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• A preprinted insert is a page or a group of pages in a
magazine that is not part of the issue's print run.
• Preprinted inserts are almost pure profit because they
involve no production costs other than those connected with binding
them into the magazine.
• Saddle-stitched magazines can add inserts during the
regular bindery run. An insert in a saddle-stitched magazine usually
has a "flap" on the other side of the bind. Sometimes the flap can be
sold as advertising space; mostly it is left blank.
• Perfect-bound magazines affix inserts in a gluing
procedure called "tipping." A "tipped" insert can be either a permanent
part of the magazine or a pull-out section designed as a free-standing
advertising piece.
• Correct placement of the insert is essential. For
example, binding an insert between certain signatures could make it
difficult for the issue to lie flat when closed, so these positions
have to be avoided. (This is more of an issue with saddle- stitched
than with perfect-bound books.) Also, the publisher may have promised
display advertisers that inserts will not adjoin or cover their pages.
• The production manager must remember to adjust the
issue's folio (page) numbers to factor the sides of the insert into the
total page count. For example, the page following a two-sided insert
tipped to the right of page 40 is 43, not 41. Since an issue may
contain multiple inserts of varying sizes, the numbering may have to be
bumped this way in more than one place.
• Examples of "special effects" inserts: a holiday
insert for Absolut vodka containing an audio chip that played a
fragment of a Yuletide melody; inserts with three-dimensional, "pop-up"
models of skyscrapers; heat-sensitive inks that change colors when
touched; and "magic" windows through which readers can view hidden
graphics. These are enormously expensive to design and produce and may
even require hand assembly.
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