US3807771A - Advertising insert - Google Patents

Abstract

An advertising insert adapted to be inserted within the pages of a publication is comprised of a generally rectangular sheet of imprintable material. The sheet has a fold line extending between its sides, and a generally rectangular area extending across the fold line is separated from the sheet on one side of the fold line and joined to the sheet on the other side of the fold line by a perforated line. The area, however, is not folded when the sheet is folded along the fold line. The area thus projects beyond the sheet when the sheet is folded, to form an attention getting projection, and the area may be separated from the sheet along the perforated lines to serve as a reply card or coupon or the like.

Description

United States Patent [191 Greason ADVERTISING INSERT [75] Inventor: Craig P. Greason, Huntington, NY.

[73] Assignee: Graphos Techni-Services, lnc.,

Huntington, NY.

[22] Filed: May 30, 1972 [21] Appl. No.: 260,020

[56] References Cited UNITED STATES PATENTS 2,824,394 2/1958 Lohnes 40/l24.l

3,520,560 7/1970 lssac 283/56 2,156,815 5/1939 Levy 283/56 X 2,187,451 1/1940 Gilson 283/56 X 3,203,125 8/1965 Stoessel 40/126 A X [451 Apr. 30, 1974 Primary Examiner-Lawrence Charles Attorney, Agent, or FirmAlbert C. Nolte, Jr.; Edward B. Hunter;-Charles B. Hamburg ABSTRACT An advertising insert adapted to be inserted within the pages of a publication is comprised of a generally rectangular sheet of imprintable material. The sheet has a fold line extending between its sides, and a generally rectangular area extending across the fold line is separated from the sheet on one side of the fold line and joined to the sheet on the other side of the fold line by a perforated line. The area, however, is not folded when the sheet is folded along the fold line. The area thus projects beyond the sheet when the sheet is folded, to form an attention getting projection, and the area may be separated from the sheet along the perforated lines to serve as a reply card or coupon or the like.

5 Claims, 20 Drawing Figures PATENYED APR 30 I914 SHEET t [If 4 ADVERTISING INSERT This invention relates to advertising inserts of the type that may be manually inserted in the pages of newspapers or magazines or the like, and is more particularly directed to inserts of this type which are provided with perforated lines for the separation of one or more parts thereof, for example coupons, envelopes or postcards. It will be appreciated, of course, that while the inserts according to the invention are primarily adaptable for manual insertion, this adaptability is essentially a matter of convenience since various known stuffing machines, if they are available, may also be employed with the insert of the invention.

In the past various techniques for distributing advertising material have been employed. For example, until quite recently, large volumes of advertising material, for example in the form of folded inserts, were separately mailed to various addresses in order to provide a wide distribution of the advertising material. This technique, although satisfactory from the standpoint of obtaining wide distribution, is subject to the varying costs of postage, so that increases in postal rates may render the technique uneconomical with respect to widespread distribution of advertising material on a nonselected basis. As a consequence, it is currently becoming more popular to distribute advertising material by way of other media which have wide distribution, such as newspapers, and magazines and the like.

In the distribution of advertising material in the form of inserts, in newspapers and magazines, the advertising inserts may be simply inserted between the pages of the magazine or newspaper, they may be nested within sections, for example, of a newspaper, or they may be bound in with the pages, for example, of a magazine. Techniques for inserting the material in the newspapers or magazines are well known. It is also well known that When advertising material was distributed by way of individual envelopes through various mailing systems, the attention of the recipient was generally directed to the advertising material, since it was received separately, and required opening and generally at least cursory inspection of the material. The advertising material was thus exposed to the recipient at least to a reasonable extent. When advertising inserts are received by the purchaser of a newspaper or magazine, however, the recipient of the newspaper or magazine is interestd primarily in the magazine or newspaper itself, since this is the reason he purchased the item, and unless the advertising insert is distinctive, it may be automatically overlooked or discarded. This is particularly true with respect to newspapers, since the inserts generally employed are much smaller in size than the newspapers themselves.

While the concept of advertising display material having various nonrectangular configurations is known, for the purpose of drawing attention of potential customers to the material, this technique in the past has been generally unsuitable for simple advertising inserts, in view of the difficulty of cutting the material and the wastage of paper involved, since it must be remembered that in view of large distribution of the advertising material its unit cost must be very low. Consequently, in the past attention has been directed to the inserts primarily by such techniques as the coloring of the inserts or the distinctiveness of the printed material thereon.

