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Beauty Catalogue Defies Limits of Production

Beauty Catalogue Defies Limits of Production

A commercial catalogue which achieved the status of a “trophy” book because of its complexity, has won the Promotional Print Category of Pride In Print.

The catalogue was produced by Webstar of Masterton and was a true mass-circulation commercial job. The catalogue was 32 pages in total with four gatefolds.

Hundreds of thousands of copies were produced in a 24-hour turnaround time for the Farmers store chain, at a speed of 30,000 per hour.

Yet despite the high-speed nature of the job and its high degree of difficulty, judges were wowed by its top presentation. Comments included: “Excellent balance and register … a real commercial job done at top-class quality.”

Judge Arthur Lenssen said the mailer’s quality was enhanced by its commercial strength.

“Its simplicity in function belies its quality and complexity in the production process.

It features outstanding colour density and registration. The general pressmanship is exceptional.

“These qualities on their own warrant recognition. However it is the four gatefolds and the superb trimming that sets this product apart from the rest of the entries.

“This is a commercial product, not a trophy book, and represents the bread and butter of any print company. Yet its presentation and finish defy the limitations of its manufacturing process and turnaround time.

“It has lifted the bar in web offset printing which is ultimately what the Pride In Print awards are all about.”

Webstar national sales manager Robin Bowkett said the award was “awesome”.

“It is taking the fast-paced, high-volume, web offset process to the next level. It was 800,000 copies. Webstar’s offering is starting to become unique within that environment and we’re starting to take our offering to the retailer to the next level.

“We won this category previously for Warehouse Stationery. It is a similar format with a few tweaks and as far as we’re concerned it is unique to the market and it’s just a matter of our end client embracing it and turning it into something that works for their brand.”

Mr Bowkett said it was produced with a team effort.

“We have our Masterton operations manager Trevor Howard who runs the plant but we have people who are working with him in Auckland who are questioning the boundaries around ‘can we do this?’ and Trev is testing it on the press … we are taking our presses to the limit.

“Our presses in Auckland are a head above the market in quality, but what Trev has got in Masterton is innovation and a can-do attitude and this has pretty much come out of a lot of hard work and thinking outside the square.”

The Farmers Beauty Mailer also won the Web Process Award for Webstar.


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