A Swiss Post project to produce personalised ‘MyNewspaper’ editions got under way at the end of last year.
The utility has committed to a one-year market pilot to analyse the commercial viability of the digitally-printed editions, with plans for a final implementation if successful. Production is on an Océ Jetstream 1000 at Swiss Post Solutions, where the title will occupy idle night capacity.
‘MyNewspaper’ is the first customer-individualised newspaper in Switzerland, pitching specifically at the “several hundred thousand” German who live and work in the country.
As a leading logistics company for the distribution of newspapers, it will use its own national and international distribution channels. The JetStream 1000 has been in use since mid-2010, mostly for transpromo applications. It can print more than 1000 36-page colour tabloid newspapers an hour.
With unaddressed mail following the general economy, and delivered newspapers down as a result of the success of free commuter newspapers, Swiss Post had acquired early newspaper delivery business.
The test in 2009 – involving 1200 people who received a personalised newspaper daily as an email or as a delivered printed copy – showed that while the concept was technically feasible, logistics and economics still posed a challenge.
Much more than a normal postal service, the organisation has engaged in a variety of initiatives including online postcard and chocolate mailings. Using a website, customers can design postcard mailshots, and the service has recently been extended to allow design of text and images on the sleeves of premium chocolates. Swiss Post then takes care of printing, packaging and dispatch, with a minimum consignment of 24. The site was votes among the top 100 most useful web shops in Switzerland by a national magazine.
Another initiative has been an online ‘holiday infoshop’ platform. A brochure service is complemented by a personalised newssheet, ‘VacationNews’ where personalised information helps customers “get in the mood” for their holiday destination a few days before they leave.
Developed as a loyalty tool, it contains personalised information based on chosen holiday and specific booking details.
