A local newspaper has scored what is believed to be an industry first by publishing an edition with a translucent wrap around the front cover.
The wrap that came with Friday’s edition of the Wakefield Express was made possible by the state-of-the-art technology employed by publisher Johnston Press’s production facility at Dinnington.
Helen Oldham, managing director of the Yorkshire Weekly Newspaper Group, which includes the Wakefield Express said she was delighted that the Express had been the first regional title to grasp the new advertising opportunity.
She said: “The exec team here are a really creative and focused bunch, so once we had decided to generate a transparent wrap booking it did not take long.
“A big thanks must also go to our partners at Mediaforce and Dinnington for supporting us to achieve this.”
The transparent pages highlight the advertising messages carried on the pages beneath them which in this case was a pair of theatrical curtains, “unveiling” the front page advertisement for a new Asda store .
The concept has previously been utilised by national newspapers such as the Daily Telegraph. It is intended to carry a commericial message in a prominent way without unduly interfering with the front page presence on the news stands.
Further full page adverts and transparencies appeared in the centre of the newspaper.
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I can see right through this scheme.
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It’s quite a neat way of sugaring a very bitter pill. Most editors have had to endure the imposition of conventional newsprint “wraps”, to help square the commercial circle and it’s never a comfortable experience. What’s more, no title is immune – the launch of a new version of Windows was wrapped around the Times, as I recall. You can bet they were hacked off…
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Fools and their money are soon parted.
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THIS takes a lot of organising but as an alternative to killing the edition dead with a conventional wrap, it’s not a bad way of doing things.
Bit worried about the centre pages being taken for full page ads as well….you have to make a stand somewhere.
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