Henrik Damén, M-real Publishing Papers Division Powering up print media through collaborative quality work

The world is headed for more specialisation: Magazines are increasingly targeted for specific reader segments.

When specialisation takes place, it coincides with higher quality of content and visuals.

Stunning photography, visuals and stories set the stage for an exciting reading experience.

Which can be enhanced by an optimal choice of paper and good visual reproduction.

The contents make your magazine, the appearance makes it stand out.

Quality counts.

Reader preferences and the role of paper can be studied systematically.

Quality counts. Paper and print quality play an important role in reader preferences. Reader preferences and the role of paper can be studied systematically.

Paper and print quality play an important role in reader preferences. Optimizing visual quality requires good collaboration within the value chain. Quality counts.

Reader preferences and the role of paper can be studied systematically. Quality Experience Research (Department of Psychology, University of Helsinki)

The eye of the beholder... Visual/feel characteristics Recognition & readability Visual logic & structure Attentive value Emotional content Habits, choices and preferences Symbols, icons & style... Type Size Form Surface Thickness Weight Details Gloss Resolution Contrast Colour... Why, what is interesting? What are the ideas and values (culture)? What is it associated with (styles,fashions) What does it mean and represent? Who reads, when, where, and how? Physics Experience Impression Relevance Pleasure Arousal Atten- tion Quality

Research set-up Subjects:Professionals (editorial/pre-press/print) Readers (age 19-40, male/female) Methods:Ranking of dummies, preference order arguments III. Tactile and visual II. Tactile only I. Visual only Research Problem: To measure subjective experiences and preferences of the two subject groups Material:Dummy magazine (women’s lifestyle) 4 types of coated paper (57-80 g/m 2 ) 2 screen types (traditional/stochastic)

Quality counts. Reader preferences and the role of paper can be studied systematically. Paper and print quality play an important role in reader preferences. Optimizing visual quality requires good collaboration within the value chain.

An example about the research methods: correspondence analysis Visual evaluation of the women’s lifestyle “dummy” magazine What kind of effect the paper quality and the print quality have on the visual impression? Paper Describing attribute very whiteless white less attractive very attractive Emotional response Whiteness of the paper striking inviting clear and fresh very white paper colour cold (A) dirty and stuffy cheap and low quality flat colourless unnatural colourful "gray" less contrast paper colour "muddy" old natural warm (B) luminous (D) beautiful Much contrast bright (C) less white

Paper and print quality play an important role in reader preferences. Suitable paper quality offers the potential for giving the right message to the reader. But it works only in combination with good print quality.

Visual and tactile evaluation of the women’s lifestyle “dummy” magazine VERY ATTRACTIVE LESS ATTRACTIVE TROUBLESOME TO HANDLE COMFORTABLE TO HANDLE BRIGHT COLOURFUL COLOURLESS FLAT WHITE PAPER APPROPRIATE THICK AND STIFF PAPER ”I like the material” ”I do not like the material” NOT DURABLE DURABLE DULL ”uninformative and bad looking” feels expensive ”good looking” ecologic? good quality TOO THICK AND STIFF PAPER TOO THIN AND SLACK PAPER paper quality is too good / white for this context familiar, real paper quality is too low / gray for this context TACTILE EVALUATIONVISUAL EVALUATION

Visual and tactile evaluation of the women’s lifestyle “dummy” magazine: very attractive “ This has a feel of quality. It's not too thick to handle, which improves readability. This magazine feels good; not too thick, but still tough enough to hold up for a long time. I'd prefer this one.” (reader 16: female, age 40)

“ This paper sucks! Like you'd go to buy a designer dress from Wallmarts. Don't sell luxury with this kind of paper - save it for the tabloids! I'm not interested, I mean not by the first impression anyway.” (reader 10: female, age 19) Visual and tactile evaluation of the women’s lifestyle “dummy” magazine: less attractive

Quality counts. Reader preferences and the role of paper can be studied systematically. Paper and print quality play an important role in reader preferences. Optimizing visual quality requires good collaboration within the value chain.

Concepts of quality vary Printing Image reproduction Editorial & design Planning contents Concept creation Marketing planning Level of abstraction

Optimizing visual quality requires good collaboration within the value chain. For each title, a basic understanding of the relevant quality level should be shared by the publisher and printing plant.

Quality chain management: Helping magazines match their objectives regarding image, quality and cost.

Making the most out of print media.

Making it real. Together.