The ValueLiner will increase UPP's flexibility for publisher marketing, and promises the organization an attractive ROI as well as additional added value in the mailroom. The "eye-catcher" effect on the front or back page of a newspaper, generates high response rates and makes this form of advertising extremely attractive to advertisers. UPP also benefits from the fact that the ValueLiner can be integrated into an SLS3000 inserting line as a component of the modular mailroom concept from Muller Martini.

From left to right: Enrico Farinacci (Sales Director at Muller Martini Mailroom Systems), Ali Saif Al Neaimi (CEO UPP), Hans Peter Sutter (Muller Martini corporate management) and Volker Leonhardt (Marketing Director at Muller Martini Mailroom Systems) at the Muller Martini stand at IfraExpo in Vienna.

In 2007, Abu Dhabi's biggest newspaper publisher – producer of the Arabic newspaper “Al Ittihad” and the new English-language daily “The National” – opted for a Muller Martini solution as a replacement for its existing newspaper mailroom. In addition to five NewsGrip-A lines, UPP also selected two SLS3000 inserting systems, five PrintStack CN-80 stackers with TABA (automatic top-sheet applicator), one ramp system and one labelling system, as well as the Mailroom Production Control (MPC) system.

With a third SLS3000, UPP can produce from three folder deliveries at the same time (two from the KBA printing press and one from the Manugraph Highline). Thanks to gate solutions in the NewsGrip-A lines, the main sections from both KBA folder deliveries can be added to all three SLS3000 lines. Two SLS3000s can be operated from the Manugraph Highline. By commissioning a third inserting system, UPP will cut production times and boost flexibility, while also optimizing back-up processes.

In addition to the mailroom, UPP also invested in a Muller Martini press delivery system two years ago – with a Floorveyor conveyor, a Compacto rotary trimmer and a Forte stacker.