It is therefore an object of this invention to provide a simple economical advertising insert for a newspaper or magazine or the like, the insert being adaptable to manual or machine insertion, and having an eye catching configuration and usefulness that minimizes it being overlooked by the recipient of the magazine or newspaper.

Briefly stated, in accordance with the invention, an advertising insert is comprised of a generally rectangular sheet having at least one fold line. A generally rectangular area of the sheet is provided straddling the fold line, the portion of the area on one side of the fold line being entirely separated from the remainder of the sheet on that side thereof, and the portion of the area on the other side of the fold line being attached to the remainder of the sheet on that side thereof by perforations. The sheet is folded along the fold line except for that portion which extends through the above area, so that the area forms a tab extending from the sheet at the fold line. The tab may be formed as a postal card, coupon, or the like, adapted to be torn from the sheet along the perforation lines. The tab serves in addition, due to its projecting configuration, to attract attention to the insert. The sheet is provided with suitable advertising material, or the like, and additional fold lines may be provided, which may also have similarly formed tabs. The insert may be manually placed within the pages of the newspaper or magazine, or alternatively it may be inserted by machine. While the insert is particularly adaptable as a fall-out insert, it may also be nested within the newspaper or magazine if additional fold lines are provided on the sheet, and alternatively the insert may be bound, for example in a magazine. It is of course intended that neither the insert nor its projecting tabs extend beyond the edges of the newspaper or magazine in which it is inserted.

The invention will now be described more fully with reference to the accompanying drawing, in which:

FIG. 1 is an illustration of an insert according to the invention inserted within the pages of a newspaper;

FIG. 2 is a top view of one embodiment of an insert according to the invention, prior to folding;

FIG. 3 is a view of the insert of FIG. 2 in its folded condition;

FIG. 4 is a view of an insert according to another embodiment of the invention, in unfolded condition;

FIG. 5 is a view of the insert of FIG. 4 in folded condition;

FIG. 6' is a view of still another insert according to the invention, in unfolded condition;

FIG. 7 is a view of the insert of FIG. 6 in folded condition;

FIG. 8 is a cross-sectional view of the insert of FIG. 7 taken along the lines 8-8;

FIG. 9 is aview of still another insert according to the invention, in unfolded condition;

FIG. 10 is a view of the insert of FIG. 9 in folded condition;

FIG. 11 is a cross-sectional view of the insert of FIG. 10 taken along the lines 11-11;

FIG. 12 is a view of a still further embodiment of an insert according to the invention, in unfolded condition;

FIG. 13 is a view of the insert of FIG. 12 in folded condition;

FIG. 14 is a view of still another insert according to the invention, in unfolded condition;

FIG. 15 is a view of the insert of FIG. 14 in folded condition;

FIG. 16 is a view of an envelope separated from the insert of FIG. 14;

FIG. 17 is a view of another modification of an insert according to the invention;

FIG. 18 is a view of still another insert according to the invention; 1

FIG. 19 is a view of a further insert according to the invention; and

FIG. 20 is a view of astill further insert according to the invention.

Referring now to the drawings, and more in particular to FIG. 1, therein is illustrated a folded advertising insert 20 according to one embodiment of the invention, inserted within the pages of a publication or journal such as newspaper 21 or the like. While the insert 20 is illustrated as being merely placed within the pages of the newspaper 21, it will be apparent that in some embodiment of the invention which include more than one fold line, such as the insert of FIG. 12 and 13, the insert may alternatively be placed with one of the folds nested between sections of the newspaper. It is also possible, in accordance with the invention, that the insert may be stapled or bound in with a publication, for example in a magazine or the like.

While the insert 20 of FIG. 1 is primarily adapted to manual insertion, for example by a newspaper dealer in a given locality, if desired, inserts of the form according to the invention may also be inserted by suitable stuffing machines. The manner of placing the insert in the publication, whether it be of the fall-out type, nested type, or bound-in type, does not form a part of the invention.

One embodiment of an advertising insert in accordance with the invention is illustrated in FIGS. 2 and 3, with FIG. 2 illustrating the unfolded insert, and FIG. 3 showing the insert when it is folded preparatory to insertion within the pages of a publication. As shown in FIG. 2, the insert is comprised of a sheet 22 of a mate- 'rial, such as cardboard, upon which advertising messages can be imprinted. The sheet 22 may be of any conventional material for this purpose, preferably, for purposes as will be apparent from the following discussion, of a quality and thickness to permit portions thereof to be accepted in the mails.

