It's a difficult time for publishers of the printed word. As books slowly give way to the Kindle and new programs are developed to change the way we read such as Spritz, traditional forms of print are becoming more of a luxury item and less of an everyday necessity. The traditional broadsheet has the most to worry about, with it's impractical size, its contents could be deemed out of date. However, as we are living at a crossroads of a completely digital age there is still a generation for whom such traditional forms are preferred. When agency Jung Von Matt/Limatt took control of one of the oldest papers still being published, Swiss-German broadsheetNeue Zurcher Zeitung. The challenge was to introduce an online edition of a paper which has traded on it's distinct look since its first edition almost 250 years ago.

By implementing and modernising an accessory popular in Switzerland, the newspaper holder, the agency inserted LED boards into the old wooden holders, maintaing the paper's familiar position in bars and cafes. However with the infrared transmitter the holders could offer updates on articles in the paper. The low key aspect of the digital addition is simple enough to not scare away the hardened technophobes. The format eliminates a barrage of information as it's more like receiving a text message. By eliminating what can be a daunting level of endless information offered on the internet, the holders operate as a gentle nudge to the benefits of up to the minute news.