Business News
NÖP Increases Added Value in Mailroom through Cards and Labels
Wednesday 15. September 2010 - High Response Rate Thanks to Eye-Catching Effect
In addition to classic adverts and inserts, Niederösterreichisches Pressehaus is employing new forms of advertising on the cover pages of the numerous newspapers produced in St. Pölten in Lower Austria.
The newspapers are being produced using the first ProLiner inserting machine, the first ValueLiner card gluer, and the first labeling system from Muller Martini in Austria.
“Needless to say, labels are somewhat more expensive than the traditional advertising media and they also require a certain amount of lead time,” says Josef Tischer, Head of Sales/Logistics at Niederösterreichisches Pressehaus (NÖP). “However, the attraction of having an advertisement on the front or back page of a newspaper quickly makes up for the additional costs. Thanks to the eye-catching effect of the adverts, our customers always report higher rates of returns.”
Pioneer in Austria
NÖP is said to be a pioneer in Austria in terms of gluing labels and cards to newspapers and has been offering this form of advertising for eight years. The business only really started going places over a year ago with the commissioning of a ValueLiner card gluer and a labeling system from Muller Martini.
“Previously, we were only able to partially print cards in-house and then glue them by hand,” explains Josef Tischer. “This was effectively a stopgap solution. We can now offer our customers totally different services – even for shorter runs.”
15 Products in a Single Procedure
Both the ValueLiner and the labeling system are integrated into the new ProLiner inserting system with 13 feeders. Thanks to its new investment, NÖP has significantly increased efficiency and flexibility, even with inserts. “Previously, we had a Biliner with six stations und that limited the amount we could produce,” says Adrian Fehringer, Technical Assistant to the Managing Director. “The ProLiner now enables us to process up to 15 products in a single operation. This is the result of using stream feeders, which achieve significantly higher speeds than our previous system.”
And we aren’t limited to traditional inserts such as pre-printed sections and commercial work; the promo feeder can also process CDs, DVDs and coupon booklets in A6 format. A newspaper containing inserts often weighs between 400 and 600 grams. Once a month, when the modern lifestyle magazine “Red Bulletin” from the renowned drinks manufacturer Red Bull is inserted, the weight of the newspaper increases to just under 1 kg – practically reaching American proportions.
Flawless Production
In addition to the weekly newspapers – the “Niederösterreichischen Nachrichten (NÖN),” which has been running for over 100 years and is printed in 28 different local editions with runs of between 5,000 and 20,000 copies, and the six-year old “Burgenländischen Volkszeitung (BVZ)” – NÖP prints twelve more publications, which appear on a fortnightly basis. “With such a large number of titles, it is vital that all production processes are optimally synchronized with one another and the insertion and gluing systems run reliably,” emphasizes Adrian Fehringer.
The Muller Martini Mailroom Production Control system (MPC) also plays an important role in ensuring that production processes function smoothly. For example, it provides the data sets for the individual inserts and feeders. In addition to the top sheet – labeled by the TABA-I top sheet applicator with inkjet – the newspaper bundles also feature a bottom sheet for protection.