Clear sight on use of a print innovation

Music: Ventus Solaris (Revolution Void) / CC BY-NC 3.0

Political caricatures dominated the front pages of Australia’s newspapers the day after the federal government handed down its 2016 budget, although one paper was significantly different.

Sydney’s The Daily Telegraph used the major news event to showcase the versatility of print with a transparent wrap that provided a reveal effect when the paper was opened.

Treasurer Scott Morrison was transformed from sweating number-cruncher to Superman on the cover, while Morrison’s sales pitch was juxtaposed with a punchy analysis by The Daily Telegraph columnist Joe Hildebrand on the back.

While transparent wraps are not new, head of News Corp Australia’s print innovation Zac Skulander said the idea to publish for the first time a 100 per cent editorial-focused wrap was to demonstrate the innovative ways print could be used by advertisers.

“This shows the market and other newspaper editors how the newspaper is still relevant and how it can be used in different and new ways,” Mr Skulander said.

“It’s a pretty awesome space to be in because you can do so much with it.”

The Daily Telegraph previously published transparent wraps for clients including the production of musical Les Misérables, which won the masthead a PANPA in the 2015 Advertising and Marketing awards.

“Editors want to be involved in this kind of stuff,” Mr Skulander said.

“Having the editor on board in something like this is another advantage for an advertiser, because if they can have a conversation with the editor or be part of a meeting or brainstorm where the editor is there, then they can adjust the creative to fit the audience even better.

Mr Skulander said there was a range of other print innovations, showcased at News Corp’s innovation week, all of which he hoped to roll out over the next year.

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