U.S. patent number 3,807,771 [Application Number 05/260,020] was granted by the patent office on 1974-04-30 for advertising insert.
This patent grant is currently assigned to Graphos Techni-Services, Inc.. Invention is credited to Craig P. Greason.
United States Patent |
3,807,771 |
Greason |
April 30, 1974 |
ADVERTISING INSERT
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.
Inventors: |
Greason; Craig P. (Huntington,
NY) |
Assignee: |
Graphos Techni-Services, Inc.
(Huntington, NY)
|
Family
ID: |
22987483 |
Appl.
No.: |
05/260,020 |
Filed: |
May 30, 1972 |
Current U.S.
Class: |
283/56; 229/301;
229/70; 229/300 |
Current CPC
Class: |
G09F
23/10 (20130101) |
Current International
Class: |
G09F
23/00 (20060101); G09F 23/10 (20060101); G09f
023/00 () |
Field of
Search: |
;281/15 ;283/56,60,6,62
;229/92.8,70 ;46/35 ;206/45.29,45.30 ;273/155
;40/126A,125R,124.1 |
References Cited
[Referenced By]
U.S. Patent Documents
Primary Examiner: Charles; Lawrence
Attorney, Agent or Firm: Nolte, Jr.; Albert C. Hunter;
Edward B. Hamburg; Charles B.
Claims
What is claimed is:
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.
Description
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 such inserts may have tear-out
portions suitable for mailing as postalcards, tear-out portions
which may be folded for use as envelopes, or tear-out portions that
may be suitable as coupons, and that various samples of items to be
marketed may be attached to the inserts.
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 a view 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;
FIG. 19 is a view of a further insert according to the invention;
and
FIG. 20 is a view of a still 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
material, 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 35 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 folding along 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-A-Card" 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 the invention. For example only, additional fold lines
may be provided in the advertising insert sheet, and additional
separable areas either projecting or not projecting from the insert
may be provided. The sheet may also additionally carry samples of
the advertisers commodity attached thereto. It is therefore
intended in the following claims to cover each such variation and
modification as falls within the true spirit and scope of the
invention.
* * * * *