by clicking the arrows at the side of the page, or by using the toolbar.
by clicking anywhere on the page.
by dragging the page around when zoomed in.
by clicking anywhere on the page when zoomed in.
web sites or send emails by clicking on hyperlinks.
Email this page to a friend
Search this issue
Index - jump to page or section
Archive - view past issues
Panpa Bulletin : July 2010
www.panpa.org.au 20 | The PANPA Bulletin | JULY 2010 A SPECIAL 3D edition by a leading Sunday newspaper has been pro- claimed as the best in the world by one of its leading retail advertisers. Gerry Harvey, whose retail chain Harvey Norman spans the region, told a radio station the special 3D edition by the Sydney-based Sunday tabloid, the Sun-Herald, was "out- standing". A four-page lift-out, plus two other pages, were created to celebrate the first time a major sporting clash -- an inter-state rugby league match -- had been broadcast in 3D. It was spon- sored by Harvey Norman to drive the sale of 3D TVs. It was the best-kept secret within publisher, Fairfax Media, for weeks. Senior executives feared arch- rival News Ltd would try to scoop them or, as a spoiler, buy up the 3D glasses that are an essential part of the reader experience. Praise for the 3D printing qual- ity was welcomed by printer Mark Grima. "Everyone made it pretty easy for us," said Mr Grima, who heads up Fairfax Media's printing operation in Sydney. "We had no dramas with it. We did three full test runs, just to make sure we did not fall flat on our face. "We had guys checking pages with 3D glasses on. It looked pretty funny. Some of the guys brought them in from home because their kids had them after going to the movies." To obtain the special 3D effect, the images are printed out of register -- that is, they look blurry. Mr Grima said his team focused on ensuring the printer marks, such as cross- hairs, lined up to guarantee the reader would not get fuzzy 3D in the paper. "In my 21 years of printing, I'd never heard of it; never done it," Mr Grima said. "It was a good experi- ence -- and it is good to hear every- one liked it," Mr Grima said. Fairfax Media chief executive, Brian McCarthy, told The Bulletin the 3D edition illustrated the creativ- ity within his organisation. "We've been through a tough busi- ness period, and we have lost very good people, but we have retained a team of great talent," he said. "With the 3D special, we brought those skills together -- editorial, photography, advertising, design and production -- for the benefit of the advertiser and, of course, the reader. "We are all delighted Gerry Harvey spoke so highly of the initiative." 3D has been all the rage recently. The Straits Times had printed its own 3D pages only a few days earlier than the Fairfax project, combining editorial and pictures with a 3D ad campaign from Samsung. New Zea- land publication, the Stratford Press, printed a special 24-page business directory in 3D last year and will be repeating it in a few weeks. Other newspapers, including dailies in China and Belgium, have undertaken similar projects to tap into the enthusiasm for 3D -- a technology more than 100 years old -- inspired by the movie, Avatar. The Sun-Herald's special was the most ambitious newspaper execu- tion by a considerable margin. Management's concern about a spoiler by the Sun-Herald's rival restricted promotion until just three days before publication. Fairfax senior executive, Lloyd Whish-Wilson, said: "By then it was too late for our competitor to try to do the same. "We watched with some amuse- ment as they then made a decision to change their own promotion --a State of Origin flag for $2, which they gave away for free trying to match our own promotion," said Mr Whish-Wilson, who is CEO of Sydney Publishing at Fairfax. However, a wet Sunday perhaps meant the circulation gains for the Sun-Herald were not what they might have been. Creative services executive Zac Skulander, who ran the project with sports editor Ian Fuge, said he did not want to reveal the name of the consultant who rendered the im- ages -- the most vital part of the 3D process. He said: "It was an amazing result. When you think about what you have to go through to get something like this over the line, for it to look this great is a true testament to eve- ryone who worked on it." 3D special issues would not be a regular feature and would, in all likelihood, be an advertiser-driven initiative. Mr Skulander continued: "What appealed to us was the fact we were the first major publisher to execute this. We had been working on 3D for a few months. The world has fallen in love with 3D again, so this felt like it had a real purpose." Mr Whish-Wilson said colleagues had wanted to do a 3D edition and had sought Harvey Norman for sponsorship because of the link be- tween its 3D TVs and the fact it was a major sponsor of rugby league. Sun-Herald editor Simon Dulhunty, advertising department's Martin Wood and Shaun Morgan all con- tributed to the pitch to the key buyer, Katie Page, of Harvey Norman. Ms Page first saw the 3D edition while on a business trip to Tokyo. Mr Whish-Wilson said: "This shows our ability to be at the forefront of publishing, with new ideas for readers and clients, and something to add value to the Sun- Herald," he said. "Any chance to lead the way in publishing, while selling news- papers and delivering on a client's wishes, is exactly what we want to keep doing." Jump start. . . Jarryd Hayne beats Israel Folau to a big bomb during the 2009 series opener in Melbourne. Photo: Pat Scala PUT ON YOUR FREE 3D GLASSES AND ENJOY A 3D EXPERIENCE. Glasses are only for viewing printed 3D images. Rising star . . . Folau soars to gather and score for Queensland in game III of the 2008 Origin series. Photo: Getty Images Up in the air ... the Sun-Herald's 3D centre spread New dimension 1HERNA1 P001 SUNDAY, MAY 23, 2010 EXPERIENCE STATE OF ORIGIN IMAGES IN 3D FREE 3D GLASSES AUSTRALIAN FIRST Blue vs Red ... the Sun-Herald's newsstand poster Third dimension ... the Straits Time's 3D ad and photographs