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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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