The sheet 22 is preferably generally rectangular, and has a fold line indicated at 23 extending generally normally between a pair of sides of the sheet. A generally rectangular area 24 of the sheet extending across the fold line 23 is severed from the sheet 22 on one side of the fold line 23, as indicated at 25, and the area 24 is connected to the sheet 22 on the other side of the fold line 23 by a perforated line indicated at 26.

The sheet 22 is then folded along the fold line 23, as illustrated in FIG. 3, the folding of the sheet however not extending through the area 24, so that the edge 25 of the area 24, being separated from the sheet, extends beyond the fold line 23. In this form the insert may be placed within the pages of a publication, as illustrated in FIG. 1. The area 24, projecting from the edges of the insert, attracts attention to the insert.

The area 24 may be in the form of a reply card, which can be readily separated from the sheet 22 along the perforated line 26 for mailing. Alternatively, of course, the area 24 may also be a coupon for advertising purposes. The sheet 22 may be imprinted with any suitable advertising messages, and if the area 24 is in the form of a reply card, the return address and other information may of course be imprinted thereon.

In the arrangement of the invention illustrated in FIG. 4, the insert may be provided with an additional fold line 30 extending between the sides of the sheets 22, the completed insert being folded along the line 30 as illustrated in FIG. 5. While the area 24 is indicated in FIG. 4 as comprising a coupon, it is apparent that this area may also comprise a reply card as in the arrangement of FIG. 2. As illustrated in FIG. 4, the severed side 25 of the coupon area 24 includes one complete side of the area 24, as well as portions of two adjacent sides, while in the arrangement of FIG. 2 the severed side included one complete side of the area 24 and a portion of only one other adjacent side. THe separable portion of the insert may thus be aligned in any manner desired with respect to the edges of the sheet 22, and the relative lengths of the severed and perforated edges may be selected as desired, so that the area 24 serves its desired purpose in attracting attention to the insert, as well as functioning as a reply card or coupon or the like.

In the arrangement of FIGS. 6 through 8, the sheet 22 is provided with a pair of fold lines 23 and 30 as in the arrangement of FIGS. 4 and 5, although FIGS. 6 through 8 illustrate that a plurality of separable extension areas and 36 may be provided on the sheet.

Thus, the areas 35 and 36 are positioned with their diagonals generally along the fold line 23, the extensions of the areas between the two fold lines 23 and 30 being severed from the sheet, and the opposite sides thereof being connected to the sheet 22 by perforated lines. This sheet may be folded, as indicated in FIGS. 7 and 8, with the first fold being made alog the line 23, and the second fold being made along the line 30, so that the end of the sheet not bearing the areas 35 and 36 overlies the perforated lines. In this arrangement, the folded insert is opened to expose the perforated portions of the separable areas, and the separable areas 35 and 36 may be either reply cards or coupons, or combinations thereof.

In the arrangement of FIGS. 9-11, the sheet 22 is provided with the fold lines 23 and 30, as in the arrangement of FIG. 4, and is also provided with an additional fold line 40 extending between the sides of the sheet 22 on the side of the fold line 30 opposite the fold line 23. In this arrangement, one coupon or reply card 41 is provided extending across the fold line 23, and a second coupon or reply card 42 is provided extending across the fold line 40. As in the previous embodiment of the invention, each of the coupons 41 and 42 is separated from the sheet 22 on one side of the respective fold line, and connected to the sheet 22 on the other side of the respective fold line by perforated lines as indicated at 43 and 44 respectively. As illustrated in FIGS. 10 and 11, the sheet 22 may then be folded along the lines 23 and 40, with a subsequent fold being made along the fold line 30 so that the ends 45 and 46 of the sheet are folded within the insert.

