GB2407298A

GB2407298A - Bookmarks with information pockets and wheels

Info

Publication number: GB2407298A
Application number: GB0324783A
Authority: GB
Inventors: Iain Sinclair; Grant Sinclair; Godfrey Michael Bradman; Nicholas Miller; Camilla Ruth Bradman; Margaret Anne Murphy
Original assignee: KYP
Current assignee: KYP
Priority date: 2003-10-23
Filing date: 2003-10-23
Publication date: 2005-04-27
Also published as: CN1867959B; CN1867959A; GB0324783D0

Abstract

The bookmark has front cover 1 and rear cover 2 between which is a series of pockets 3 aligned side by side with their openings 4 at an edge of the bookmark. The pockets 3 contain inserts 5 bearing advertising material and/or sachets for consumables (figure 4). The pockets have windows or cutouts 8 in front cover 1 so that their contents are visible without removal. A further pocket 9 contains a pivoted extendable ruler 10 or a book light. A series of wheels 16 on spindles (17, figures 7,8) may be rotated to align items of information they bear, such as numbers, with windows 18. Thus the number of the last page read may be recorded. Another bookmark (figures 12,13,14) provides means of identifying which line on a page was the last to be read. Also disclosed is a method of distributing advertising material and of providing its publisher with a financial benefit derived therefrom.

Description

Bookmark

Description

This invention relates to bookmarks. More specifically, this invention relates to a s bookmark capable of carrying advertisements, promotional material and other information relevant to the title of a book with which it may be provided free of charge to the reader.

People have long tried to produce bookmarks that provide more than means for remembering the last read page. US patent 5462006 discloses a bookmark with a pocket to receive photos and potpourri and US patent 6446803 discloses a bookmark attached to the spine of the book providing a pocket for inserting pens.

Today there exist a great number of books on a great number of subjects appealing to people of different groups in society. Consequently, book sales provide a little exploited source of marketing information. Book Clubs and Internet shopping provides records of the literary taste of individuals but when books are purchased in shops for cash no records are made.

Every published book is associated with a great number of documents and items such as reviews, author information, merchandise and articles. This information is of interest to readers and details of it may be printed on the covers of the book.

However, new information may appear before a new edition of the book can be published.

Patent W08300463 discloses a clip on bookmark that in one embodiment has means for storing business cards and advertising. However, the bookmark can be used indefinitely and repeatedly. Many readers read more than one book at a time and consequently need more than one bookmark. Furthermore, each book is often associated with a number of situations and different items and accordingly a bookmark designed for each situation and each book is needed. - 2

It is an object of the invention to provide a bookmark that may be sold with a book wherein the bookmark contains promotional material and products tailored to the subject matter of the book concerned.

s Another object of the invention is to provide a targeted focused marketing opportunity for advertisers.

Yet another object of the invention is to provide a bookmark on which one can record the number of the page, and the part of that page, at which the reader finished reading.

According to the invention there is provided a bookmark comprising a plurality of pockets aligned side-by-side wherein the opening of the pocket is at the edge of the bookmark.

Thus, the present invention improves on the bookmarks of prior art by providing a bookmark containing a plurality of pockets aligned side-byside with the opening towards the edge of the bookmark. Furthermore, the contents of the pockets can be changed any number of times throughout the life of an edition of a book providing means for updating the information relevant to the reader.

The invention also provides a bookmark comprising a front main cover and a rear main cover that are joined together by folding; the rear main cover comprising a plurality of strips and protrusions projecting outwards from the side of it; the plurality of strips and protrusions are folded onto the inside of the rear main cover and glued to the inside of the front main cover defimng a plurality of separate sections between the front and rear main cover of the bookmark wherein each section has an opening at the edge of the bookmark and said front and rear main covers. The bookmark may further comprise openings on the face of the main covers to allow the reader to preview the contents of the pockets.

The bookmark, according to the invention, may include at least one wheel mounted on a spindle attached to the main covers; the wheel having messages printed there - 3 on and at least front or rear main cover comprise windows showing one of said messages printed on said wheel; wherein the displayed messages can be changed by rotating the wheel.

s The invention also includes a method performed by a distribution organisation to distribute advertising material, wherein a publisher publishes different publications and the distribution organisation distributes advertising material on behalf of advertising clients for supply with copies of the publications sold to customers, the method comprising: receiving from the publisher information relating to particular ones of its publications with which advertising material is to be distributed; arranging for advertising material to be produced on behalf of advertising clients, and arranging for the advertising material to be supplied for distribution with copies of the titles sold to customers, at no cost to them; deriving a financial benefit from the advertising clients; and providing the publisher with a financial benefit dependent on the number of copies of its publications with which the advertising material is distributed.

