Axel Springer’s B.Z. sets world record with ad, infographic format

By Merrit Kraus

B.Z. Ullstein GmbH / Axel Springer SE

Berlin, Germany

Have you ever tried to unfold a digital screen? Some experiences are only possible with print!

In the spring of 2019, members of the B.Z. (Berlin’s largest boulevard newspaper) team came together to discuss how to celebrate and create an outstanding publication for the 50thanniversary of one of Berlin’s most recognised landmarks, the Berlin Fernsehturm (TV Tower).

After rounds of discussions and brainstorming sessions, the team found the perfect plan: The B.Z. team wanted to publish a format that has never been published in a newspaper before, symbolising the size of Berlin’s TV Tower that is, by the way, also Germany’s tallest building at 368 meters (1,207.35 feet).

The ambitious and unusual format brought challenges to how it could be printed.
The ambitious and unusual format brought challenges to how it could be printed.

Colleagues of the Axel Springer printing house in Ahrensburg (near Hamburg) were instructed to think about how to execute this special job — which was something they hadn’t seen or done before, either. Everyone had to think about challenges such as printing and adhesive processes to guarantee a high-quality product.

On October 2, 2019, B.Z. published an infographic in a special editorial format with six double pages or, more precisely, 2.35 meters (7.7 feet) length.

On September 26, 2019, the Rekord-Institut für Deutschland (RID, Record Institute of Germany) officially confirmed that this illustration is the biggest ever published in a daily newspaper — a world record!

For B.Z., the publication was quite an emotional one. On October 3, 1969, when Berlin was a divided city, the Berlin Fernsehturm (TV Tower) was opened in former East Berlin as a symbol of the aspiring state of the German Democratic Republic, commonly known as the GDR. At that time, B.Z. was only published in West Berlin areas. 

Hence celebrating the anniversary of the Berlin TV Tower in a former West Berlin newspaper clearly demonstrates that, almost 30 years after the German reunification, East and West Berlin refer to the same landmark. B.Z. is therefore more than proud to show one more milestone in the city’s healing process.

Candy maker Ferrero Duplo also participated in achieving the world record when it ran this ad on the back of the content.
Candy maker Ferrero Duplo also participated in achieving the world record when it ran this ad on the back of the content.

The advertisement on the backside of the content is truly remarkable, as is the editorial graphic. Ferrero Duplo, a nationally well-known chocolate candy, has been advertising in Germany for many years with the slogan “Die wahrscheinlich längste Praline der Welt” (Probably the longest chocolate candy in the world) — a truly perfect fit to the longest infographic ever printed in a newspaper.

About Merrit Kraus

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