In Ecuador: a newspaper that becomes an umbrella
To counter the decline in newspaper sales in Ecuador during the rainy season, daily newspaper Extra created a laminated newspaper which can also be used as an umbrella.
Ecuador has a tropical climate and rain levels can reach up to 5000 mm per year, mainly during the rainy season (Source: Routard
While most people have found themselves at some point or another in the rain without an umbrella, it’s a common problem for Ecuadorians. During the rainy season, the bad weather has a direct impact on newspaper sales. The editor of Extra decided in 2014 to laminate his newspapers which, when necessary, can also act as shelter from the rain. The project has been a real success, showing a 16% increase in sales. Ecuadorians can read the paper without it falling apart and protect themselves from the rain as it’s waterproof.
Developed by the Maruri agency, this innovative material, which acts as a support in newspaper printing, has been praised by the local media. International websites Piwee and CreaPills, which specialise in innovative initiatives, have also reported on the project. This idea could be used in other countries with an equatorial climate. Extra is the best-selling paper in the country, with 150,000 copies sold, and its popularity is on the rise thanks to this umbrella newspaper idea.