The dstubution organisation may comprise a distribution company, and the publisher may be a shareholder in the distribution company, such that the publisher receives said financial benefit at least in part as a dividend in respect of its shareholding in the distribution company.

The shareholding in the distribution company held by the publisher may be dependent on the number of copies of its publications that are distributed accompanied by the advertising material.

Embodiments of the present invention will now be described, by way of example, with reference to the accompanying drawings, in which: Figure I is a front view of the bookmark; Figure 2 is a rear view of the bookmark; Figure 3 Is a view of the inserts of the bookmark folded (a) and unfolded (b); Figure 4 illustrates three examples of Inserts; - 4 Figure 5 illustrates an example of a foldable ruler that can be fitted in one of the pockets of the bookmark; Figure 6 shows the spindles on which the ruler and wheels pivot. The spindle is shown from above (a) and from the side (b); Figure 7 shows the components of the bookmark before it is assembled; Figure 8 shows a cross section of the bookmark; Figure 9a is a view of the bookmark from the right hand edge; Figure 9b is a view of the bookmark from the left hand edge; Figure 9c is a view of the bookmark from above; 0 Figure 9d is a view of the bookmark from below; Figure 10 is a perspective view of the bookmark showing the contents of the pockets partly extracted; Figure 11 illustrates four different embodiments of the bookmark with different sized pockets; Figure 12 shows a fifth embodiment of the bookmark where 12a is the front cover and 12b is the rear main cover; Figure 13 illustrates how the bookmark shown in figure 121S placed in the book; Figure 14 illustrates how the bookmark shown in figure 12 is seen from the front of the closed book; Figure 15 is a schematic block diagram of participants in a method of distributing advertising and promotional material using bookmarks; Figure 16 is a schematic block diagram of production flows between the participants; Figure 17 is a schematic illustration of the cash flow associate with distribution of the bookmarks; and Figure 18 is a schematic illustration of the shareholdmg in a distribution company that organlses distribution of the bookmarks.

Referring to Figures 1 and 2, the bookmark comprises a front main cover 1 and a rear main cover 2 that overlie one another. In this embodiment, the front and rear main cover are rectangular, made of sheet material such as cardboard and have generally the same size and shape. The front and back main cover 1, 2 have outer faces that display text and images (not shown) that are appropriate for the book that - s - will contain the bookmark. For example, if the bookmark is for use with a children's book, the bookmark may display information about the book or pictures of the characters in the book. Alternatively, if the bookmark is sold with a travel book or guidebook, the bookmark may display information about travelling. The bookmark s may be provided with a book when sold, for example pre-packaged within pages of the book and the displayed information on the faces of the main covers 1, 2 may be selected depending on the category of the book's title e.g. children's book, travel, medical, scientific.

The bookmark further comprises a number of sections that act as pockets 3 between the front and rear main covers 1, 2, that have openings disposed along their left hand longitudinal edge shown in Figure 1. A recess 4 at the opening of each pocket allows easier access to contents of the pockets. The pockets contain inserts that bear advertisements and promotional material 5a, 5b, 5c, 5d. The advertisements and promotional material may be directed to a target market that corresponds to the subject matter of the book title, so as to target particular groups of readers. The contents of the pockets are thus selected depending on the category of the book title.

The advertising material may comprise printed matter. The promotional material may take many different forms such as mini-kits of promotional samples or other thin objects that may be attractive or appealing to the target market of book readers.

For example the pockets 3 may contain samples of cosmetic products or consumables. Another possibility is that the pockets contain mini kits of first aid products as an advertisement for a chemist, or mint stationary kits for a shop selling stationary.

The inserts may be contained within an insert cover that may be made from a rectangular sheet 6 of card as shown in Figure 3a, that is folded in half along line 7, creating two covers 6a, 6b that overlie one another as shown in Figure 3b. Each insert cover 6a, 6b is generally the same size and shape as the pocket 3 in the bookmark. Ind1cia can be printed on both sides of the insert covers and mini kit products can be attached between the two covers. Alternatively, one insert cover - 6 can be made into a sachet containing consumables. However, it will be understood that many different designs can be used for the material inserted into the pockets 3.

