| 摘要 |
A printed insert for advertising purposes is described, the direction of reading of which runs parallel to the direction of reading of an associated printed carrier product. This insert is fixedly connected in the spine of the printed carrier product, in any desired manner. The printed carrier product is larger, in the width of its single-page format, than the long side of a postcard. The insert terminates, at the horizontal edges and at one of the vertical edges, to match the format of the printed carrier product. In particular, the insert serves the purpose of being partially useable as a reply postcard; the weight of its paper per square metre corresponds to this use. In the case of stapled printed carrier products, the insert extends beyond the central stapling and has the same format on the opposite sides. For this purpose, it requires a maximum of two advertisers to use the insert. In the case of printed carrier products with adhesive binding, the insert permits use by only a single advertiser. With each type of binding, the printed insert offers advertisers a distinctive positioning of their publication within the printed carrier product, since it is not in communicative competition with any equivalent element in the direct advertising environment. <IMAGE>
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