by Bernard Martin

We've spend quite a bit of time researching what are the optimal sizes that onsert cards can be produced and conform to postal standards that we have gotten approval.  We have developed the following set of guidelines.
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THE PAPER: 18pts C1S
For the purpose of providing some "standards' we recommend inserts be produced on 18 point cardstock.  This is the same cardstock that is commonly used for your business cards and postcards. “C1S” stands for Coating on 1 Side, uncoated on the other. The coated front provides more vibrant colors, while the back which is uncoated results in duller colors and is easy to write on. Thicker or thinner stock could be used and both sides could be coated, but in order to provide some costs below we need to establish what we believe would be the most commonly used paper stock to create onsert cards. 
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LENGTH & HEIGHT OF THE SAMPLE CAVITY
The simplest answer is that the sample cavity can be practically any size you desire.  But just because it can be produced does not mean that it is feasible for packing, shipping, postal delivery or fit in magazine racks.

With the myriad of magazine sizes on the market suffice to say the whether using a header style onsert card or a spine style onsert card the onsert cavity is the important aspect of the onsert card.  Here's some simple rules of thumb:

• Essentially, the back of the onsert card is the size of the magazine, you had the width of the cavity to the get your overall size.
• We recommend that the " thickness" mirror as closely as possible the thickness of your magazine.  By keeping the onsert thickness close to the magazine thickness samples won't get crushed when stacked or packaged in boxes,
• The length of the onsert cavity can be nearly as long as the length of the magazine.  However, to conform to postal regulations we need to encapsulate the sample inside the cavity so there has to be enough rigid area on the ends to accomplish that requirement.

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WIDTH OF THE SAMPLE CAVITY
As a general rule the width of the cavity should not be smaller than 1" wide. According to Glenn Marino, One inch  "is the smallest that we can produce. Even if we could make it smaller I dont think that it could be erected and function properly."

The width can be pretty large, but keep in mind that anything sitting too high in a magazine stand would require thicker paper than 18 pt to support the weight an don't "fall over"  So for the purpose of providing some ideas of standards we're going to make the following 'standard" sizes so we can give you some cost estimates.

The 3 sizes are:

• Small - 1" wide cavity
• Medium - 1 3/4" wide cavity
• Large - 2 1/2" cavity

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THE DIMENSIONS
The dimensions below reflect both a vertical cavity along the spine and a horizontal cavity along the top, head,  in all 3 sizes. As we explained about we are basing this on  using a standard magazine size of 8" x 10-3/4".

That means that the Onsert cards would be:
12.693" x 11.8125" flat folds to 8 ¼" x 10 3/8" with 15/16" sample cavity and finishing with a die cut, apply 15/16" x 4 ¾ window patch, fold and glue flat insert.

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 When was the last time that a sales rep for a publishing company walked into one of their advertisers with a NEW advertising product?   An actual physical product, not a digital product. Something that could be delivered directly to magazine subscribers.  In our discussions with publishing industry insiders they've told us that perhaps the last time something that was as new and innovative as an onsert was in the early 70's when scratch and sniff products came out.

Traditionally, the inside covers are really the first and last impressions a magazine reader will have until onserts!

With an onsert card there are now six covers that can be sold.  The four traditional covers above plus another back cover and another inside cover (that space under the magazine when it's in the poly bag.

And of course there's the onsert sample! The sample is wrapped by branding and copy right on the cover of the magazine!.

That means that publishers now can sell

• Another Back Cover
• Another Inside Cover
• Front Cover Space!

We think this is a terrific opportunity to generate new revenue streams for publishers!  Of course the advertiser could publish an article on the product in the onsert "inside" cover or maybe a coupon, or a QR code....   Perhaps it could even be shaped into oragami folks for the kids!

An onsert card really opens up some creative opportunities for advertisers and that translates to new revenue dollars for publishers!

As more and more media channels emerge, it’s even harder to capture consumers’ attention. Sure, digital and print marketing are great for getting the word out…. But NOTHING attracts people’s attention … Like a free sample!

SampleMax has a new way to help magazine publishers — and their advertisers — shareproduct samples. It used to be that magazine product samples could only be offered via thin packets INSIDE the magazine.

SampleMax allows the product and its messaging to be displayed OUTSIDE the magazine. It’s a great way to advertise products like colognes and perfumes, shampoos, lotions, soaps, powder drinks, car waxes and more.

The SampleMax system can be used with any size publication, whether it’s 100 pages or 1000 … perfect bound or saddle stitched. What’s more, SampleMax is approved by the United States Postal Classification Center as a periodicals supplement.

With SampleMax, EVERYBODY WINS:

• Publishers can grab more attention for their magazines on the racks.
• Advertisers have more highly visible space in retail locations to display and share theirproducts—and an exciting new way to share samples.
• Customers have the opportunity to immediately receive and try free product samples with the purchase of a magazine—or through their subscription.

To see what SampleMax can do for Publishers, Printers, Advertisers, Advertising Agencies, Media Agencies, and Manufacturers, visit www.samplemaxinc.com … or call 850-543-5493.