In a further embodiment of the invention, as illustrated in FIGS. 12 and 13, one or more separable areas, such as the areas 50 and 51 may be provided extending across the fold line 23, the areas 50 and 51 being separated from the sheet 22 on one side of the fold line and connected thereto on the other side by perforated lines. In this arrangement, additional perforated lines may be provided extending between the sides of the areas 50 and 51, so that each of the areas may be subdivided into a plurality of coupons or return cards or both. Thus, the area 50 is illustrated as being separable into three coupons 52, while the area 51 is illustrated as being separable into a pair of coupons 53 and a reply card 54. It will be obvious, of course, that any combination of coupons or reply card or the like may be provided. As in the arrangement of FIG. 4, the sheet 22 may initially be folded along the line 23, the sheet 22 then being folded along the line 30 so that the end 55 of the sheet adjacent the perforated areas is within the assembly. The folded configuration of the arrangement of FIG. 12 is illustrated in FIG. 13.

In a still further embodiment of the invention, as illustrated in FIGS. 14 and 15, the sheet 22 is provided with fold lines 23 and 30 as in the arrangement of FIG. 4, and a return card or coupon area 60 is provided extending across the fold line 23, the area 60 being separated from the sheet 22 between the two fold lines 23 and 30, and connected thereto by perforated lines 61 on the opposite side thereof. In the folded configuration of this insert, as illustrated in FIG. 15, the sheet may be first folded along the line 23, with a subsequent fold being made along the line 30 to cover the perforated area of the insert.

In addition, in the arrangement of FIG. 4, a further area 63 is provided extending across the fold line 23, the area 63 being generally rectangular and extending no further than the fold line 30. The area 63 extends from one side 64 of the sheet to a perforated line 65 parallel to the edge 64. The area 63 also extends from the end 66 of the sheet 22 closest to the fold line 23, to a second perforated line 67 parallel with the edge 66, the perforated line 67 being no further from the edge 66 than the fold line 30. An additional fold line 68 is provided in the area 63 parallel to the edge 66, and in the proximity of the perforated edge 67. The area 63 is'intended to serve the purpose of a'return envelope, and for this purpose a layer 69 of adhesive is provided along the side 64 between the end 66 and the fold line 68, and a second layer 69A of adhesive is provided along the perforated line 65 between the end 66 and the proximity of the fold line 68. As a consequence, when the insert is folded along the line 23, as illustrated in FIG. 15, the fold 23 extending across the area 63, a pocket is formed. The resultant structure has a tab 70 between the fold line 68 and the perforated line 67, and a layer 71 of re-moisten adhesive is provided on this tab to permit sealing of the envelope when separated from the sheet 22 as illustrated in FIG. 16. The area 63 is of course provided with a return address, and is sealed by foldingalong the line 68 to hold the flap 70 over the open end of the pocket formed in the structure. If desired, the area 60 may form a coupon or information card to be filled out to be inserted within the envelope for return to the advertiser.

In an alternative construction of the area 60 of FIG. 14, the area 60 may have a central fold line 75, with the edges of the area on one side of the fold line being provided with an adhesive 76, so that the area 60 may be removed from the sheet 22, folded along the line 75, and sealed with the adhesive to form a sealed return envelope.

In a still further embodiment of the invention as illustrated in FIG. 17, wherein the modified insert is illustrated in folded form, the sheet 22 is folded along the fold line 23 and has two areas 78 and 79 which extended across the fold line 23 in unfolded condition, each of the areas 78 and 79 being separated from the sheet 22 on one side of the fold line and joined to the sheet 22 on another side of the fold line. As distinguished from the inserts of FIGS. 6-8 and FIGS. 12-13, however, the two areas 78 and 79 are separated from the sheet 22 on opposite sides of the fold line and are thereby connected to the sheet 22 by perforated lines on opposite sides'of the fold line. As a consequence, the two areas 78 and 79 extend from the folded sheet in the same direction, and may appear to be overlapping as shown in FIG. 17.

In the arrangement of FIG. 18, the sheet 22 is provided with fold lines 23 and 30 as in the arrangements of FIGS. 6-8 and FIGS. 12-13, and a pair of areas 80 and 81 are provided extending from the fold line 23 in a manner similar to that of FIGS. 6-8 and 12-13. In addition, similar extending areas 82 and 83 extending from the fold line 30 and attached to the sheet in the same manner as the areas 80 and 81. The insert of FIG. 18 thus has areas extending from two edges thereof. It will be obvious of course that the number of extending areas may be varied as desired, and the configurations of the extending areas may be varied as desired, for example the areas may be of any of the previously disclosed arrangements.

In the arrangement of FIG. 19, an insert is provided of the general form illustrated in FIGS. 4 and 5. In this arrangement, however, the area 85 extending from the fold line 23 is in the shape of a particular product, for example, a can. This area 85 may of course be connected to the sheet 22 by perforated lines to permit its separation, for example, for use as a coupon.

