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12MullerMartiniPanoramaWinter2013NewspaperMailroomSystems14decidedthereandthentoinvestinthenewsystem.TheFlexLineristheidealmachineforinsertsininsertssaysBasse.Ineedtechnologythatenablesproductswithoutalowfoliolaptobeopenedusingsuctiontechnology.InsertsinInsertsaPremiumProductInsertsininsertsareSKNsspecialty.In-sertsininsertshavebeenonthemarketforagoodtenyears.Theyareconsideredpre-miumproductsontheadvertisingmarketandaccountfor5to10percentofthein-sertvolumeinGermanyaccordingtoBassesestimates.Sincetwosignaturesofdifferentsizesaretypicallycombinedinsert-in-insertsad-vertisingisproventobemoreeye-catchingtoconsumers.Itisoftenusedbylargede-partmentstorechainsthatcombineadver-tisingcontentforvariousproductsforex-amplefoodandnon-foodproductshouseholdandelectronicappliancescon-sumerandinvestmentgoodsandprod-uctsformenandwomen.40000TonsofPaperPrintedPerYearAsaspecialistinhigh-volumeprintingwhosesevenprintingpressesincludinga64-pageheatsetA4printingpressa48-pageandtwo16-pageheatsetA4print-ingpressesforillustrationwebprintinganda64-pageheatsetprintingpressfornewspaperprintingprintover40000tonsofpaperperyearSKNisalsoactiveinnumerousotherbusinesssegments.Tradi-tionalnewspaperinsertsarealsopro-cessed.Theannualvolumeisaround200millioncopieswithsome70percentofthoseprintedin-house.SKNwhichemploysatotalof450peo-pleatfoursitesalsopublishestworegion-aldailynewspapersandanadvertisingjournal.IthasitsownpublishingcompanywhichpublishesSKNsownOstfriesland-MagazinEastFrisiamagazinewithacir-culationof15000copiesandpublishesaround100booktitlesitsowntelephonebookpublishingcompanywith34region-altelephonebooksandofcoursealsoservesasaprintingplantforexternalcli-ents.SKNprintsinsertsforroughly40big-namekeycustomers80percentfortheGermanmarketand20percentfortheBen-eluxcountriesaswellastenmonthlymagazineswithprintrunsofbetween5000and100000copies.PrintAdvertisingRemainsDominantGivensuchimpressiveguresitisoflittlesurprisethatChristianBassetakesanopti-misticviewofthefutureofprintadvertis-ing.Printadvertisingcontinuestomakeup68percentoftheGermanadvertisingmarketemphasizestheSKNshareholderconsultingthenextsetofstatistics.TheprintedadvertisingvolumetotaledEUR12.5billionin2012comparedtoEUR1.08billionforonlineadvertising.Ifpro-ductioni.e.theexpenditureonadvertisingagenciesandprintingcostsisalsotakenintoaccounttheGermanadvertisingmar-ketamountedtoasmuchasEUR29.7bil-lionin2012.ForthatreasonBasseisnotoverlycon-cernedaboutthesituationofprintadvertis-ingingeneral.Insteadhedealsintensive-lywithquestionsofdetailsuchastheavoidanceofdistributionlosses.Sinceconsumersareinundatedwithadvertisingmessagesattractiveproductsneedtocatchtheireye.Thatbringsusbacktoin-sertsininsertsandtheFlexLiner...www.skn.info1SincecommissioningoftheFlexLinerinsertproductivityatSKNhasrisenby79percent.2Theproductsarestackedusingthehigh-performanceRobustocompensatingstackerandthenstrapped.CW07126019CW16126137CW171249303xCW125695CW251311532CW271310523CW301385613xCW1310205copiespermachinehourHowSKNIncreaseditsInsertProductivity4000500006000700080009000100001100012000