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Newspapers and Periodicals Printers and Publishers
News Release from: Polestar | Subject: Pagers
Edited by the Printingtalk Editorial
Team on 30 March 2004
Polestar Turn Page On New Advertising
Tool
The Polestar Group has developed an advertising tool designed to create immediate impact whilst making considerable financial savings to the client.
The Polestar Group has developed an advertising tool designed to create immediate impact whilst making considerable financial savings to the client Polestar's new Pagers, a self-adhesive note, can be placed on to an existing advertisement or piece of relevant editorial within a magazine, as a value-added advertising tool
This article was originally published on Printingtalk on 24 Mar 2004 at 8.00am (UK)
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Pagers come in a variety of colours and can be cut into a range of shapes to reflect the advertising brand.
The company claimed that Pagers are extremely versatile, as they enable information to be printed on top of an existing editorial page, where previously no advertising would have featured.
The label can be removed and retained by the consumer, or can be used to hide a 'surprise' element on the printed page.
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To date, such methods have only been employed on a limited scale by some of the bigger brand names, but such has been their success that more and more companies are looking into the possibility of advertising in this way.
Polestar has created a means of doing so more easily, whilst keeping costs to a minimum.
In the past, IPC Media has sold this particular method of advertising to some of its biggest advertisers, and offered Polestar the opportunity of printing and applying pre-purchased self-adhesive labels.
It soon became clear, however, that Polestar could offer a similar service to IPC by producing its own labels at a reduced cost, saving the client 25%-30% of the final bill.
The first of Polestar's Pagers are being featured in current editions of IPC's top-selling magazines.
The company has produced three million Pagers to advertise Pringles crisps in TV Times and a further half million advertising Olay in Woman magazine.
Sue Nuttall of IPC Media enthused: "We have worked with Polestar for a number of years and we are delighted with this development.
They manage to combine the quality of service and attention to detail we demand with a refreshing enthusiasm to find new ways of working and fresh ideas to develop.
At the end of the day, we always have our eye firmly on the bottom line and in developing Pagers, Polestar has helped us make substantial savings." The idea was conceived and developed by Tim Gittings and Andy Holmes of Polestar Hannibal.
Gittings commented: "This has been a crucial development in terms of adding value to the service we already supply to our customers, many of whom are long-standing.
To be able to offer this service whilst passing on substantial savings to the client is extremely rewarding for us and I feel certain it is just the start of something that will only get bigger.".
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