Guy Forester
Newspaper Professionals Demonstrated Some Innovative New Products And Practices For Print Advertising
Using examples from a local newspaper, Moritz Schwarz, a senior consultant for WAN-IFRA, showed how "augmented reality" can be used by the newspaper industry.
Augmented reality enhances the real world using computer support. For example, Mr Schwarz held up a crossword puzzle to a computer's camera and the puzzle was solved on the screen – there are markers on the puzzle that the paper's online site recognizes and it provides the answers.
Holding a beer advertisement for up to the camera, the screen showed an animation – complete with sound -- that turned the static advertisement into a moving one, much like a television commercial.
The technology also works with smart phones, which can be used to produce similar results by simply holding the telephone over the content to be augmented
"It's a new technology and when creative people think about using this technology, they can make much interesting things with it," he says.
Daniel Faesser, Managing Director of WRH Marketing Asia, demonstrated MemoStick, which is an advertisement that sticks to the newspaper much like a post-it note sticks to anything – it can be used for display ads but also for coupons and reader response offers.
They can be made into special shapes and carry odors – cherry, apple pie, pizza.
Augmented reality enhances the real world using computer support. For example, Mr Schwarz held up a crossword puzzle to a computer's camera and the puzzle was solved on the screen – there are markers on the puzzle that the paper's online site recognizes and it provides the answers.
Holding a beer advertisement for up to the camera, the screen showed an animation – complete with sound -- that turned the static advertisement into a moving one, much like a television commercial.
The technology also works with smart phones, which can be used to produce similar results by simply holding the telephone over the content to be augmented
They can be made into special shapes and carry odors – cherry, apple pie, pizza.
"What makes MemoStick so effective is that it is very simple," he says. "It's a unique advertisement, only one per publication. Because it's something added to your newspaper, it immediately speaks out."
Guy Forester, General Manager for the Print Division of Cumbrian Newspapers in the UK showed how new digital head printing technology can be used to personalize newspapers.
For example, in a contest run by the newspaper, every copy could carry a barcode that told readers if they won or now when scanned. Or supermarket advertisements could carry different addresses, depending where the papers were distributed.
"For the first time in newspaper history, every copy is different and unique," says Mr Forester.
Guy Forester, General Manager for the Print Division of Cumbrian Newspapers in the UK showed how new digital head printing technology can be used to personalize newspapers.
For example, in a contest run by the newspaper, every copy could carry a barcode that told readers if they won or now when scanned. Or supermarket advertisements could carry different addresses, depending where the papers were distributed.
"For the first time in newspaper history, every copy is different and unique," says Mr Forester.
Sanat Hazra, Technical & Production Director of the Times of India, showed a collection of innovative advertisements enhanced by printing technology – flaps, shaded paper, translucent paper and more. But nothing came close to the "talking paper".
The Times of India inserted a chip into 3 million newspapers that would "speak" to readers when the paper was unfolded.
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The Times of India inserted a chip into 3 million newspapers that would "speak" to readers when the paper was unfolded.
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