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Read a 3D newspaper lately?

Abdul Basit
Filed on February 10, 2011

DUBAI — Nowadays 3D is a new concept in TV that is very popular and companies are working to generate 3D contents to attract more people to buy the new technology devices, but can you image about a 3D newspaper? Yes, it is possible and available now in 
print version.

Gone are the days when people used to say newspaper is a 400-year old media. “If you put innovations it’s new,” Geoff Tan, Senior Vice- President and Head of Strategic Marketing for Singapore Press Holdings, told Khaleej Times in an exclusive interview on Wednesday.

Tan is full of ideas and he revealed a multitude of the advertising innovations that his company can now provide. These run from a myriad of unusually shaped advertisements to special papers like transparent pages and sticky labels to flourescent and metallic inks to 3D advertisements and editorial content – with glasses provided, as in the movies. There are dozens and dozens of new opportunities for advertisers and readers alike, on all platforms.

Its all about to make fun by putting technology in the newspapers through different techniques by offering creative options for advertisers to make it interesting, Tan said.

Print is not just 2D, its alive and interesting, he said, adding: “You can put smell, 3D editorial, 3D advertisement all that can be done in print.”

“We have done it in last couple of years and its very successful. Interestingly, 3D ads are not very expensive as you only need to play with colours with the help of a software and that’s it,” he informed. For readers it’s a normal price, but advertiser has to pay a little bit more for 3D ads, but it pays back in terms of more business, he added. All the 3D ads and editorials appear with a particular 3D sign in the newspaper that signals readers to put on 3D glasses. When Samsung launched its 3D TV, its advertisements appear in 3D form. “There are not much extra charges for 3D in the newspaper because we want to encourage advertisers,” he added.

With 17 newspapers, 105 magazine titles, 25 different digital verticals, plus mobile, radio, and outdoor companies, Singapore Press Holdings is well-placed to provide advertising customers with cross-mediasolutions. Singapore is still driven by print dollars and digital cents, Tan said, adding: “But ‘multiple touchpoints’ is the buzzword that advertisers are looking to us for.

The question from advertisers is, ‘can you give us a proposal on return on investment?’ We’ve been resisting this for the longest time, but we don’t think we can resist this any longer.”

Showing customers how their advertising is producing results is now a key part of the strategy. “Don’t sell inventory. Forget that. Sell solutions,” Tan advises.

“Of primary importance is the idea and concept. Everyone else has inventory, but can they bring the ideas and the concept to the table? We want to help our customers solve their issues. We want to be able to be brought into the equation two months before the campaign is launched to act as consultants to help the advertiser.” —abdulbasit@kahleejtimes.com


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