Figure 4 illustrates examples of inserts. Figure 4a shows a mini first aid kit s comprising a flat thermometer to be contained in a bookmark intended for a medical handbook. Figure 4b illustrates how one of the insert covers is replaced by a sachet that can be torn off along the centre line 7. Figure 4c is an example of an insert in the form of a repair kit to be contained in for example a guidebook to a city. The repair kit could be handy when being a tourist and consequently, a mini repair kit may be supplied free of charge by a travel agent as a marketing strategy.

However, it will be understood that many different designs can be used for the material inserted into the pockets 3.

The front main cover 1 of the bookmark includes wmdows 8 which allow the reader to preview the contents of the pockets, and the contents themselves may be configured to have a legend or similar display to be aligned with a corresponding window for this purpose. For example, if the pocket contains a game, the window will show the name or the type of the game and if the pocket contains advertisement for a soda drink the window will show the name of the brand of the soda drink.

As shown in Figures 1 and 2, the bookmark also has a top pocket 9 to receive an implement or other item that is attractive or useful for the reader. In this example the top pocket 9 contains an extendable ruler 10 and in another embodiment it contains an extendable rectangular piece of cardboard provided with a book light.

The book fight may comprise a light emitting diode, battery and drive circuitry operable as described by GB Patent No. 2336657. The ruler itself can be manufactured by folding a thm sheet of cardboard as illustrated in Figure 5; Portions 11, 12 and 13 are folded onto portion 14 and an adhesive is used to keep the parts together. The end of the ruler or book light 15b will pivot around a point 15a attached to a spindle, see Figure 6, on the bookmark as shown m Figure 7 and 8.

On the left hand side of the bookmark in Figure 1 there are a number of wheels 16a, 16b, 16c, 16d and 16e protruding at the side. These wheels pivot on spindles 17a attached to the main covers as shown in Figure 7 and 8. The messages on the wheels are displayed in the windows 18 and 19. The main purpose of the wheels is s to provide the user with a way of recording the last read page. In this embodiment the numbers O to 9 are printed on the front side of the wheel 16a, 16b, 16c and 16d; the wheel can be rotated until the correct number is shown in the window 18. The four windows, 18, then display the number of the last read page. The largest recordable page number in the embodiment shown is 9999. Clearly, the number of wheels and windows can be altered to suit the type of book that will contain the bookmark. Wheel 16e contains information about at which part of the last page the reader stopped reading. Examples of messages can be top left, top right, bottom left, bottom right. When rotating the wheel one of the four messages is displayed in the window 19.

Windows 20, 21 and 22 show the messages on the rear side of the wheels. By printing messages on the rear side of the wheel, the function of the rotating wheels can be used to display more information and advertisements. The information displayed will change as the wheels are rotated. The information of the wheels can be further altered to suit the target market. In one embodiment the windows 20 can display messages of words used in the field associated with the content of the book.

Consequently, If the bookmark is sold with a book about medicine, the wheels may be rotated to display a number of useful words in the field of medicine.

Alternatively, it could contain words or phrases that form part of an advertisement.

An example would be positive words describing a product.

Windows 21 and 22 are used to show a conversion table between pounds and dollars or Centigrade and Fahrenheit. For a given number of pounds displayed in the top window 21, the corresponding number of dollars will be displayed in the bottom window 22. A currency conversion function would, for example, be useful for a bookmark in a book about travelling. 8

Fgure 7 illustrates one embodiment of a blank from which the bookmark can be fabricated. The blank consists of the front and the rear main cover that are joined together by folding along one side 23. The rear main cover 2 has portions of cardboard 24, 25, and 26 protruding from it. The wheels 16a, 16b, 16c, 16d and 16e s are mounted on the spindles 17a and the ruler 10 is mounted on spindle 15a. The spindle can of course be replaced by a single moulding, or bosses can be formed from plastic sheet if this is used instead of cardboard for the blank. In this embodiment the wheels will overlap and need to be manufactured from thin cardboard sheets. The protruding piece 24 is folded onto the rear main cover 2 along with the strips 25 and 26, trapping the wheels 16 and the ruler 10. The end of the strips 25 will fit in the notches 27 of the sheet 24 and form the plurality of sections 3 with their side edges defined by the strips 25. The sections will form the pockets for the advertisement kits. An adhesive is used to adhere 24, 25 and 26 to the front main cover.

