Insert
Also called: blow-in card or buckslip
An insert or blow-in card is a separate advertising medium that is added to the distribution of newspapers, magazines or other publications. An example is a flyer that is attached to a magazine by folding it in or co-sealing it. Inserts can also be sent as "inserts" with letters and invoices or inserted into packages sent by an online store.
Because inserts are distributed separately from the publication they belong to, they have a higher attention value than regular advertisements in a magazine or newspaper. When opened or read, the cards automatically fall out of the issue they belong to and therefore literally stand out. An insert that is bound along with a magazine is called a bind-in card.
Together with the higher costs for printing and handling, this usually makes advertising using an insert more expensive than placing a regular ad. The use of inserts is especially common in the weekend editions of daily newspapers and special issues/inserts of magazines, which often have a higher circulation.
The alernative term blow-in card refers to the way inserts are inserted between the pages of a magazine using air pressure. A buck slip is a small, thin insert about the size of a banknote.
The specialty within print marketing that deals with promotion through inserts is also called insert marketing.
