Caxton upgrades ProLiner system

Caxton upgrades ProLiner systemSouth African newspaper producer, Caxton’s recent upgrade on its inserting systems has recouped costs within six months after installation.

The upgrade, described as a world first, involved the installation of a second opening station on two ProLiner inserting systems.

It was carried out by paper inserting system manufacturer, Muller Martini.

The positive cost-effective consequence of a “simple idea” is said to have surprised Caxton Local Media and Coldset Printing MD, Jaco Koekemoer.

Caxton’s new advertising means,  PowerWrap, is in the form of a large-surface wrap advert around the entire newspaper.

It attracted advertiser interest, which resulted in a surface wrap advert section being sold-out for the next three years.

‘The other benefit is it allowed us to pull advertisers, which were not traditional local newspaper advertisers, hence extending our market,’ says Koekemoer.

PowerWrap items are printed in house, in offset, digital and on various paper grades.

The new form of advertising has an exlusive nature. It is sold once a week per newspaper.

Incidentally, the advert is applied in such a way that the newspaper masthead is not covered.

‘Readers therefore recognise their favourite newspaper,’ says Koekemoer.

Caxton came up with the solution of a second ProLiner opening station because a similar advertising product had been manually done in the past – a time consuming process.

Koekemoer says the local Muller Martini representation, Thunderbolt Solutions were initially contacted.

He adds that it was not long before Muller Martini technicians installed the second opening station and extended the two ProLiners simultaneously .

‘The main jacket is no longer applied before the first, but before the second opening station,’ Koekemoer notes.

The upgrade allows Caxton to process PowerWraps that are fed in the first opening station along with inserts.

Koekemoer says the new advertising and its efficient processing has increased profitability.


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