Figure 9b shows the view from the right hand edge of the bookmark. The wheels 16a, 16b, 16c, 16d and 16e can be serrated to allow better grip for the user. The wheels can be made of plastic and the bookmark can be made of cardboard.

The insertion of the advertising material in the pockets is illustrated in Figure 10.

The contents of the pockets are partly inserted. It is also clear from Figure 10 that the ruler 10 can be folded m order to fit into the top pocket 9.

Figure 11 illustrates four different embodiments of the bookmark where the inserts are of different sizes. The size of the pockets will be chosen depending on the size of the advertisement that needs to go into the pocket. Figure 1 la shows the same size of pockets as in Figure 1 and 2. The bookmark in Figure 11b has a total of three pockets containing advertisements, two small 5a and 5d and one medium sized 2Sa. Figure 11c has a total of two medium sized pockets 28a and 2Sb containing advertisements. Figure 1 id shows a bookmark only containing one large pocket for advertisements. Accordingly, the details of the blank m Figure 7 needs to be varied to create differently sized pockets.

Figure 12 shows a further embodiment of the bookmark. Figure 12a shows the front cover of the bookmark and figure 12b shows the rear cover of the bookmark. The front and rear faces of the bookmark contain advertisements or indicia relevant to the book (not shown). They further show four arrows in different colours. The top s and bottom of the bookmarks have boxes coloured according to the colour of each arrows. Each arrow refers to a specific part of the spread of the book, namely, left page- upperhalf 30, righipage- lowerhaf 31, rightpage - upperhalf 32 and leftpage - lower half 33.

Figure 13 illustrates how the bookmark is used. When the reader has finished reading he notes the last read line 42 and places the bookmark with the edge along the spine 43 of the book 44 and with the appropriate arrow pointing to the last line 42. When closmg the book 44, a coloured box 34 to 41 will protrude at the top or the bottom of the book showing the colour corresponding to the appropriate arrow as shown in figure 14. In this example the reader stopped reading at the top of the right hand page. Accordingly, the coloured box visible in figure 14 has the same colour as the arrow pointing to the last line 42. Consequently, even before the book is opened, the user knows at which part of the spread he finished, and when opening the book, he will look at that part of the spread and search for the line the arrow points at.

This embodiment of the bookmark could further contain pockets as explained in the description above. The arrows on the face of the covers may replace some of the wheels and accordingly this embodiment provides more space for 2s advertisements.

The described bookmarks may be used to distribute advertising and promotional material. Bookmarks as previously described with reference to Figures 1 to 14, bearing advertising and promotional material may be supplied free of charge to customers purchasing a book or other publication.

Referring to Figure 15, a distribution organisation 45 comprises a dstubution company i.e. a company incorporated according to the laws of an appropriate - 10 jurisdiction, with an issued share capital, the ownership of which will be described m more detail hereinafter.

The distribution company 45 enters into contracts 46, 47, 48 with publishers 49, 50 s and 51 referred to hereinafter as publisher A, B and C respectively. The publishers may comprise publishing companies that, in a conventional manner, publish books or other publications in a number of different subject matter areas or categories, for example children's books, travel, gardening and the like.

In their contracts with the distribution company 45, the publishers 49, 50, 51 agree to include bookmarks in their publications, supplied to them under the control of the distribution company 45. For example, if the books produced by the publisher are protected by a plastics shrinkwrapping, the bookmark is included at the printing works of the publisher within the book, underneath the shrink-wrapping. The publishers 49, 50, 51 supply copies of their publications including the bookmarks to retailers 52, 53 through their usual supply chains 54 - 58 for sale to customers. The bookmarks bearing advertising material are thus supplied free of charge to the customers at the point of sale by the retailers 52, 53.

This distribution company 45 makes use of the services of an advertising agency 59 which sells advertising space on the bookmarks to advertising clients. Two advertising clients 60, 61 are shown in Figure 15 although in practice there may be many more. The commercial relationship between the distribution company 45 and the advertising agency 591S defined in a contract 62 between them.

