UPDATE: ?Philadelphia Inquirer? Publishing 3-D Ads and Photos ? But It?s Not a First

By: E&P Staff

For its Sunday June 13 edition, The Philadelphia Inquirer is publishing a section with 3-D photos and advertising that includes new-generation 3-D glasses.

The 3-D newspaper section will also appear online at philly.com the next day.

According to the Inquirer’s announcement Thursday, the section will include full-page 3-D photos and 3-D ads, including a front-page spadia ad from Best Buy.

“This is an innovative program that is integrating paper and online, and pushing the envelope in terms of the experience that newspapers are able to provide for readers,” Inquirer Publisher Brian P. Tierney said in a statement. “Most people associate 3-D with electronic media but the 3-D experience in newspaper revolutionizes the reader’s experience and engages them in yet another way.”

Each section will come with 3-D glasses. Unlike older 3-D technology these lens are clear. 3-D images appear normal without the glasses.

Media Lab, which Philadelphia Newspapers launched in 2006, worked with advertisers to optimize the effect. “For the last four years our Media Lab team has accomplished numerous industry firsts, but their work on this 3-D section hits it out of the park,” Tierney said.

An earlier version of this story incorrectly reported the Inquirer would be the first U.S. newspaper to publish 3-D images. In fact, the Fort Worth (Texas) Star-Telegram published a 3-D section on April 1, 2004.

“It was a 20-page section with 10 pages of ads, which I thought was pretty good,” Star-Telegram Editor Jim Witt said Thursday. Witt said he got the idea from a Presstime article about a Canadian newspaper that had tried to produce a 3-D section live, with poor results. “We did ours as a preprint,” he said.

Despite raising $100,000 in revenue, the paper never got around to repeating the 3-D publication, Witt said.

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