Killer app: Special cover pulls out stops

Wednesday 13 April 2011

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To celebrate the 20th birthday of leading men's magazine <i>Esquire</i>, The National Magazine Company worked with Colour Five to produce a special foiled cover for its April issue. The cover combined silver Mirri board, black and white foil and a die-cut section that revealed part of one of 20 exclusively designed inside covers.


How was it produced? The special cover was printed using CMYK  and white UV inks plus an all-over UV varnish, all printed in one pass on Colour Five’s B1 five-colour Heidelberg Speedmaster SM 102 UV press. The cover, which used  280gsm Bright Silver Mirripak, was then foiled and die-cut by trade finisher Celloglas.

What challenges were overcome? Colour Five managing director Neil Atkinson said there were no unexpected challenges. "We have built up plenty of experience printing magazine covers. We have printed a few covers in partnership with Celloglas’s Mirripak, while using our Colourlogic systems enables us to get much more detail out of the white than using the conventional method." He added that magazine publishers were looking for more creative print ideas, and were often keen to exploit the possibilities offered by UV printing.

What was the feedback? Glenn Joyce, production manager at The National Magazine Company, said: "We wanted the Esquire 20th anniversary issue to be both collectable and memorable, while standing out on the newsstand. This was achieved with a unique creative idea from the Esquire team which maximised UV printing on Mirri material, but we took it one step further by incorporating black foil blocking and the die-cut hole to reveal one of 20 special limited edition covers beneath."

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