Outsert

Anoutsertis a supplemental leaflet or card wrapped around and attached to the outside of amagazineor other publication -- unlike aninsert,which appears inside the magazine itself -- in order to advertise a product.Outserts may range from a few pages to dozens, sometimes as large as a separate magazine.An outsert may also act as a flag for the publication to distinguish it from other titles onnewsstandshelves. The effect is to draw the attention of the browser to the magazine.

Advertisers are frequently drawn to outserts because of the perceived "halo effect" of their ad being bundled with the magazine, while magazines use them as an additional revenue source.Research shows that outserts may increase sales of the publication.The best performing outserts use a single, bright colour to contrast with the magazine cover.

History

The outsert was first used on Running Magazine in the UK in 1981..They were later popularized by fashion magazines in the early 1990s:Vanity Fairincluded an outsert forCalvin Klein,andDetailsincluded one for Request jeans. The October 1992 issue ofVoguewas packaged with an outsert advertisement forRevlon.This outsert was deliberately designed to mimic theVoguegraphic design, with photoshoots byVoguephotographers,which sparked controversy amid those who saw it as blurring advertising and editorial.

Other uses

An additional use of the termoutsertis a multi-folded, instruction sheet applied to the outside of a bottle or carton of apharmaceuticalproduct.The instruction sheets are rather large and the font of the text is small so as to provide all mandated information about the proper use of andwarningsabout the product. The equipment that applies theoutsertis called an outserter or outserting machine.

Scientific use of the term

High-strength magnets such as those at theNational High Magnetic Field Laboratoryare configured with an inner magnet called the insert and an outer magnet called theoutsert.

External links

• Video showing an outserting machine in action.