Summary

Newspaper publishing houses throughout the world recognise that, in an era of constantly increasing media diversity, they must offer their customers more than advertising spaces. For this reason, newspapers today, with the aid of modern production technology and based on a customer-oriented communication strategy, are offering innovative advertising possibilities in a hitherto unknown diversity. However, no comprehensive presentation has been available to date. Consequently, IFRA undertook the task not only to compile examples of innovative newspaper advertising, but also to document it in a way that gives impetus for new ideas because it shows the vast range of today’s possibilities and at the same time gives professionals the tips they need in order to be able to check the conditions for new types of advertising in their own environment. Innovative newspaper advertising can not only be seen, but also smelt, heard, felt, looked through, put up on the wall as a poster and scan with the mobile camera – all this is described in the report.