The manufacture and printing of the bookmarks in this example is contracted out by the distribution company 45 to a printing company 63 under a contract 64. The prmtng company 63 produces the bookmarks and advertising and according to the designs agreed by the distribution company 45, with advertising copy and other promotional material specified by the advertising agency 59 according to Instructions received from the advertising clients 60, 61. The bookmarks are produced In different versions, one for each category with printed matter and other details being configured to appeal to the readers of the particular category. - 11

Referring to Figure 16, the distribution company 45 coordinates a supply of bookmarks to the publishers 49, 50 and 51. The distribution company 45 receives information from the publishers 49, 50 and 51 concerning the titles of their s publications that are to receive bookmarks and the print run for each title, namely the number of copies of the title that are to receive bookmarks. The different versions of the bookmarks are specifically designed to appeal to different categories of reader determined by the titles of the publications. An example is set out in Table 1 below in which the versions of the bookmarks are specifically designed for target reader groups in the following categories: travel, children, gardening, scientific and general. An example of data collated from the publishers is set out in Table 1 below, which shows the number of bookmarks of each category that the publishers contract to distribute with copies of their publications over a predetermined period e.g. 6 months, to continue in six monthly intervals for a 3 year period:

Table 1

Category Publisher A Publisher B Publisher C Totals Travel 10,000 20, 000 50,000 80,000 Children 30,000 40,000 15,000 85,000 Gardening 40,000 000 70 000 Scientific 5,000 60,000 20,000 85,000 General 50,000 20, 000 5,000 75,000 Totals: 135,000 140,000 120,000 395,000 The distribution company 45 calculates from this data the number of bookmarks required for each category to be supplied to the publishers. This information is supplied to the bookmark printer 63 and the advertising agency 59.

The bookmark printer 63 produces the requisite number of bookmark versions for each category. For example, the bookmark may be configured as shown in Figure I and 2 and the same overall physical shape and configuration of the bookmark may be used for all of the five categories illustrated in Table 1. However, for each of the - 12 bookmark versions, the printing applied to the covers 1, 2 and the other previously described features of the bookmark are specifically designed and printed to appeal to readers of titles falling within the five individual categories shown in Table 1.

Moreover, the inserts 5 received in pockets 3 will contain advertising or other promotional material specifically directed to the five individual categories and the copy or designs for the inserts are supplied to the printer by the advertising agency 63 as explained m more detail below. In this way, advertising space can be sold, specifically directed to particular target groups according to the categories of publication.

The advertising agency 59, sells advertising space for the five categories of bookmark set out m Table 1 to the advertising clients 60, 61. The creative departments of the advertising agency can develop advertising and promotional material for inclusion m the different categories of bookmark, specifically directed to target reader groups based on the categories set out in Table 1. Moreover, the pricing for the advertising copy can be determined based on the projected production runs for each category of bookmark set out in Table 1. The advertising space on the bookmarks may comprise the inserts 5 shown in Figures 1 and 2 or messages associated with the windows 20, 21 and 22. The advertising agency 59 supplies the copy to the distribution company 45, which then supplies it to the printer 63.

The printer 63 thus produces or obtains the inserts 5, places them in the appropriate versions of the bookmarks, and supplies them in appropriate numbers to the 2s publishers 49, 50, 51 in accordance with the data set out in Table 1.

The publishers 49 - 51 include the appropriate versions of the bookmarks in the copies of their titles and supply them to the retailers 52, 53 for sale to customers.

As previously mentioned, for books which are shrink-wrapped, the bookmark may be included wlthm the shrink-wrapping. Alternatively, the bookmarks may be inserted within the pages of books without shrnk-wrapping. The bookmarks may also be supplied separately from the books and inserted into them at the point of sale. - 13

Figure 17 illustrates the cash flows associated with the distribution of bookmarks.

The advertising clients 60, 61 pay for the advertising space that they purchase and in this example, the payments are made to the advertising agency 59. The advertising s agency 59 deducts its expenses according to an agreed formula specified in its contract 62 with the distribution company 45 and pays the remainder of the income from the advertising clients to the distribution company 45.

The distribution company 45 makes payments to the printer 63 and the publishers 49 - 51. The printer 63 is paid according to the contract 64 (Figure 15) which may specify a price per bookmark, although other contractual arrangements will be evident to those skilled in the art.

There are two modes of payment made by the distribution company 45 to the publishers 49 - 51. The first payment mode comprises payments calculated on the basis of the number of bookmarks supplied to individual publishers e.g. n cents per bookmark so that in the example of Table 1, publisher A would receive 135,000 x n cents for the bookmarks supplied to it. This payment is relatively small and is intended to compensate the publisher for the additional work carried out to insert the bookmarks into the copies of the books and distribute them to the retailers.

