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Panpa Bulletin : September 2006
42 | PANPA BULLETIN September 2006 PRODUCTION NewspaperDirect, Inc., the world leader in digital print-on-demand newspa- per distribution, has signed an agree- ment with Beijing Founder Easiprint Co. Ltd. (Founder), a part of the $3 billion Founder Group, that will enable, for the first time, for- eign newspapers to be printed in the People's Republic of China. The agreement provides Founder with distribution and printing rights throughout China for all NewspaperDirect's hundreds of print-on-demand newspaper titles. Both companies see the agreement as an important step in opening the country to foreign media, especially in the run-up to the 2008 Beijing Olympics. From August 2006, NewspaperDirect and Founder will be providing overseas business people vis- iting or living in the world's fastest-growing economy with same-day access to their fa- vourite newspapers. Through this agreement, Founder Easiprint's rapidly growing chain of over 200 franchised print shops in China will be au- thorised to print any of the titles published by NewspaperDirect's publishing partners, (for a current list see: www.newspaperdirect.com). These titles include The New York Times, Wall Street Journal, Washington Post, Los Angeles Times, Chicago Tribune (USA), The Times, The Daily Mail, Daily Telegraph (UK), Le Monde, Le Figaro (France), Frankfurter Allgemeine (Germany), Neue Zurcher Zeitung (Switzerland), Mainichi Shimbun (Japan), The Globe and Mail and National Post (Canada). "This is an historic agreement for NewspaperDirect and all of our publish- ing partners," said Alex Kroogman, CEO of NewspaperDirect. "China is visited by more foreigners each year and they will now be able to receive same-day, digitally printed copies of their favourite daily newspapers." The target markets for the service are hotels, subscriptions addressed to foreigner apart- ments and businesses, embassies and govern- ment and educational institutions. "We are excited by the opportunity to part- ner with NewspaperDirect to print and dis- tribute the world's press in China", said Mr. Qi Degui, General Manager of Founder Easiprint Co., Ltd. "We are honoured to be the first company allowed to print foreign newspapers in China. We intend to work hard, in conjunction with NewspaperDirect, to make this a successful business venture. We feel that as China con- tinues on its growth path as a global business leader, there will be more demand for under- standing world economics and politics, which is where this service fits." Taking a chance on a newspaper design is risky business but it may win you more readers writes Ed Henninger You're hard at work but you want to do something different with this issue's front page. You've got a design idea you're sure is going to be a winner. Your publisher doesn't agree. Your editor isn't convinced. And some of your colleagues in the newsroom have questions. Who wins this argument? The reader. The reader always wins --- if you argue for the reader. During my newsroom career, I acquired a reputation as an outspoken and passionate editor.When I felt I was right, I argued long and strong. Somewhere along the way, I learned a secret: if I argued for the reader, I couldn't lose. Even if I 'lost', I won. That's because --- for all of us --- the reader is the boss. You may think your publisher is the ulti- mate boss. Nope. Your publisher has the envi- able job of being your main support person. It's the publisher's job to give you the staff, the equipment, the software, the training --- all those things you need to do your job well. Of course, he or she has to do that while making sure they make a profit. Perhaps you feel your editor is the boss. Nope again. He's the one who has the job of making sure the newsroom is moving in the right direction. If not, he's supposed to poke a shoulder here, pat a back there to make sure the newsroom is looking out for the reader. And no, your newsroom colleagues are not the boss. And contest judges are not the boss. And, well, you get the point. The boss is your reader. Always your reader. And do yourself a favour -- don't draw too sharp a line between readers and advertisers. For many smaller newspapers, the reader is the advertiser is the reader is the advertiser is... If you want to argue that your design works for the reader, here are some questions you might ask yourself: IS IT READABLE? Be careful about running a design that looks wonderful on screen but may backfire on your press. You can hope it works (see TAKING A CHANCE, below) or you can get some advice from your press foreman. DOES IT FOLLOW STYLE? Well, probably not: that may be the reason for the argument. But your design should carry some of the characteristics of your overall approach. WHAT'S ITS PURPOSE? If you just want to experiment or to play with the design that may not be a good idea. But if the idea is to give your readers a design that's different but helps to tell the story, then give it a shot. HOW WILL READERS REACT? If you've considered your design from the perspective of your readers and if you're convinced the des- ign will bring them a deeper understanding of the story you're trying to tell, then it's worth arguing for. The answers to these questions will help you to determine what's at the heart of your argument. And whether you really know who's the boss. TAKING A CHANCE. For some examples of designs that take a risk, visit Ed Henninger's website at www.henningerconsulting.com and leave a request with an e-mail ad- dress. We'll send out a pdf file right away. Ed Henninger is an independent newspaper consultant and the director of Henninger Consulting. China gets foreign newspapers on demand Meet the bosses: your readers Who s the boss? Who do you think?
November December 2006