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Streaming News to Printed Newspapers

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NZZ News

The Swiss German-language newspaper Neue Zürcher Zeitung goes back to 1780, and features its distinctive look(which like The New Yorker has scarcely changed since its inception.

Now the paper is looking to get some attention for its online edition, and its creative agency invented a new “twist” on the newspaper holder, a popular accessory among traditional readers in Switzerland.

The agency answered the question: “How can you ask a conservative audience about the advantages of a digital publication?” by respecting the old ways of reading while promoting the advantages of the digital format.

They made converted digitized newspaper holders with an LED board that shines through the wood, using an infrared transmitter to provide updates on stories from an RSS feed.

NZZ

Newspaper readers in cafés could see that online publications move faster and can provide updates on their printed counterparts. For example, while the newspaper wrote about the finals of the America’s Cup, the physical holder was able to announce the winner in real-time.

The agency Jung von Matt/Limmat used this low-tech display because it’s not intimidating for its older audience. It also sought to avoid the information overload while guiding readers gently into the up-to-the-minute digital world.

Watch Video of Converted Newspaper Holders in Action

Go Neue Zürcher Zeitung Eases Readers into Digital