This report examines the case for the tailored newspaper concept, including an economic evaluation of its potential and an overview of the latest technological developments in printing and mail room capabilities. It looks at the printed form of the tailored newspaper in an increasingly digital world and provides examples of how newspapers are moving towards this goal, and examines how suppliers are providing new solutions that will turn this vision into reality.

While it is true that no newspaper today can truly claim to be ’a tailored newspaper’, all of the elements required are either currently operational or in process of testing.

The pioneering companies named in the case studies in this report believe huge opportunities can be released by their efforts.

The challenge lies in marketing, particularly in distribution and customer knowledge systems rather than in the early stages of the value chain, namely gathering, packaging or printing.

A number of steps are required for publishers to maximise the opportunities of tailoring technologies. Many are steps that would be regarded as best practice in traditional publishing.