In the arrangement of FIG. 20, an insert is provided of the general configuration of that of FIG. 19, the insert being provided with an extending region 86, in the same manner as that of FIG. 19, but in the form of a different type of product. For example, as illustrated in FIG. 20, the extending area 86 is in the form of a banana, for advertising such product. It will of course be apparent that the extending areas of the insert according to the invention may thus be in any form desired, to attract attention, for example, to a particular product being advertised, and that such areas may be joined to the sheets 22 by perforated lines for separation, for example for use as'coupons or the like.

While as above discussed the insert is primarily adaptable to hand stuffing operations, it is also contemplated that it may be specifically adaptable to various automatic operations. For example, particularly in the modifications of the invention in which the postal card or coupon extend only from one edge, the opposite edge may be provided with a row of pin holes for automatic feeding, the row being parallel to the edge, and a perforated line may also be provided so that the strip of the sheet with the pin holes may be separable. In this form, the insert may be formed from a continuous sheet of stock with automatic equipment, which functions to provide the necessary cut and perforation lines, as well as printing and folding of the insert, and the automatic equipment may feed the insert into a suitable bin in accordian folded fashion, with perforated lines between adjacent inserts, to permit the stacks of inserts to be employed in automatic feeding equipment. In this arrangement, gum drops may be provided on the sheets to hold the folded parts of the insert together to facilitate their use in automatic feeding equipment. Conventional automatic feeding equipment, such as Apollo Add-ACard insertors, manufactured by Custom Built Machinery Company of York, Penn, may be employed for this purpose. The strips of the insert having pin holes, as above noted, may also be provided with an adhesive, so that the automatic feeding equipment may, if desired, apply the insert by such adhesive to a particular cover or page of a journal.

While the invention has been described with respect to a limited number of embodiments, it is apparent that many variations and modifications may be made therein without departing from the spirit or scope of said insert comprising a sheet of a material capable of being impressed with printed matter, said sheet having at least one fold line, a first part of said sheet extending across said fold line forming an area that is fully separated from said sheet on one side of said fold line and joined to said sheet on the other side of said fold line by a perforated margin, a second part of said sheet extending across said fold line forming an area that is fully separated from said sheet on said other side of said fold line and joined to the sheet on said one side of the fold line by a perforated margin, the portion of said sheet only outside of said areas being folded along said fold line whereby the fully separated portions of said areas extend beyond the remainder of said sheet at said fold line, said areas abutting one another along at least portions of said fully separated parts thereof prior to folding about said fold line.

2. The advertising insert of claim 1 wherein said sheet is generally rectangular, and said fold line extends transversely across said sheet between the sides thereof.

3. The advertising insert of claim 1 when said areas are both generally rectangular, and at least one full side and a portion of another side of each of said areas is separated from said sheet.

4. The advertising insert of claim 1 wherein said areas each form a reply card, and include a return address thereon.

5. The advertising insert of claim 1 wherein said areas each comprises a coupon adapted to be separated from said sheet along said perforated lines.

Claims (5)

1. An advertising insert adapted to be inserted between the pages of a multi-page journal for distribution, said insert comprising a sheet of a material capable of being impressed with printed matter, said sheet having at least one fold line, a first part of saiD sheet extending across said fold line forming an area that is fully separated from said sheet on one side of said fold line and joined to said sheet on the other side of said fold line by a perforated margin, a second part of said sheet extending across said fold line forming an area that is fully separated from said sheet on said other side of said fold line and joined to the sheet on said one side of the fold line by a perforated margin, the portion of said sheet only outside of said areas being folded along said fold line whereby the fully separated portions of said areas extend beyond the remainder of said sheet at said fold line, said areas abutting one another along at least portions of said fully separated parts thereof prior to folding about said fold line.

2. The advertising insert of claim 1 wherein said sheet is generally rectangular, and said fold line extends transversely across said sheet between the sides thereof.

3. The advertising insert of claim 1 when said areas are both generally rectangular, and at least one full side and a portion of another side of each of said areas is separated from said sheet.

4. The advertising insert of claim 1 wherein said areas each form a reply card, and include a return address thereon.

5. The advertising insert of claim 1 wherein said areas each comprises a coupon adapted to be separated from said sheet along said perforated lines.

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