TAKEAWAY: In Brazil, O Estado de Sao Paulo finds a different way to package itself while deriving revenue from the idea. Take a look!
It’s all about packaging
*Here is how Friday’s edition of O Estado de Sao Paulo was delivered: in a carboard box
*
Here is a short video clip prepared by Alexandre Giesbrecht to show us the packaging of the Friday edition of O Estado de Sao Paulo
We often mention in our workshops that print can surprise, and, while the surprises to which I refer usually have to do with the selection of a photo, graphic, or the way a headline seduces with its wording, or perhaps with the overall design of a page that makes us take a second look, here is a surprise of a different kind coming via O Estado de Sao Paulo, the Brazilian daily.
One of our blog readers in Brazil, Alexandre Giesbrecht, tells us that he was quite surprised when he got his Friday edition of O Estadao, which appeared at his doorstep inside a sort of cardboard box, with only the name of the newspaper visible through a square cut hole in the box.
What Alexandre and the rest of the O Estado readers could not mix was the message in the box: the new Porsche 208 has arrived in Brazil, and, it is front page news, indeed.
Here is Alexandre’s reaction:
As a matter of fact, wrappers have been pretty common, but not like the one from Friday, where it was really a wrapper, and made of cardboard. Usually, two or three times a week, we see something like Friday’s paper. Those “common” wrappers make me just detach them (otherwise it’s hard to read the first section), and rarely do I check them out. But yesterday it was impossible not to see what it was about, and not only because of recent posts on your blog mentioning similar actions
Interesting, refreshing, and a reminder that print offers great possibilities that can be offered to advertisers to get away from the more conventional full page ads, or even the wrap around ads.
Exploring print’s potential for ad presentation
These are typical wrap around ads, which are common for O Estado
Here is a different idea from O Estado in 2008: A blank front page asks readers: Which headline should be here? Readers then can send the headline they would use, in this case Alexandre sent headline about his son’s expected arrival in October, and photo of his wife. Sponsored by automobile maker Nissan
Alexandre also sent us some previous examples from O Estado that showed the newspaper’s desire to have fun with advertising:
I can say yesterday was the first time I saw a cardboard wrapper on Estadão, but there were other ideas that were great. The one action from Estadão that really caught my eyes was made in 2008. Subscribers received a wrapper with the “wireframe” of a front page, asking them “What headline should be here?“ or “Choose a picture and put it here” (see images here). The paper gave them two day to log onto a website, create headlines and upload pictures. One week later, I got “my cover” (also attached). It was done by Nissan, to advertise customizable cars.
It’s all in the packaging, they say. O Estado has decided to prove it while monetizing on the concept as well. Wonder how many more of these surprises we will see with newspapers in the months and years to come.
Wonder also what those diehard editors who definitely exist in every newsroom had to say about their newspaper in a box. I know editors who still cringe at the thought of a newsprint wrap around ad.
And we thank Alexandre for sharing the images and the video with us.
Previously in TheMarioBlog about experimental newspaper advertising
It’s time to do more experimenting with advertising in print
http://garciamedia.com/blog/articles/its_time_to_do_more_experimenting_with_advertising_in_print
Take a second look at what you could do with print ads
http://garciamedia.com/blog/articles/ptake_a_second_look_at_what_you_could_do_with_print_ads_p
Of special interest
Here is a piece that everyone can benefit from reading, whether you understand the difference between web apps and native apps or whether it is not clear in your head yet, it will be a very clearly presented description.
What journalists need to know about the difference between web apps and native apps
http://www.poynter.org/how-tos/digital-strategies/209768/what-journalists-need-to-know-about-the-difference-between-web-apps-and-native-apps/
Also of interest
Time Inc. Launches Two More DPS Titles: People Stylewatch and Essence
http://blogs.adobe.com/digitalpublishing/2013/04/time-inc-launches-two-more-dps-titles-people-stylewatch-and-essence.html
Design isn’t just for the big guys: In Memphis, the Commercial Appeal retells MLK’s last 32 hours
http://www.niemanlab.org/2013/04/design-isnt-just-for-the-big-guys-in-memphis-the-commercial-appeal-retells-mlks-last-32-hours/
