If 2007 was the year of computer-to-plate growth, as some have claimed, then 2008 may be the year of web width reductions for North American newspapers. The number of papers reducing web widths is growing rapidly, but unlike previous reduction efforts where one new size was established, papers are implementing a range of new sizes.

Looking at history, 48-inches was the next logical web width reduction (after the move to 50-inches), but 46-inch and 44-inch web widths now are also in the mix. Some papers have even moved to the Berliner format, a relative newcomer to North America.

While web width reductions can cut costs, they may also create problems.  The issue: free-standing inserts (FSI’s) may be larger than the finished newspaper product printed on 46-inch or 44-inch web widths, resulting in fewer FSI’s that tuck neatly into newspapers. This has production implications related to characteristics of inserting/collating machinery, as well as possible ramifications for accuracy assessments.

NAA advertising insert guidelines

In 2005, NAA published Recommended Guidelines for Uniform Advertising Inserts. The purpose of the guidelines is to inform advertisers of the characteristics and limitations of inserting/collating machinery and specify what works and what will not. The guidelines are specific as to sizes, thicknesses, paper weights and types of inserts, and were intended to be adjusted to meet the needs of individual newspapers. For example, individualization adjusts the guidelines for a specific newspaper’s web width to insure inserts fit within the newspaper jacket.

So the impact of web width reduction on inserts specs is easy to see: without communicating the changes and new specs to advertisers, oversized inserts could hang out and cause production problems and damage the ad inserts.  Inserts damaged in transit or poorly stacked may require special handling and may cause paper jams in the machines, resulting in excess waste.

Inserts affect equipment efficiency and accuracy

Newspaper insert advertising continues to be a highly successful means of marketing products and services for advertisers, and represents a source of considerable income for newspapers. While the inserting/collating machines used by newspapers can accurately process a variety of inserts at relatively high production speeds; these machines are sensitive to the physical characteristics and delivered condition of the inserts. For example, an insert printed on a thin glossy stock or extra heavy card stock is very likely to cause inaccuracy — the inserter may fail to feed it, may damage it during feeding, or may feed multiple inserts into a single package.

Additionally, if the insert size is does not properly fit into the newspaper, the likelihood of damage increases. Consider the newspaper as a protective capsule for the inserts – and inserts hanging out of the capsule have an increased chance for damage.

Delivery accuracy is an equally critical element to newspaper insert advertisers and newspaper operations. Though accuracy assessments do not measure physical condition of inserts or aesthetic value of a newspaper, with all inserts neatly stacked inside, these factors can affect the perception of the newspaper with advertisers.

Inserts that do not meet a newspaper’s specifications should be accepted only with the advertiser’s understanding that, while the newspaper will take all reasonable measures to reduce waste and maximize accuracy, it cannot guarantee the same accuracy as inserts meeting the newspaper’s criteria.

Looking ahead

For years, the industry standard package for home delivery in foul weather has been the poly bag. In recent years, newspapers have also begun using inline wrapping and bagging of Sunday insert packages or the entire newspaper, including inserts. As the newspaper size shrinks, and if advertiser needs remain constant, a wrapped or bagged product of inserts and the newspaper may solve this dilemma, in essence encapsulating the newspaper products in a container. No longer would the newspaper be the sole capsule protecting the inserts and insuring insert accuracy. No longer would FSI specs change with web reduction, affecting advertiser’s options. Encapsulating the newspaper product in an inline poly-wrap bag would maintain the complete package though-out the delivery process. This would allow a wider variety of products and samples to be inserted, enhance delivery accuracy, attract co-delivery with other publications, and still offer protection from rain, wind and snow.

As the industry moves away from a single size standard, it is clear that communication with advertisers will be critical. In 2005, most newspapers printed on 50-inch web widths and just about everything, including product samples, fit into the newspaper jacket. Now the 46-inch and 44-inch web width newspapers are much closer to the critical edge – where insert condition and accuracy assessments could be affected by newspaper size. Failing to publicize new specifications for the reduced web width, and then failing to refuse those that do not meet them, may not only imperil inserting/collating and palletizing machinery, but can damage the accuracy and productivity of a paper’s inserting /collating operations.