The Main-Post, a German regional newspaper, has come up with yet another new ad form. On 12 March readers were surprised to receive their daily copy in an envelope normally reserved for postal packets.
Made of 100% recycled packing paper with an unusually high grammage (for a newspaper add-on) of 90gsm, the broadsheet envelope was printed in full colour with an ad launching a pilot run of a national campaign by C&A for clothing made from - what else? - organically grown cotton. A year ago C&A was also the first to use another novel option offered by the Main-Post - "Zip n Buy", an ad from that is perforated for quick and easy removal.
The technology for both these world premieres at the Main-Post was provided by an ultra-compact KBA Commander CT that rolled into action in spring last year. The new KBA NipTronic cylinder bearing system on this innovative press allows impression pressure to be set so precisely that it is possible to produce good-quality prints not only on 40 or 45gsm standard newsprint and slightly heavier improved stock but also on bulkier, more awkward substrates such as brown packing paper. Says Main-Post plant manager Andreas Kunzemann: "The Commander s exceptionally versatility and fast convertibility enable us to implement novel concepts from sales professionals, advertisers and, of course, our own designers both cost-effectively and with no loss of quality. As an engineer I find it intensely satisfying when we can use our know-how to boost sales by offering our customers new creative tools. After the UEFA European Football Championship in the summer we ll be adding a second tower, giving us even more colour. We can hardly wait."
Made of 100% recycled packing paper with an unusually high grammage (for a newspaper add-on) of 90gsm, the broadsheet envelope was printed in full colour with an ad launching a pilot run of a national campaign by C&A for clothing made from - what else? - organically grown cotton. A year ago C&A was also the first to use another novel option offered by the Main-Post - "Zip n Buy", an ad from that is perforated for quick and easy removal.
The technology for both these world premieres at the Main-Post was provided by an ultra-compact KBA Commander CT that rolled into action in spring last year. The new KBA NipTronic cylinder bearing system on this innovative press allows impression pressure to be set so precisely that it is possible to produce good-quality prints not only on 40 or 45gsm standard newsprint and slightly heavier improved stock but also on bulkier, more awkward substrates such as brown packing paper. Says Main-Post plant manager Andreas Kunzemann: "The Commander s exceptionally versatility and fast convertibility enable us to implement novel concepts from sales professionals, advertisers and, of course, our own designers both cost-effectively and with no loss of quality. As an engineer I find it intensely satisfying when we can use our know-how to boost sales by offering our customers new creative tools. After the UEFA European Football Championship in the summer we ll be adding a second tower, giving us even more colour. We can hardly wait."
