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Inquirer goes 3D


Philippine Daily Inquirer
First Posted 04:41:00 11/12/2010

Filed Under: Newspaper & Magazines, Science & Technology, Media, Advertising

MANILA, Philippines?Bright butterflies, nifty gadgets and colorful fonts. These are among the images that come alive and leap out of the Philippine Daily Inquirer on Friday, marking the first time the country?s No. 1 broadsheet is printing 3D images.

Metro Manila readers can experience this new feature in Friday?s advertisements of Nestlé, Abenson, Smart, BMW, Samsung and PLDT on Pages A7, A12 to A13, A24, B1, C1 and J6.

Readers may make use of the 3D glasses glued to Page C4 to view the images, which are deliberately produced in large formats and meticulously processed to maximize the 3D experience.

Another milestone

Sandy Prieto-Romualdez, Inquirer president and CEO, counts the printing of 3D images in the Inquirer pages as among the milestones in the history of the newspaper, which is celebrating its 25th anniversary on Dec. 9.

In May 1998, Inquirer became the country?s first ?environment-friendly? newspaper when it started using soy-based ink and recycled paper.

Inquirer is also the first newspaper in the country to employ the superpanorama system, which allows the printing of four-page center spread.

The 3D, or three-dimensional effect, is achieved by combining two different angles of an image?printed with red and blue hues?to appear as one. To the naked eye, a 3D image is flat and fuzzy, but when viewed through 3D glasses, equipped with red-and blue-colored lens, it creates an illusion of depth.

The Inquirer follows a global trend as newspapers from all over the world have introduced the use of 3D images early this year, riding on the popularity of 3D films and video games.

?The Inquirer wants to explore the latest technology or use of media to provide readers a new experience,? said Romualdez.

?This also shows that we are at par with the printing technology and innovation that other countries are using,? she said.

Big buzz

In March, La Derniere Heure, a French daily in Belgium, used 3D images in its editorial photos and advertisements, creating a big buzz. It was considered Europe?s first 3D newspaper.

This bold initiative was followed by China?s Shiyan Evening News in April, Singapore?s The Strait Times in May, London?s The Sun in June and Thailand?s Bangkok Post in August, among others.

The Inquirer makes 3D images available to its advertisers, giving them a new way to interact with readers.

?As far as innovation is concerned, the people in the print media have tried very hard in coming up with ways to innovate. This is one of those ways to reengage the readers and make them interested,? Romualdez said.

Stand out

The use of 3D images in advertising materials makes brands stand out, literally and figuratively, said Pepito Olarte, Inquirer vice president for advertising.

?The changing media landscape has resulted in so much clutter. As such, there is a need for more compelling material to create great impact on readers,? Olarte said. ?The use of 3D is certainly a welcome development.?

Moreover, it will generate interest in print media, according to Inquirer marketing officer Chito San Mateo.

?In the process of offering an alternative to our advertisers to make their material more enticing and exciting, we also raise an awareness of newspapers and provide a different perspective to our readers,? San Mateo said.

?With 3D, we want to prove that the newspaper industry is very much alive,? said Henry Santos, senior vice president of the newspaper division of Print Town, which prints the Inquirer.

?There is a lot of things that we can explore and offer to our readers. That?s why we are constantly trying a lot of things,? Santos said.

Other platforms

Through the years, the Inquirer has also adopted various platforms in delivering news and information to the public.

In October 1997, the Inquirer went online at www.inquirer.net to become the prime mover in Philippine online news. It now ranks among the world?s most visited news sites, averaging one million page views a day.

In November 2001, Inquirer Libre pioneered the delivery of news for free to commuters on the Metro Rail Transit and Light Rail Transit trains.

In December 2009, through an affiliate company, the Inquirer acquired Megamobile Inc., a value-added services entity and an applications developer focused on delivering mobile and online services.

On air

In September, the Inquirer went on the air through dzIQ Radyo Inquirer 990 kHz, which became the multi-awarded news organization?s broadcast arm.

Cited by the Catholic Mass Media Awards, Jaime Ongpin Awards for Investigative Journalism, Anvil Awards and the Society of Publishers in Asia, the Philippine Daily Inquirer stands out as the country?s most-awarded broadsheet with over 300 awards and citations. Lawrence de Guzman, Inquirer Research



Copyright 2014 Philippine Daily Inquirer. All rights reserved. This material may not be published, broadcast, rewritten or redistributed.

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Factual errors? Contact the Philippine Daily Inquirer's day desk.
Believe this article violates journalistic ethics? Contact the Inquirer's Reader's Advocate.
Or write The Readers' Advocate:

c/o Philippine Daily Inquirer
Chino Roces Avenue corner Yague and Mascardo Streets,
Makati City, Metro Manila, Philippines
Or fax nos. +63 2 8974793 to 94

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