Localised content and regional advertising are the promise of a new digital newspaper printing operation in France, announced during the WAN-Ifra WPE event.

Sogemedia will team Kodak's Prosper 6000C inkjet web with manroland's FoldLine finishing and workflow in a set-up which replaces an elderly Harris coldset press at the publisher in the north of France.

The country's unique legislation provides support for regional newspapers, and Hubert Pederand - who is an expert on the topic, not least through INIgraph and his own Rotocean print operation on the island of Réunion - provided consulting with the government's UNIC agency. Key to this is rhe establishment of new business models for news creation and distribution, and Sogemedia will set up a new DigitaPrint business based at the printing plant in Avesnes-sur-Helpe with partners Le Journal de la Haute Marne, La Semaine de l'Allier and Liberté Hebdo which will also make use of the new press.

Its slogan for localised advertising and media is "one newspaper for each person, one solution for all".

The company's president, Jean Pierre de Kerraoul anticipates an exciting era of personalised print: "As a news organisation we want to be at the forefront of content that is tailored and bespoke to our many audiences. This will also provide huge opportunities for our advertisers as we improve the relevance and price of ad space with the inclusion of micro-zoning of ads and content, as well as shorter runs and the introduction of variable editions related to neighbourhood news."

Digitaprint managing director Gilles Mevel says the business model - offering hyperlocal editorial and targeted advertising - offers print and printed newspapers a new chance, and will gradually evolve to customised products.

de Kerraoul says the drop in the circulation of print products is "not primarily based on paper as a medium, but on the lack of editorial significance.

"The possibilities offered by digital print open up wonderful new opportunities for printing, provided that it can control the variables in such a way that the customers receive their individual newspapers 'on demand'.

"Our challenge is to produce a newspaper for everyone that is still tailored to each individual reader."

The announcement follows that for production of the Jersey Evening Post and 11 UK dailies, in which Kodak is also the supplier, and president of its enterprise inkjet systems division Philip Cullimore is delighted Sogemedia has recognized the "huge potential" inkjet technology presents for newspapers, delivering "more connected and relevant content at a local level, direct to the news stand, engaging new readers but also ensuring advertisers can be more targeted and in tune with their audience".

Sogemedia is an independent group of weekly local newspapers with 20 titles - including flagship L´Observateur - and 200 employees.

manroland will install its FoldLine digital finishing system and WorkflowBridge integration software and an integrated Rima stacker.

Digitaprint managing director Gilles Mevel says the business model - offering hyperlocal editorial and targeted advertising - gives the printing sector a new chance: "It will gradually evolve to customised printing products," he says.

de Kerraoul says the drop in the circulation of print products is "not primarily based on paper as a medium, but on the lack of editorial significance.

"The possibilities offered by digital print open up wonderful new opportunities for printing, provided that it can control the variables in such a way that the customers receive their individual newspapers 'on demand'.
"Our challenge is to produce a newspaper for everyone that is still tailored to each individual reader."

Pictured: Installation of the Prosper 6000C starts in Avesnes-sur-Helpe