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Industry Insight

UK's best handheld for 40yrs


By Adam Dewitz
Published: December 4, 2009

UK's daily tabloid newspaper The Sun has released an advertisement touting the printed version over its electronic cousins.

The Sun has been the UK's best handheld for 40 years. Top news, sports, photos, gossip and games in an easy-to-share format. No waiting for pages to load, no contract, no losing reception. There's no substitute for the Sun.

UK's best handheld for 40yrs



By Nigel Dixon on Dec 06, 2009

Haha cheers for sharing that!

What an amazing piece of advertising. Hats off to The Sun for this one!

Now if only they started putting some actual news into their newspaper...


By Chuck on Dec 07, 2009

Very amusing, and all valid and compelling claims. The only problem I see is that their customers aren't consciously basing their purchasing decision on any of those criteria, and this ad won't change that. Consumers aren't thinking in terms of a checklist of one "media deliver mechanism" benefits versus another. They are just accessing content they want via the path of least resistance.


By Andrew Tribute on Dec 07, 2009

Chuck, you are failing to understand some of the major benefits of this technology. Can you light your open fire at home, make a bed for your pet rabbit, make padding for packing an item in a box, or many other valuable functions for the newspaper with a Kindle or Sony Reader?


By Chuck on Dec 08, 2009

Andy, you made my day! You are so right: the Kindle and Sony Reader, being made out of plastic primarily, just hopelessly melt, providing no value whatsoever!


By InksCorrespondent on Dec 08, 2009

This makes me wonder about the reader ratios of The Sun's website versus its printed version. The claim that it's Britain's most-read tabloid probably doesn't take into account online readerships - for which I believe The Guardian has it sewn up. Be interesting to know!


By Greg Imhoff on Dec 08, 2009



Greg Imhoff
(708) 557 - 2021 - cell
Skype: gregimhoff


By Tony Karg on Dec 11, 2009

I love this video, not only for its promotion of the actual newspaper, but for the fact that it uses the digital medium to stimulate the consumption of print. I think we should be encouraging our print community to "get outside the box" and use all the tools at their disposal (print and digital) to enhance the value proposition of what print brings to the media buyer. For the Sun it was the use of video, for other print companies it could be the use of other social media, or augmented reality or QR codes. Print needs to fight back and regain mindshare of the media buyer.


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