A Sunday newspaper printed a cartoon strip unique to each copy of this week’s edition, in what is thought to be a world first.
The innovation by DC Thomson’s printing arm Discovery Print means it is possible to change what is to be printed without swapping plates on the press.
Yesterday’s edition of the Dundee-based Post saw its comic strip The Broons printed with bespoke competition codes – and different endings to the story.
The codes allowed up to 500 readers to claim a cash prize, with a total of £10,000 up for grabs.
Launched in March, DC Thomson’s digital printing head sprays one billion droplets of ink per second, allowing it to change text and images without slowing down the speed of the printing press.
It can produce unique content on each paper at a speed of 90,000 copies per hour.
Guy Forester, the company’s head of operations (newspapers), said: “We’re one of only two printers in the UK with this technology, so as far as I’m aware The Broons cartoon strip is the first ever variable data strip that has been produced in the UK newspaper marketplace, possibly even the world.”
“It has been a genuine team effort with editorial, our writers, artists and graphic designers, working alongside colleagues in operations, production, marketing, advertising and enterprise to create this imaginative reader offer.”