Ahead Of The Curve Blog

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Entries for month: July 2014

Diario Extra, Mawbima show power of print to educate, protect readers

13 July 2014 · By Peter Marsh

Print copy of Diario Extra going through a machine. Text says Making It Waterproof.

Forget about fish and chips wrappers or birdcage liners. Last month, two publishers in vastly different geographies invented unique, practical, and socially conscious uses for their printed products.

These innovations include a waterproof newspaper that turns into an umbrella in rain-drenched Ecuador and a newspaper with citronella ink that repels deadly mosquitoes in Sri Lanka.

And both publishers managed to increase sales in the process.

In Guayaquil, Ecuador, where it rains a lot, the publisher of the best-selling Diario Extra found that street sales declined during rainy season. Working with local advertising agency Maruri Grey, Extra decided to print the newspaper with ...

...[more]




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