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From the editors of American Printer | A Penton Media
Property
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August 26, 2009
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From the Pressroom...
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CBS and Pepsi ‘save’ the printing
industry
CBS and Pepsi announced they would put a video ad
inside the September 18 issue of Entertainment Weekly. Well, some of
them. Only subscribers in New York and Los Angeles will get the novelty
issue. A video-less co-branded "Monday to the Max" ad will run
nationally, according to Broadcasting & Cable magazine.
"We love print," says George Schweitzer, president of CBS Marketing
Group. "We're saving the print industry."
God bless you, George Schweitzer! Speaking for the entire industry that
you are saving, I couldn’t be happier. I knew it! All we needed was
just one Big Thing and our worries would be over! We would love to buy
you a celebratory drink. What time should the print industry drop by to
pick you up?
By the way, could you please clarify: When you say that you are saving
the print industry, do you mean the universal family of printers? You
did print this in the United States right?
The video player includes spots for returning comedies “How I Met Your
Mother,” “Two and a Half Men” and “The Big Bang Theory”; a
preview of new Monday comedy “Accidentally on Purpose”; a Pepsi Max
spot; and previews of new dramas “NCIS: L.A.”, “The Good Wife”
and “Three Rivers.”
The campaign was created by OMD's Ignition Factory. The rechargeable
chip holds 40 minutes of video. Designed by Los Angeles-based technology
company Americhip, it's powered by a rechargeable lithium battery. See
www.broadcastingcable.com/article/328003-CBS_We_re_Saving_the_Print_Industry_.php.
As always, thanks for reading!
Katherine O’Brien, editor, AMERICAN PRINTER
(KOB@americanprinter.com)
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Xerox Digital Presses
Xerox digital presses produce more than half the production color
digital pages worldwide. There's a new way to look at it. Click to learn
more.
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Top Headlines
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Editor's Notebook
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Ads that put on a
show
Most magazine ads just sit on the page. An
Americhip-engineered campaign, however, puts on a show. Some of its ads
incorporate lights and sound, others have taste strips and still others
have unusual textures. You might call it entertainment, but Americhip
(Torrance, CA) prefers a more formal term: multisensory branding.
Beyond a visual identity, says Americhip, all brands have a feel, smell,
taste and sound. Using multisensory branding lets advertisers create
positive connections between the brand and the consumer.
Americhip is the largest supplier of audio, illumination and paper
engineering technologies to companies that include P&G, NBC, PepsiCo,
Dreamworks, Target, BBDO and Kraft Foods.
“We've done pieces for trade magazines ranging from 25,000 to
50,000,” says a spokesman. “For consumer magazines, we're usually
doing runs of 50,000 to one million and sometimes as many as 10
million.” In addition to inserts, the company produces direct mail,
packaging, gift cards and point-of-purchase displays. Beyond advertising
agencies, Americhip serves clients in the automotive, pharmaceutical,
retail, entertainment and packaged goods industries.
Americhip's engineers work with ad agencies to address any technical
considerations of a proposed campaign. After the agency has sold a
client on a creative strategy, Americhip oversees the production
process.
A typical job is printed on a sheetfed press; some may require
diecutting or hand work. Americhip outsources the printing as well as
some postpress services.
See americanprinter.com/pmbuyer/mag/attention-getters-0608/index.html?smte=wl.
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Top APKOB
tweets
Follow in real time: twitter.com/APKOB.
RT @wlbooks "The Kindle Can't Scare Me," Publisher Mark Batty at Forbes.
ow.ly/llyh
RT @JKern_MOD RT @mbossed: Get tips for getting the most out of Print09.
tinyurl.com/p2j5mq
RT @HOWmag First Font On The Moon: Did you know the first font on the
moon was Futura? bit.ly/XSqxN
RT @MarketPathAC Chicago's WGN Targets Advertisers With Direct Mail (and
sees a 50% response rate). bit.ly/TaQps
RT @ICED_FranNews Kwik Kopy Business Centers' national rebranding
campaign for indy pack&ship owners: bit.ly/zByb5
RT @XeroxEvents Which is the biggest myth about Print 09? Take our daily
twitter poll: twtpoll.com/0q0tu6 #Print 09 web
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What's New
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PRINT 09 news
Screen (USA) will showcase the newest version of
Trueflow SE at Print '09 and also feature examples of Screen's
cutting-edge computer-to-plate (CTP) technology. See www.screenusa.com.
GMG will introduce a variety of color management solutions as well as
address critical issues surrounding color management. See www.gmgcolor.com.
Robert Danielson formed Amerikal in 1989 to create a safer work
environment for pressroom employees. See www.amerikal.com.
The GossRSVP media-to-mobile program reached its one-year anniversary on
August 1, and its numerous interactive marketing applications will be
demonstrated at the Goss International booth during the Print ’09. See
www.gossinternational.com.
MGI will integrate Axode vision systems on MGI’s Meteor DP60 Pro
4-color multi-substrate digital presses. See www.mgiusa.com.
See Lake Image Systems, vision control and verification systems in these
PRINT 09 booths: Buhrs Americas, Longford International, Domino Amjet,
Nipson America and Postmatic. See www.lakeimage.net.
Interco Print in Clearwater, FL, provides real-time quality control
reports to its print customers using Techkon’s SpectroDrive scanning
spectro-densitometer. Plant manager Mike Kent says, “Techkon’s
SpectroDrive helped us literally take days off the time we needed every
week to provide detailed data to our extremely demanding customers,”
he says. “What used to take a week now takes less than two days.”
See www.techkonusa.com.
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Mark Your Calendars
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Environmental
Excellence Awards
PRINT 09 will take place Sept. 11-16 in Chicago.
AMERICAN PRINTER's Environmental Excellence Award winners will be
honored at a special ceremony at 4:00 p.m. Sept. 11, 2009. We will be in
the new GreenSpace and are looking forward to congratulating our 2009
honorees! See www.print09.com.
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Is wide format
in your future?
“Wide-format digital printing offers new solutions
that add value and help commercial printers foster new business
growth,” said Michael Robertson, SGIA’s President and CEO.
“Looking to the future, commercial printers will find it difficult to
compete without some kind of digital imaging capability. The ability to
provide a wide-range of imaged products will be increasingly valued —
and expected — by the customer.”
Learn more at 2009 SGIA Expo, Oct. 7-9 in New Orleans. See www.sgia.org.
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Trim Out
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