The magazine has produced seven different cover editions featuring seven different 911 icons, all sourced by and shot exclusively for CAR on seven different high-impact colour palettes – and all topped by a spectacular metallic finish created by printing onto Mirri.
Phil McNamara, editor of CAR magazine, knew the special edition needed to create stand out impact on retailer’s shelves, and wanted to use the metallic material from Mirri – A Division of Celloglas as the cover substrate. Working closely with Steve Middleton, Sales Director at Mirri, they were able to use the newly installed Mirri sheet-feeding service. The new sheet-feeding service from Mirri allows publishers to use their own sourced base material to which the team at Mirri are then able to laminate the metallic film – providing a cost effective, high impact result for covers of magazines, books or booklets, says Celloglas.
Phil McNamara commented: “The Porsche 911 is the greatest sports car the world has ever seen – no other car of its kind offers such thrills, everyday usability and longevity. And we’d like to think our sensational Mirri covers do it justice – you won’t see a better motoring magazine cover anywhere else this year.”
The seven covers types were all digitally proofed for metallic result by printing them on a HP Indigo press, before the full run was then printed UV Litho. This provided the publisher with reassurance that the metallic effect in the artwork was achieving the desired result before the litho run started and allowed for any adjustments to be made.
Steve Middleton, Sales Director at Mirri - A Division of Celloglas, commented: "We always proof Mirri covers with a HP Indigo press before the main run. This process can also be used as a sales tool, as it allows magazine titles to see their cover artwork on Mirri and present the idea internally".
Steve added: “It’s been brilliant to work with the team at CAR magazine, and to finally show how flexible Mirri can be, by laminating to a customers own paper/card/board – it means that they can use the stock material they know works well for them whilst also creating high impact, memorable covers.”
All seven covers were printed at Colour Five, a UV Litho printer based in North London, and the designs were processed using the ‘Process Metallic Color System’ by Color-Logic. The Color-Logic software allowed them to place white ink in the image to create dramatic and contrasting metallic effects quickly and easily.
Steve continued: “This new service opens up a world of opportunities, not just in the publishing sector, but also the packaging markets as it can be sheet fed from any weight of material from 150gsm to 850mic. The machine can laminate sheets from 320mm x 450mm (SRA3) up to 1000mm x 1400mm.”
Neil Atkinson, Joint Managing Director at Colour Five, commented: “We have had a lot of success working with and printing onto a range of Mirri substrates, and the CAR magazine editions have allowed us to see exactly what can be created, from the colours that have been chosen to the sheet-feeding element of the material. This now brings whole new possibilities to the publishing market”.
The August issue of CAR is on sale from 17 July 2013, priced £4.50
CAR’s special edition will be backed by an extensive marketing campaign to drive awareness to over 3.7million consumers including: extensive cross promotion campaign across Bauer Specialist and Lifestyle media titles including FHM, Empire and Q; social media activity and high visibility promotional space in retailers stores.
About Mirri – A Division of Celloglas
Celloglas says: “Mirri is a world leading brand of metallic paper and board. Mirri is widely recognised by designers, retailers and brand owners as a tool to communicate quality, innovation and brand category leadership.”