with an infrared

    camera, Bluetooth facility, battery and

    memory. The battery life of the pen is 12

    weeks with the cap on, five weeks with

    the cap off and it can write for three

    26 | July 2007 |

    possible. Destiny also uses Handwriting

    Recognition (HWR) software and if there

    are still problems, Destiny speaks to the

    user or takes samples of handwriting. It

    can also send the interpretation of the

    word onto the users Bluetooth device for

    the user to check.

    Other products include Destiny on

    Demand, allowing users to design their

    own forms on their computer and print

    them onto the dot patterned paper using

    their printers. A GPS service is available,

    which navigates users to their next job,

    and users can take pictures on a mobile

    phone and send them across at the same

    time as the form.

    This has resulted in 2007 Q1 sales

    of 1 million, a fourfold increase since

    2004. Destiny now has around 400

    active applications and 250 customers,

    with 50,000 forms processed a week.

    Accredited printers collectively receive

    100,000 worth of print a month, and

    Destiny adds around 20 new customers

    a month, with a further 15 re-ordering

    every month.

    Belgeonne credits these results to

    combining the best between traditional

    communication methods and the growth

    in technology, making them easy to

    use and easy to fit into a companys

    workflow. This helps to save processing

    time and costs, through eliminating the

    need for multiple paper copies of a form,

    and reducing the time taken for forms to

    enter the system.

    Explaining the opportunities this

    can provide for the printing industry,

    Belgeonne says: Our 12 printers are

    the tip of the iceberg compared to all

    of the UKs printers, but they have a

    unique facility to offer their customers.

    This technology means less paper, but

    the paper created is used in a more

    intelligent manner. We are advocating the

    use of paper, and recognising that paper

    and pen is the oldest technology we

    have got, and should be preserved within

    digital technology.

    Paper faces its DestinyWith debate continuing about the impact digital paper and ezines will have on traditional print, digital pen and paper company Destiny claims to offer the best of both worlds.

    continuous hours.

    The camera takes 100 pictures a

    second of where the pen strokes are in

    relation to the dot pattern on the page,

    which Belgeonne says offers improved

    quality compared to scans that take one

    picture of the whole image.

    The file is bluetoothed into the

    users mobile phone outbox, sending it

    by GPS across to Destinys server, which

    automatically fills the pen strokes back

    onto the form held on the server and

    creates an image of the form. This is

    transferred into ACSII text, which Destiny

    sends to the user as an XML file, along

    with the original image file through email

    or FTP sites.

    If the user does not use a Bluetooth

    device, up to 120 forms can be saved on

    the pens memory. The user places the

    pen into a device resembling an ink well,

    which is linked to a computer via a USB


    To overcome any difficulties

    interpreting handwriting, Destiny

    redesigns its customers forms using

    design intelligence, which clarifies the

    form by using as many tick boxes as

    This technology means less paper, but the paper created is used in a more intelligent manner.

    Anoto technology enables the swift transfer of written content from paper to computer

    Paper.indd 1Paper.indd 1 6/7/07 11:00:596/7/07 11:00:59


    [email protected]:2A4/[email protected]=E7

  • 50 | September 2007 | brand management


    Launched in November 2006, Monkey is a weekly digital only magazine aimed at 16 to 30 year-old men, with no print version available. It features page turning technology, where the on-screen magazine appears to look like a printed version, with the viewer able to click to turn the page. It is delivered by email, with readers clicking on a link to access the magazine.

    While Monkey follows its printed predecessors in format, it has also stayed

    true to the lads mag editorial convention of women, technology, cars and humour. Yet because it is a digital magazine, this content can be enhanced through animation, fi lm and audio footage.

    The weekly magazine consists of approximately 50 pages, and has an ABCe circulation fi gure of 209,612 readers. It also has an unlimited shelf life, as viewers can go back and view old issues by clicking on the email link they originally received. Dennis Publishing has reported

    that viewers spend around 45 minutes reading each issue. It has also found that the average audience is affl uent, earning 28,000 a year, with 65 percent of readers not reading another mens magazine.

    Monkey is not the only digital magazine on the market. Publisher NatMags recently launched Jellyfi sh, a digital magazine originally aimed at teenage girls, offering a click it, have it philosophy, with links to buy products, watch video clips, and listen to music.

    implement their own tracking device. Strickland says

    that the ability to know exactly how many people an

    advert is reaching is a very popular element of adver-

    tising in a digital magazine.

    She adds that it is hard to put a fi gure on the aver-

    age click rate per advert as it varies so much, and can

    be anywhere between 100 and 6,000 clicks per advert.

    Adverts with fi lm trailers in have a high click rate,

    she says, especially if they feature a link to websites

    like, which provides the viewer with a link to

    buy the product. Funny adverts also do well and have a

    high response rate.

    Strickland cites Wilkinson Sword (above) as an ex-

    ample of successful online advertising. As part of its

    promotion for a new razor, Wilkinson Sword wanted

    to give away 100,000 razors costing around 8 each,

    and launched an extreme shaving campaign, which

    encouraged consumers to upload video clips of their

    extreme shaving. A microsite was created for viewers

    to vote for the video clips, with the winner receiving

    10,000. The fi rst 100,000 viewers who fi lled in their de-

    tails received a razor, with all 100,000 being given away

    within nine days of the issue being released.