Also, the publishers are made shareholders of the distribution company 45 and they receive a share dividend dependent upon the profitability of the distribution company 45. The shareholdings of the individual publishers 49, 50, 51 are determined by the number of copies of their publications that they offer to the distribution company 45 to receive bookmarks. As previously mentioned, the publishers 49, 50, 51 enter into contracts 46, 47, 48 shown in Figure 15 which specify the number of copies that they undertake to be provided with bookmarks and their shareholdings are determined in accordance with these contractual undertakings. The arrangement of the shareholdlngs is illustrated schematically m Figure 18. The issued shares of the distribution company 45 are held by the publishers 49, 50, 51 together with other investors 64. In one non-lmitmg example, the other investor 64 holds 75% of the shares and the remaining 25% is distributed - 14 amongst publishers A, B and C. The individual publishers hold shareholdings X%, Y% and Z% of the remaining 25% of the shares in the distribution company 45 where the values of X, Y and Z are determined as a function of the relative numbers of bookmarks they undertake to include in their publications in their contracts 46 S 48 with the distribution company 45. In this way, the potential dividend payable to the publishers individually depends on the level at which they engage with the supply of bookmarks in their publications. This arrangement encourages the publishers to distribute the bookmarks.

The arrangement is very attractive to advertisers because the different versions of the bookmark provide an advertising vehicle tailored to a particular customer group, namely the readers of a particular category of book and so the advertising copy can be particularly focused towards them.

Many modifications and variations to the described distribution method will be readily apparent. For example, whilst the distribution organisation has been described as a corporate body it could be organisedin different ways for example a partnership, limited liability partnership or sole trader. Also, more or less than three publishers can be contracted.

Furthermore, the bookmarks need not necessarily be configured as described herein and other bookmark designs could be used. Also, the bookmarks need not necessarily be configured in different versions and the same advertising material can be supplied for all the different categories. Also, the bookmarks need not 2S necessarily be only distributed at no cost to the customer and they can be supplied directly to the retailers for sale at a non-zero price. The bookmarks described herein may also be used as promotional tools, which are provided with promotional Inserts or advertising material specific to a particular promotional project. Such promotional tools need not necessarily be supplied with books at the point of sale as previously described, and may instead be distributed to support the launch of any new product or service, for example as a free gift. Also the promotional tools need not necessarily be configured as bookmarks but rather as other devices such as a torch or whistle. -

