Ink on Cable, Print on the Air

By: E&P Staff

US Ink and its parent company, Sun Chemical, were featured in an episode of the History Channel’s “Modern Marvels” series on the history of ink, which traced ink to its 4,500-year-old origin in China.

The one-hour episode, which aired Oct. 4, visited two Sun Chemical manufacturing locations and several of its customers, among them The Milwaukee Journal, which showed how newspapers use ink.

“We are pleased that the History Channel recognized the long history of ink and newspapers,” US Ink President Greg Lawson said in a statement, noting that many viewers who are daily newspaper readers may not understand how a modern newspaper is produced.

Another daily is making an appearance on television. The Omaha World-Herald’s Freedom Center production facility was the setting in mid-August for a Plavix commercial, created by Saatchi & Saatchi Consumer Healthcare.

Ad agency personnel referred questions to Bristol-Myers Squibb. The drug maker did not return a phone message.

In the 60-second spot, according to information supplied by press maker MAN Roland Inc., atherosclerosis suddenly stops an editor, who appears to be running the pressroom. Thanks to Bristol-Myers Squibb/Sanofi Pharmaceuticals’ anti-platelet-clotting medication, however, the editor gets the paper printed and out to readers.

Omaha World-Herald Public Relations Director Joel W. Long said a day of taping was done “on and around” the paper’s three MAN Roland Geoman presses. In one shot, the actor-editor pulls a freshly printed copy; in another he oversees printing from a press platform.

Long said the Freedom Center was chosen after the ad agency searched sites “throughout North America and Europe.” He said client, agency, producer, and director were all “thrilled with the ease of filming” — a result of the building’s design, which allows “extensive camera and lighting set ups” without disrupting production.

In fact, the newspaper’s agreement with the film crew required uninterrupted printing to meet deadlines, which worked because the commercial required a pressroom printing live papers.

The World-Herald is not identified in the ad, but Long says the industry should benefit from the presentation of “a hard-working staff and state-of-the-art presses producing a great paper.”

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