"Adressing all senses, bridging paper & digital" by Manfred Werfel

1. Manfred Werfel
Addressing all senses,
bridging paper & digital
www.wan-ifra.org

2. 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!
© 2012 WAN-IFRA | 2

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

4. Addressing
all senses Feel
25%
Relevance of senses Sight
for buying decisions Taste 58%
31%
Hear
41%
Smell
45%
Source: K.-P. Nicely, Verpackung ist Werbung pur, Druckmarkt 45, Dec. 2006 © 2012 WAN-IFRA | 4

5. The “daily magazine”
Äripäev
Tallinn,
Estonia
Source: Society of News Design © 2012 WAN-IFRA | 5

6. El Economista
Madrid, Spain
Source: Society of News Design © 2012 WAN-IFRA | 6

7. Akzia
Moscow, Russia
Source: Society of News Design © 2012 WAN-IFRA | 7

8. Akzia
Moscow, Russia
Source: Society of News Design © 2012 WAN-IFRA | 8

9. © 2012 WAN-IFRA | 9

10. © 2012 WAN-IFRA | 10

11. © 2012 WAN-IFRA | 11

12. Super
panorama
Example with four pages 160
cm
broadsheet
Maximum of six pages
broadsheet is possible
Special folder retrofittable
© 2012 WAN-IFRA | 12

13. © 2012 WAN-IFRA | 13

14. German BILD in double size
© 2012 WAN-IFRA | 14

15. Saturday edition, 27 August 2011
77,7 x 52,8 cm
Double Broadsheet
16 panorama pages
77,7
cm
© 2012 WAN-IFRA | 15

16. B.Z. in Berlin with “Cashcode”
since 31 August 2011
ABC6284
Lottery number on each copy
Digital ink-jet imprint system
7-digit code
on front page
ABC6284
Daily lucky draw
© 2012 WAN-IFRA | 16

17. Flying page
in a
broadsheet
product
© 2012 WAN-IFRA | 17

18. Half cover in
tabloid format
© 2012 WAN-IFRA | 18

19. “Zipping ads”
© 2012 WAN-IFRA | 19

20. Improved Newsprint
© 2012 WAN-IFRA | 20

21. Eco-friendly paper
© 2012 WAN-IFRA | 21

22. Translucent paper
© 2012 WAN-IFRA | 22

23. © 2012 WAN-IFRA |

24. © 2012 WAN-IFRA | 24

25. Special ink
Fluorescent ink
Metallic ink
Scented ink
Scents in microcapsules in the ink
Rubbing opens the microcapsules
and releases the scents
© 2012 WAN-IFRA | 25

26. © 2012 WAN-IFRA | 26

27. Scented ink
flavours
Flowers
Foodstuffs
Perfume
Roast beef
Disinfectant
Smell of a dental
practice
Smell of burning
© 2012 WAN-IFRA | 27

28. “Edible” ads
© 2012 WAN-IFRA | 28

29. Tasty advertising
© 2012 WAN-IFRA | 29

30. Newspapers:
Print & Apps
Quick Response Codes
Clickable paper
Augmented reality
Promotion cards,
“touchcode” technology
Video in print
© 2012 WAN-IFRA | 30

31. Ricoh: Clickable Paper
© 2012 WAN-IFRA | 31

32. Augmented Reality
© 2012 WAN-IFRA | 32

33. Augmented Reality, Süddeutsche
© 2012 WAN-IFRA | 33

34. Augmented Reality, Daily Telegraph
© 2012 WAN-IFRA | 34

35. AirCode from “Printechnologies”
© 2012 WAN-IFRA | 35

36. AirCode promo card “touchcode”
in the magazine of Die Welt
© 2012 WAN-IFRA | 36

37. Video in Print, Fairfax, Australia
© 2012 WAN-IFRA | 37

38. Video in Print, Pepsi ad, USA
© 2012 WAN-IFRA | 38

39. Production in
the mailroom
Combine glossy cover
with coldset content
High-quality but
low-cost magazine
Stitching & trimming
© 2012 WAN-IFRA | 39

40. Stitching & trimming — the basis
of semi-commercial production
© 2012 WAN-IFRA | 40

41. Flexible newspaper production
Newspapers similar to magazines,
Small circulation Semi-Commercial, SC, LWC, Heatset,
UV
Daily
Free Daily
Magazine
Standard newspaper printing,
High circulation coldset,
4c on all pages
Simple, fast Complex, flexible
© 2012 WAN-IFRA | 41

42. Manfred Werfel
Interim CEO, Executive Director
Competence Centre Newspaper Production
WAN-IFRA GmbH & Co. KG
Darmstadt, Germany
Manfred.Werfel@WAN-IFRA.org
www.wan-ifra.org