STORA ENSO OYJ
Published 30 November 2020 by Courtney Tenz Photos by iStock and Funke Median Gruppe
With small print runs and personalised products, an e-commerce platform operated by the German publishing house Funke Medien Gruppe makes it possible for anyone to print customised newspapers.
Since the dawn of the digital revolution, observers have heralded the death of the printed word. E-readers would replace paperbacks. Newspapers would move entirely online.
But even some years back, Dr. Klemens Berktold wasn't entirely convinced.
'I didn't think that everyone would shift completely to electronic technology,' says Berktold, CEO of Funke Druck GmbH, a business unit of Funke Medien Gruppe in Essen, Germany. So, in 2016, he set out to see if growth was still possible in newspaper printing despite statistics showing a decline over the last two decades that has nearly halved the number of print copies sold.
'Almost all strategic initiatives point to a move away from paper,' says Berktold. 'I wanted to see if there was a way that innovative paper products could appeal to new customer groups.'
The result was smart paper, a web-based, on-demand printing solution for designing and printing custom-made newspapers and magazines. With print runs starting at just one copy and an easy-to-use layout program, smart paper offers even the laymen the ability to create their own personalised newspaper.
Even those with little knowledge of graphic design can use the template to format pictures or experiment with headline sizes and gain a broad idea of all the steps involved in the publishing process. Flexibility in print numbers
Anyone looking to produce fewer copies or to personalise the printed content either had to meet the minimum - and scrap the excess copies - or rely on much more expensive print shops and their limited offerings.
New consumer groups According to Berktold, smart paper can serve clients for various purposes. For example, movie studios can use the technology to create dated copies as film props, or engaged couples can lay out their own newspaper-style keepsake filled with text and photos of their relationship.
Custom newspapers created using smart paper can serve as more than mere mementos. The printed newspaper, once taken for granted as a form of advertising, can now be a way to stand out from the crowd in a world where digital media is ubiquitous.
'At least one-third of those who used the e-commerce platform in 2019 did so for advertising or corporate publishing purposes,' Berktold points out.
Clothing designers printed images of their latest collections in a throwback to the days of catalogue shopping. A hotel sent out an update showcasing their new spa expansion to entice guests to return.
By offering flexibility in print numbers and bringing the order process online, smart paper has also opened the market up to new consumer groups. Some of the software's biggest users are people who use the platform to create local newspapers, like sports clubs who use the platform to print their quarterly newsletters. Students, too, can use the self-publishing platform for their school newspaper - creating a high-quality product that they can truly be proud of.
Broadening the horizon Initially launched in late 2017, smart paper has seen turnover double every six months. Just a small business segment today, smart paper is the first phase of the dynamic development of the business unit at Funke Medien Gruppe. The unit, headed by Berktold, seeks to add a new dimension to the printed product by creating personalised content that you can read on paper - combining the best of both the digital and the print world.
'The digital transformation is underway, but I see it not as replacing print, but as working in tandem with it, more complementary,' says Berktold.
'I don't believe that print is dying. It just needs to be looked at a bit differently.'
But even some years back, Dr. Klemens Berktold wasn't entirely convinced.
'I didn't think that everyone would shift completely to electronic technology,' says Berktold, CEO of Funke Druck GmbH, a business unit of Funke Medien Gruppe in Essen, Germany. So, in 2016, he set out to see if growth was still possible in newspaper printing despite statistics showing a decline over the last two decades that has nearly halved the number of print copies sold.
'Almost all strategic initiatives point to a move away from paper,' says Berktold. 'I wanted to see if there was a way that innovative paper products could appeal to new customer groups.'
The result was smart paper, a web-based, on-demand printing solution for designing and printing custom-made newspapers and magazines. With print runs starting at just one copy and an easy-to-use layout program, smart paper offers even the laymen the ability to create their own personalised newspaper.
Even those with little knowledge of graphic design can use the template to format pictures or experiment with headline sizes and gain a broad idea of all the steps involved in the publishing process. Flexibility in print numbers
Smart paper uses inkjet printing, which allows for custom print runs of any amount. 'For the layman, the product we produce is not different from a conventional printed newspaper,' says Berktold. 'What is different is the business process that led to the production of these newspapers.'
As standard coldset printing requires a minimum print run of 3,000 copies, it has often been reserved for businesses with a larger demand. 'Classic newspaper printing is suitable for a cost-effective mass-communication with the same content for all,' says Berktold.Anyone looking to produce fewer copies or to personalise the printed content either had to meet the minimum - and scrap the excess copies - or rely on much more expensive print shops and their limited offerings.
New consumer groups According to Berktold, smart paper can serve clients for various purposes. For example, movie studios can use the technology to create dated copies as film props, or engaged couples can lay out their own newspaper-style keepsake filled with text and photos of their relationship.
Custom newspapers created using smart paper can serve as more than mere mementos. The printed newspaper, once taken for granted as a form of advertising, can now be a way to stand out from the crowd in a world where digital media is ubiquitous.
'At least one-third of those who used the e-commerce platform in 2019 did so for advertising or corporate publishing purposes,' Berktold points out.
Clothing designers printed images of their latest collections in a throwback to the days of catalogue shopping. A hotel sent out an update showcasing their new spa expansion to entice guests to return.
By offering flexibility in print numbers and bringing the order process online, smart paper has also opened the market up to new consumer groups. Some of the software's biggest users are people who use the platform to create local newspapers, like sports clubs who use the platform to print their quarterly newsletters. Students, too, can use the self-publishing platform for their school newspaper - creating a high-quality product that they can truly be proud of.
Broadening the horizon Initially launched in late 2017, smart paper has seen turnover double every six months. Just a small business segment today, smart paper is the first phase of the dynamic development of the business unit at Funke Medien Gruppe. The unit, headed by Berktold, seeks to add a new dimension to the printed product by creating personalised content that you can read on paper - combining the best of both the digital and the print world.
'The digital transformation is underway, but I see it not as replacing print, but as working in tandem with it, more complementary,' says Berktold.
'I don't believe that print is dying. It just needs to be looked at a bit differently.'
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Stora Enso Oyj published this content on 30 November 2020 and is solely responsible for the information contained therein. Distributed by Public, unedited and unaltered, on 11 December 2020 15:08:05 UTC