    Wilkinson Sword is not the only advertiser pleased

    with the results of advertising within Monkey maga-

    zine. Strickland describes the advertisers response

    to this kind of advertising as very positive and well

    received with Monkey now receiving repeat business

    from many advertisers for their new campaigns. She

    adds: We know that there is a high level of crossover

    in the mens weekly market between titles such as Nuts

    and Zoo, so we are trying to encourage advertisers to

    extend this crossover online as well. The number of

    advertisers wanting to work with Monkey magazine is

    increasing, with the amount of advertisements booked

    in for August and September 2007 the highest to date,

    particularly from the entertainment and gaming mar-

    ket. Monkey is expecting all its issues to reach the full

    capacity of nine to ten adverts by the next quarter.

    A main reason for companies to advertise within

    digital magazines is the opportunity to harness the

    positive aspects of both online and print advertising.

    A digital magazine provides the advertiser with the op-

    portunities the internet presents to enhance its advert,

    with video, audio and animated content, but unlike

    websites, a digital magazine provides the viewer with

    a focused method of receiving the advert.

    Strickland says: With websites, the viewer may

    not stay on the page for very long, before becoming

    distracted by other links, which only allows them to

    view a website advert for a short time. In contrast, our

    digital magazine has a start, middle and end, enabling

    viewers to spend a much longer amount of time engag-

    ing with it, and we encourage readers to pass it around.

    The reason why Monkey magazine has become so suc-

    cessful with readers and advertisers alike is because it

    is quirky and stands out, with people excited and talk-

    ing about it.

    Monkey Magazine

    Monkey.indd 3Monkey.indd 3 7/8/07 16:12:087/8/07 16:12:08

  • Pantone Goe

    A new colour specification guide, called Goe, has been released by colour reference company Pantone for the first time since the

    release of the Pantone Matching System

    45 years ago.

    Pantone, which was acquired by

    colour measurement and management

    specialist X-Rite for $180 million in

    august 2007, first unveiled its new Goe

    system in September 2007 (see PMM

    September 2007), featuring almost

    double the number of colours in the

    Pantone Matching Guide.

    the decision to launch a new colour

    guide system came after research

    conducted by Pantone a few years ago.

    Paul Graham, regional sales

    manager for Pantone europe, says: Print

    technology has changed beyond all

    recognition from the 1960s. Since the

    1960s pigment and colour technology

    has changed. Unlike then, colour

    management is a now a part of

    everyday life.

    the artwork process has also

    36 | May 2008 |

    Goe for colour gloryPantone has released a new colour reference guide, Goe, as an alternative to its original Pantone Matching System. Laura Blows looks at what the new system has to offer.

    changed quite dramatically, it has moved

    from cardboard to phototype to digital.

    Following this research into the

    changing nature of print design, Pantone

    spoke to designers to ask what they

    would like from a new and improved

    Pantone Matching Guide. More colours

    and clearer colour communication was

    the resounding cry.

    While Pantone stresses that it has no

    plans to replace the Pantone Matching

    System with Goe, and that the Pantone

    Matching System and inks will still

    be available, it does expect to

    see a rapid take up of the

    new system.

    Pantone has

    good reason to

    be optimistic of

    Goes success,

    having listened

    to the needs of its customers. the

    system features 2058 colours, compared

    to 1114 colours in the Pantone Matching

    System. around 60% of colours in the

    Pantone Matching System are also in the

    Goe system.

    the colour gamut in the Goe system

    is much more evenly spread compared

    to the Pantone Matching System,

    particularly with regards to reds and

    blues, says Graham.

    Within the 2058 colours there are

    165 colour families. all the colours are

    made from 10 base colours, plus Pantone

    Clear. In contrast, the colours in the

    Pantone Matching System require 14

    base colours.

    the colours are featured in a Goe

    Guide, a booklet that highlights the

    wealth of colours available along with

    their data. Graham adds that the colours

    are easy to find, as they are arranged in

    chromatic order with the full strength

    colour at the end of the strip, gradually

    getting lighter as it reaches the top.

    Lab values for each colour are

    included in the guide, along with RGB

    data and colour mixing percentages,

    instead of the colour mixing parts that

    appear in the Pantone Matching System.

    the 294-page Goe guide is printed

    on what Graham calls standard print job

    paper, a 148gsm woodfree coated paper

    that is the number one selling paper

    in america. this is to help users of the

    guide get an accurate idea of what the

    colours will look like on print.

    along with the guide, Goe Sticks are

    available for designers. this chip format

    has an adhesive backing on each chip

    to place the chips with the design work,

    allowing easier communication between

    clients, designers and printers.

    Pantone also offers myPantone

    Palettes Software included within the

    Goe system. Suitable for use with both

    Goe and the Pantone Matching System,

    myPantone allows users to place colours

    into the system, creating their own

    custom palettes, and then export it into

    other software programmes.

    Images can be loaded into the

    software and the dominant colours

    selected for the palette, and myPantone

    can also blend two colours together. the

    customised palettes can be shared online


    one company that has been granted

    a licence to produce Pantone Goe inks is

    Sun Chemical.

    Kevin Purdey, product and

    technical manager for Sun Chemicals

    UK commercial offset, says that the

    companys research has found the

    Goe inks to have an improved pigment

    resistance, making the colours less likely

    to fade and bleed.

    He adds that the colours are more

    stable and therefore more suitable for

    coating, varnishing and lamination.

    Graham says that the ink film is

    1.3 gsm, making it more similar to ISo

    standard CMYK printing. Purdey adds

    that this will give the colours more

    brightness, with faster ink drying and

    improved mechanical resistance.

    Pantones Goe colour reference guide offers

    more colours and clearer communication

    Pantone.indd 1 7/5/08 11:14:06