Claims

Claims 1. A bookmark comprising a plurality of pockets aligned

side-by-side wherein the opening of the pocket is at the edge of the bookmark. s
2. The bookmark of claim 1 wherein the pockets divide the bookmark into a plurality of sections.
3. The bookmark of claim 2 further comprising a front and rear main cover wherein at least front or rear main cover comprises at least one opening on the face of said front and rear main cover to provide a window to at least one of the plurality of sections; said windows being positioned to show a representative part of the contents of the sections.
4. A bookmark comprising a front main cover and a rear main cover that are joined together by folding; said rear main over comprising a plurality of strips and protrusions projecting outwards from the side of it; said plurality of strips and protrusions are folded onto the inside of the rear main cover and glued to the inside of the front main cover defining a plurality of separate sections between the front and rear main cover of the bookmark; wherein each section has an opening at the edge of the bookmark; said front and rear main cover further comprising openings on the face of the main covers to provide windows in order to display portions of the contents of at least one of the sections.
5. A bookmark according to claim 3 or 4 wherein at least one of the sections contains advertisements. 3G o
6. A bookmark according to claim 5 wherein the advertisement is of generally the same shape and size as the section. - 16
7. The bookmark according to any one of claims 3 to 6 wherein at least one of the sections contains a mini ht.
8. The bookmark according to claim 7 wherein the mini hit comprises: s First aid products; tools; puzzles; consumables; cosmetic samples; games.
9. The bookmark of any one of claim 2 to 9 further comprising a ruler that can be extended from one of the sections.
10. The bookmark of claim 9 wherein one end of the ruler pivots around a spindle attached to the main covers of the bookmark.
11. The bookmark of any one of claim 3 to 11 further comprising a book light.
12. The bookmark of claim 11 where the light is attached to a first end of a strip; the second end of the strip is attached to the bookmark; and a spindle attached to the main cover of the bookmark is further attached to the second end of the strip allowing the strip to pivot on the spindle.
13. The bookmark of any one of claim 3 to 12 wherein said sections further comprise at least one wheel mounted on a spindle attached to at least the front or rear main cover.
14. The bookmark of claim 13 wherein the wheel protrudes at the edge of the front and rear main cover.
15. The bookmark of claim 13 or 14 wherein at least one of the faces of the wheels comprises messages and at least front or rear main cover comprises windows displaying one of said messages on the said wheel.
16. The bookmark of claim 15 wherein the displayed message can be changed by rotating the wheel.
17. The bookmark of claim 16 where the messages comprise information about the last read page.
18. The bookmark of claim 16 wherem more than one section comprise a wheel and the individual messages displayed by each of the more than one wheel form a combined message.
19. The bookmark of claim 18 wherein the individual messages comprise numbers and the combined message comprise the number of the last read page.
20. The bookmark of claim 16 to 19 further comprising additional windows on the rear main cover dlsplaymg addition information prmted on the wheels that form part of a separate message to the user.
21. The book mark of claim 20 wherein said separate message comprises Centigrade to Fahrenheit converters, pound to dollar converters or useful words.
22. The bookmark of any one of claim 13 to 21 wherein the wheel is made of plastic.
23. The bookmark of any one of claim 3 to 22 wherein the bookmark is made of cardboard.
24. The bookmark of any one of claim 3 to 23 further comprising text and decorative pictures. - 18
25. The bookmark of claim 24 wherein the text and decorative pictures reflect the subject matter of the book.
26. The bookmark of claim 3 to 25 wherein the contents of the pockets reflect s the subject matter of the book containing the bookmark.
27. The bookmark according to any one of claim 3 to 26 wherein the opening of each section at the edge of the bookmark comprises a recess for allowing easier insertion and extraction of the contents of the bookmark.
28. The bookmark according to any claim 3 to 27 further comprising arrows on the face of the bookmark covers that can be aligned with the last read line of the page.
29. The bookmark of any one of the preceding claims wherein the bookmark is made of cardboard.
30. A method performed by a distribution organlsation to distribute advertising material, wherein a publisher publishes different publications and the distribution organisat1on distributes advertising material on behalf of advertising clients for supply with copies of the publications sold to customers, the method comprising: a. receiving from the publisher information relating to particular ones of its publications with which advertising material is to be distributed; b. arranging for advertising material to be produced on behalf of advertising clients, and arranging for the advertising material to be supplied for distribution with copies of the titles sold to customers, at no cost to them; c. deriving a financial benefit from the advertising clients; and d. prodding the publisher with a financial benefit dependent on the number of copies of its publications with which the advertising material is distributed. - 19
31. A method according to claim 30 wherem the distribution organisation comprises a distribution company, the publisher is a shareholder in the distribution company.

s
32. A method according to claim 31 wherein the publisher receives said financial benefit at least in part as a dividend in respect of its shareholding in the distribution company.
33. A method according to claim 31 or 32 wherein the shareholding in the 0 distribution company held by the publisher is dependent on the number of copies of its publications that are distributed accompanied by the advertising material.
34. A method according to any one of claims 30 to 33 wherein the financial benefit provided to the publisher comprises a payment per copy of its publications with which the advertising material is distributed.
35. A method according to any one of claims 30 to 34 wherein the advertising material comprises a product for use by a customer that purchases a copy.
36. A method according to claim 35 wherein the product comprises a bookmark.
37. A method according to claim 35 or 36 wherein the product includes at least one pocket to receive the advertising material..
38. A method according to any one of claims 35 to 37 wherein the publications are classified according to subject matter categories and the product is produced in different versions corresponding to the categories for distribution with copies of publications within the categories.
39. A method according to any one of claims 30 to 38 wherem the publications with which the advertising material is distributed are provided by a plurality of publishers and financial benefit IS provided to them depending on the number of copies of their publications with which the advertising material is distributed. -
40. A method according to claim 31 or 32 wherein the advertising material is produced through an advertising agency which sells advertising space to the advertising clients to provide the advertising material. s
41. A method according to claim 40 wherein the advertising agency is a shareholder in the distribution company.
42. A method according to any one of claims 30 to 40 wherein the advertising material comprises a bookmark as claimed in any one of claims 1 to 29.
43. A publisher that receives a financial benefit according to a method as claimed in any preceding claim.