Installation of Kodak’s Prosper inkjet heads on their original newspaper printing press has enabled Singapore Press Holdings (SPH) to print variable data, including text, graphics, barcodes and QR codes (in black or red on the specified area of each piece of newspaper) without having to shut down the press or change plates. It means that newspapers and advertisers are able to use this solution to produce personalized content, such as unique passwords for lucky draws, coupons and promotions for every reader.
SPH has managed to change the rules of the game by introducing an innovative printing technology. With the addition of variable data, the solution helps to improve interaction between the newspaper and readers. SPH is the first newspaper company to implement the solution in Southeast Asia. The luck draw, Know the World at a Glimpse, uses the variable printing technology to print special advertisements with lucky draw passwords (unique in every copy of the newspaper) on Zaobao Now.
According to SPH, the communication between the brand owners and readers will be more efficient and flexible. In addition, readers will enjoy a new experience of interaction. Cai Guoling, the executive vice president and chief manager of marketing, SPH said, “Leveraging the new technology, the brand owners can deliver different promotion information to readers on the same day. It helps to improve the effectiveness of communication and interaction of 1:1, resulting in a successful promotion.”
The printing production manager, K Seharan, a veteran with 27 years of experience in newspaper printing, says, “It would have been impossible to print unique content on so many copies without Kodak’s Prosper Imprinting Systems. Previously, we had to insert additional pages into the newspaper manually, which is time-consuming and labour-intensive. But Kodak’s inkjet heads have not only helped us to streamline operations by being more productive, but also opened up a new set of possibilities altogether. The new solution doesn’t sacrifice newspaper printing processes or speed. More than 1,000,000 copies are printed efficiently daily to meet the rigorous demand of newspaper deadlines.”
