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Panpa Bulletin : September 2010
www.panpa.org.au Muller Martini Australia Pty Limited Sydney +61 (0)2 8756 3100, Melbourne +61 412 749 761, Auckland +64 (0)21 790 600 Fax +61 (0)2 9748 4399, www.mullermartini.com/au, firstname.lastname@example.org Muller Martini has built you the most versatile and reliable insertion system in the business. ProLiner is modular, so it can be easily re- conﬁgured to help you stay on top of changes in the marketplace. ProLiner – from a base model to a high-performance inserting system. And ProLiner is fast. That means your bindery will easily keep pace with the new generation of high-speed, extra wide presses. Grow with a secure investment in inserting productivity – Grow with ProLiner. Grow with ProLiner. Readers force delivery change IT'S the newspaper equivalent of the Rubik's cube -- and our most loyal readers don't enjoy the challenge. Plastic that is tightly-wrapped around a newspaper curled into a tube is no fun when you have to un- ravel it every day, say home delivery customers. The complaint, revealed in exten- sive research, has inspired one news- paper to make dramatic changes to deliveries. "People's absolute pet hate is the way newspapers are wrapped," said Adam Everett, circulation manager of The Advertiser in Adelaide, South Australia. His company's research has dis- covered 15 percent of readers who have cancelled their subscription would re-subscribe if the wrapping format changed. Nine out of ten home delivery customers want the wrapping format changed. The Advertiser's research even dis- covered how far readers would be prepared to walk across their front lawns to pick up the paper - because the flat-packaged newspaper may not be delivered as deep into the property. Some 75 percent of respondents said they would make the journey to the front gate for the promise of a paper that could be unwrapped easily. Common reader frustrations in- clude: Trying to flatten out a newspaper to read it easily after it has been rolled up Missing out on giveaways, such as DVDs; or being told to go to the local retailer to collect them; and Continually grappling with the plastic wrapping Adelaide is the perfect testing ground for the flat-wrapped news- papers. Some 60 percent of The Advertiser's readers are home delivery custom- ers, while 45 percent of weekend newspapers are delivered directly to homes. The city has an older population, who arguably might struggle more than most with the plastic wrapping. The newsagent system in Adelaide supports home delivery specialists who do not also run newsagents or similar retail outlets, and so their business success depends totally on reader satisfaction. Mr Everett's circulation team has been running flat-wrap trials to deliver to 1,500 homes and busi- nesses. He said he planned to extend the service to all metropolitan South Australia in 2011. "It's been a great success so far," said Mr Everett. "It is a monumental transforma- tion for our newspaper and the newsagent delivery service. It has redefined the delivery process." • • • The Advertiser has invested in one SITMA and three FERAG flat- wrapping machines installed at their print site, removing the responsibil- ity of wrapping from individual newsagents. "The newsagents are warming to the idea. It means they don't have to give up their time wrapping newspa- pers," Mr Everett said. Garry Monks, General Manager at the Newsagents Association of NSW, said such a commitment from newspaper publishers would save retailers time and money. Mr Monks said labour and the plastic costs might be "only a few cents a paper but it adds up -- it would be a big saving for the newsa- gents". The aerodynamics of a flat-wrap concern Mr Monks, though. He said newsagents had been "sceptical as far as the throwing goes, especially during the weekdays when the paper is thin". "They are concerned that it won't go the distance and they won't have the accuracy." Mr Everett said deliverers in Adelaide had to change their technique to a "Frisbee action". "You would be surprised at the distance they can go," he continued. "I have gone out with delivery guys and they can curl them around ob- stacles and under the gaps of gates of around 6 inches." Newsagent Graeme Sawyer has been delivering newspapers from Waverley Newsagent in Sydney's wealthy eastern suburbs for 15 years. He trialled the flat-wrap format but was not satisfied. "They take up so much more room in the truck, particularly when you have the heavy weekend papers and they slip over each other as well, let alone trying to throw them, which was a disaster," he said. He had never had complaints from customers about the tube-style wrapping. "And this is the eastern suburbs: my customers are judges, doctors, lawyers and professors -- people who wouldn't be shy of complaining," said Mr Sawyer. The trick was to use the right ma- chine and decent plastic-wrap. "I use a Courtney machine -- a good quality machine -- and I use the pink polyethylene wrap, which is easier to undo. The seal should appear in the same place every day if you do it right," he said. All wrapped up ... A polybagging machine for flat-wrapping newspapers ebecca Leaver NPA The PANPA Bulletin | SEPTEMBER 2010 | 17 The trick was to use the right machine and decent plastic-wrap" "